Market in Motion Blog


What Are Case Studies?

Content, Research & Insights 0 Comments

case study

This month, our Live Video Broadcast, Digital Marketing Success: 6 Real Advisor Case Studies, was centered around advisors using the FMG Suite platform to their advantage and generating business from their marketing outreaches. Here, we take a detailed look at what case studies are and how they can be used in marketing.

What are case studies?

Case studies are similar to testimonials because they establish proof that the tools or services you offer work. They are often framed as stories, showing the progress of one customer’s journey. A customer may have a problem, turn to a company, and find a way to solve their problem. For example, in our broadcast, we showed how advisors solved a problem using FMG Suite products. In contrast, a testimonial is often a customer saying something positive about your company but not sharing how they use the tools. Both are great marketing aspects, but it’s important to understand the difference.

According to Content Marketing Institute, case studies are the fifth most popular marketing tool for marketers. When clients or prospects see a real-life example of something working for someone in a similar situation as them, they are more motivated to reach out and try it for themselves.

How can case studies be used in marketing?

Case studies are a great marketing asset because they are a third-party confirmation of how your company is performing. While social posts, email newsletters, and blog posts are all useful and play key roles in content marketing, case studies provide an opportunity for a prospective client to see a different perspective of the same offerings. Some ways you can incorporate case studies into your marketing research are:

  • Blog posts featuring your case studies
  • Webinars or video broadcasts with individuals who are willing to share their experiences
  • A page on your website dedicated to case studies and testimonials
  • Landing pages that feature a case study, including either video or text
  • Posts about your case studies on social media
  • Including case studies in your email marketing. For example, you could include a new case study in every quarterly newsletter.

Everyone loves a great story. Case studies, at their core, are stories from clients about how a company helped them solve a problem or overcome an obstacle. They add a personalized touch and allow prospects to see themselves in the client’s shoes.

How can advisors use case studies as a “safe” form of testimonials?

Most advisors know that getting endorsements from clients is usually not allowed by their broker-dealer. The Securities and Exchange Commission’s anti-testimonial rule and the fear of regulatory repercussions make it difficult for investment advisors to share client-success stories as part of their marketing efforts.

While advisors are prohibited from using or making reference to testimonials that include any statement about a client’s experience, there are other related tactics they can use to establish credibility with and instill confidence in prospective clients.

Our Vice President of Compliance and Customer Service, Mike Woods, shares that case studies differ from endorsements because they are based on stories that actually happened. Case studies are a good marketing asset for financial advisors because they add dimension and show the power that advising can have with real people.

He does warn advisors to not share any specifics about client information or promote any products or services. An example may be:

“A 47-year-old single woman is contemplating selling her business to her 38-year-old niece. The niece has been working for the company for 12 years. The owner isn’t certain, but estimates she will need $5 million after taxes to accomplish everything she wants to do in life and retirement. She is uncertain about how to plan for the future.

The business owner is referred to our firm. Through an initial assessment, we identified her three primary concerns, which were health issues, tax minimization, and estate planning.

We then assembled a team of professionals to help her achieve these goals and continued to guide her investment portfolio, before, during, and after the sale is consummated.”

This example omits any personal details, doesn’t disclose any specific product offerings, and steers away from guaranteeing any results. It’s simply a story based on a real client experience. Many advisors we work with are proud of the fact that they address each of their client’s’ needs individually and craft plans accordingly. Case studies are an excellent way to demonstrate what these practices really look like.

Case studies add texture and reality to often two-dimensional marketing outreach efforts. Try sprinkling in case studies next time you are planning your content marketing strategy and feel free to email to let us know how it goes. Happy marketing!

Related Content

Back to blog list


Join Discussion

Still Have Questions?

You've Been April Fooled!

While we can't help you with your wardrobe (sorry), we can help you become an amazing marketer. Click below to check out some of our latest resources. And thanks for playing!

Make Me a Great Marketer

Become a Marketing Master

Sign up for our marketing e-newsletter to receive marketing tips for financial professionals, including exclusive whitepapers, broadcast invites, and other content.

Privacy Policy

Get a Sample Email Campaign

The best way to experience FMG Suite Campaigns is to receive one the same way that your clients and prospects receive them — in your email inbox. Let us send you one today!

Privacy Policy

Get 1 Month Free

Receive your first month of our Monthly Market Insights campaign for free.

Privacy Policy

Experience The FMG Suite Difference!

Tell us a little about yourself and an expert will reach out to you and walk you through our award winning automated marketing platform.

Privacy Policy

Experience The FMG Suite Difference!

Tell us a little about yourself and an expert will reach out to you and walk you through our award winning automated marketing platform.

Privacy Policy

How is Your Business Listed?

Check the consistency of your online business information with help from our listings scan.

Enter business information to scan below:

Business Name *
Street Address *
City *
State *
Phone *
Scan Now

Want to kick the tires first?
Check out our Free 7-day Trial.
No credit card required to start.

Privacy Policy

Get Started with Copywriting

An expert will reach out right away to help you craft your content

Privacy Policy

Learn More About Pre-Designed Pages

Enter your contact info below and an expert will be in touch soon.

Privacy Policy

Get Started with Custom Video

An expert will reach out right away to help you create your content

Privacy Policy

Let's Build Your Suite

An expert will reach out right away to help you build your suite!

Privacy Policy

A Truly Free 7-Day Trial

No Credit Cards. No Downloads. No Commitments. No Strings Attached.

Sign up now and you’ll be up and running on our integrated and automated marketing platform in a matter of minutes.

  • This field is for validation purposes and should be left unchanged.

Copywriting Sample

Distill Your Niche

"...while they can’t turn back the clock and address these issues beforehand - such as increasing their spouse’s life insurance or saving more - there are ways to take control and feel more confident in their future.
When working with widows, there are a few first steps I recommend taking:

1. Get Organized
Whether or not you handled all of your family’s finances, some, or none, the first step is to organize your financial documents. Before you can determine how to budget and what steps to take, you have to first understand where you stand financially. If you are having trouble translating your investment account statements, a financial advisor can help you understand what your documents mean. You’ll want to copy and safeguard your important documents and review life insurance policies with a trusted advisor.

2. Budget for a Single Income
More than half of widows have difficulty adjusting to a single income. This may because they haven’t reevaluated their bills and expenses and adjusted..."

View Complete Sample

Copywriting Sample

Consistent Messaging

"...Once we understand your family’s current circumstances, goals, and unique needs, we develop strategies to help preserve and potentially grow your wealth and take over the time-consuming tasks associated with managing your complex financial affairs. Working with a family office can benefit families in a number of ways, including:

  • Preserving wealth through proactive management and appropriate strategies
  • Mitigating risk by diversifying investments
  • Assisting with the transfer of wealth from one generation to the next through strategic asset allocation and estate planning..."

View Complete Sample

Copywriting Sample

Unique Articles in Your Voice

"...More than likely, you have a clear understanding of your relationship with your doctor or your dentist. You pay a fee and, in return, you receive a service, including advice and recommendations based on your individual situation. It would make sense then for your relationship with your financial advisor to be the same; but for many, that’s not the case.

At Financial Guideposts, we’ve noticed a trend: that the general public does not understand the relationship they have with their financial advisor. We want to change that. We believe there are two critical aspects you should understand when working with a financial advisor: how he or she gets paid and what services he or she provides..."

View Complete Sample
FMG Suite