Why ESI.info case studies increase your reach and influence

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Case studies are an important tool in digital marketing in the construction industry. They encapsulate the idea of using storytelling as a cornerstone of communications strategy.

Case studies can be a remarkably effective content tool. They seem to be most commonly used deeper in the funnel as a ‘proof point’ or ‘testimonial’ for the B2B sale. But they can also be a great awareness builder and credibility builder for the brand as well.

– Robert Rose, Chief Strategist at Content Marketing Institute.

With a kind of trickle-down effect, lots of newly created websites are set up with a ‘Case Studies’ tab, almost as a placeholder. Thanks to the popularity of WordPress templates, it’s like a default setting, in the same way that having ‘About Us’ and ‘News’ tabs is a given. But it takes more than notes or photos filed under a ‘Case Studies’ heading to create content assets that will genuinely engage potential clients.

In this post we outline five reasons why case studies help showcase your ability to provide expert solutions and provide tips so that you can take full advantage of the case studies platform on ESI.info to extend your reach and influence.

Why case studies?

1. Case studies help buyers find the right companies to work with

Many products and services are needed as part of a wider problem-solving endeavour, particularly for projects requiring bespoke treatments or demanding outcomes. Specifiers and designers can define the challenge, but not necessarily the means of addressing it. What they need is expert collaborators who can help them devise and implement a solution. Although web pages of all kinds have stacked up in unimaginable numbers, finding the experts to work using search engines is a hard slog.

Case studies are at the heart of the ESI.info marketing proposition: they are strongly promoted on our main website, in our topical e-mail bulletins, and in our social media conversations. They are indexed by topic, business sector and geographical location, making it easier for buyers to find the right partners for their projects.

• Read how Platipus Anchors’ technical expertise – testing tree anchors – helped contribute to redeveloped public environment on Liverpool Waterfront (below).

Platipus Anchors Tree anchoring, Liverpool Waterfront

2. Case studies maximise your chances of early involvement in a project

If you have worked on a project that has similar challenges to overcome and the client is aware of your expertise, you have an excellent chance of being invited to join the project team: case studies provide proof of your problem-solving credentials.

Illustrating your project experience and expertise inspires confidence and puts you in a stronger position when you compete for similar projects. Furthermore, it is generally recognised that most of the value is in the early stages of the project. If you’re competing at tender stage, you’re competing on price and the margins, if any, will be slim.

• Read how Broxap Ltd’s initial tender for cycle shelters at Archbishop McGrath School led to a contract that included the delivery of an entire external scheme, including bespoke canopies, seating and litter bins (below) .

Broxap Ltd Archbishop McGrath

3. Case studies differentiate your company and your brand

If you sell technical products or professional services, case studies are a neat way of explaining your distinctive offering, which often boils down to your core areas of expertise as evidenced by work that you have completed.

Communicating your creative approach to a challenge, or your technical expertise, and the resulting benefits of your products and services, will capture the imagination of prospective clients and show how enlisting you will solve their problems.

The story of how Bürkert Fluid Engineering’s technical expertise helped to modernise and automate Stroud Brewery’s (below) production process, sets them apart for creative solutions.

Semi-automated microbrewery system for Stroud Brewery

4. Case studies are shareable

Each case study entry on ESI.info can be shared at the click of an icon, downloaded as a PDF, posted across Twitter, Facebook, LinkedIn or Pinterest, or printed out. Case studies are of particular interest to buyers as examples of their peers’ work and are more likely to be shared than static, factual product or service information.

Our email bulletins are used to ensure an engaged audience of buyers sees your case studies. We also promote them on our social media networks.

5. Case studies rise to the top in online searches

Search engines and social media platforms tend to reward rich, unique or exclusively published information that is relevant to focused professional communities of users. Case studies score well on all counts.

We are here for you. Check out our post on how to maximise your case studies, or get in touch to find out more:

Email us on marketing@esi.info

Or call us on 01786 407000

ESI.info_2013_web

References:

Pauley Creative: 3 must haves for your website

Content marketing institute: The Heart of Brand Storytelling 

Ted Talk: Andrew Stanton, The Clues to a Great Story

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One Response to “Why ESI.info case studies increase your reach and influence”

  1. How to maximise your ESI.info case studies | ESI.info digital marketing Says:

    […] marketing insight from ESI.info « New illustrated view for suppliers Why ESI.info case studies increase your reach and influence […]

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