Consumers who aren’t willing to buy your services or are largely unsure whether to buy or not can easily fall for your products if you present a well-written marketing case study. The prospects usually want benefits, not features. If you list a myriad of benefits without providing proof, it would be like drawing lines in the water. So, be thorough.
Marketing case study is one among the many marketing strategies that a company implements to maximize their profits. According to an unofficial report, 9 out of 10 customers often rely on the results of these case studies to judge whether a product is worthy or not.
How to create a good marketing case study?
If you are planning to create a marketing case study, here are a few things to keep in mind that can actually help present a staggering case study in front of your prospects.
- Build trust
Always have well-planned strategies for selecting the “ideal” candidates for your case study. i.e. the candidates or subjects chosen should have a vast knowledge of your product or service and should have experienced the benefits of the product.
It is very important to note that when you interact with them, always try to gain their trust. Do not approach them with the request to be a part of the case study; instead, make them feel comfortable and special by asking them to tell their experience/story with the product.
As you moveto different levels of your interview, remember to value the time of your customers. Before meeting them, prepare a questionnaire. Ask your questions in an impressive manner so the customer does not feel that he or she is being interrogated. Also, allow them to freely voice their queries.
When you are preparing a marketing case study, make it a point to avoid large lumps of words. The customer may presume the long paragraphs as boring and ignore it. A 500 words marketing case study might do the needful. It isn’t necessary that the case study be around 500 words, but try not to exceed this limit. Always assume your customers have little time to spare and that is your only window of opportunity to attract their attention.
Try to present the facts as simply as you can. No one will try to refer to a dictionary to decode what you have written. So make it simple, crisp and concise.
- Include facts and figures
This may seem a little absurd, but a marketing case study without the facts and figures is just like a ship without its sailor. For e.g. if you mention the number of people that have already bought your product, this can help to build trust with your customer. But you must be very careful while presenting the facts. The figures should be authentic and the case study should never deliver wrong information.
Make it a point to avoid ambiguous terms, such as citing that the sales of your product “doubled” in a particular stretch of time. Instead, present the exact number of the sales and the period during which said feat was attained.
- Explain the strategy
This is equally as important as mentioning the facts and figures. It is highly recommended to include a conclusion of your own to help the convince consumers how your product has impacted the previous customers and how it would impact them if they bought the product.
Instead of vaguely pointing out the success stories of your previous customers, drive the whole focus to the before and after usage period of the product. This can create a good impression on prospects.
You could start the case study by delivering a small piece of information about how the life of the candidate was before using the product. Do not deliver too much information; this can easily distract the attention of the customer reading it.
Then, include the period of the candidate during which they used the product. Clearly, mention the effects and changes that started to occur.Lastly, mention the results in a way so that the customer reading it gathers that the user has achieved results to boast about.
- Try different formats
Bring out new case studies at regular intervals and when you do so, try changing the formats. If you focus on the same format as the previous one, the customers will have the little interest in going through it again. Even while trying different formats, make it a point to quote customers in their own words. Quoting customers makes a good impression on the people reading it. Do not attempt to reformat or misquote your customers.
Why are marketing case studies so effective?
Preparing a marketing case study is a tiring task. You need skill, knowledge and also the time. Yet is it still promoted and commonly used by companies. Why? The simple answer lies in its effectiveness and easy reach on the target. They are testimonials to your business plans, provide proof of concept to potential buyers, and drive your audience further towards you. We explain briefly why case studies have been such venerable means of content marketing.
- Proof of results
Marketing case studies show the results not simply state them. As action speaks louder than words, people are always attracted towards results over features.
Customers are curious to know how your products have impacted other consumers. They find it easy to decide whether to buy the productor not depending on these results. They will eagerly go through a case study which shows records of previous success stories.
- Great tool for attracting fence-sitting prospects
Many people have come forward with the claims that they chose to buy a particular product because they were impressed with their company’s case study. So, if you are aiming for a giant leap in the profit status of your company, present a well-written marketing case study.
How to promote your marketing case study?
Once you have prepared a marketing case study, the next major step is to ensure that it reaches the subjects. Here are some steps which you can implement to make sure it reaches the maximum number of customers.
The best way to make your case study SEO friendly is to include a title tag in the pages of your case study. The usually followed format is “<INDUSTRY><SERVICE> case study”. This will ensure that your customers need not have to dig deep to fetch the case study.
- Email a documented case study to your subscribed customers
Send out copies of your case study to customers or clients who have subscribed to receive your updates. There are two benefits; one is that it makes the customer feel that the company is constantly maintaining contacts and is active, second, that you need not bother about your case study reaching these customers in printed formats.
- Print a booklet
This is in fact much more effective than sending the case study via email. Distribute them where there are gatherings like in trade shows.
- On social media
Update on social media sites. These updates can be recycled regularly (interval of two to three months) under different headlines. As the customers always review the comments and news about a product on social media, updating the case study can help increase the visibility of your company.
A good marketing case study can make your company’s presence to be felt in the market, it can also help to increase the sales and reach out to more customers. So, if you plan to implement different marketing strategies to increase your sales, include a case study on your list.