We all look for ways to promote our businesses, including advertisements, promotions, partnerships, and retainer deals. We know how important active marketing is, but sometimes, we need someone else to tell our stories. That what case studies can do for us.
Case studies are an unbiased review of your company’s services, as I mentioned in a podcast for Capstone on Campus Management (COCM). They showcase your company’s impact on your clients or customers from a potential customer’s point of view. Remember, our brand isn’t what we say it is, it’s what our customers say it is. HubSpot found that 90% of people look at product reviews and social media posts about products before buying them. And many spend more time with those than on product descriptions or the company’s website. I was drawn to case studies because I enjoy telling a good story. And whether that story is fiction or nonfiction doesn’t matter, I enjoy telling stories that draw people in.
What Are Case Studies?
But case studies are more than regular stories. They are stories that showcase the value of your organization to their clients and customers. Including case studies in your marketing plan gives customers and potential clients stories with them—and their needs—in mind. They can also help your company establish itself as a brand authority. By showing what you can do—especially in an area in which you want to grow—case studies can dramatically improve your position in a new marketplace.
Types of Case Studies
There are two major types of case studies depending on the purpose and the client. One approach highlights a problem the client had that your company was able to help them resolve. Sample problems could be slow processes that harm production, or increased competition that led to sagging sales. An effective case study highlights how your company helped your client turn those challenges into successes.
A second case study approach is to focus on a new goal a client has, such as dramatically increasing their conference revenue. So, while it’s still a challenge the client has, it’s one of promoting innovation rather than fixing a problem. With both types of case studies, the difference between greater success and lesser success is you.
People who read your case study often identify with your client. They’re also looking to solve a problem or reach a challenging goal, and want to know what you can do for them. In this way, the case study isn’t so much about you, it’s about what you—and only you—can do for them. A strong case study also highlights positive actions being taken by your clients within their businesses. By making your clients look good and shining the light on them, they benefit and you benefit. It’s a true win-win.
Case Studies Are Cost Effective
Case studies are often more cost effective than other forms of promotion. Rather than the high expense of advertisements, case studies can be placed on websites easily, or printed and passed out at trade shows and conferences. You can also direct folks to them using QR codes. When I go to a conference, I’m always looking for handouts, little gifts or items to take home. I’m happy to take little cards or one sheets that tell me at a glance how that company helped their clients. It’s the ultimate silent advertiser.
Things to Think About
Even while your case study is specific to a client, it’s important to address challenges in them that others in your target market can relate to. If the case study highlights something that is so unique to a specific client that other organizations either don’t understand it, or can’t relate to it, it won’t move your wider marketing agenda forward.
A good case study backs up the verbiage with data. Ideally, they should be both quantitative and qualitative. Businesses and consumers want to know that your company will provide them with value. So, tell them how your work improve the bottom line of the company you worked with? How was their employee retention improved? How much did their customer satisfaction go up? When you pack your case study with understandable, relevant data, you give it power.
The Bottom Line
The ideal case study helps both you and your clients/ customers raise your visibility, highlight your strengths and establish you as a brand authority. Are you using case studies? If not, what are you waiting for?
