Case studies are incredibly popular with marketers. The Content Marketing Institute noted in 2016 that: the top goals of B2B content marketing are lead generation and sales and that 82% of them use case studies to reach these goals, second only to social media channels.
Why? Because they’re terrific social proof that your product works. They validate your company and build serious amounts of trust with homeowners and businesses alike. Surprisingly, I have found that very few solar companies use them, or don’t have any residential stories beyond some photos. So to have compelling, well-written success stories that speak to both homeowners and business buyers would clearly separate you from your competitors.
And once you do have a solar case study, how do you use it? Here are strategies for marketing your case studies to prospects.
On your solar website
Have a separate case studies page. You can call it “Case Studies” or “Success Stories” (one solar company calls it “Our Work”). Make it easy to view them in this section with one or all of these tactics:
- Include a quick summary overview of the solar case study with the option to click further to read the whole document. This summary can be like SunPower’s popup box with a short list and image or HubSpot’s short paragraph summary with image, key quote and stats
- Allow them to either view all of them or to group them by type: residential or commercial, or by industry
- Offer the option to actually download and print the study to retain your document design and branding (great for commercial buyers who want to pass it around the company)
- Use the title and a short paragraph to compel the prospect to click further by highlighting key benefits or addressing prospect concerns. Solar Design did when they titled their residential case study Protecting Your Home’s Roof When Installing Solar and a commercial case study titled Solar Reduces Operating Cost of a Retail Business, Increases Profitability
- Include a mix of written and video case studies, giving your prospects as many options as possible to be engaged
Consider putting a solar case study directly on your home page, whether in video form, as a teaser paragraph and image with call-to-action (CTA) to view more, in a tasteful slide-in CTA or as a customer testimonial. Keep reading