7 Ways Case Studies Can
Help You Attract More
Customers
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Case studies are one of the most powerful -
yet most underused - marketing and sales tools.
While most people place advertising low on
their credibility list, they will often believe
information about your company when it comes
from a third party. That's why sharing your
customers' success stories is crucial to
helping others see the benefits of using your
products or services.
Although many marketers take the time to
interview their customers and write up success
stories, they often fail to use the stories to
their full potential. Here are 7 places you can
use case studies to shorten your sales cycle
and turn more leads into customers:
1. Sales conversations.
Drop a few statistics from a customer
success story into your sales conversations and
watch your prospects take notice.
2. Direct mail.
Case studies can help you raise awareness
around a new product or service. Include text
from a case study in your next direct mail
campaign to increase your response rates and
generate more leads.
3. Email to a prospect.
The next time you touch base with a
prospect, email some highlights from a success
story. You'll be more likely to get a
response.
4. Voice mail to a
prospect.
Make your voice mail memorable by citing a
measurement from a recent case study.
5. Newsletters or
e-newsletters.
Do you want more of your subscribers to read
your newsletters? Try condensing a longer case
study into a short article and sending it to
your list. People enjoy learning how others are
solving similar problems and will be more
likely to read your newsletter.
6. Proposals.
Include a few case studies in your next
proposal to increase your odds of winning the
project.
7. Your website.
In addition to posting case studies on your
product and services pages, you can feature a
case study on your home page. Just be sure to
rotate the case studies frequently so your
site's regular visitors don't get bored.
Whenever you send out case studies, make sure
the content is something your prospects care
about. Otherwise, even the most compelling case
study won't get read.
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