6 Ways to Use Case Studies in Your Marketing

Case studies are an excellent opportunity to prove to your potential customers that what you do works!

Identifying a problem that your customers face, and providing a step-by-step explanation of how you solved the problem and the successes you achieved, shows that you are demonstrating exactly how you could solve their problems too. And the best bit is the content you create for case studies can also be repurposed and used in other ways for your content marketing.

So, keep reading to find out six ways to use case studies in your marketing.

First things first: case study myth busting!

Firstly, let’s address some sticking points people have around case studies.

1. They take ages to write! Depending on your business, they can take a little longer to write, especially if you need to gather and illustrate data. However, the amount of content contained within the case study means that you have oodles of “free” content to use. And case studies are classed as “evergreen” content which is high-quality content that doesn’t date and over time, increases in readership. Great for SEO!
   
2. My work with clients is confidential so they won’t want their name attached to the case study so I can’t write them. It’s a myth that you can only write case studies about companies that wish to have their name assigned to them. I have a mixture of both on my own website and whilst it is better if you can reference one of your clients, the reality is that in some cases this just isn’t possible so don’t let that stop you.

If you are looking for case study writing tips, Hubspot has some templates and advice on creating case studies.

How can you use case studies in your marketing?

1. Have a dedicated page on your website

Creating a page on your website exclusively for case studies keeps all the information in one place, providing a great website experience for your clients. Also, remember to add a link on your home page to the case studies.

2. Take key snippets and use them for social media posts

You can create social media posts from quotes and quantitative data in your case studies. For example, “240% more website clicks” provides a brief overview and a link to the post. If you received a quote from the company during the writing of the testimonial, you can also use this in your social media marketing.

3. Add to your newsletter

Your newsletters are an excellent way to share your case studies as the audience is interested and reading the case study might be the little nudge they need to encourage them to purchase from you.

4. Use them as part of your offer

Case studies are a key selling feature when people are at the consideration stage of the sales funnel. This is where they are comparing companies against each other. Case studies and testimonials can show the potential customer your successes and the benefits of working with you.

If you are a business that provides quotes for work, make sure you include the most relevant case study and testimonials in the quote. And don't forget to include on any relevant landing pages.

5. Add to your email signature

Your email signature provides you with a valuable marketing opportunity to advertise offers, new content and of course case studies. All you need is a line underneath your details with a link included, as per my picture below.

6. Use case studies in retargeting ads

Retargeting ads for platforms like Google and Facebook allow your business to show targeted ads to the users who visited your website and didn’t complete a conversion i.e. purchase an item or fill in a contact form etc. You could use case studies within your retargeting ads.

Finally, case studies like testimonials are an excellent source of social proof. I’ve previously written about why it’s essential to harness customer reviews on customer sites like Trip Advisor, Trust Pilot, Facebook, Google Reviews and the benefits these can provide your business. You can read the blog post here.

Case studies are an excellent way for your business to demonstrate to potential customers your expertise and how you can help them solve their problems which in turn can increase conversion rates. And, as demonstrated case studies can be repurposed and used for other valuable content marketing.

If you’re interested in using case studies as part of a retargeting ads campaign, or perhaps you would like to know more about campaign retargeting in general, then why not get in contact with me.