One of the best ways to market your business is by using real client experiences and testimonials that show how beneficial your product or service is. And the best way to get those testimonials is by creating a case study.
What is a case study?
A case study is a detailed recording of the customer’s experience with a particular product or service. It shows the overall success of the experience, has measurable data, and can offer insights into problem areas.
For example, you could ask a customer what steps they took during the process, have them detail their results, and ask them to lay out the support they received from your business along the way.
You can then use these relatable, real-world stories from actual customers to convince (and convert) potential customers.
How to write a case study
Writing an effective case study doesn’t have to be difficult, and there are six basic steps that you can take to create one with ease. They are:
- Identify your goal
- Pick the right format
- Choose your subject
- Do your research and compile the data
- Write the case study
- Promote the story
This outline can help you create a professional case study with plenty of room for creativity and personalization. Here’s what you need:
Step 1: Identify your goal
The first step in any plan is to identify your goal. Ask yourself what you want to accomplish with this case study, then write it with as much detail as possible. Remember to make SMART goals that are easily measured and achieved- otherwise, you may find yourself going in circles.
Step 2: Pick the right format
There are several ways to create a case study, but I want to focus on the main two: written and video.
A written case study is best for blogs, emails, newsletters, and advertisements. You can share links within the post and easily send potential customers directly to the sales funnel, generate interest, and have a source of content that’s easily repurposed into whatever you need.
A visual case study is more for social media, promotional videos, and graphics. If you choose to do the visual route, you can ask your chosen customer to hop on a video call and record the interview, then separate that video into reels, infographics, stills, and more.
Either format is useful, but the results may vary depending on what you hope to achieve.
Step 3: Choose your subject
The customer you pick is crucial to the case study since you want a real, honest experience that still aligns with your brand. Look for someone who:
- Has had a positive experience with your business
- Can appeal to the target audience
- Is willing to be an advocate for your business
You don’t want to highlight unhappy customers and if you don’t have any happy customers, then its time to dive into the reason for that.
Step 4: Do your research and compile the data
Start by asking your chosen customers to demonstrate their success, be it improved ROI, better lead generation, or smoother processes. Then, do your research and see if their information matches what you have in the system.
One way to get this information is by using open-ended questions in your client interviews. Asking specific questions that need more than a Yes or No will give you greater insight into their success while also creating substance and validity. You can also reach out to the other people involved- such as team members or clients of your chosen customer- and see how they feel about the changes.
Step 5: Write your case study
Now that you’ve finished the interviews and gathered the data, it’s time to put your case study together. However, instead of throwing it into one large paragraph, try following these steps for a clean, more professional look:
- Begin with an engaging headline that attracts your target audience
- Introduce the subject of the case study and your chosen customer
- Begin listing the unique challenges this customer faced
- Offer the solution to those challenges and list the steps the customer took to get there
- Celebrate the results achieved
- Offer data and facts that support those results
- End with a strong CTA
In all case studies, you want to be concise and offer a clear narrative. Use the customer’s own words as often as possible, and try to make it read less like a news article and more like an anecdote. You can also use supporting graphics, such as screenshots, infographics, or even clips of video to make it more appealing.
Step 6: Promote your case study
How you publish and promote your case study is almost as important as how you write it. Most businesses will post them on their websites, include them in newsletters, or use them on social media.
Whichever way you decide to use it, know that your case study is a great way to boost your SEO and organic content, promote lead generation, and build credibility and trust within your business.
Final Thoughts
Case studies are fantastic pieces of marketing that every business should use, and you can create and use them in a hundred different ways. They’re good for building credibility, generating leads, gathering testimonials, and giving your business a more personable and approachable vibe.
However, they will take time to cultivate, so be patient with it. The ROI will pay off in the long run.
