How to Use Your Case Studies as CTAs

Over the years we have seen tons of case studies used as calls to action with varying levels of effectiveness. There are many different kinds of mistakes agencies make when creating these. The top mistakes we often see are simple:

  • The case study is too long
  • The study only focuses on the solution

Who hasn’t been sent a case study that is a 10-page PDF on all the intricate pieces of a campaign? Next question: Who actually reads all 10 pages? My guess? None of us. Not at first anyway. That level of detail is great, if you have really interested me in taking a deep dive into your agency. But most agencies don’t take the time to develop the problem and results to effectively use their case study as an effective call to action. A case study is not a good intro piece.

Our solution to help make your agency’s case studies more effective as lead magnets is to break it into two completely separate pieces: a teaser and a deep dive.

Teaser case studies are most likely a short landing page that quickly sells the idea and value of the case study. It’s going to concentrate on the three main components of a case study, while highlighting two of them more heavily: problem and results. This is done in small bursts, a paragraph for each at max.

  • Problem – Clients want to know that you understand their pain and what they’re going through. Be sure that the problem highlighted in your case study aligns carefully with that pain trigger in your marketing communications.
  • Solution – You need to be able to talk about your proprietary solution while staying at a high enough level that you don’t lose their interest. Remember, at this point they care more about their problems and the results we will give them more solutions later.
  • Results – You need your case study to show measurable results. Show the reader a shocking statistic. Something that shows what actually resulted from your project. Real numbers are more impactful than words.

The importance of this teaser is that your marketing CTA is driving people over to something that should be both compelling and quickly consumable. Most people are busy and cannot commit to 10 pages of a case study. But if we hit them with a teaser page that gives them compelling problems and results, we can then ask them to commit a larger amount of time to us and our solutions via a deep dive study at a later point.

Those that agree to commit time to your deep dive study are highly qualified, and more likely to engage in a real conversation following their online activities. That does not mean you don’t reach out to those that hit your teaser page. But you should focus on those deep dive prospects immediately.

Understand that case studies tend to be more focused on you and your agency. But our prospects are focused on themselves. Make your CTA all about your prospect, and the teaser study all about your prospect’s problems. Once they are truly engaged, we can tell them about us.

Matt Chollet

As EVP of Agency Development, Matt works alongside agencies on a daily basis, helping them implement new business processes that help generate qualified conversations with their most sought after prospects.