You should be enthusiastic and promotional in this section. Let your audience know how bad ass your solution can be without toning it down. This is your big chance in the case study to sing the praises of what you do. Let the reader connect their struggles with what your client was up against. Also, explain why the customer was originally looking for a new solution and how/why they decided to go with yours. But for the case study keep your audience’s focus on the success of your client. Your solution armed your client with the opportunity for success. Don’t put all the spotlight on the greatness of your product. But you must keep the focus of the study on the issues and SUCCESS of the customer. This corresponds with the narrative points outlined above. Let them explain the success of the campaign in their own words..Detail the odds they overcame and how the solution aided the protagonist in exceeding their goals..Describe their original attempt and failure at solving this issue..
Here are some narrative bullet points to keep in mind: So to keep your case study from boring your prospects into running away from your site, draw them in with some narrative to go with the impressive numbers and results you are sharing. From cavemen grunting and acting out how they killed that night’s dinner to a modern-day comedian spinning a yarn about a recent night-shift visit to Wal-Mart, if a story is being told, someone is willing to listen. Throughout human history, we have been hungry for compelling stories. There are a few steps to keep in mind when creating one for your business, and we are going to go over some key pointers below that will start convincing and converting your website traffic into hotter leads. Keep it simple – a page or two at the most. It doesn’t have to be that elaborate or difficult. Base it on a common problem in their industry or something else that is specific to them or their situation so it will resonate strongly with them.ĭon’t let the idea of writing a case study intimidate you or turn into a big project. Next, you’re going to create a simple case study specifically related to the kind of person you’re targeting. That’s too broad, and it will result in lousy results and wasted time when you find yourself on calls and in meetings with people who aren’t the right fit for you. The key is that you get specific and not just start trying this strategy on anyone with a heartbeat. You can include things like geographic location, title, industry, age… anything that fits the kind of prospect you’d most like to work with. For those of you have have already completed the 365 Marketing System (which should be everyone), you will have already completed your prospect profile.Īnd if you haven’t, go back and watch the training on “Creating Your Prospect Profile.” It is such an important resource to have when you are not only prospecting on LinkedIn, but with the rest of your marketing endeavors, as well. You’re going to do that by creating a short prospect profile “cheat sheet” you can use when you’re searching for prospects on LinkedIn. Which is the KEY to a system that consistently generates new leads and clients.įirst you need to get super clear on who your ideal client is. Or, you can get NEW leads from people that don’t already know you. Could be your email list, LinkedIn connections, etc.Ģ. By tapping into the followers your already have. He adds that collaborating with sales reps to identify their most desirable audiences and building custom follow-up campaigns for new leads have been key to this fruitful approach.There are two ways to approach The Showcase Strategy.ġ. “We just want to be in every location,” says Pat Henseler, LinkedSelling’s Director of Products. With warmer audiences, the team would reach out directly through Sponsored InMail to spark conversations, or with highly targeted follow-up messaging via Text Ads and Dynamic Ads. For colder prospects who were actively seeking out lead gen solutions or were not yet familiar with their brand, LinkedSelling ran Sponsored Content to drive awareness and engagement. They structured each of their campaigns around a simple process to get more qualified prospects to book a phone call with their sales team. Their team had identified that beyond engagement or opt-ins, what really drives their business forward is appointments. Seeking to align its LinkedIn marketing strategy with the sales funnel, LinkedSelling started using different products for different stages of the buying cycle.
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