Do client case studies help to sign up new clients? Most definitely! Wherever possible case studies should be used in your marketing activities.
Why use case studies?
In short, they are a simple but effective way of letting people know what you do and how you help individuals or businesses.
Case studies that mention the client name/business add credibility and give a flavor of the type of clients you assist. If you have a diverse range of clients, it is always best to try and get several case studies that help to portray your portfolio.
People do read case studies as part of their own research to see if other people have similar businesses or issues and if so, how you have helped them.
Using reviews to generate a case study
In this digital world, leaving product and service reviews online has become the norm. However, whilst the author may have lots of great things to say about you or your firm, they may not provide further detail or context as to how you have helped. In such cases, it is a good idea to approach the authors of positive reviews to thank them for their feedback and to ask if they would mind you writing a case study about their experiences with your firm.
How to use case studies
The first recommendation I would give is to ask permission from the client to draft a case study about them. In my experience, it is best to have a chat with them first to ask specific questions relating to the information you want to contain in the case study (see below). I would then draft the case study and send it to the client for them to review, edit or sign off as they see fit. By writing the case study yourself, you not only ensure the task is carried out in a timeframe that suits you, but you can also direct the contents of the case study to show off your firm in the best possible light.
These days the case studies can be shown as documents or videos, but make sure to include your client’s branding and links to their website if possible.
Once the case study has been signed off you should use it in the following ways:
- Load onto your website, preferably under a ‘case study or testimonials section’. Where the client mentions a particular service that you have helped them with you should include a link to the relevant services page.
- Post links to the case study from your social media pages and tag in your clients so you widen your reach to their contacts as well. You can post such links several times a year, don’t just post it once and think ‘job done’.
- Include it in your future newsletters, whether printed or emails.
- Create some case study handouts (printed and PDF) which you can send to prospective clients, hand over during a free consultation, or hand out at events and exhibitions to demonstrate the types of clients you have worked with and helped.
- Insert links to the case studies if you are sending out targeted emails to prospective clients.
What to include in them?
Each client case study should be tailored to the individual clients and the relationship they have with the firm. However, as a general rule of thumb, I would cover the following points:
- How long have they been a client?
- Why did they start using the firm (or specific partner)? Or if they have been with the firm for a long time, why do they stay?
- What services have they used and how have these helped them?
- How has the client benefited from your services?
- What is the firm’s greatest strength?
I’m often asked by firms to liaise with their clients to compile suitable case studies, as they feel a third party asking the questions can be less intimidating to their clients. If this is of interest, do get in touch on 01822 833300 or email: vicki@momentumforprofessionals.co.uk.
