The way we make our purchasing decisions has significantly shifted in the past 20 years. With the huge volume of online resources available to the decision makers, there is a lot of ‘noise’ to cut through.
Different demographics research in different ways, purchasers are looking for compelling case studies to under pin their financial decision.
Liniar, the UK’s leading PVCu systems house, explains why it’s important to have compelling case studies in your marketing toolkit when looking for new customers – and how they can positively impact your business for years to come.
WHAT IS A CASE STUDY?
A case study is a compelling story. It conveys evidence to readers that your company has the capability to deliver outstanding products and services. It should also outline the challenges that were faced, how you overcame them, the outcomes and customer feedback. Including positive quotes from the customer (with their permission) will give the story credibility, as will photographs to illustrate the results.
INSPIRE IDEAS
Case studies can also give prospective clients ideas for their own projects. If they’re torn between window styles, for example, they can read and see what others have chosen and why. This can help with their decision-making process and position your company as one giving good advice.
Once written, they also provide great content for your website, help with search ranking and can also be used for press advertising or editorial content.
BUILD TRUST
A case study features all the ups, downs, challenges and victories, as well as client reactions to how your business handled any issues that arose. Case studies can tell the tale of a beautiful property with unique products – but if there were issues during the project, don’t be afraid to tell future customers how your business resolved them.
Honesty in case studies will demonstrate that you and your business are customer focused, trustworthy, and determined to resolve any issues.
Testimonial quotes can be taken from the full case study and used across social media – and if you’re lucky enough to be able to video a project with the homeowner commenting, grab the opportunity as this is the most compelling medium of all.
GET HELP
Writing is a skill that takes time to perfect – time which many of us don’t have. At Liniar, we love hearing about the projects our products are used in, so we invest time in getting the details and writing the case study on our customers’ behalf. To ensure that projects are shown in the best light we send a professional photographer to take the accompanying shots, which customers have full access to.
It’s a win/win – we get to speak to the installer and the end user and gather genuine feedback, and our customer gets publicity by being featured on our website, plus they have access to the case study and photos to use in their local area or on their own website to help generate future business.
Through the case studies we’ve produced, we’ve received invaluable feedback and testimonials for both Liniar and our customers. It’s the perfect way to increase the visibility of our customers’ brands, giving them exposure in the trade press and showcasing their expertise to homeowners who are looking for similar products or projects.
START NOW
If you’re not already working on case studies and putting them up on your website, blog and social media, now is the time. Although we may all be busy right now, think of it as an investment in the future, for when demand softens.
Work closely with your systems company or fabricator, contact them to find out if there are opportunities for them to help you get your case study into the press and onto their digital platforms with back links to your website.
If Liniar customers or installers have a case study they’d like us to tell, simply get in touch with a few details at marketing@liniar.co.uk.
Still unsure? Visit www.liniar.co.uk/case-studies and dive into a few case studies today.
