You may have heard that your business should be using case studies as a part of your marketing strategy. We want to tell you a little more about what a case study is, and why you should be using it as content for your HVAC business's marketing. 

What is a case study?

A case study is a piece of content crafted around an example of work that a company has done for a particular client.

This can be a blog article, video, or maybe a collection of photos. The case study highlights the problem that a particular client experienced, and then the solution that your company has provided to take care of the problem. 

Why should your business create case studies?

Your company should create case studies because they are GREAT pieces of content you can use in several places when it comes to digital marketing. 

Case studies provide extremely educational, relevant, and solution-based information to visitors on your website. Here are a few of the many reasons you should be creating case studies for your marketing campaigns... 

• They provide local content - If you are creating a case study about a job that your company did, you are going to be speaking about something local. People want to see themselves and their problems in your case studies, so creating case studies about homes in towns around your business is the goal. 
  
  This not only helps clients feel at home when they see homes and streets that they recognize, but it also helps when it comes to searchability on the internet. If you are using keywords such as local town names and neighborhoods, it will help provide better search results to people in those areas, searching for help with their HVAC in those towns. 
  
  
• They are great social proof - Just like getting a great review from a client on Facebook or Google, a case study also provides DETAILS about what went on. It's EXTREMELY IMPORTANT to have good reviews, but also having a case study to go along with that review is a fantastic piece of content for potential customers to see.
  
  Imagine if someone not only sees a 5-star review for you but can also read what work was done and what problem was solved to lead to that review. It's just another opportunity to show potential clients how great you are!
  
• Can be used in many places in your marketing - Case studies can be used in several ways when it comes to your digital marketing strategies. Just to name a few... 
  
           - They live on your site, gaining organic SEO for your website
           - You can use them on Facebook and promote them to the area that the case study takes place in
           - In emails to potential clients to showcase your work
  
  
• Can be produced continuously for years - One of the other great things about case studies is that you can ALWAYS continue to create them for years. You don't have to showcase every job you've ever done but choose the BEST ones that you want to get more jobs just like. These are also a great source of content when you are maybe running dry on ideas, or are between the production of different things. New case studies will always be relevant, and even if you've installed the same equipment hundreds of times, each story can have its own little spin on it, and is located in different areas. 
  
  For example, you may install a ductless unit into a bedroom in one neighborhood, but if go ahead and install a ductless unit into a bedroom in a DIFFERENT neighborhood, you can create a completely different case study to go along with it! 
  
  Essentially, you can create MANY different case studies over a long period of time, and they will all be helpful when it comes to digital marketing. 
  
  
• Cost flexibility - Depending on what level of case study you want to create, you can easily fit this content into your marketing budget. These can cost anywhere from $25 to produce yourself, up to $1000s of dollars if you want a full video, and more. 
  You can have people in-house write these case studies, or hire a company to do it for you. You can have someone go out and take professional photos, or maybe have someone snap a few pics with an iPhone. You get the picture. 
  
  Depending on how professional and detailed you want this case study to be, and what type of content it is (video, written, etc.), you can really adjust the production to your marketing budget.

As you can see, it's not just a page you put on your site and forget about. These can be used as marketing tools in several different ways, and the more you have, the more places and people you can appeal to. You can be cost-effective when it comes to creating case studies as well, which is especially good when you first start creating them. 

Constantly creating fresh, local, relevant content that speaks to your audience and educates them is how you continue to be found on the internet, and gain the trust of your visitors. Case studies are a fantastic method of doing just that! 

If you are having trouble getting started with your case studies, give us a call at (888) 519-1950 or email us at donjr@comfortmediagroup.com.