A use case in digital marketing is a scenario in which a certain method or way of doing something is applied to the specific industry of a client. Your agency’s digital marketing services could be the solution to your client’s problems and the use case-specific to their industry is what is used to identify and show the client how your services will help achieve this.
Use cases need to align with the services your agency performs in the specific niche or industry within digital marketing.
The Importance Of Use Cases In Digital Marketing
Use cases are important in digital marketing because they outline how your agency can assist a client in a specific industry. In order for clients to see the value of your services, they need to know how well you understand their industry and how your services will benefit them. Use cases make the value of your services more real and tangible and in turn, helps turn leads into clients more effectively.
Use Case Vs. Case Study
The main difference between a use case and a case study is that use cases are used to show a client what is possible and case studies are used to show a client what is real. A use case represents how your agency can use its services to benefit the client and a case study will be real-life feedback from a client on how your agency’s services benefited them.
A use case is written for a client in a specific industry and a case study focuses on a single client’s experience with your agency but they are both considered powerful tools that can be used to demonstrate your agency’s benefits.
The Method Behind Use Cases
When showing your agency’s use cases to potential clients, you need to ensure that it is going to answer all the clients’ questions about whether or not you understand their industry and have what it takes to market it for them. The main question that needs to be answered in your use case is: “What can YOUR AGENCY do to help my business reach its goals?”.
Every use case should contain three essential elements:
The system user (actor) – the client making use of the agency’s services
The goal – the desired outcome once the process has been completed
The system – the processes and steps the agency will take in order to reach the end goals
What A Use Case Should Include
A typical use case should give mention to all of the points below:
- Who the use case is for (types of client or industry)
- What the potential client could need your agency’s services for
- The potential client’s goals
- The steps that will be taken by the agency to reach these goals
- How the potential client will benefit from the agency’s services
Benefits Of Use Cases
Use cases can be beneficial to both an agency and a potential client because it clearly describe how an agency can help a certain industry or type of client with their services.
The main benefits of using use cases are:
- Goals are clearly defined depending on the industry the use case is for
- Potential clients get a good feel for your agency before making any decisions
- Research on what works for a certain industry has already been established
- Your agency already has an understanding of what the potential client’s industry is all about so time is saved as the research has been done
- A level of trust has already been established between your agency and the potential client
Building Digital Marketing Reports From Use Cases
An important step in digital marketing for all agencies is client reporting. The final step of any digital marketing campaign is to provide your client with a comprehensive report on how your marketing efforts have affected their business’s performance.
This is where a digital marketing tool that offers use case-specific templates comes in handy for agencies. A platform that has a ready-built template targeted to a specific use case can save agencies a lot of time and money when it comes to reporting.
These reports need to include all of the platforms used in the digital marketing campaigns along with the relevant KPIs that clearly show your client how the campaigns performed.
A Case Study For Each Use Case
Once you are working with a client that fits a specific use case, ask them to write about how using your agency’s services benefited them. Case studies are great for future business and will help potential clients in the same industry make a decision on whether or not your agency will be a good fit for them or not.
As mentioned earlier in this blog, case studies show a client what is real and it focuses on a client’s experience with your agency. What better way is there to sell your services than a case study that acts as a great client review?
To “Use” Or “Not Use” Use Cases
The choice is yours! If your agency targets a variety of clients from different industries then it’s worth looking into use cases, but, if you target a specific niche then having one use case for that niche could be beneficial to your agency. Use cases have proven to be a great value add for many agencies but they do require a lot of research and effort to get right.