On your list of marketing goals, building trust with your audience should be somewhere near the top. As most customers will not consider working with you without thoroughly vetting others’ experience with your company, customer reviews are your first step. But, what if you want to take it a step further? That’s where case studies come in. Case studies are some of the most beneficial assets that your company can have in its marketing toolbox. Not only are you featuring a positive experience with your company, but you’re explaining to your audience exactly how that customer benefitted—with statistics, quotes, and visual elements. To help you build your next case study, we’ve put together a few things that you should consider along the way, including how to get started and how to use it to attract new leads. Here’s how to write a case study that you’re proud of.
First, What is a Case Study?A case study is an in-depth response project that allows you to highlight your business, products, or services and your real-life customers to share their experiences. The opinions and stories of customers have incredible power over your prospects. Based on what people see or hear about a brand determines what judgment they have or what action they will, or won’t, take. Over time, by incorporating positive and genuine feedback into your various marketing strategies, you will gain more customers and drive more revenue.
Where Can I Use a Case Study?You can use (and reuse) your case study in numerous forms that will attract your ideal client. The beauty of case studies is that it’s not what you are sharing about your service or product, it’s about what others are sharing, automatically creating an element of storytelling. Prove to potential customers that you have what they need by accentuating positive evidence through your:
- Website: Often, your website is the primary location where potential consumers research information. By supplying helpful and authentic testimonials, you can help attract your ideal audience.
- Marketing Collateral: When creating your collateral pieces, use statistics or quotes found from the study to build your credibility.
- Social Media: You can design engaging graphics by utilizing takeaways or numbers found in your study.
- Videos: Videos on all social platforms are becoming more and more popular each day. Repurpose your study results into movement creations with animated infographics, typography videos, or testimonials.
Where Do I Start?You first want to determine the purpose of your case study. In most cases, the purpose is to demonstrate how a common issue of your target audience is solved. An efficient way to determine what these issues are? Ensure your entire team is actively collaborating to compare existing or potential problems. After establishing the purpose, other key elements you want to implement are to:
- Find the right candidate: The person or company you choose to focus the study on makes or breaks your case study. Choose someone who is willing to (enthusiastically) provide you with all the necessary information.
- Emphasize your product or service: Be sure to let your audience know exactly which services or products you utilized in the case study. This way, they will become more familiar with your brand, and which features they are initially interested in pursuing.
- Be creative with your visuals: Did you help with a business’ website? Did a client have a transformative impact? Include content, photos, or screenshots of the candidate results to make the case study easier to follow and more attractive to view.
- Display numerical results: Numbers don’t lie, so it’s important to incorporate the “hard” facts into your final study. Present your impressive stats with pride, there’s a reason people like you and others should know that, too.