How do you get the most marketing value out of your customer cases?

1. Your customer cases should focus on your customers’ needs

This is true for all kinds of content marketing, but is particularly important for your customer cases. They provide your website visitors with concrete examples of the work you are doing and, even more importantly, the ways in which you make things better and easier for your customers. That should be the implicit conclusion of each of your customer cases, but not be the focus of the text itself.

Customer cases are almost as much about identifying customers’ needs as they are about you meeting those needs. Show your customers that you are aware of their challenges and concerns, and how this awareness contributes to your ability and willingness to help them. Other customers will recognize themselves in the situations you present, and feel confident that you are the right partner or service provider for them. After all, the customer case they are reading about displays just how well you understood – and helped – your customer. 

2. Let your customer speak for you – quite literally

Yes, it is your customer case, on your website, but that does not mean that the customer should merely be referred to. It will add valuable credibility to your customer case if you let the customer speak as well. Quotes from (and pictures of) the customer go a long way, but try to include them in a short video clip as well. Let them speak, in their own words, about the great work you did not just for your customer, but together with them.

3. Sell your products and services by educating the reader

Instead of praising your own efforts and products, stick to the facts. What were the challenges, and how did you go about solving them? What were the benefits for the customer?

Mention your products and services throughout, but do not dwell on technical details, as they may distract from the greater customer value that you want to convey. That said, include links to your products and/or services, so that your readers can find out more about them once they have read about your customer case.

4. Use search engine optimization – and the right terminology

Sounds obvious perhaps, but you need to write your customer case in such a way that your customers and readers can find it on Google. Focus on the customer value, and use keywords and terminology that people will use when they look for the information you provide. See to it that these keywords and terms appear in your content marketing articles and on your other pages as well.

5. Use all your marketing channels to promote your customer cases

Customer cases, like all content marketing, is ideal content for your social media channels and newsletters as well. Longer customer cases can be featured in industry magazines and similar publications. Shorter customer cases can be used in brochures and other print material that you hand out to your sales team, and to visitors at a trade fair. You work hard to meet your customers’ expectations, so make sure to make the most of the successful customer cases that come as a result of that work.

If you want to know more about how you can work with your customer cases, and your content marketing at large, contact us! We have a long history of writing content marketing articles and customer cases for a wide variety of industries – from medtech and marine technology to the logistics and construction industry.