Case studies. Yet another marketing thing you’re being told you need, but you aren’t really sure why. After all, lots of businesses get along perfectly fine without them, right? Well, sure, they get along OK. But with just a little extra effort they could be doing amazingly. Fantastically. Having their best year in business ever. And why wouldn’t you want that?
Now, I’m not saying that case studies are going to solve all of your problems, but they will go a long way to boosting your business performance and your sales.
What Is A Case Study?
Case studies are stories. Stories of your customers’ struggles, with you positioned to sweep onto the scene and save the day with your services.
Ok, it’s not as grandiose as that. But it is a type of marketing material that uses a story-based structure to describe how a customers’ problems were overcome or solved using your business, product or service. They speak to prospects on their level, show them that you understand their problems and pain points, all while demonstrating your solutions in a more impartial way.
When you look at it that way, it’s no wonder businesses with case studies see more enquires. They’re getting prospects interested to the point they are itching to find out more about them.
The Big Benefits Of Case Studies
‘But why use case studies?’ I hear you ask. Well, there are a lot of reasons case studies can be a positive for your business, and we’d be here all day if I listed them all. So instead I’ve picked out my favourite 3 for you.
Social Proof: This is the big one. It’s easy for you to say you’re great at what you do, and your prospects know it. So they take it with a pinch of salt. But when it’s someone else saying how great you are, it’s suddenly much more convincing. Case studies are the ultimate social proof, because they provide prospects with an honest view of what it’s like to work with you, in a client’s words. They provide buyers with the content and information to help them make a good decision. That, and case studies are generally seen as more trustworthy than other forms of marketing.
Better Engagement: I’ve written before about the power of storytelling in marketing, and how it can be harnessed by content. Case studies are essentially just telling your prospect a story about a customer who worked with you and how it went. And if they’re written properly, it’s an incredibly engaging journey. The customer is the hero, their problem is the conflict, and you are the solution. Written well, you can engage your prospects every step of the way.
Boost Your Sales: Case studies can be an invaluable asset for your sales team as well. With a library of case studies on hand, your sales team can select case studies that match each prospect’s unique issue, showcasing your solutions in a truly tailored way. This is going to translate into a much higher conversion rate. I once worked with a recruiter who had a case study written for each industry she worked in, and she sent them out along with proposals to new prospects. Her conversion rate skyrocketed – I’ll give you 3 guesses why.
At Eleven Eight, I approach case studies a little differently. After a brief chat with you to understand your goals and the client project we’re covering, I organise an in-depth interview with your client. During this recorded call I chat with them about working with you, collecting lots of lovely quotes and anecdotes straight from the horse’s mouth. I then put all of that together and work my magic to create a compelling case study for your business. Plus, you get a copy of the call transcript, so you can see exactly what was said and grab any quotes you like for social media, or just to frame on your wall.
All for £150.
Want to know more? Drop me a line and arrange a coffee and a chat.