If you’re trying to add a little something extra to your website, case studies may be just the new creative piece you’re looking for! In this post, we outline what a case study is, along with some examples from other financial advisor websites. Then, we’ll dive into the exact ways to use a case study in your marketing. Ready to learn more? Read on to discover how you can use case studies on your advisor site
What is a Case Study?
In marketing, a case study is the analysis of the quantifiable results of a certain product or service.
In simpler terms, marketers use case studies to provide context to buyers, helping them decide whether making a purchase is a good decision. Case studies benefit your business by showcasing what your company does, and will help you to connect with a target audience. You’re inviting readers into your story to show them how they’ll benefit from your services/products.
And by taking a deeper dive into one specific case, you’re painting a clearer picture of your services and allowing clients and prospects a more in-depth look at what they can expect. The best case studies will be ones that many clients can relate to, such as planning for retirement, paying for college and many others. This way, they’ll start to picture themselves in that situation and achieve a happy ending, as your case study will likely show.
Examples of Case Studies
Dunlap and Associates have a great case study about being careful with your social security. One particularly highlights an elderly woman who lost her husband and contacted Dunlap and Associates to see about her social security. She had two options for income, one being her $2,000 social security or her survivor’s benefit from her husband of $1,800. Her first thought was to take the social but Dunlap and Associates let her know that if she waited till 70 (She was 66) her social security payments would go up to $2,800 a month. The choice was then obvious, the case study was to show the benefit of waiting for the woman to make sure she got the best case scenario.
Chainbridge has a shorter case study detailing a small business reaching out for help on its investments and portfolio management. Both personal life and disability were reviewed and enhanced for the owner. Then the establishment of Group Health Benefits and a Retirement Plan was put in place for the employees, surely leading to an increase in work output and employee enthusiasm, as providing employees with benefits has been shown to increase productivity.
Each case study takes its own approach to demonstrate the benefits of working with a select advisor. Curious how you can write your own case study? We’ve included a template at the bottom of this post to help. i
The Benefits of Using Case Studies
Despite the SEC’s new marketing rule, many advisors are still unsure of how to approach testimonials. Case studies offer an alternative way of marketing that gives potential clients a detailed start-to-finish look at how they can benefit from your business. When people know what to expect, they’ll be much more willing to jump right into working with you- which is exactly what you want.
Case studies are also a great way to clear up questions for people who may be seeking financial help for the first time. If they are hesitant about it, they’ll have a great example to push them in the right direction. Additionally, if you’re looking to target a very specific group of customers, you can use your case study to go into detail about how you can solve their particular problems.
When done right, case studies can easily help you build credibility with potential clients and be a great addition to your website. This adds another question – how should you incorporate case studies on your website? If you’re unfamiliar with them, don’t worry! Today we’ve compiled some best practices for including case studies on your advisor website.
4 Tips for Using Case Studies on Your Advisor Sites
All financial advisors know it’s essential to stand out when creating a website. Case studies are a great addition to any site as it shows off your expertise and that you know the work you do is for the client’s benefit. Here are 4 great tips for using case studies on your advisor’s website.
1. Dedicate a Page Specifically for Your Case Studies
First things first, you should make a page on your website dedicated solely to your case studies. This makes them easy to find and helps them stand out, as opposed to burying them in other tabs.
Ideally, you want potential clients to be drawn to them and encourage them to read the studies when they visit your website, so displaying them prominently is key. This will also show your site and firm’s uniqueness since case studies aren’t as typical as many other pages.
While you can simply call your page “Case Studies,” you should also feel free to get a little more creative! Based on your brand and firm’s personality, you could try to play around with the wording so clients know they’ll be reading something useful and relevant. A unique name will make them even more intrigued and ready to read your studies.
2. Write Blog Posts About Your Case Studies
We’re sure you’ve already got a great blog up and running, so featuring your case studies would make an awesome post! Not only will it draw attention to them, it gives you a chance to explain to clients and prospects what exactly they are and why they should be paying attention to them.
Consider giving your blog visitors an overview of the topics your case studies cover and how they can benefit from reading them. This will also give you even more of an opportunity to showcase your expertise. The studies can only do their job if people know they are there and are excited about them, so don’t hesitate to share all you want!
A blog post about your case studies is also great to share in newsletters and across your social media channels. The more places a client or prospect sees and hears about them, the more likely they are to check them out!
3. Implement Calls-To-Action (CTAs)
At the end of the day, the entire purpose of your marketing is to get clients to take action. Your case studies are no exception. The studies should encourage clients and prospects to take the next step after reading them, whether that be scheduling an appointment, calling you, or visiting your website.
While it shouldn’t come across as too sale-y or pushy, there are certainly ways to encourage and persuade them without being too aggressive. With each step of the case study, you can subtly give the reader a way to make a similar step with your firm. Not only is this great for you, but it is helpful for the reader who is probably looking to take action if they’re taking the time to read your study.
Another unique way to accomplish this is to create a sign-up form asking for your name and email address before they can access a copy of your case study. This way, you can be sure you’re getting some qualified leads from everyone interested in reading your studies. However, this is a personal preference and depends on how you want to make them available.
4. Share Your Case Studies Via Social Media, Email Marketing, and Newsletters
Publicity is going to be your best friend when it comes to successful case studies. This means sharing them on your social media channels and including them in newsletters your firm may distribute. This is how both existing and potential clients will find out about your case studies and how you get the news shared by any partners or affiliates.
Make sure to include a general topic and any surprising or impressive details or facts that will make your audience want to read more. Social media is a great way to engage and create buzz, so don’t miss out on the opportunity to do this for your case study!
How To Write a Case Study (Template)
And as promised, the following case study can be used to create your own. Feel free to save this image for future use!
Editing note: This article was originally published on March 27th, 2018 and has been updated to ensure consistency
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Justin Adams Justin is a content marketing specialist who loves to cook and play with his cats. He’s also currently learning how to play guitar and piano. He’s always thinking of ways to solve problems and puzzles. He says one of his best skills is his ability to always come up with ideas and hopes to sharpen that skill as his career progresses.
About The Author
Justin is a content marketing specialist who loves to cook and play with his cats. He’s also currently learning how to play guitar and piano. He’s always thinking of ways to solve problems and puzzles. He says one of his best skills is his ability to always come up with ideas and hopes to sharpen that skill as his career progresses.