Everyone loves a story, especially a potential customer. Real clients’ customer success stories allow you to provide social proof of how your services have been used in the real world. And the best person to tell your company’s story is a satisfied client. These stories can add depth and character to a testimonial to convert a potential client into a paying one. Of course, successful businesses already know the power of prospect-focused testimony. 73% of B2B marketers are already publishing case studies.
[According to “The 2015 Benchmark Report on B2B Content Marketing and Lead Generation” from Starfleet Media, case studies and client success stories are by far one of the most effective ways to market your business.]
Why are case studies so critical?
Case studies are considered the top of the marketing pyramid for success stories because they are niche-specific and super targeted. They can be easily repurposed into various formats, such as pop-ups and e-newsletters. And they can also encourage customers to reach out via a clear call to action, generating new leads. Because of its versatility and staying power, a case study is an excellent investment for healthcare businesses.
So how can you use them in marketing your healthcare brand?
- Write a blog post and repurpose the case study on your blog. Case studies can be excellent source material for blog posts because they go in-depth, explaining how your brand solved their problem. Write your blog post with your readership in mind, angling the post around the issue, followed by illustrative examples from your case study.
- Generate new leads by offering the case study as an incentive to enter your sales funnel. Use your studies in a simple slide-in CTA or a launch page to maximize its reach.
- Create a video. Videos are a must-have in the fast-paced digital world that we live in today. Consumers are often on the go, short on time, and looking to consume information in easily digestible formats such as videos and podcasts. If you have the budget, adapt your case study into a video to include on your site. Be sure to include the video transcription and notes to offer another way to consume the information the study presents and be accessible for all viewers. Research shows that 71% of web users with a disability will leave a website that is not accessible.
- Announce them in a press release. When working in healthcare, your clients want to know that you are knowledgeable about the problem they have before they try your service. Use your case studies in press releases to position your brand as authoritative and call out any product mentions.
Using a case study to promote your business and educate your customers is a tried and true, cost-effective way to approach B2B content marketing without breaking your budget. Investing in a study can produce various versatile content that can be shared across multiple platforms. And don’t forget that customers promote brand loyalty and make excellent marketers.