- When I was first applying for jobs,
I talked to this resume consultant
and she gave me this really great piece of advice.
She said leverage every story you can.
She wanted me to document everything
that I would have done previously,
so that we could turn it into a story
that would build a resume from basically no experience.
And we used a similar strategy with case studies.
So, in this video, I want to show you
how to turn one case study into five.
How to take a case study that you already have
and mold it so it appeals to people in various industries.
The reason why you want to have a custom case study
for each industry is people are more likely to buy from you
when you've worked with somebody like them in the past.
Simple as that.
X27, we only do marketing for agencies.
So when an agency comes to us and sees our case studies,
sees the work we've done for other agencies,
they're like, oh, I'm an agency.
They do work for agencies.
I'm gonna work with them.
For you selling marketing or web
or whatever service you sell, it's the exact same way.
If you can prove that you've done work
that's extremely similar to what the client wants,
they're gonna buy from you.
Let's use an example case study and I'll show you how
you can twist it to fit a bunch of different industries.
One of our clients built a cooking blog
for a major publisher.
So, let's say, it's Penguin Random House.
It's not, but it's someone like that.
So they built this cooking blog for this major company
and, when I would tell this story to clients,
people that were gonna buy from this agency,
I would phrase it a couple different ways.
So, if I was phrasing it for a tech startup up,
I would say, we talked to the major stakeholders.
We brainstormed the business idea.
We did ideation.
We went out, we talked to potential customers
and we took an idea and turned it into an actual business.
We helped them start it up and that type of pitch
would have appealed to startup founders
that have raised money, but haven't built
an actual business yet.
If I was talking to another publisher,
I would say we worked with Penguin and we helped them
spin out this whole new initiative.
We actually used a lot of their back catalog
and we were able to turn it into this new business.
We could do something similar for you.
If they're a competitor to Penguin,
maybe Simon and Schuster, they're gonna perk up
when they hear what we've done for their competitor.
If we're talking to any corporation,
let's say they're outside of startups
but they're, maybe, a Fortune 500 company,
we would say something like,
we worked with this major publishing brand
and the idea actually started with the director of marketing
and, internally at our company,
we helped that director of marketing build the documentation
he needed to sell it through to the tech team,
to get a tech team on board.
And then, using the information
that we built together with them,
they were able to sell it through, sell it up the chain
and get buy-in from their higher ups
for this new cooking initiative.
Two more, enterprise IT, we would say something like,
we took four different legacy databases,
we had to build an API that connected them all together
and then had them all feed into this front end.
The biggest challenge for us
was we were dealing with these four different
legacy code bases and we had to do a full code review
before we could do anything.
There were very few comments.
It looked like it was built by five different coding teams
over the course of 20 years.
And, the last one, if you're talking to a restaurant,
so it was really cool, we got to pull in information
from Gordon Ramsey, Jamie Oliver,
Wolfgang Puck's recipes were in there.
Rachel Ray.
It was so cool to see all of these different chefs
come together for this project.
So, the key to reframing these case studies
is to find elements of each one that would appeal
to the target customer and then highlighting those.
You don't necessarily need to have a specific case study
for every industry, but you can use
your current case studies to break into new industries
using this strategy.
This year our goal is to hit a 100,000 subscribers.
So, if you could share this video with a friend or two
that you think would get value out of it,
that would be hugely helpful.
And, if you need marketing support for your digital agency,
check out out experiment27.com.
Thanks.
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