What are case studies and why do you need them?
A case study is a success story… A story with a happy ending.
And just like a fairy tale, it moves from ‘Before’ to ‘During’ to ‘Happily Ever After’.
Or from ‘Challenge’ to ‘Solution to ‘Result’.
* Case studies are testimonials on steroids! A well-written case study can be very powerful. It’s the customer talking so it’s a third-party endorsement.
* Case studies are evergreen. Unlike blogs and other social media posts, case studies are a timeless marketing asset. And they can attract and persuade customers 24/7. They can keep selling for years to come.
* They can be re-purposed across all marketing channels. – Your website, social media, email campaigns, direct mailing, brochures, and more. Case studies can deliver more ROI than any other type of content.
* Tangible results such as numbers and data are important. So if such information exists then all the better. People love to read real results but, more importantly, they also love to read about a success story.
So what do you need to create case studies, why do you need them, and what’s the correct type of content for the B2B sector?…
First of all, you need a good news story!
That’ll be a successful project or maybe reference to a brand-new product or service that you would like to promote.
The story must have solved a problem for your customer or achieved an ‘above and beyond’ result or maybe, in turn, provided benefits for your customer’s customers.
A case study is not just a glorified testimonial, even though many people think it is! A testimonial is just a short quote from your happy customer, saying what a great job you did and how wonderful the system is that you provided.
Case studies have to be focussed on ‘pain points’ and how they were overcome.
Think about what you want your case study to do.
Do you want it to just try and impress some of your readers with a lengthy ‘tech spec’ equipment list? Sadly, many case studies in the technology sector do indeed make a big deal about the equipment shopping list instead of concentrating on the ‘Challenge to Solution to Result’ aspects of the project. It’s perfectly OK to mention some ‘name’ brands to gain kudos but, to be honest, most of your prospects don’t really care too much about the finite details of the make and model of every piece of equipment you used!
The real aim of a case study is to engage potential new customers – just like your existing ones – to start building that ‘know, like and trust’ relationship with you and your Company.
Reading about how you successfully provided the perfect overall solution is what interests them. And as it’s from your customer’s point of view – and not just yours, it’s a powerful endorsement.
These are facts that your new prospect can really relate to. This will make them think that if it’s good enough for them, it’ll probably be good enough for me! Basically, you want your new prospect to get in touch to express an interest in you doing the same for them too.
And a well-written case study will do exactly that.
Ready to discuss your new case study?…