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Case Study and Marketing Services

Proposition / Problem Addressed:  The most important thing a professional services business can do to get more clients is to deliver results and get these written up as case studies and use these to approach other prospective clients.

Use of Case Studies: The typical case study is structured as follows:

  • Description of the business or individual who used the service
    (with contact details if possible or anonymous if necessary)
  • Description of the problem / issue
    (typically this is the issue that caused the client to approach the supplier)
  • Description of the benefit enjoyed by the client
    (where-ever possible include financial and time data to describe the ROI)
  • What would the client say to another potential client
    (Glowing words of endorsement)

Case studies can be used in a number of ways to market the practice.

  1. Frame the best case studies in prominent locations, for example reception areas and on the walls of meeting rooms where client meetings take place.
  2. Placed in a public file, also placed in locations where potential clients are likely to be sitting to give them something to read whilst they are waiting.
  3. Added to the practice website – this is good for Search Engine Optimisation and is especially good for ‘conversion’, i.e. getting visitors to the site to make contact and ultimately to become clients.
  4. With summary highlights in email marketing with links back to the full detail on the website.
  5. Used to back up proposals or other marketing messages sent to potential business clients to provide added proof of a successful track record.
  6. Used in short format in Social Media with links back to the full story on the practice website – a huge boost to Search Engine Optimisation.
  7. Used in forum posts and in relevant blogs, also with links to the full story on the practice website – a huge boost to Search Engine Optimisation.
  8. Used to form the basis of possible Public Relations stories / releases.

Recommended Process: 
A systematic process is needed to ensure the practice / business has a steady flow of Case Studies – in it’s entirely the process also delivers the following:

  1. Website Visitors - Prominence in Search Engines for the practice’s selected key words delivers more visitors and better conversion = client enquirie
  2. Business Improvement Feedback – An effective system to collect client feedback and recommendations for what they want so see improved – this increases the frequency of word of mouth referrals and improves retention.
  3. Referrals and Recommendations – A massive increase in the number of word of mouth referrals from satisfied clients = more clients
  4. Sales and Marketing Material – High impact case studies are the most powerful sales aid a business or practice can have at their disposal

Options and Bundles:

Do It Yourself: This is frequently seen as the lowest cost option but in practice is frequently the most expensive, least effective option open to the business as the deployment is typically incomplete or activities are sporadic.  However in terms of outsource cost, this is the cheapest / lowest cost option.

Have Someone Else Do It All For You: 

Foundation Service: A managed service to systematically ask existing and new clients for feedback, testimonials and case studies in the following manner…

Most practices have a number of key account clients and a larger number of ‘less important’ clients.  There is no average for the number of clients a practice has but in an ideal world all clients are asked for feedback, those clients the practice wants more off should be singled out for a more ‘personal service’.

  1. Identify ‘target profile’ clients and document a brief summary of the benefits the practice delivered to be communicated to be used as part of the process of asking for feedback, (money saved in tax, legal case won etc.).
     
  2. The agreed clients; all or just the high profile clients should be identified and put through the ‘full’ process as follows:

    a. Introductory call on behalf of the practice to remind them of the benefit they enjoyed and ask if they would be prepared to provide feedback to help the practice help them better.  (The caller explains a letter will be sent and asks if it would be OK to ring in a couple of days to ensure receipt).

    b. A personalised covering letter with the feedback card is then sent to the client, (with a confidential returns pre paid envelope to protect client confidentiality enclosed if necessary).

    c. A follow up call ‘to confirm receipt’ is made timed be made the day after the letter arrives with the client asking if they received it and: have they been able to fill it in yet?  Would it help if I were to fill it in for you over the phone?  Whilst I am on the phone is there anyone you would recommend, anyone else, anyone else…?

    d. Once feedback is received, (via post or phone), make a follow up call “on behalf of the partner to say thank you for the feedback…” 

    Whilst on the phone ask if the ‘story’ can be written up as a mini case study…  Case Studies can be provided as open, or anonymous at the request of the client / partner / practice. 
     

  3. Case Studies will then be written up and the client / practice asked to approve the documents before they are used, (framed, in the folder, used on the website and as part of email newsletters or other media).

    Other clients would also be asked for feedback but to reduce costs steps 2 a. and 2 c. can be omitted adding step d. as frequently as is necessary to secure the case studies the practice needs depending on contract. 

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