How can you use a case study to generate more qualified leads?
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- Categories: Industrial Marketing, Marketing Tips
Our last article went over the importance of creating quality case studies; now that you have a good understanding of that, let’s talk about how you can turn a case study into a lead generating tool.
As we stated in the last article, case studies quickly convey a lot of useful real-world information about your company and your offerings. You can use both the full case study and pieces of the study in other marketing efforts to drive new business to your company. Case studies are so effective that 41% of the engineers who responded to a recent GlobalSpec survey say that they are very valuable in their buying decision.
One of the best ways you can use your case studies to consistently generate new leads is to create a dedicated page on your website where visitors can easily find, read, and download all of your company’s case studies. How can that help you generate leads you may be wondering? First, if setup properly (meaning SEO), the page itself can generate quite a bit of web traffic. Also, make sure that in order to download a full copy of the case study the prospect needs to give you their contact information first. Putting this page onto your site essentially bundles together all of your high-profile success stories which stacks the social proof that helps make your offerings more attractive to prospects.
Once you have your official case study webpage ready, you will want to create a wide variety of other marketing materials from the case study that can help you generate interest in your offerings and, more importantly, generate qualified leads. Items such as:
- Quotes from the study
- Testimonials from the study
- Calls to action that link to an individual study or the page on your site that has all of your studies
- Social media posts
- Blog articles
- Landing pages
- Incorporate links to download your studies within other relevant blog posts or pages on your website
- And more
Basically, you want to use the case study in your other marketing efforts to boost your brand and help guide prospective customers to your offerings. A hesitant prospect can be more easily persuaded to move past their objections and actually close the sale utilizing your case studies. Recent studies show that 88% of customers go looking for social proof before making purchasing decisions.
Engineers and buyers make the bulk of their buying decision (60%-70%) through online research without ever contacting a single source. Most of this research is done through websites, videos, and other content they find on the web. Offering them easy to find valuable content, like case studies, is a fantastic way to attract your prospects and retain current customers. According to the recent GlobalSpec survey, Engineers are more likely to give away their contact information in exchange for a case study. Quality case studies stimulate ideas and show them different ways of looking at particular issues that your company has already solved for other companies. This is particularly powerful if they are experiencing a similar pain-point that you helped another customer solve.
Giving your sales team a few good case studies to reference also helps them be able to provide more valuable, very specific, information while on a call with a prospective customer. They can also send the case study links to prospects in follow-up emails after sales calls. They are valuable printed materials that can be handed out at client meetings, conferences, tradeshows, and other industry events.
Case studies are one of the very few pieces of marketing content that work incredibly well before you make a sale to a prospect. They help you build your company’s credibility and trust utilizing the success story of another customer. The more valuable content that you can produce and distribute in the marketplace (meaning relevant case studies) the more authority you’ll gain in your industry and amongst your prospects. A good case study, with a relatable client, that highlights your success at solving a pain-point another engineer is having will cause them to reach out to your company to get to know you better and see if you’re a good fit for what they are looking for. So what are you waiting for? Get writing!
Need assistance? Let us help!
With over 30 years of experience, The Rico Group specializes in helping industrial manufacturers and job shops grow their business and diversify their customer base. We know how engineers think and what they are looking for. We know your processes, equipment, and materials. We also know that you have very little time to take away from your production and getting your customer’s orders delivered.
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