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Marketing School | Digital Marketing | Online Marketing

Neil Patel (CrazyEgg & Kissmetrics) and Eric Siu (Growth Everywhere & Single Grain) bring you daily ACTIONABLE digital marketing lessons that they've learned through years of being in the trenches. Whether you've just started a website or you manage millions of pageviews, Neil & Eric will help you take it to the next level.
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Dec 27, 2016

In Episode #149, Eric and Neil discuss how to create a first-class case study. Tune in to discover the ins and outs of a well-designed case study and how case studies will boost your marketing and draw in those quality leads you’ve been needing.

Time Stamped Show Notes:

  • 00:27 - Today’s topic: How to Create a First-Class Case Study
  • 00:40 – It is important to have a data that stands out
  • 00:55 – Be specific with numbers
  • 01:19 – Start your case study with the result
    • 01:30 – If you’re doing an SEO, start with the results
    • 01:48 – Neil’s sample headline is “Neil took me from $600K a year to $15M a year”
    • 02:00 – Break down the solution
    • 02:20 – Show people how they can do it too—not just screenshots
    • 02:58 – Break down the form fields into multiple steps to get to the most relevant leads
  • 04:11 – Conversion-Rate-Experts.com has in-depth and well-designed case studies
  • 04:30 – Find a good presentation or PDF design with Dribbble and 99designs
    • 04:40 – Neil was paying $20,000 a month for CRO services
    • 05:10 – They created a lot press and got great leads
    • 05:25 – Case studies can be left open
    • 05:48 – “They key is not getting a lot of leads, it’s getting quality leads.”
  • 05:50 – Look at your competitors case studies
  • 06:05 - That’s it for today’s episode!

3 Key Points:

  1. Thoroughness in a case study is what drives the most qualified leads.
  2. Data is the most significant part of a case study – make sure it stands out and is executed well.
  3. Look at the case studies of your competitors to give you a starting point for your own format.

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