There is an updated version of this post – 41 Fantastic Places to Promote Your B2B White Papers.
Case studies are one of the most powerful B2B sales and marketing tools.
Today’s B2B buyers want social proof before they purchase a product or service. Customer testimonials and case studies can give them this proof. According to hawkeye, 71% of B2B buyers in the awareness stage and 77% in the evaluation stage cited testimonials and case studies as the most influential types of content.
However, not everyone is going to find your success stories on your website. Here are 21 ways to get your case studies in front of a wider audience:
1. Host a Twitter chat and feature your customer.
Host a Twitter chat and invite your customer to be the featured guest. Tell your customer’s story and discuss a key problem that both your customer and others on the chat are facing.
2. Tweet about it.
You can send a single tweet, or you can even schedule a series of tweets that tells the story in its entirety. For example, start the series with a tweet that describes the problem your customer faced.
Follow it with a tweet about how they tried to solve the problem on their own but couldn’t. Then, tweet about why they selected you and how they implemented your product.
Finish with a few tweets highlighting their best results. Each tweet should link to the full case study and contain relevant hashtags. You can also number these tweets, so people will know they’re part of a series.
3. Upload the case study on LinkedIn Publisher.
Using LinkedIn Publisher is a great way to expand your reach on the top B2B social network. Just be sure to re-word your story before you publish it, so Google doesn’t think you’re posting duplicate content.
4. Share the case study on LinkedIn.
In addition to sharing it on your company page, ask some of your employees to share it in their personal status updates.
5. Mention it in LinkedIn groups that your target audience participates in.
It’s even better if the customer that you profiled is active in these groups and can respond to comments and questions.
6. Tell the story on Quora if it will answer someone’s question.
Just watch that you’re not too promotional, or your answer will get voted down.
7. Share the story with your Facebook community.
Ask your friends to comment on it.
8. Turn your case study into a SlideShare presentation.
Insert a lead generation form in the presentation, so you can collect leads directly from SlideShare.
9. Post the case study in industry-specific forums and social networks.
Getting active in industry-specific social networks is a great way to engage with your target audience.
10. Feature your customer in a webinar.
You can tell the story and take questions from the audience.
11. Ask if your customer will speak at an event.
Conference organizers are always looking for relevant success stories.
12. Empower your sales team.
Give sales reps your latest case studies. They can work these stories into their conversations to get prospects interested in your products and services.
13. Make your voicemails memorable.
Sales reps can cite a result from a case study when they leave voicemails with prospects. This can help them get more return calls.
14. Hand them out at meetings.
Design a 2-page, front-and-back version of your case studies. This makes it easy for sales reps to hand them out at meetings.
15. Email case studies to prospects.
A new case study gives sales reps a reason to reach out to a prospect.
16. Email case studies to your marketing lists.
Success stories are a great addition to your e-newsletters and other email communications.
17. Post case studies on your blog.
Turn your case study into a “how-to” article, where your customer shares tips on how to overcome a challenge.
18. Promote your case studies on your website.
Create ads that link to your case studies and place them throughout your site. You can also highlight a case study on your home page.
19. Quote your customers.
Insert customer quotes throughout your site to enhance your credibility.
20. Add credibility to your mailers.
Include highlights from a case study or a quote from a customer in your next direct mail campaign.
21. Beef up your proposals.
Include a few case studies in your next proposal to increase your odds of winning the project.
These are just a few of the places where you can share your success stories. Try experimenting with how you format and share your case studies, so you can reach a wider audience and turn more leads into customers.
3 Ways To Apply This Information to Your Business
1. Read “3 Keys to More Compelling Case Studies” to find out how to create case studies that excite and influence your potential customers.
2. Download Content Marketing Quick Fixes to learn 10 things you can do improve your B2B content.
3. Click to share this article on LinkedIn. Sharing quality content increases your visibility and credibility with your existing contacts, creating conversations and potentially new business.