In today’s world of tech-savvy buyers, the internet is the first place most people will look for information about products and services. To capture these buyers, you need to make sure they arrive at your website. But how? One of the simplest ways to increase the number of visitors coming to your website is by improving the quality and quantity of your content.
Content is important, but not all content is created equal. Time and time again, B2B buyers identify case studies as one of the most valuable pieces of marketing content. Case studies give potential customers an in-depth look at how your products or services have worked for companies dealing with issues similar to their own or trying to accomplish comparable goals. You can use case studies to show evidence of your experience and expertise – the initial problem you were hired to resolve, what was done to address it, and the final results.
Reading a case study helps your prospects to visualize themselves as your customer and relate to the potential benefits. If they recognize that companies similar to their own have succeeded with your help, they will be more inclined to believe that they also have something to gain if they enlist your services.
Think of the process you go through when buying an expensive product. One thing that most of us end up doing is looking at reviews to explore other peoples’ experiences. If others have had positive experiences, we tend to believe that we also will. B2B buyers are much the same, after all, at the end of the day, it’s people making the buying decision.
Unless you’ve been living under a rock, I’m going to take a stab in the dark and say you’ve used Google at least once. Google is one of the first places your buyers will land when they’re looking for something, so it’s essential that you show up when they’re searching for the things you provide.
To show up in a Google search, you need to have keywords and phrases on your website that relate to what your customers are looking for. Google also looks at the quality of your content, so simply jamming a bunch of keywords onto a webpage isn’t going to work out for you.
One way to make sure you’re showing up alongside your competitors is with Search Engine Optimization (SEO). SEO is the practice of increasing the quantity and quality of traffic to your website through organic search engine results. Basically, it’s a free way to get qualified people visiting your site. Businesses often expend a great deal of effort trying to optimize their websites for search engines, but case studies offer an easy method to improve your SEO.
As you write about your customer and their experience with your company, the wording you use will most likely be highly related to your products and services. This means that search engines will index those word and rank them higher, so you appear higher up the list of websites when people search using those keywords. The use of the keywords won’t come across as forced and you can reap all the benefits associated with improved SEO.
When visitors come to your website, they’re looking for information that gives them insight into your brand and offering. The more (high-quality) content you have on your site, the longer they will be inclined to stay and explore your brand. Case studies offer an opportunity to share your brand’s story while still providing value to your visitors.
You can also use the content to interact with your leads across multiple platforms. You can use case study content in:
Some of your potential customers may prefer videos over reading or only have time to glance at a brief customer testimonial on your website. By presenting the case study in many different formats, it will reach a far wider audience.
Case studies make up some of the best B2B content available, so make sure your organization is taking advantage of that. Interview your best customers and take your first leap into the world of case studies.
About Gail Moch
Gail has a background in marketing and technology that she puts to use as ActiveConversion's marketing manager. She has a passion for innovation and creativity that she applies to all aspects of her life. When she isn't at the office, Gail can be found relaxing with her husband and two dogs.
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