Case studies are one of the most effective ways to educate and persuade savvy B2B buyers to buy your products or services. Case studies are perceived as having more credibility than other sales or marketing tactics and demonstrate success through real-world examples. They combine storytelling with information and deliver an in-depth look at what it’s like to work with your company.
Tips for success
Here are 10 keys to producing high-quality, highly effective case studies.
- Know your audience. Before writing a case study, be sure to identify your target audience(s). Who are the buyers and influencers of your services or products? What do these individuals need and want to know? What’s relevant to their purchasing decision and, most importantly, what’s not?
- Choose your subject carefully. Nobody wants to read a case study about a mundane project or routine experience. Case studies worth sharing show how your company solves complex or unique problems. Remember, while a case study is not a sales piece, it’s an opportunity to showcase your company’s expertise and ability to think outside the box, produce superior outcomes, distinguish yourself from the competition and provide exceptional client service.
- Use a template. By using the same format for all case studies, you can maintain consistency, create a common look and feel, and simplify the process. When designing your template, include graphics, illustrations, callout boxes, quotes and imagery to illuminate key points and bring your case studies to life.
- Show, don’t sell. Case studies are highly effective at building awareness and driving consideration. But they aren’t sales pieces. Use facts, figures and quotes to communicate the client’s unique challenges and your solutions. Be specific. Let the outcome speak for itself.
- Tell a story. Case studies don’t need to be dull and boring. Tell a story that communicates the client’s challenge, the solution provided and the results achieved. Include a narrative that helps your audience grasp the pertinent details and appreciate the outcomes that you delivered for your client.
- Provide context. Without context, your case study will lack meaning and impact. Include a situation analysis that describes the client’s organization and relevant environmental factors, such as political climate, legislation or regulations, economic factors, and competitor activity. If the client doesn’t want its name published, describe the industry, employee count, organizational structure and other key factors.
- Obtain permission and approval. If the case study is for external use, be sure to secure your client’s written approval before you publish. Also, get permission and copyright for the use or reuse of any photographs, imagery or illustrations.
- Publish and share. Case studies should be shared internally and externally. Incorporate them into strategic marketing and sales initiatives. Upload them to a shared intranet or directory so employees can access them as needed. Add them to your website and make them easily searchable by relevant keywords.
- Build a library. Most B2B buyers seek out multiple pieces of content before engaging with a sales representative. Develop a variety of case studies that solve different problems in multiple industries. Keep case studies up-to-date and add new ones to your library whenever possible.
- Repurpose your case study content. Adapt your case studies into other forms of content to appeal to new audiences across multiple mediums. Create a blog post, share excerpts on social media, develop a bylined article, host a webinar or seek joint speaking engagements with the featured client.
Bringing businesses to life
Case studies bring your business to life. They enhance brand awareness, boost credibility, provide real-world solutions to challenges, and demonstrate proof that your products and services are valuable. Case studies are also effective lead-generation tools and can shorten the sales cycle. To learn more about creating compelling case studies that deliver results, contact Trade Press Services.
