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June 22, 2010 by Casey Hibbard in Organizing success stories online

MS Outback

For those who doubt the draw of a customer case study online, here’s your proof.

One Microsoft case study, posted online just four months ago, has racked up 86,552 total views.

Listed among its most viewed case studies, the Outback Steakhouse case study describes how the restaurant chain used a Microsoft solution for a Facebook campaign.

Other cases in the “Most Viewed” tab have more than 50,000 views. (On each online case study, Microsoft actually lists the number of total views.)

That many eyeballs should be a clear case to companies that case studies and success stories shouldn’t just be online somewhere; but they should be prominently displayed and easy to find.

Here are a few tips for organizing your case studies online for maximum exposure:

Tease them on the home page

How-to stories about other companies’ success with your solution is a top draw for prospects.

Feature a case study somewhere on your home page or devote a space to scrolling teasers for several case studies.

Include them with product information

Anywhere that you talk about specific solutions, feature a case study right there that shows that product or service in action.

Make them easy to find!

Allow site visitors to search or browse case studies by industry, product or other categories that might matter to them, such as business need.

Check out Microsoft’s page for ideas.

Include a Retweet button

Make it easy to share your content on social networking sites like Twitter. Include a Retweet button or other social media sharing icons.

The most important rule: Don’t let valuable customer stories go to waste! Leverage that content anytime and anywhere that you talk about the value of your products and services.

Share your own examples of companies that organize their stories well online.

2 Responses to 86,552 Views of a Single Case Study

  1. Tara says:
    June 24, 2010 at 10:20 am

    Thanks for writing about my teams’ work! I would add that having a strong SEO strategy embedded in the writing of the success story is key to search engine’s finding it and getting your work in front of the right audience.

  2. Casey Hibbard says:
    June 24, 2010 at 10:54 am

    Hi Tara,

    My pleasure! You’ve done a great job all around, it seems.

    Excellent tip about SEO too. That’s something many companies aren’t really looking at.

    Thanks!
    Casey

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