Smart Marketing Basics



How Press Releases and Case Studies Create Leads for your Small Business

I was a guest contributor in an article on lead generation tips for small businesses.  Along with other small business marketing experts, I contributed a tip to create a very nice article, and quick read, with some good nuggets any small business marketer would appreciate.  Be sure to check out the complete article, Lead Generation for Small Business: Experts Weigh In.

For easy reference, here is the tip I contributed:

“Two key tactics I found to be successful are to use PR and to develop case studies. In fact, using these two tactics together creates a powerful combination. Issue press releases on a regular basis, whether it’s once a month, or once a week, that highlight your business accomplishments, including winning a new customer, hitting a revenue or growth milestone, offering a free webinar or seminar. These are great opportunities to keep your brand top of mind in your market place. They also provide sales tools for your sales teams to use for prospecting, etc. Creating case studies is a great way to highlight your expertise and show how your customers are benefitting from your solution.”

It is important that small and medium-size businesses regularly plan, write and issue press releases.  This is a low-cost tactic that will get you a lot of bang for your marketing buck.  Highlighting your successful customers is also key, because it can pay dividends on an ongoing basis.  Your customer sales cycle doesn’t end with the completion of a successful project or sale, rather, you want to ask the customer for a case study that highlights their original business challenge or pain, how they went about selecting your solution, and the value or benefits they now enjoy as a result. 

Creating a customer case study is a low-cost investment.  You simply need to ask for it.  You will be surprised at how your customers will want to highlight their success with your product, because it gives them good exposure as well.  Your customer will come off looking like a superstar when you publicize how they solved a particular business problem with your solution.  It is a win-win situation. 

The process is not complex, rather develop some questions in advance, and then schedule a phone interview to go through them with your customer.  Or email them the questions, and have them email back their responses if scheduling a phone interview is difficult.  You can take the raw data and create a draft, or hire a writer at an hourly rate to create a draft for you.  Once your case study is complete, feature it on your website, give it to your sales team, and issue a press release announcing that it is available!

Writing press releases to highlight your business and customer successes is a no brainer for small business marketers.  If you struggle with how to write a professional release, there are several tools (both free and low-cost) that are available that can make the process easy!  For more information on this, check our marketing templates page, and our Press Release Tutor templates page for help.

Using Press Releases and Case Studies to Generate Leads

Using Press Releases and Case Studies to Generate Leads

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