Showcasing examples of your work is one of the best ways to attract new leads and even close sales. But you can go beyond just sharing photos and sharing the “story” behind the project.
Stories are where your potential customers will find connections and relativity, which can be incredibly powerful. When you put together the story of a project with photos of it, these are called “case studies” and can be a great sales tool.
What are case studies?
Case studies are essentially articles that not only contain photos of a project, but also explain how a landscaping company was able to help a client with a unique situation, or even a challenge, explains Chris Heiler, founder and CEO of marketing agency Green Industry. Direction of the landscape.
When landscaping companies create case studies of “related” projects, it can help potential customers see how their own problem could be solved as well.
Heiler says Level Green Landscaping in the DC metro area recently completed a case study on a busy patio at the top of a building in DC. They had a rather specific problem of discovering that their Knock Out Roses had been infected with the Rose Rosette Disease, before a big company party.
“While a potential customer may not have a rosette disease problem, they may need a landscaping company that can act quickly if something does go wrong,” says Heiler. “This case study was a great demonstration example of how Level Green could solve a problem in a very short time.”
Who is interested in case studies?
According to Heiler, case studies can work for both residential and B2B businesses. The key is to find the pain points that will relate most to each of these types of customers. The challenges and potential needs of a residential owner will obviously be different from those of a property manager.
It’s important to understand your audience when writing a case study, Heiler points out.
Once you find the issues or challenges that these customers are most likely to face, you can create case studies that will relate to them.
When to use case studies
As for using case studies in the sales process, Heiler says these are most often viewed on a landscaping company’s website in the “middle of the sales funnel. “. They’re usually not the first thing a potential customer will see, but they’ll find them on your website once they start digging into your business and want to know more.
“Case studies provide credibility and validation,” says Heiler. “If a potential client is looking at you, they can help validate what you are capable of.”
Your sales team can also use case studies when they are already in contact with a customer. If they know a potential customer is facing a certain challenge, it can be powerful to share a case study that shows how your company solved it for someone else.
Writing and sharing your case study
If you want to create a case study, it’s important that you do it right.
Heiler says case studies should be at least 600 words, but closer to 1,200 is even better.
He also says photos are a “must”. If you don’t have good photos of a project, it won’t be worth doing the case study. While there’s no doubt that the written part of the story is important, high-quality photos should back it up. Heiler says “before and after” photos are always helpful.
Once the case study is written, you can post it on your website. It makes sense to have a section of your website dedicated to case studies so they can be easily found.
“You can also take it a step further and share them with local media,” suggests Heiler. “If there’s a really good story and good photos, that’s something the local media might be interested in.”