Overview:
Case studies are an excellent form of content marketing that can help attract visitors to your website and convert them into leads.
Key Considerations:
As HubSpot notes, "Having a variety of case studies based on various categories such as industry, location, company size, or type of business can help your sales team convert leads into customers and upsell existing customers."
To get started, here are some key things to consider:
Step 1: Personas
Demographics only address part of the story. Personas dig deeper, to get at the pain points, objections and motivations of clients and potential customers. Before drafting your case studies, think about these issues to make sure you are writing a compelling presentation that will resonate with your potential customer's true needs.
Step 2: Format
Generally an overview, goal, strategy, tactics, successes/results works well. Depending on the dollar value of the product or service your manufacturing business is selling, the length of the case study will vary. Make sure you don't reveal any confidential or proprietary information and are honoring and non-disclosure agreements (NDAs) that might be in place. You can write these in Word and print them as a pdf to publish on your website.
Step 3: Hide Behind a Form
Case studies are opportune occasions to leverage inbound marketing, that is, to put this valuable content behind a form, capture the email address and be able to stay in communication with this lead via email. Be sure to set up a 'drip' campaign (marketing automation) so that they get a copy of the case study not only on the landing page (redirect after the person submits the form), but also via email. Have the automation send additional, helpful and relevant information over the following days and weeks, to try to move them through the sales funnel.Step 4: Tools
Platforms like HubSpot make this whole process incredibly easy. WordPress has some functionality, especially when partnered with LeadPages and AWeber.
CONCLUSION:
Even if you post the case studies directly on your website and don't leverage inbound marketing via these documents, these are valuable assets in your content marketing strategy. By targeting your content towards the pain points or conquering objections your personas have, you gain search engine optimization (SEO) value and provide answers to people seeking solutions. You demonstrate your authority of voice and your ability to address issues your
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