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Contractors are now selected not only by the cost of work, reputation and experience. An important place is occupied by the presence of cases - examples of projects on a given topic. What, you don’t have them yet? Start writing and publishing immediately, and experts from the Workspace tender platform will tell you how to do it as effectively as possible.
What is a marketing case
So, you have done the work: created a marketing strategy, selected tools and implemented everything. You have received an excellent result, a satisfied customer shakes your hand and leaves a positive review. A step-by-step description of the project with numbers, metrics and measurable results will be a case. A case is an example of work or its section in the format "How we solved a marketing problem and what result the client got."
For example, you launched an advertising social media marketing service campaign for a customer in Yandex Direct. Created ads, conducted A/B testing, selected a list of keywords and negative words. Collected landing pages, set them up, spun up the budget and received an acceptable cost per lead. A description of all this - with numbers and indicators - will be a case.
Why Marketers Need Case Studies
A good quality case works on several fronts at once:
Demonstrates your expertise. Or, to put it simply, that you know how to work well and achieve results.
Shows that you are able to cope with difficulties. The highlight of any case is the section on the difficulties that arose and how you brilliantly overcame them.
Sells your services. A good case is a selling case. Below we will tell you how to make it so.
It helps to differentiate from competitors who still do not demonstrate the results of their work. Everything is simple here: the customer will always prefer the contractor who has clearly demonstrated that he can work. And also proved it with figures.
A case is an opportunity to shine in the professional community. There are many competitions for the best case in the marketing environment. If you participate, you can not only show what a pro you are, but also receive additional regalia in the form of a prestigious award, and potential customers also look at this.
5 rules for a quality sales case
At this point, a footnote can be made. Cases are a must-have, they should be in the portfolio of any self-respecting marketing agency. Customers have long looked not at their presence, but at their quality and content. And if there are problems with them, the case will not solve the problem.
5 rules that will help make sure it solves:
A case is numbers
We have already written about this above. Everything that is measured in rubles, months or percentages, write in rubles, months and percentages. Bad: "We made a landing page for a dentistry clinic." Good: "We made a landing page with a 40% conversion for a dentistry clinic in 2 weeks and 100,000 rubles."
Note: it is not uncommon for a contractor to be under an NDA and cannot disclose data. Here, too, you can get out of the situation by indicating at least the order of the numbers. Six-digit traffic growth, an increase in sales by tens of percent, a twofold increase in leads are all perfectly acceptable formulations. For insurance purposes, it is better to agree on such material with the customer to avoid problems.
A case is a visual
Graphs and charts show the growth of indicators in dynamics, which is much more clear than dry numbers.
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發表於 2024-11-7 14:38:20