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08-21-2018

Ep. 18 – Part 2. Case Studies – Three Types Of Video Content

Podcast

Three Types Of Video Content – Case Studies

Case studies are “customer success stories,” about how your product/service helped that customer achieves success and should be an integral part of your content marketing strategy..


Host 1:                                  00:00                     Podcasting from Southern California, this is On The Net, your go-to for everything you need to know about how to get your business online and keep it there—brought to you by Lunarpages.  We’ll help you navigate the mystifying ins and outs of doing business in today’s digital era.  From web hosting to ecommerce to security and protection, if it has to do with your online presence, we’ve got it covered. Let’s get started.

Host 2:                                  00:30                     Hello everyone. Welcome to On The Net, where it’s all about your online presence.  Thanks for joining us! This podcast is designed to make doing business online easy for web designers, developers, bloggers and online business of every shape and size.  Whether you are new to buying web hosting or running a web site, this podcast show will be able to answer your most burning questions.  As established in the first part of the series on ‘Three Different Types of Content to Have On Your Website’, there are dozens of types of content you can use in your website to establish a relationship with your audience, build your reputation and drive sales. We focused on the value of video content in our previous podcast and today in Part 2 of the series, we are going to talk about why it pays to invest in more in-depth content material, specifically case studies. Simply put, case studies are “customer success stories,” about how your product/service helped that customer achieves success.

Host 2:                                  01:28                     People don’t always want to be sold to, so, if the message sounds like a story, it is more likely to grab the attention of your customers. Think of case studies as an in-depth analysis that tells a convincing story about a particular problem faced by a customer and how your company helps provide a happy resolution for them. Supplement customer comments by explaining why your solution worked best in that particular situation. You can carry on about what your business does but being able to prove that you can really do it is better.  Case studies can range from a single page to several pages and have both written and visual elements as proof of the quality of your products or services. Case studies can be made part of your content portfolio in each stage of the sales funnel, from creating awareness to closing a sale. Unique and valuable research into a given situation is presented in an easily digestible form of a story in full context to demonstrate an effect, which means showcasing a client before, during and after services.

Host 2:                                  02:28                     The implication is that when a potential client reads a case study, they can relate to your client through their problems. Basically, they see the story of your work, and how it provides tremendous value to those who work with you. Case studies thus help you build trust with potential customers. An engaging, rich in detail, case study can help highlight niche-specific industry experience, allowing you to target and attract people who are more interested in your products or services. Don’t forget to publish your case study in different formats for different audiences to gain exposure for your business. For example, you could turn your case study into a slide presentation in SlideShare, use it as the basis for a podcast and even a blog post. You can use a case study to highlight your competitive advantage. Is there something you do better than your competitors?  What sets your business apart from the rest?

Host 2:                                  03:21                     Then you can let your customers talk about it via a case study. Providing authoritative content in your niche in the form of case studies is good for both SEO and your online reputation. Besides directly addressing common client concerns, they have a built-in call-to-action (CTA) which works well for lead generation. Case studies use real customers, data, statistics, and reveal real results and thus help establish credibility. Case studies are extremely persuasive when they build trust and are therefore an excellent lead magnet tool. You can share the highlights of a case study on a web page and hide the content behind an opt-in form or a content lock to collect contact information from people interested in reading more.  Done right, customer case studies can be a high ROI addition to your content portfolio and a compelling business tool for your website. That’s all we have time for on this episode of ‘On The Net.’ Next week we will be making a case for ‘Customer Testimonials’ and why you need it in your content portfolio so don’t forget to tune in. You can listen online, but you can also subscribe to the podcast on iTunes to get future episodes delivered to you automatically.  Until next time, here’s to wishing you all the best with your website endeavors. Thanks for listening and take care.

Host 1:                                  04:47                     Thank you for listening to the latest edition of Lunarpages podcast On the Net. Remember, it’s all about your online presence. If you like what you heard, please share our podcast. Join us next week as we take on another

Host 1:  05:01     need to know topic around doing business in the digital era.

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