By Alan Graner
Case studies are powerful marketing pieces because of their third-party validation and because they’re a legitimate way for customers to tell the world how great you are.
If you’re like most companies, you probably the publish case studies on your website and consider your job done.
Nay, my friend. You’re just starting. Here are nine ways to further integrate case studies into your marketing strategy.
Whenever you create a new case study, announce it on Twitter and provide a short link to it on your website.
Fan page? Business page? Regular page? Who cares? Post your case study here.
LinkedIn and LinkedIn groups
You can publish your case study on LinkedIn, but most people write a short, intriguing intro along with a shortened URL that takes them to your website (and increases traffic).
Find the news angle in your case study—a way to save time or money, a new manufacturing technique, the secret of better customer relations—and refashion it into a press release. Remember: this is news, not a sales piece, so skip the puffery and chest beating. Since paid wire services charge by the number of words, you may want to seriously abridge your case study.
Publish the case study in your company newsletter or e-newsletter.
Email the case study to your opt-in list. It’s an easy way to keep your name in front of them and to dramatize how your real-world solutions can benefit customers and prospects.
Print multiple copies and hand them out at trade shows, networking events and leave-behinds after sales calls.
Have a speaking opportunity? Convert your case study into a PowerPoint, complete with graphs, photos and other visuals. Or, add narration and music to make it a self-contained presentation.
When a client participates in a case study, send them a PDF they can use in their own marketing campaigns. Also, document all the ways you’ve marketed the case study. They’ll appreciate the free publicity, which makes them happy customers.
What other recommendations would you give for marketing case studies?
Alan Graner is Chief Creative Officer at Daly-Swartz Public Relations, an Orange County, CA business public relations and marketing content firm. For content that makes you stand out from the crowd, email Jeffrey Swartz at firstname.lastname@example.org. Or visit www.dsprel.com.