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Keep 'Em Curious |
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Don’t Get Left in the Dust
We all lead busy lives, and maintaining contact with friends, clients and co-workers can be difficult to consistently keep up. The risk with clients is that if you’re not keeping in touch with them, you can bet your competition is. A situation like this puts you at serious risk of losing mind share and market share! As you create case studies for prospecting and converting, make sure to use them in your retaining efforts too. What better way to reach out to past and existing clients than to inform them of recent successes or company milestones within current projects? Case study information can be repurposed to support lead generating initiatives within your current customer base, as well as re-familiarize your company with existing, perhaps less active customers. It never hurts to remind people of opportunities they could be capitalizing upon.
Opportunity Knocks
Testimonials and case studies add credibility, and organizing them by industry or vertical demonstrates greater relevance. They will also communicate new solutions you offer, as well as keep customers abreast of solutions available to them. As fast as technology changes, your ability to provide this education to clients is invaluable and will differentiate you from your competition and strengthen your relationship as your customer or prospects trusted advisor. Case studies, when done well, can alleviate the burden of proof from the account manager role and should be leveraged across all of your marketing initiatives via testimonials, interest generating statements, differentiation points and quick reference stories.
Strut Your Stuff
One of the key benefits of developing a case study is that you now have compelling content that can be leveraged in several of your marketing vehicles. The possibilities are endless when it comes to making use of case study content! Just as you use case study testimonials for prospecting, the same strategies work for retaining clients. You can utilize a case study as a direct mail piece: send the printed case study along with a letter to relevant clients. Post it on your website: as you develop more case studies, organize them by industry or vertical to demonstrate greater relevance. Feature it in your newsletter: excellent content for your electronic or printed versions. Use the testimonial quotes on your website, in your brochure, and during sales presentations. Or better yet, actually turn the case study into a sales presentation! You can also use the case study content for trade shows, webinars, conferences and meetings, press releases, publications, and other mediums. These are just a few ways to reap continued marketing rewards.
What we do…and what we can do for YOU!
Case studies are versatile marketing tools that create interest in your firm and offer a solution unlike any other tool. They should be included in your marketing strategy for prospecting, converting and retaining. Sending information to clients, regardless of whether they are new or old, will display to an outsider the full spectrum of what your company does and can do for them. Start turning your success stories into gold digging tools and get prospecting for new business, but don’t forget to continue mining your existing database or your competition could move in!
