9 ways to get more payback from a case study
Marketing professionals sometimes make the mistake of using a case study in only one way — as a press release, for example — rather than disseminating that success story across other sales, advertising, PR and marketing channels.
A case study is highly versatile. It can benefit your company at multiple points along the communications spectrum
Here are some ideas:
1. Use it in a press release
A case study can quickly be abridged and reformatted into a press release. Be sure to note that a longer, more complete case study version is available. Editors might pick it up.
2. Mail it to prospects and customers
This is a terrific way to keep in touch, raise awareness about a new product or service, and even convert prospects into customers.
3. Give it to sales
Sales people love case studies. They use them in presentations, to illustrate key points and as testimonials. A case study is often more convincing than a brochure.
4. Post it on your web site
Want to improve traffic to your site? Keep refreshing and adding solid content. A case study certainly qualifies.
5. Use in as a story in your newsletter or ezine
Success stories based on real-world applications get the highest readership in company newsletters and ezines.
6. As a speaking topic
If your executives speak at meetings and conferences, a case study makes an excellent presentation. The content can easily be converted into PowerPoint™ slides. The printed case study itself can be used as a handout.
7. In lead-generation programs
A case study makes a terrific “free giveaway” in an ad, email, direct mailer and on a website.
8. For testimonials
Testimonials help make benefits believable. The quotes you gleaned from happy customers for the case study can also be used — with permission, of course — in ads, brochures, websites and more.
9. As a trade show handout
Case studies are a great way to break through the clutter of flyers and brochures that permeate trade shows.