When you're thinking about investing in a product or service, what's the first thing you do?

通常,这是以下一项或两个:您可能会询问您的朋友是否尝试过产品或服务,如果有的话,他们是否会推荐它。您还可能会进行一些在线研究,以了解其他人对所述产品或服务的评价。如今,90% of consumers used the internet to find a local business in the last year,和82%的消费者阅读在线评论。这表明大多数人都希望同行做出购买决定。 大多数客户知道,一些在线研究可以使他们摆脱糟糕的经验和预算投资不佳。

Download Now: 3 Free Case Study Templates

营销案例研究旨在说服流程,产品或服务可以解决问题。为什么?因为过去这样做。通过包括研究的定量和定性结果,它吸引了逻辑,同时画出了买家成功的图片。这两者都可以是强大的动力和反对的卸妆。

Why Use Case Studies?

从本质上讲,案例研究是确定您提供的价值和质量良好的证据时的宝贵资产。

According toHubSpot's State of Marketing Report 2020,13%的营销人员将案例研究称为其内容策略中使用的主要媒体之一。这使它们成为最受欢迎的内容,仅由视觉内容,博客和电子书胜过。

a graph that shows results from the question

好的,所以您知道案例研究工作。问题是,how做他们的工作?您如何从中挤出最大的价值?

When to Use a Case Study

Here are the ways you can market your case studies to get the most out of them.

As a Marketing or Sales Asset

1.Use a case study template to create PDFs for email or downloads.

不要低估在合适的时间提供社会证据的价值,以增加价值并赚取业务。案例研究在考虑阶段非常有效买家的旅程when they are actively comparing solutions and providers to solve a problem they're experiencing.

For this reason, case studies in an independent PDF format can be helpful in both marketing and sales. Marketers can use these PDFs as downloads in web content or email campaigns. Sales reps can utilize these assets in demonstrations, in a follow-up, or to overcome objections.

example of a case study template in Microsoft Word with graphs and sections for Image Source

The easiest way to create PDF case studies is by using a案例研究模板. Doing so can decrease the amount of time you spend creating and designing your case study without sacrificing aesthetics. In addition, you can ensure that all your case studies follow a similar branded format.

We've created a great case study template (and kit!) that's already locked and loaded for you to use. All you have to do is input your own text and change the fonts and colors to fit your brand. You can download it这里.

On Your Website

2. Have a dedicated case studies page.

You should have a webpage exclusively for housing your case studies. Whether you call this page "Case Studies, "Success Studies," or "Examples of Our Work," be sure it's easy for visitors to find.

Structure on that page is key: Initial challenges are clear for each case, as well as the goals, process, and results.

得到灵感:Google’sThink With Googleis an example of a really well structured case study page. The copy is engaging, as are the goals, approach, and results.

think with google case study outlining sections for goals, approach, and results

3.将案例研究放在您的主页上。

给网站访问者每一个机会都偶然发现快乐客户的证据。您的主页是这样做的理想场所。

您可以通过多种方式包括主页上的案例研究。这里有一些例子:

  • Customer quotes/testimonials
  • A call-to-action (CTA) to view specific case studies
  • A滑入CTA链接到案例研究
  • A CTA leading to your case studies page

得到灵感:theresumator.com将推荐书纳入其主页以加强其价值主张。

在ThereSumator主页上的客户推荐

Bonus Tip: Get personal.

营销gurus across the world agree thatpersonalised marketing is the future. You can make your case studies more powerful if you find ways to make them “match” the website visitors that are important to you.

People react to familiarity -- for instance, presenting someone from London with a case study from New York may not resonate as well as if you displayed a case study from the U.K. Or you could choose to tailor case studies by industry or company size to the visitor. At HubSpot,我们称此“智能内容”。

得到灵感:To help explain smart content, have a look at the example below. Here, we wanted to test whether including testimonials onlanding pagesinfluenced conversion rates in the U.K. The landing page on the left is the default landing page shown to visitors from non-U.K. IP addresses. For the landing page on the right, we used smart content to show testimonials to visitors coming from U.K. IP addresses.

分裂测试的A和B版本的比较,将案例研究作为着陆页元素进行测试

4. Implement slide-in CTAs.

Pop-ups have a reputation for being annoying, but there are ways to implement that that won't irk your website visitors. These CTAs don't have to be huge, glaring pop-ups -- instead, relevant but discreet slide-in CTAs can work really well.

例如,为什么不在您的一个产品页面上测试CTA,并链接到一个案例研究的链接,该案例研究介绍了使用该产品看到出色结果的客户呢?

得到灵感:如果您需要一些帮助,以为您的网站创建滑块,check out this tutorial on creating slide-in CTAs.

5. Write blog posts about your case studies.

Once you publish a case study, the next logical step would be to write a blog post about it to expose your audience to it. The trick is to write about the case study in a way that identifies with your audience’s needs. So rather than titling your post “Company X: A Case Study," you might write about a specific hurdle, issue, or challenge the company overcame, and then use that company's case study to illustrate how the issues were addressed. It's importantnot将博客文章围绕您的公司,产品或服务中心 - 相反,客户的挑战以及如何克服bob全站app的挑战应成为中心舞台。

例如,如果我们进行了一个案例研究,该案例研究表明,由于我们的营销自动化工具,一位客户如何产生两倍的潜在客户,那么我们的博客文章可能与以下方面相似:学习]。”然后,博客文章将包括统计数据,实用技巧以及我们案例研究中的一些说明性示例的混合。

得到灵感:Check outMoz的博客文章的这个很好的例子, titled "How to Build Links to Your Blog – A Case Study."

6. Create videos from case studies.

Internet services are improving all the time, and as a result, people are consuming more and more video content. Prospects could be more likely to watch a video than they are to read a lengthy case study. If you have the budget, creating videos of your case studies is a really powerful way to communicate your value proposition.

得到灵感:Check outone of our many video testimonials有关如何查看自己的视频的一些想法。

7. Use case studies on relevant landing pages.

完成案例研究后,您将获得一系列可以从中汲取的报价和结果。在产品页面上包括引号特别有趣。如果网站访问者正在阅读您的产品页面,那么他们将处于“考虑”心态,这意味着他们正在积极研究您的产品,也许是为了购买。在这些页面上策略性地将客户报价放在这些页面上是将其推向线路并进一步向下漏斗的好方法。

These quotes should be measured, results-based snippets, such as, “XX resulted in a 70% increase in blog subscribers in less an 6 months” rather than, “We are proud to be customers of XX, they really look after us."

得到灵感:I really like the way HR Software company工作日结合了视频和推荐进入其解决方案页面。

workday's use of testimonial in the top left corner of a product page

Off Your Website

8.在社交媒体上发布有关案例研究的信息。

Case studies make for perfect social sharing material. Here are a few examples of how you can leverage them on social:

  • 共享指向案例研究的链接,并在帖子中标记客户。这里的诀窍是以吸引合适的人点击的方式发布您的案例研究,而不仅仅是一个通用信息,例如“新案例研究 - >>链接。或实现的目标。包括与案例研究相关的主要统计数据也是明智的;例如,“ 2x铅流”,“ x增加125%”等等。
  • 在Twitter/Facebook上更新您的封面图像,显示一个快乐的客户。我们的social media cover photo templatesshould help you with this!
  • Add your case study to your list of publications on LinkedIn.
  • Share your case studies in relevant LinkedIn Groups.
  • Target your new case studies to relevant people on Facebook using dark posts. (在这里了解黑暗帖子。)

得到灵感:火星发现区posts case studies on Twitter to push people towards a desired action.

Mars Discover District tweets showing their promotion of case studies

9. Use case studies in your email marketing.

案例研究特别适合当您拥有可分割的行业列表时。例如,如果您有保险业客户的案例研究,则将您的案例研究发送给您与保险相关的联系基础的案例研究可能是与主要培养活动相关的补充。

当在产品特定的铅培养工作流程中使用,案例研究也可以非常有效。它们对于重新参与已经安静并查看案例研究与您产品的特定领域的线索相关的线索很有用。

得到灵感:重要的是,您的铅培训工作流程内容包括适合潜在客户在销售周期中的适当内容。如果您需要有关如何执行此操作的帮助,请查看我们的帖子如何引导培养内容映射到每个阶段sales cycle.

10. Incorporate case studies into your newsletters.

这个想法是良好的客户关系it is for gaining the attention of your prospects. Customers and clients love feeling as though they're part of a community. It’s human nature. Prospects warm to companies that look after their customers; companies whose customers are happy and proud to be part of something. Also, whether we are willing to admit it or not, people love to show off!

得到灵感:Newsletters become stale over time. Give your newsletters a new lease of life with我们关于如何创建不吮吸的新闻通讯的指南bob官网官方网站.

11.为您的销售团队配备案例研究。

Tailored content has become increasingly important to sales reps as they look to provide value on the sales call. It's estimated that consumers go through70-90% of the buyer's journey在联系供应商之前。这意味着消费者比以往任何时候都更加知识。销售代表不再需要花费整个电话来谈论功能和好处。销售已经变得更加复杂,现在需要武装着解决买方流程每个阶段的内容。在显示前景中,类似行业中的其他人如何从您的产品或服务中受益,案例研究确实很有用。

得到灵感:案例研究只是帮助您的销售团队销售的一种类型的内容。不过,他们并不总是自己工作。看看我们内容类型的列表可以帮助销售完成更多交易.

12. Sneak a case study into your email signature.

Include a link to a recent case study in your email signature. This is particularly useful for salespeople. Here's what my email signature looks like:

HubSpot员工的签名,该员工在电子邮件签名底部具有案例研究链接

得到灵感:Did you know that there are lots more ways you can use your email signature to support your marketing?Here are 10 clever suggestionsfor how you can do this.

13.培训中的用例研究。

Having customer case studies is an invaluable asset to have when onboarding new employees. It aids developing their buy-in, belief in, and understanding of your offering.

得到灵感:Have you completed ourInbound Certification courseyet? During our classes, we use case studies to show how inbound marketing is applied in real life.

In Lead-Gen Content

14.将案例研究包括在您的主要生产工作中。

您可以以电子书,模板等形式根据案例研究创建许多优惠。例如,您可以整理一本名为“逐步指南,以在3个月内覆盖10,000个博客订阅者……就像XX一样。”您可以创建一个更深入的案例研究版本,以获取详细统计信息作为报价。(别忘了,你也可以SE的行情和统计数据来自登录页面上的案例研究promoting the ebook, which adds credibility and could increase your conversion rates.) Or, you could create a template based on your customer's approach to success.

得到灵感:如果您认为自己需要成为一名出色的设计师,请重新考虑精美的电子书。轻松创建电子书these customisable ebook templates.

您还可以使用案例研究来构建网络研讨会,以记录如何成功使用X。在网络研讨会中使用案例研究是出色的中间渠道内容,并且可以真正帮助您将潜在客户进一步移动到漏斗中,以成为销售合格的潜在客户。

得到灵感:Webinars are really effective as part of a lead nurturing workflow. Make sure your next webinar is spot on by遵循这些简单的网络研讨会提示。

15. Create a bank of evergreen presentations.

It’s important to build up a bank of evergreen content that employees across your organisation can use during presentations or demos. Case studies are perfect for this.

在案例研究的亮点上汇总一些幻灯片,以激发人们的兴趣,然后将其提供给您的销售和面向客户的团队。如果创建演讲的营销人员是向将来可能使用它们的任何人展示它的营销人员,那将是有帮助的。这样可以确保他们可以清楚地解释演示文稿并回答可能出现的任何问题。

得到灵感:人们想使用什么演示文稿?Here's a list of tools to make your presentations great.

16. Create SlideShares based on case studies.

几张幻灯片后,你可以so put together a more detailed presentation of the case study and upload it to SlideShare. After all, not only is SlideShare SEO-friendly (because Google indexes each presentation), but there is a huge pre-existing audience on SlideShare of over 60 million users you can tap into. SlideShare presentations are also easy to embed and share, and allow you to capture leads directly from the slides via a lead capture form.

得到灵感:Want to generate more leads with SlideShare, but not sure how to get started?查看此博客文章.

HubSpot Slideshare关于“如何通过入站营销成长”,这是一个深入的案例研究

现在,您了解了营销案例研究的价值以及它们可以在您的内容营销(甚至销售)策略中使用的不同方式,您的下一步是考虑什么可以说服您的目标受众与您开展业务。

您最近是否为客户完成了大事?您是否有可证明结果的过程或产品?您的潜在客户希望您能为他们做什么?

The answers to those questions will help you craft compelling content for your case study. Then, all that's left is putting it into your audience's hands in formats they want to consume.

新的呼吁行动

新的呼吁行动

Editor's note: This post was originally published in January 2015 and has been updated for comprehensiveness.

Originally published Jul 30, 2020 2:15:00 PM, updated September 08 2020

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