A case study demonstrates your value by outlining the way you solved a problem for a client. This method allows your reader to understand the types of cases you handle and whether you can help that reader or someone he or she knows.
But a case study is not much use if your clients and prospects are not reading it. You must inform your network of your case-study initiative in order for it to be a success.
Sara Gilbert, founder of Montreal-based Strategist Business Development, describes two ways to increase awareness of your case studies:
> Incorporate the case study into your communications strategy
Although your case studies will be found on your website, you should still promote them through your marketing program.
You can increase awareness of your case study through your social-media networks, email marketing program and newsletters. Try not to give out too much information through those outlets, Gilbert says. The goal is always to pique the reader’s interest enough that he or she will visit your website.
If you put out a quarterly newsletter, rather than publishing the entire case study in the newsletter, “tease” readers by providing a brief but compelling description of the situation featured in your story. Inform readers that your customized solution to the problem can be found on your website.
> Expand your audience
Think your case study is just for prospects? Think again.
While a detailed examination of your planning and investment process will definitely attract individuals looking for a new financial advisor, it can also help you with two important groups who are familiar with you.
Your current clients, who already chose you as their advisor, can learn more about your skills through these stories.
A case study can introduce a topic to established clients whom you might not have thought to approach about that subject, Gilbert says. Your case study might touch upon a situation your clients anticipate might occur in their future. Or, it could remind them of a friend or family member who is going through a similar situation.
You also should make sure your centres of influence (COIs) are aware of your case study. An accountant or lawyer in your professional network might have a client in a situation similar to the one you’ve described through your story.
You might think your COIs are familiar with your practice. But a case study allows your expertise to stand out more than any explanation you’ve given about your services.
Says Gilbert: “People remember stories but they don’t remember facts.”
This is the second installment in a two-part series on using case studies to build your business.