Client case studies and testimonials can be extremely beneficial to PR and marketing strategies for a variety of reasons. But to get the most effective exposure and engagement out of your case studies, it’s important that they are well-written, well-presented and well-placed.
From a marketing perspective
Case studies can be used in a variety of ways. They can (and should) be published on your website and it is always a good idea to promote their existence via blogs, with a link to the full case study. They can play an important part in helping to generate organic traffic to your website, and therefore increase visibility to potential customers.
Case studies can be used in printed literature, such as company newsletters and in digital communications, as well as downloadable white papers and eBooks. Taking them a step further, they can also be incorporated into videos and used in podcasts.
And once you have produced a good case study, let your target audience know about it! Share a link to your case study on social media platforms.
From a press perspective
The media, whether print or online, love good case studies because they make interesting editorial content! Many trade magazines and websites have dedicated case study areas, and it is a great opportunity for your business to get some publicity, very often free from advertising charges if it isn’t ‘too salesy’ in style.
If a journalist is writing your case study as part of an article, then they may want to talk to your customer directly for a comment. Ensure they have all the facts and request that you approve a proof before it is published. If the article is being used in a printed publication, high resolution images will be required so make sure you have some available to illustrate the copy.
The media follow each other carefully so you never know, similar opportunities in other publications or websites may become available. Think of all that potential press coverage!
From a sales perspective
Positive feedback helps to instil trust, and for this reason case studies can be a powerful sales support tool. Case studies give credibility to your brand by illustrating how you have provided a solution to a specific customer and give credence to the level of service your business has provided.
They also help customers in similar sectors understand how your products or services may work in their environment, or for their business.
Getting Started – Some Basic Steps to Writing a Case Study
1) Always ask your customer for their permission to produce a case study, and be clear about what you need from them, and how and where you plan to use it.
2) A good case study needs to have some background about your customer; why they chose your product or service; how and where it is being used; how it is providing a solution to a specific issue, ideally with some comments to endorse the standard of service your business has provided.
3) When writing the article, think like a journalist! Explain the facts and tell the story of how the project evolved. Don’t use sales jargon, and write it in the ‘third person’, rather than ‘we’ or ‘I’.
4) Arrange for some high-quality images to be taken to illustrate the ‘story’ you are telling.
5) When you have drafted your article, send the copy and the selected to images to your client to approve.
6) Once approved, you are ready to use this for your PR and marketing. Good luck!
Need assistance with your case studies?
While case studies are beneficial, we do understand they take time to compile, distribute and utilise fully. If this sounds all too familiar, then don’t worry because Kingston PR can handle the entire project on your behalf, including copywriting, media management and photography services. Our rates are very competitive, so please get in touch to find out more, or a quote.
Email: rachel@kingstonpr.co.uk or call 07831 645632.