Why case studies are such a powerful approach to turning cold Pinterest leads into paying customers

Guest Post by strategic copywriter & customer delight strategist Nadine Nethery of CAN DO! Content

As someone who uses Pinterest in their business to drive organic website traffic, I know that traffic doesn’t equal ‘traffic’.

Rather than drive any traffic, I prefer to drive clicks from dream customers who are ready to invest in what I have to offer.

So what type of content is perfect to nurture these perfect-fit leads while building trust, growing your authority and painting a vivid picture of what’s possible?

Case studies.

From what I’ve seen in my own business and in my 1:1 copy client projects, strategic case studies can convert your Pinterst traffic quicker than any other type of content. But you need to be intentional about how you construct them.

More on that later. But let’s start with the basics.

What is a case study?

A case study allows your reader to relive a particular project or client experience within your business with you.

It explores the original challenges you had to solve, the solution you came up with and the results you achieved for your client. It’s a powerful storytelling tool that showcases your expertise, demonstrates your problem-solving skills and proves the value you can add to any project.

Consider it a sneaky behind-the-scenes tour of your most successful projects that gives potential clients an idea of the real-world applications of your talents and how they can benefit them. By sharing past client experiences, you create a relatable plot that builds trust and credibility.

Why do case studies make great landing pages for Pinterest traffic?

Because they do more than just inform. They inspire.

When your Pinterest browser lands on your case study, they are faced with huge potential and possibilities. And they can picture a path from where they are right now to where they want to be, with you by their side.

Pinterest is basically a huge search engine where your dream customers look for inspiration and tangible solutions.

When they click through to your website, they’re hoping for more than pretty pictures. They want substance and value. And that’s exactly where case studies shine.

They create immediate engagement

Your case study grabs attention right from the start. It pulls your Pinterest visitors into a narrative that speaks to their needs and aspirations, and ultimately makes them more likely to stay on your website ready to keep exploring.

They build trust quickly

Pinterest users usually land on your website as cold leads, which means they don’t know about you or what you offer, but they’re intrigued by what they saw. A case study builds trust rapidly via the real-world results of your past clients. And it ultimately proves that you can deliver on what you promised in your Pinterest pin.

It shows off your expertise

By exploring your unique approach, a case study positions you as an authority in your field. It highlights the frameworks, strategies and methods that have led to these successful outcomes for your clients.

It creates emotional connections

Stories are powerful connection-building tools. And a case study tells a genuine story from start to finish that potential clients can relate to. Ultimately, potential clients are more likely to see themselves in your clients’ shoes and can picture their own success with you by their side.

It provides clear value

Pinterest users are often in the research phase and looking for information and ideas. A case study gives them tangible proof of your value and answers the question “What’s in it for me?”.

It invites readers to take action

A strategic case study organically ends with a call to action. By the time your Pinterest reader has come to the pointy end, they’re not only convinced of your skillset and the value you add, but also motivated to take action, whether that’s signing up for your newsletter, booking a call or buying a product.

7 quick tips for writing strategic case studies:

A well-crafted case study goes beyond just spelling out the project process. It explores the why and how, and gives more context and insights that will resonate with your dream customers. It pays off to keep these handy tips in mind:

1. Start with keyword research

Driving traffic from Pinterest is one benefit, but you also want to design case studies strategically so they drive website traffic via organic Google searches. Start with the question “How would my dream customer search for this type of content?” and optimise your case study in line with the keywords you identify.

2. Feature the right clients

Showcase clients that your dream customers can relate to and results that genuinely showcase your unique approach and the value it provides. Rely on projects that have let to mind-blowing results for your clients and that align with the needs and desires of your target audience.

3. Be specific

Explore tangible metrics and detailed examples to prove the results you achieved. This can be statistics like increased revenue, better engagement rates or higher conversion rates.

4. Feature client testimonials

Make sure you allow your clients to share their experience in their own words. Client testimonials add authenticity and credibility to your case study so it becomes more relatable and trustworthy for your cold Pinterest traffic. Need help sourcing your own client testimonials? Grab the 10 FREE strategic survey questions I use in my own business and in my 1:1 copy client projects.

5. Showcase your unique approach

What sets you apart from everyone else? Use a case study to explain your unique methods, strategies or philosophies that led to these amazing results. Leaning into your strengths not only makes you stand out from your competitors, it also positions you as a thought leader in your field.

6. Add inviting visuals

Depending on your niche and the type of service you provide, adding visuals such as before-and-after photos, charts, graphs or infographics can help to break up the text, illustrate your points and make the case study even more engaging.

7. Include a strong call to action

At the end of your case study, invite readers to take the next logical step. Whether it’s scheduling a call, downloading a free resource or reaching out for more information, make sure it’s straightforward for them to take that next step.

The verdict?

Case studies are the quickest way to turn curiosity into confidence. And they are a powerful tool to convert Pinterest traffic into sales.

By carefully selecting the right clients, focusing on the transformation and sharing engaging stories, your case studies will not only highlight your value but also inspire readers to take action.

What it comes down to is a strategic, well-designed pin that creates intrigue and a case study that delivers on that intrigue and the promise behind it.

What if you could stop tooting your own horn and let your clients do the selling for you instead?

Find EVERYTHING you need to make case studies your strategic biz bestie inside the Case Study Toolkit:

My strategic case study template

A step-by-step video tutorial

Powerful case study strategies to tap into the MANY possible angles

Real case study examples so you know what it takes to build trust

BONUS:

The SEO-friendly Website Masterclass so your case studies organically attract ready-to-buy customers

About Nadine Nethery

Nadine is the Founder of CAN DO! Content, and an audience-driven copywriter & customer delight strategist for savvy online business owners who want to intentionally attract, retain and wow their dream customers.

Her signature LEAN copy method turns every brand touchpoint into genuine connections that drive sales, celebrate loyalty and create loyal brand advocates who happily do the word-spreading for you.

Over the past 7+ years, Nadine has given hundreds of industry-disrupting online business owners the words to shine and the strategies to build a sustainable audience-centred business.