So, you are looking to use case studies to help sell your product or service. What’s the first thing you do?

Chances are it will be one of the following:

• • Google Case studies
  • Ask friends and associates if they have used case studies

You won’t be alone. Today, 90% of consumers use the internet to find a local business and 82% of consumers read online reviews about a product or service.

What is a Marketing Case Study?

Case studies offer real-life examples of how your product or service has helped your clients. Similar to white papers, case studies use statistics, are research-driven, and require a client(s) interview.

Essentially, they are the social proof that may determine whether a consumer is willing to invest in your product or service. Well-written case studies are a powerful and effective marketing tool that has proven business success.

What Makes a Case Study a Powerful Marketing Strategy?

Social Proof

It helps customers picture how your product/service will fit into their lives.

Case studies can be the missing piece that persuades customers to buy from you.

According to New Business Solutions for Marketing Agencies, 53% of larger agencies design/create new case studies every month. Additionally, HubSpot’s State of Marketing Report 2020, lists case studies as the fifth most popular type of content. This makes them an incredibly powerful tool to increase leads and establish you as a credible business, worthy of the consumer’s time.

Story Telling

Stories help us connect and to develop a better understanding of our world. In fact, our brain is hard-wired to remember them. When we emotionally engage with a story, or in this instance a case study, research has shown that our brains are more likely to remember the information long term.

This is why your case study should tell a story. You want potential customers to have an emotional response to your product or service. A good case study writer will make a connection with the reader and help them to picture how your product/service will fit into their lives.

Problem Solving

First and foremost, consumers are looking for solutions. Your case study should provide that solution.

Case studies demonstrate success by showing potential customers that the current customer-who once had problems just like their own- solved their pain points by using your product/service.

Brand Expertise

Few things are trusted more than customer reviews and factual claims.

Case studies are based on research and real insights into your product/service. Publishing a case study that targets solutions, helps position your brand as an authoritative voice in your industry. You become the go-to thought leader in your industry.

ROI (Return on Investment)

Smaller businesses with limited content budgets are often hesitant to invest in case studies because of the cost. While case studies certainly cost more, they are also more effective in generating leads and securing customers as the latest research confirms.

Creating a valuable case study is a time-consuming and intensive process. Content mills rarely deliver the quality you are after. The last thing you want to do is waste your time and money on a poorly written one. You want to find a professional who will professionally conduct thorough interviews and produce a case study that is well written, providing you with a good ROI.

Conclusion

So, while choosing the right mix of tools to find new clients is important, case studies are a clear winner in terms of value and social proof in establishing your Voice in the industry. Case studies don’t have to be complicated, but they do need to be well written.

Your case study should do one simple thing:

Prove to a prospect that you’re worth the time it takes to write an email, to call, or to reply to a message.

That’s it.

Now’s the time to start creating content that matters to your potential clients.

See also Why you need Customer Success Stories