Case studies go beyond simple testimonials and provide real-world examples of how your brand met your customers' needs and helped them achieve their goals.
An in-depth case study will help you highlight your achievements so that your ideal prospect becomes your next customer. They help you show potential customers, rather than tell them how you can help them achieve their goals.
However, creating a solid case study can be challenging. Today I'm going to share actionable tips that will help you write a case study, provide background information, and identify key metrics that will help your case study increase conversions.
1. Write about someone your ideal customer can relate to
Do you know who your ideal customer is? If it's someone from the education industry, do your case studies on your university clients. If this is someone in the automotive industry, do your case studies on auto parts and accessories manufacturers.
The aim is to ensure that your case study shows potential customers that you:
- Comfortable in your branch.
- Understand the specific needs of your industry.
- Know how to deliver targeted results to your industry.
Think about it on a smaller level, e.g. E.g. if you read a blog post with instructions. Most of these posts are aimed at average readers.
However, if you come across a post that is specifically tailored to your needs (e.g. online marketing for the healthcare industry), the more likely you will understand and apply the information.
Same goes for case studies: people reading about results in their industry will feel like the same approach works for them.
2. Tell the story from beginning to end
Storytelling is a powerful marketing strategy. A great case study allows someone to really get to know the customer in the case study, including:
- Who is the sample customer and what are they doing?
- What were the client's goals?
- What were the client's needs?
- How did you meet these needs and help the customer achieve their goals?
But don't stop for a month or two. Reach out to the customer on the case study and update your case study a few months later to show how your solutions continue to provide long-term benefits.
This gives readers a chance to see that your goal is not only to help with immediate needs, but to ensure long-term results as well.
3. Make your case study easy to read
Nobody likes to read a large block of text, no matter how interesting and informative it may be. Case studies such as blog posts should be scannable and easy to read.
Make sure you are using good formatting elements for content like you would with articles, blog posts, and copywriting on your website, including:
- Bulleted lists
- Text in bold italics
Not only will these formatting elements provide great SEO value for your case study page, but they will also help your readers (especially those who like to skim) find the most important parts of your case study and get a good idea of what your company could do for them.
Consider adding multimedia elements in addition to written content such as videos, PDFs, and images to mix them up and make the content more engaging.
4. Include real numbers
Have you ever read case studies where a company claims in their case study that traffic “doubled” for the customer and wondered if that means 100 to 200 visits or 10,000 to 20,000 visits?
Avoid broad statements by using clear, direct numbers. This will make your case study more believable and will help build trust in your brand.
You want your case study to be as specific as possible. Instead of saying you doubled the traffic, provide specific, accurate numbers and (if possible) real evidence in the form of charts, graphs, or analytical data.
Keep in mind that not everyone is as familiar with Analtyics technology as you are. So highlight the most important dates and give the context why this is important.
This way the reader can see where the customer started and where the customer ended up with your help.
In addition, the photo credit can help the reader imagine exactly what you could do for them, which will make your case study much more powerful.
5. Discuss specific strategies in your case study
So you've doubled a website's traffic or sales, haven't you? How did you do it This is where you sell your products or services by simply indicating which ones you have used and how they led to the desired result.
Don't just say, "Our online marketing services have produced these results." Instead, say something like, "A three-month social media campaign focusing on Facebook and YouTube and a five-month link building campaign increased the rankings, and brand awareness led to these results."
Don't worry if you share your secrets – the goal is to establish your brand as an industry leader and you need to show that you know what you're doing.
6. Try different types of contentts
Case studies do not have to be fitted into a story shape every time. Try different types of case studies such as: B. an interview format in which your customers answer the same questions as before, what they do, what needs they have, what goals they are pursuing and how you achieved them.
Quoting your client in their own words will make the case study even more meaningful for your ideal client than for telling the story.
Infographics, webinars, and even podcasts can also be used to highlight case studies. Don't get stuck with the old plain text format – get creative and see what kind of content your users react to.
Here is a case study example from Venngage using a brochure-style case study showing how Vortex increased conversion. (Note the results section where certain wins are highlighted.)
7. Appeal to different types of learners
While some people enjoy reading, others may prefer audio, video, or visual presentations of your case study. So take your text-based case studies and reuse the content like this:
The bonus with YouTube videos and infographics is that they are easy to share. This means that your case study may go beyond your own website, and more potential customers will find out how they can benefit from your product or service.
Case studies can also be embedded in other types of content, such as: For example, in an e-book, blog post with instructions, or a resource guide.
8. Make your case studies easy to find
What's the point of having great case studies if no one is ever going to read them? Make sure your case studies are organized and easy to find.
Here are some examples of good case studies that are easy to find and therefore much more powerful.
Amazon Web Services
AWS offers case studies directly on their homepage. They also make it easy to find industry-specific case studies in manufacturing, financial services, fitness, and more.
Drupal delivers case studies right in your hero image. Users contemplating using their solution won't have to look far to see how other brands are doing with Drupal.
A great case study starts with case study research. Ask your customers to fill out a short form highlighting how you helped them achieve their goals. Be sure to ask about specific results.
Explain how the case study will help them by increasing brand awareness and creating opportunities for association. Remember that having a high impact case study will help both you and your client build trust and reach a wider audience.
Do you have any case study best practice tips or examples of case studies that you liked? Please share them in the comments!