The client success story is versatile marketing content
Marketing case studies are high-mileage vehicles. A well-written success story breathes life and humanity into what others might have previously viewed as boring business problems. Even accounting can be a fun topic. I have found that potential clients actually want to read about the interesting experiences of other clients. It’s refreshing for them to hear from somebody besides your marketing department–in other words, a real, live customer! And because well-written stories are naturally engaging, one marketing case study can be extended into a variety of different formats. Your mileage is limited only by your imagination.
Posting it on your website is just the start.
The collaborative nature of the case study lends itself well to new marketing opportunities. For example, here at Seven Story Learning, we recently completed a case study for email validation experts LeadSpend and their client, online publisher ArcaMax. Both CEOs were energized by the partnership, which then sparked a number of additional productive marketing efforts, including a co-hosted Webinar, twitter activity, an interview on Marketing Sherpa, blog posts, blog posts, and blog posts. Talk about high utility!
Of course, the case study should be available on your website for visitors to easily view and obtain. However, placing the client success story on your website is just the start. Don’t stop there! Here are just a few of the many other ways that client success stories can help grow your business:
- Inbound marketing and SEO to drive site visits
- RFPs, proposals, and investment pitches
- Press mentions
- Tradeshow collateral
- Industry blogging
- Social media networks like Facebook, Twitter, LinkedIn, Pinterest, Instagram and more.
- Before, during, and after face-to-face sales calls
- Partner with your featured client to speak at conferences and webinars
- User-generated content campaigns
- Internal training
- Converted into audio testimonials or video case studies
- As a thank-you, framed on the office wall of the featured client
Are you getting good mileage?
What other ways are you using client success stories and case studies to market your business?
Flickr photo courtesy of angeloangelo, Creative Commons license.