We have preached in the past about how important case studies are for your marketing, but now we want to tell you how to get them in front of the right people.

• The feature your best work
• They have local keywords such as towns and neighborhoods
• They feature the products you want to sell
• They showcase problems that your customers face
• They feature solutions that you offer to solve these problems
• They allow visitors to see homes and towns that they are familiar with

When you build up a solid library of case studies, you will not only be building great content that should start gaining SEO value, but it also gives you fantastic content to promote through emails and social media. 

Promoting Case Studies on Facebook

The main goal of case studies is to gain organic traffic. You want people to find them through search engines when they are looking for solutions to their problems and live in your area. But, you can also use them on social media!

Facebook gives you the ability to promote content to specific demographics and locations. You can use this to target the exact communities you have created case studies for, and show them the work you have done in their area.

Of course, you may want to promote these case studies to your entire service area, but nailing down a certain community can be a great tactic to gaining new leads and eventually new customers. If a visitor sees someone in their exact neighborhood, with their exact situation used by your company to solve their problem, it could be the EXACT right piece of content that makes them decide to use you as well.

Creating the proper Facebook Audience

What you want to do first is create the proper audiences for your marketing campaigns. You can use zip codes and age qualifications to narrow down your audiences. You should make one for your entire general service area, while also making smaller ones that pinpoint exact neighborhoods that you can target with case studies.

Narrowing your target audience helps you avoid attracting the wrong traffic. The wrong traffic means unqualified leads and wasting advertising dollars. You want to think about your target demographics and make sure that they match your audiences.

To create an audience in Facebook Ads Manager, you want to click on the grid that says “Business Tools” and from there you click on “Audiences”.

Then you will click on the button in the left corner that says, “Create Audience”, and then to “Saved Audiences”. From here you can select the locations, ages, and other filters that narrow your audience. We recommend using age and location, but in certain instances you can also use “Interests” or “Salary” to narrow your audience.

For the purposes of getting your case studies in front of the right people, we recommend using locations and ages. You probably don’t want any young kids using up your ad dollars on clicks, or people who live outside of your service area.

Once you have your audiences set, you are ready to promote your content.

Making Your Case Study Attractive

Next you will want to make sure that the feature image is the street, home, or business you were working at. A notable landmark in that area may also work, but you want to make sure it’s something that resonates with anyone who is scrolling that may come across it. Pictures of the equipment are good for inside of the article, but they aren’t usually something that earns a click.

Also, make sure the post features keywords that will attract the right visitors. Mention the town name, the reason you were there, and the solution. You can even mix in the type of home it was.

For example, “This Philadelphia rowhome had no heat, so we installed a Mitsubishi Ductless system that took care of their heating and cooling problems!”

Then you will want to either run an ad or a boosted post that focuses on getting traffic from your audience specific to the particular case study. You will want to make sure that you have plenty of appropriate calls to action throughout the case study, allowing your visitors to learn more, download an offer, or sign up for a consultation.