Case Study – Marketer’s Magical Tool
By ANWESH KOLEY
What’s a Case Study?
You have managed to create brand recognition for your product or service in your target market. What next? Would you rather continue with your tried and tested marketing and brand building initiatives, or let your potential customers hear it from your satisfied partners about your unique propositions? Enter the world of case studies.
A case study is a detailed story of something your company did. It goes beyond stoic persuasive marketing/sales pitches and provides real business scenarios to prospective customers about your company’s past accolades. It includes a beginning — often discussing a conflict, an explanation of what happened next, and a resolution that explains how the company solved or improved on something.
There are myriad ways to use case studies in your marketing strategy. From featuring them on your website to including them on a sales presentation, a case study is a strong, persuasive tool that shows customers why they should work with you — straight from another customer.
Why do we need one?
A case study proves how your product has helped other companies by demonstrating real-life results. Not just that, case studies essentially contain quotes by the customer. This renders it more powerful than a standard marketing advertisement where you praise your own product.
Rather, other companies are praising your company — and there’s no stronger marketing material than a verbal recommendation or testimonial. A great case study is also filled with research and stats to back up points made about a project’s results.
Over the years, companies have realized that there’s no better way to generate more leads than by providing case studies. The need here would be relevant case study examples to draw inspiration from. Without these, it can be difficult to write impactful studies that convince visitors to submit a form.
Case studies clearly show the value proposition of each product and also demonstrate how each company benefited in both the short and long term using quantitative data. You get to hear encouraging statements, such as, “This Company helped us a lot!” along with stakeholders seeing the actual change within the firm through numbers and figures.
“When done right, case studies can create a major “wow factor”. Highlighting specific, tangible results achieved for clients or customers can have the effect of breaking through the competitive clutter and capturing a user’s attention.”
Case Studies: Your Marketing Partner
Creating brand value and trust
Brands do a lot of work convincing potential customers of their trustworthiness, but ultimately customers know when they’re being sold to. Good case studies hero the client and his or her direct experience. This helps build brand trust because your consumers value the opinions of their peers over the sales messages of businesses.
A Tangible proof of Success
Customer trust and visible proof are closely related because it is an integral component of building long-term trust. In the current business scenario, companies strive to create as much social visibility as possible. They want to know something’s good before betting their time and money on your product or service. Case studies are a mechanism to create social proof for a brand.
Providing the wow factor
When done right, case studies can create a major “wow factor”. Highlighting specific, tangible results achieved for clients or customers can have the effect of breaking through the competitive clutter and capturing a user’s attention.
A Storytelling Opportunity
Businesses today are well aware about the power of storytelling. It helps brands develop a deeper, more meaningful connection with their audiences. Case studies are great examples of storytelling. You can use them to tell engaging and persuasive stories about the meaningful impact your brand has had on your customers.
A Unique Bouquet of Tailor-made Content
Case Studies effectively allow you to create a knowledge arena, which is unique to your company. Digital marketing runs on content and on the most basic level, case studies are fuel to power the content machine.
More importantly however, the case studies created by your company are entirely unique and specific to you. They can’t be replicated elsewhere or imitated by competitors and that’s the most valuable form of content possible.
Using a Case Study to your Advantage
Write a Blog
Once you publish a case study, the next logical step would be to write a blog post about it to expose your audience to it. The idea is to write about the case study in a way that identifies with your audience’s needs. To make this more emphatic, you might write about a specific hurdle, issue, or challenge the company overcame.
Once done, use that company’s case study to illustrate how the issues were addressed. It’s important not to center the blog post on your company, product, or service – instead, the key highlight should be the customer’s challenges and how you enabled them to overcome these, thereby creating a success story.
Create a Video
Adding credibility to your case studies would be supplementary videos, which create a stronger impact. The ever-expanding reach of the internet ensures that your case studies reach the right TG at the most opportune time.
Potential customers might be more inclined to watch a video than they are to read a lengthy case study. If your budget and resources permit, go ahead and create videos of your case studies. It will become a really powerful way to communicate your unique offerings.
Have it up on Social Media
Of course, do not forget to share your case studies across all major social media platforms. There’s nothing like using these avenues to showcase your potential and generate leads faster than expected!
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