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How to Use Case Studies for SEO
Customer case studies are the most versatile marketing asset you can have. And that versatility even extends to adding extra juice to your SEO. Because you can use case studies—and the inputs, outputs, and byproducts of the case study creation process (such as social media cards, video testimonials, audiograms)— to attract new eyeballs online through thoughtful SEO practices. (For more specifics on how to implement SEO strategies and practices, check out these resources from Moz.) Here are just some of...
How to Create Remote Video Testimonials and Avoid Common Pitfalls
Getting a great remote video testimonial takes a whole lot more than just firing up Zoom and pressing “record.” If only it were so easy! If you want a quality final product, here are just a few of the things you need to think about: Capture quality Lighting Framing Audio B-roll Tech troubleshooting Setting Captions and graphics Interview logistics Interviews 1. Capture quality Zoom (and most video platforms) will compress the heck out of everything they touch and make it...
How to Create Case Study Assets and Build a Winning Team
A deep, context-rich 1,500-word case study chalk full of customer quotes is GREAT…until it’s terrible. Because if you start rattling through that bad boy on a live call, your prospect is going to tune out. You’ve got the right idea, but you’ve chosen the wrong format. You need to deploy the right asset for the right situation. It’s the same in baseball. You can’t build a winning team with a roster that only includes left fielders, pitchers, or catchers. You need...
16 Ways to Empower Your Sales Team with Case Studies
Case studies make ideal assets for sales enablement. When your sales reps can show prospects a success story about a customer just like them, it instantly positions your solution as the perfect fit and greases the wheels for an enthusiastic yes. But in spite of their streamlined persuasion power, your sales team might not be utilizing your case studies to their farthest possible extent. Why is that the case? It might be because your existing case studies: Don’t speak to...
How to Choose the Right Case Study Metrics
When it comes to case study metrics, there’s something to be said for doing… less. You wouldn’t put every spice in your spice rack into the same dish. Because that mix of cinnamon, sage, fennel, tarragon, rosemary, and dill is going to taste BAD. Likewise, you shouldn’t throw every success metric you have into a single case study—because it will make a confusing, unpalatable mess. Customer success stories need to be focused Customer success stories are most delectable when the...
How to Use Case Studies and Video Testimonials in Paid Advertising
You only have a few seconds to capture the interest of prospective customers with your paid ad. So anything that makes your ad stand out—such as a catchy headline, impressive metric or relatable visual—is worth its weight in gold. Which is what makes case studies and video testimonials such a rich source of assets for paid advertising. Here are just some of the ways you can deploy case study-related elements in your paid ad campaigns: Video testimonials Snapshot or teaser case...
How to Prepare Customers for B2B Video Testimonials
So your customer has agreed to provide you with a video testimonial. Wonderful! Now you need to make sure they’re ready for the shoot. Here are four things you can do to prepare your customers for B2B video testimonials—without overwhelming them with requirements and suggestions: 1. Guide them on how to dress The first question many customers will have is what to wear. Generally, solid colours are better than patterns. All-white or all-black outfits are challenging to light properly. Small...
How to Choose the Best Case Study Candidate
It might sound like an obvious question, but if you’re going to go to the effort of creating case studies for your marketing and sales teams, you want to make sure you select the right case study candidates. Given that, which customers should you ask to participate? What makes a great case study candidate? Often, it’s tempting to just ask customers that are top of mind—and that will likely agree to participate. But those customers won’t always be your best...
How to Capture Your Target Reader With Your Anonymous Case Study
If your case study is anonymous, how can you be sure it gets read? Every case study should be aimed at a defined target reader. It might be CFOs of SaaS companies, or IT managers of financial institutions, or marketing directors of digital advertising agencies or something even more specific. Usually, you can use your customer’s brand name and logo as a signal to that target reader. Those brands and logos wave a flag, saying, “Hey CFO/CEO/director/etc., here’s a company you...