Enjoy a business-building, 13-minute webinar, on us! View webinar here: http://info.trewmarketing.com/trew-talks-case-studies
In this TREW Talk, TREW Content expert Morgan Norris steps you through a crash course in creating lead-generating case studies that will build credibility for your products and services.
This informative tutorial takes you from initially securing a case study with a customer to promoting your case study through a variety of marketing channels, with templates, timelines, and checklists to help you along the way.
This TREW Talk includes:
- Real-world examples of effective studies
- A step-by-step outline of the case study content development process
- Ready-to-use templates, timelines, and checklists to create your first case studies
- Promotional ideas to help you reach the most potential customers possible with your case study
- And more!
Download our free marketing guide to learn how to make every dollar and hour of your marketing investment count : http://www.trewmarketing.com/smartmarketing/index.php
5. Goal
• Developing an easily-reusable piece of content that can be used to
advocate for the company to prospective customers
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6. Benefits
• Showcase successes to prove validity
• Leverage customers’ names
• Give examples of the processes and end results for potential clients
• Relate to potential customers’ current challenges
• Reward customers
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7. Uses for a Case Study
• Sales leave-behind
• Inclusion in corporate slides
• Online content
• Basis for a news release
• Pitch to journalists for coverage
• Customer reference
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13. Process
• Relatable challenges
Select success stories • Quantifiable results
Nurture the relationship • Ask early and during negotiations
• Initial interview/questionnaire
Do the work • Write the case study
• Relatable challenge and quantifiable solution
Get to the specifics • Headline, subhead, quote, and image caption
• Highlight specific areas to review, include any images/screen shots
Make approval easy • Include a quote that can later be used for website, news releases
• Showcase on website
Advocate the success • Pitch to media
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14. Timeline
Task Working Days
Finalize Questions 2 days
Interview Customer (phone or email) 1 day or 5 days if email
Create draft 5-7 days
Review internally 2 days
Incorporate internal feedback 1 day
Deliver to customer for review 4 days
Revise document 2 days
Review internally 2 days
Incorporate internal feedback 1 day
Deliver to customer for final review 4 days
Finalize 2 days
Publicize
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15. Interview Questions
1. Describe the application or project.
2. What problem was your customer trying to solve?
3. Describe problems they faced with previous solutions, or pros and cons
of other solutions they considered.
4. What product capabilities are they using in this application?
5. Using your products, what can they do that they could not do before?
6. What was the process of making your products a part of the customer’s
application?
7. How much time, money, or both are they saving with the new
application or system? Please be as specific as possible.
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21. Key Elements of a Case Study
Visuals
Written
Content
Layout/D
Approvals esign
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22. Deliverable Overview
Headline that shows how customer benefitted from products/services
Subheadline can provide additional detail if necessary
Challenge: 1-2 sentences describing the problem the customer faced.
Solution: 1-2 sentences describing the solution implemented
Critical Factors
• Bulleted list of the customer top 4-5 requirements (specs, time, cost, etc.)
“Quote from the customer.” – Name, title at Company
Background Use a relevant image and
caption to help the reader
Any relevant detail about the customer or challenge (100-150 words) visualize the story.
Process
Body content, discussing the process of selecting a solution and implementing a few product/service
(300-500 words)
Results
2-3 sentences about specific results of the project, and how the company has benefitted from its new
solution. The more specific these details are, the better. (100-150 words)
Customer Contact Info
This provides credibility for the testimonial
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23. Uses for a Case Study
• Sales leave-behind
• Inclusion in corporate slides
• Online content
• Basis for a news release
• Pitch to journalists for coverage
• Customer reference
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24. THANKS FOR JOINING US
Download Our
Free Guide
Contact Us
info@trewmarketing.com
www.trewmarketing.com
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