Picture this:

You know case studies can help you attract prospects, nurture leads and close sales.

So you invest time, effort and money into creating them:

• finding and persuading your customers to be featured
• conducting interviews
• writing compelling content
• creating beautiful artwork
• getting the approvals to publish them

When your case studies can finally see the light of day, what do you do with them?

You quietly tuck them away on your website.

Stash them in the dusty folders of your cloud storage.

And eventually forget that they exist.

Believe it or not, this is what many businesses do with their case studies – while still hopeful about raking in high returns on their case studies.

Here’s the thing:

You don’t have to be like those businesses. 

You can maximise the visibility and impact of your case studies by repurposing and distributing them across multiple channels.

So use this post to help you decide where and how to use, repurpose and share them.

Here are 9 high-impact ideas to help you get the most out of your most profitable marketing assets: 

1. Create a dedicated case studies page on your website
2. Include your case studies on your homepage
3. Add customer testimonials to your service or product page
4. Make your case studies more visible with SEO
5. Share your case studies in your email marketing 
6. Promote your case studies in your email signature
7. Write blog posts about your case studies 
8. Repurpose your case studies as lead magnets
9. Create webinars around your customer successes

1. Create a dedicated case studies page on your website

First things first: create a dedicated page for your case studies on your website.

When prospects land on your website, they want to know if you’re the right one to solve their problems. 

Ways for them to check this? 

Reviews, social proof, testimonials and results – all of which they should easily find in your case studies. 

You can make it effortless for your prospects to find your case studies by having an exclusive page for them.

How to maximise impact:

• Put a clear, direct link to the page in the top navigation bar or menu. (Check out the nav bar on the Guardians of Grub website).
• Organise the page so your prospects can quickly get to what’s relevant to them (such as by industry or business types, like in the Guardians of Grub’s case studies page). 

Pro tip:

No need to wait till you’ve got loads of case studies to have a dedicated page. Start with 1 or 2. You’ll be motivated to create more case studies after seeing results.

2. Include your case studies on your homepage

Your homepage is often the first and most visited page on your website. 

It’s prime real estate with an important job: to draw your prospects in and engage them so they want to explore the rest of your website.  

In other words: hold their attention, keep them scrolling and minimise bounce.

To do that, your homepage should have the right messaging that answers their burning questions, such as: 

• Is this for me? (Who you are for)
• What’s in it for me? (Your value proposition)
• Can I trust you? (Your results and social proof)

Which is why you should build trust without delay on your homepage, like Lunchbox does.

Case studies are immensely useful for this. What’s more impactful than having happy, satisfied customers endorse your solution?

When your prospects see others like them having positive experiences with you, they are more likely to find you credible and hang around for longer. 

And dive deeper into your website to get to know you and your offers better. 

Eventually, they may trust you enough to convert as leads or customers – whether signing up for your newsletter, filling in a contact form or making a purchase.

How to maximise impact:

• Feature snapshots of your customer success stories and link to the full case studies from the homepage.
• Use customers’ quotes from your case studies as testimonials strategically on your homepage to support your claims and results.
• For each testimonial, include an image of your customer, their name, title and company name, so it looks even more credible.

Pro tip:

Share video testimonials or video case studies on your home page, as MHelpDesk does. Videos help keep your prospects on your website longer; they make for easy sharing too.

Capture as many good quotes as possible during your case study research and interviews. While you’re getting your customers’ approval for your case studies, get approval for the use of these quotes at the same time. So you have ready materials for social posts and other marketing materials. 

3. Add customer testimonials to your service or product page

Prospects landing on your service or product page are likely to be seriously researching your solution and considering you. 

If you add customer testimonials drawn from your case studies to the page, you can nudge them closer to the sale.

These quotes provide social proof from your past and current customers, which validates the value you will bring to your future customers. 

They could be the persuasive push your prospects need to take the action you want them to take, like booking a demo or contacting your salespeople.

How to maximise impact:

• Pull testimonials from your case studies and place them strategically near the descriptions or the call-to-action buttons.
• Use testimonials as subheadings with quotation marks (indicating that someone – a customer – said this)

Pro tip:

Be specific: use testimonials that highlight data-driven results or transformation. “XX’s platform resulted in a 57% increase in orders in less than 3 months” is more persuasive than: “XX took care of us every step of the way, and we couldn’t be happier with their service”. 

4. Make your case studies more visible with SEO

Like other pages on your website, your case studies have a better chance of ranking higher, being seen and attracting more traffic, if they are optimised for SEO.

According to one analysis, a page that’s ranked number 1 in an organic search gets a clickthrough rate (CTR) of 39.8%. 

That’s more than double the CTR for the page in the 2nd position (18.7%) and nearly 4 times the CTR for the page in the 3rd position (10.2%).

Pages that rank high don’t just get more traffic; they get significantly more. 

How to maximise impact:

• Optimise your case studies with properly researched and carefully selected keywords and keyword phrases.
• Optimise your case studies for technical SEO, such as adding keyword phrases to page titles and meta descriptions.
• Use your case studies for link building. Gain backlinks (inbound links) from high-authority sites, such as brand-name customers. And link to internal sales-oriented pages, such as your product or service page.  
• Repurpose your case studies as other content pieces and use them for SEO too.

Pro tip:

Always produce quality case studies. You’ve already optimised your SEO and got the clickthroughs from search. The last thing you want is not delivering value in your case study content, which could ultimately hurt your rankings.

5. Share your case studies in email marketing

Research shows that on average you get back $36 for every $1 spent on email marketing. 

With such incredible ROI – that’s 3,600% – email is a marketing strategy you shouldn’t overlook. 

But an estimated 319.6 billion emails were sent and received daily worldwide in 2021. 

This number is expected to grow to 376.4 billion by 2025. 

How can you cut through the noise and stand out in your prospects’ inboxes? 

The answer lies in consistently providing relevant and valuable content, such as your case studies, in your emails.

How to maximise impact:

Share your case studies in drip email sequences

You can share your case studies in drip email sequences to educate your prospects about your solution and the problems it solves while keeping your business top in their minds. 

For instance:

• Tell a success story over several emails: email 1 is the challenge; email 2 is the solution; and email 3 is the results.
• Include your case studies, or spotlight customer testimonials and results from your case studies, in your welcome drip sequence.

Excerpt and link to your case studies in your newsletter

Extract content from your case studies for your regular newsletter and link to the full stories from there. 

This provides helpful content to your prospects and drives traffic to your website. 

Send your case studies to cold prospects in outreach emails 

If you attach case studies to your cold emails or link to them from your emails, they serve as social proof and increase your credibility. 

You can also get customers’ quotes and statistics from your case studies and include them in your cold emails for immediate support for your claims. 

6. Promote your case studies in email signatures

Did you know that nearly 320 billion emails are sent and received worldwide daily? 

And that more emails are projected to be sent – 376.4 billion by 2025.

The death of email? 

That’s just a rumour that won’t go away. 

The fact is: 

Email continues to be one of the most popular tools for business communication. 

That’s why you shouldn’t ignore a small but mighty way to get eyeballs on your case studies: your email signature. 

Every outbound email gives you a non-salesy, low-pressure opportunity to drive traffic to your website and help move your prospects closer to the sale. 

How to maximise impact:

• Add a hyperlink to a case study under your contact details. 
• Focus on data-based results for your anchor text, such as “Check out how we increased sales by 67% for XX in less than 2 months”.
• Use a short customer’s quote from the case study as the anchor text, set in quotation marks.

Pro tip:

Maximise your prospects’ exposure to your success stories by rotating the case studies you include in your email signature. 

7. Write blog posts about your case studies

Many buyers seek out information online that can help them define their needs and compare solutions before they are ready to contact salespeople.

Thus, you must offer relevant and helpful content for every stage of the buyer’s journey. 

Buyers searching for blog posts are typically in the early stage of the buying process. 

Why not turn your case studies into blog posts to build your prospects’ trust early? 

When you tell success stories, your prospects feel assured that you have helped companies similar to theirs. 

They can imagine themselves as the protagonists benefitting from your expertise and solution. 

And resonate with the happy endings of your results.

How to maximise impact:

• Feature condensed success stories in blog posts and provide links to the full case studies. 
• Turn your case studies into Q&As and share them as blog posts.
• Identify topics and themes across different case studies and write topical posts drawing stories, lessons and data from them. Link to each case study.
• Besides publishing the posts on the blog on your website, you can also do so on LinkedIn’s newsletter platform to reach a wider audience.

Pro tip:

Promote these blog posts on social media and in your emails to get the most out of them.

8. Repurpose your case studies as lead magnets

A key goal of your marketing is to turn website visitors into leads and, eventually, customers. 

Lead magnets attract prospects to give up their email addresses for valuable content. 

Once you have their contact information, you can then continue to provide value and nurture them into customers.

Your case studies are inspiring and educational stories of happy customers overcoming challenges, their results and transformation. 

So your visitors looking for solutions to achieve their goals may be willing to trade their email addresses for them.

How to maximise impact:

• PDFs: Turn single or several related case studies into downloadable PDFs, so your prospects can conveniently share or print them.
• White papers: Let’s say your solution solves an industry-wide problem, and you have quite a few case studies demonstrating your expertise and authority in this area. You can produce a white paper detailing how to solve this problem, and include stories and testimonials from your case studies to support your claims. Or you can update existing white papers with customer quotes and examples from your recent case studies. This keeps your content fresh and relevant and increases your credibility.

• Ebooks: With less text than white papers and more visual elements, ebooks can be how-to guides to solving specific problems. Draw examples and customers’ quotes from your case studies.

Pro tip:

Automate the lead magnet delivery with an email marketing provider or CRM tool. The process looks like this:

1. Set up an email sign-up form in your email marketing provider or CRM tool.
2. Create 3 web pages: sign-up page, thank you page and delivery page.
3. Automate the process in your email marketing provider or CRM tool.

9. Create webinars around your customer successes

Webinars are the perfect vehicle for demonstrating your expertise and authority. 

They are also among the most effective tools for growing your email list. 

A recent survey found that webinars are here to stay:  

• Webinars have become more popular among buyers as research content: 67% of the buyers polled consumed webinars during the previous year, an increase from the year before (57%).
• Webinars are essential for buyers: 40% of them considered them the most valuable content for research. 
• Most buyers use between 5 and 30 minutes to consume content in different formats. But 53% of them are willing to spend 30 to 60 minutes on a webinar, and 19% are ready to do so for more than 60 minutes. 

Webinars promote your business and solution in a non-salesy way, as your intent is to educate and provide value to your prospects.

If you’re looking for webinar ideas, look no further than your case studies. 

How to maximise impact:

• Centre an entire webinar around one or more success stories and show how your solution has helped your customers solve their problems. 
• Focus on a topic or trend and support your claims with testimonials and results from your case studies. (Here’s an example from Green Key Global.)
• Like for lead magnets, automate the webinar sign-up and delivery with an email marketing provider or CRM tool. 

Pro tip:

Record your live webinars so you can continue to use them as evergreen lead-gen assets. 

After each webinar, summarise the key points and share them in a blog post or as video snippets, all of which you can also promote on your socials and in your emails.

Final thoughts

Letting your case studies sit idly on your website is the sure-fire way to kill your returns on them.

The above are low-effort, high-impact ways to repurpose and share your case studies and get the most out of them.

If your mind is already buzzing with new ideas for your case studies, I’ve got good news for you.

Head on over to the next post for more: 9 more ways to use, repurpose and share your case studies.

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