A case study is a really fancy testimonial. It usually has the picture of the client with their logo, their full name, address, and other contact information.
A case study will have a few short paragraphs where the client talks about the benefits that they've received by working with your firm over the years, and a strong endorsement signed by them and your firm's contact information at the bottom as a call to action. If you're targeting small medical offices, for example, and you have two to four related case studies, they can be incredibly powerful.
Websites
A website is an important IT marketing tool for your business. Put the right content into it so it gives the maximum impact to your clients. Don't waste your time on irrelevant things like advertising the cheapest power supply or motherboard. Focus on your industry specific solutions and solving the niche's biggest IT problems.
Each Web Page Should Address a Niche
If you have three niches that you're targeting for your IT marketing, have a page for each of them. And make sure each page talks about some industry-specific trends and how your IT solutions tackle these problems.
You should know your niche's hot buttons. You should know the typical software packages that are going to move people into believing that you have strong competence in this area. (This is the perfect time to do some selective “name dropping” if you have specialized knowledge.) Know the specific benefits that you're delivering for your niche and have those benefits on your Web site.
IT Marketing: Emphasize Service on your Website
Most of your website activity is going to come from two places.
1. You've generated the demand somewhere else and you're using the Web site as a replacement for an expensive, fancy glossy brochure.
2. competitors poking around on your Web site looking for information.
You want prospects to be clear when they hit your Web site that your emphasis is on services… and the problems that these service solve for certain kinds of small businesses.
The Bottom Line on IT Marketing
Utilize case studies and your website to get more impact from your IT marketing activities. Make sure you address your individual niches and the problems each of them encounter.
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