Posts Tagged ‘case studies’

Fine-tuning case studies to attract prospects

January 21, 2014

Many companies view their projects and case studies from their own point of view and typically reference the product name and location prominently in the title and the opening paragraphs of text.

Does this approach resonate fully with prospective buyers or is there more you could be doing to maximise your conversion opportunities?

Of course, a good bank of case studies are like a portfolio of work – they demonstrate where when your products have been installed, how long they have stood up to real-world use, the types of building you have worked on and the sectors you may specialise in.

But does this help the architect, landscape architect, engineer or interior designer – the people you are trying to target for your next project – find out how you can help them with the problem they are working on now?

Case study / project pages that have the product name and the building / location strongly foregrounded in the title and text tend to be discovered by people researching the specific products and locations that are referenced.

If a specifier knows you or your product, they will search for the brand name or your company name. If they are researching a particular building or location, they will naturally search for that location. Think about two example case study titles below, who they are likely to be found by.

  • Narrow: “Glasgow Commonwealth Games”
  • Still limited: “XYZ street furniture, Glasgow 2014 Commonwealth Games”

Public realm seating in Camden resolves urban challenges

There is a large pool of designers, specifier and buyers who don’t know your product, are undecided about what to use, or are looking for an alternative to what they used last time. These people may search for their requirement, such as ‘street furniture for regeneration’ or ‘street furniture for place-making’.

  • Better; references the benefit: “Street furniture for Glasgow regeneration area”
  • Better still; benefit highlighted more prominently: “Using XYZ street furniture to regenerate Glasgow”
  • Best; appeals to specifier searching for similar solution: “How XYZ street furniture created a sense of place”

If you can highlight the requirement in your case study title, or at very least the benefits of the product, this will help people in a similar position, who have a requirement to fulfil. In your case study text, it is also important to summarise the consultant’s project brief, or the problem that the client was trying to solve. In a previous post, we provide tips on how  to structure your case study pages on ESI.info.

Case studies address a specific requirement, and at the outset of a project there can be a number of challenges that demand a specialist solution.

Sign in to your content management system and optimise your content now.

Why ESI.info case studies increase your reach and influence

August 20, 2013

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
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How to maximise your ESI.info case studies

August 20, 2013

In a previous post, we looked at the benefits of ESI.info case studies and why they increase your reach and influence.

ESI.info case study

The structure of a case study entry in the ESI.info content management system  is designed to help you make the most all of those benefits – of particular importance is the scope of the case study and the details provided in its description.

Below we step through 8 elements of a case study on ESI.info.

ESI.info CMS case study screenshot

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How ESI.info case studies help make decisions go in your favour

October 23, 2012

We love working with client content at ESI.info. That’s why through our website, blogs and newsletters, we host a whole range of content types, specifically aimed at influencing specifiers and buyers making important decisions on who and what to work with. In this post, we demonstrate two examples of how our editors work with client content to develop new case studies which have resulted in great enquiries being directed back to our clients.

The two examples given below demonstrate how case studies on ESI.info can help increase exposure of your products and create greater influence at the right time.

Example 1: Showcasing design innovation for a leading Street furniture manufacturer

We rewrote and edited this client’s material to focus on a problem and solution approach narrative that strikes a chord with designers.

ASF bespoke solutions case study image

By flagging up a specialist manufacturing process, we created a compelling story that is of interest to designers, and shows the specialist manufacturing capabilities and problem-solving attitude of the company.

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