The benefits of using case studies in your business
Case studies are stories about a time you successfully helped a client with a problem. They’re based on actual events, with actual customers. And, they dig a little deeper than a simple customer review or testimonial. These things together make them more relatable and believable with potential new customers.
If you’ve ever considered sharing case studies for your business, this blog post is for you.
How case studies can benefit your business
Creating empathy
People reading a case study can see how you’ve successfully worked with a client. It shows you understood their problem enough to give them a positive outcome. And, if you can do that for your client, maybe you can do it for them too.
Building your reputation
Case studies are a great way to showcase who you’ve worked with in the past. It can give you extra credibility, especially if it’s a big or well-known brand in your sector.
Showing not telling
Showing a potential client what you could do for for them has far more impact than simply telling them. It allows them to experience what you may be able to do for them with interesting and relatable stories. By engaging them in this way, you’re tempting the reader to find out more.
Sharing your processes
Good case studies will help share your processes. Reading a compelling story of the work you’ve done with a client is evidence of your products and services.
Setting you apart from the competition
In a competitive market place, case studies can show the value you offer. It sets you apart from others providing similar products and services.
Demonstrating your understanding
Case studies are a great way to demonstrate that you’re good at listening to clients. When you show your understanding of their problem and provide solutions to help, it indicates you’ll do the same for others too.
Providing a record of your achievements
Having customer stories on hand is a great record of your achievements. Showing how you’ve solved a problem can be used for bids, tenders, awards, and potential future work.
Helping move customers towards a sale
A genuine case study is social proof that you can make a difference. It captures the attention of buyers and helps nudge them towards a sale by encouraging them to experience the same.
How to write a case study
Writing case studies follows a loose format of challenge -> solution -> results.
Start with your customer, and the problem they faced.
Then talk about your thinking process and actions to solve the problem.
Finally, talk about the results you helped them achieve.
Keep these tips in mind:
Tell a story: Make the case study interesting as you follow the challenge, solution, and results.
Know your audience: Understand who you’re writing the case study for and tell them what they need to hear. For example, a Sales Director will be interested in knowing how you helped increase sales.
Ensure your client is the star: Case studies are about your client and the audience not your brand. If you make it too promotional, you’ll lose people.
Include a testimonial: Use a quote from your client. This helps to strengthen the case study and gives social proof behind the things you’re sharing.
Make it easy to read: People are more likely to be interested in reading the case study if it focuses on the information they’re looking for. So, keep your audience in mind, and be selective with what you include.
Produce in various formats: Case studies can be used in lots of different ways depending on the situation. Post them on your blog for web visitors. Have video and audio versions for people who prefer that to reading. And make a PDF copy which can be attached to emails.
Final thoughts
Case studies are a subtle way to showcase your success stories without bragging. So it’s worth thinking about including them in your marketing strategy.
You can repurpose finished case studies in lots of different ways, for example:
Social media posts
Sharing in newsletters
Attaching PDF versions to promotional emails
Writing blog posts
Importantly, they’re effectively marketing for both you and your customer. Which means representing both of you in a positive way.
Producing a great case study takes research and good interviewing skills. Sometimes, business owners can be too close to pull out the information needed. Many of my clients have asked me to get involved because I can tease out the stories they’re not able to see.
The following is a client testimonial following a series of net zero project case studies:
“[Jacquie’s] engaging, quizzical nature of digging out little gems of information while understanding the complex issues associated with sustainability and low carbon emissions quickly put the business owners at ease, allowing her to get the best possible stories and content.”
