Case studies are an important marketing tool – or case studies that convert are. By effectively putting together a case study that speaks to your audience, you can achieve numerous business goals and push uncertain leads to make a purchase.
According to Levitate Media, 70% of buyers fully define their own needs even before speaking with a salesperson. An additional 44% look for specific solutions before contacting a seller.
Case studies are a great way to push customers through your funnel when they are researching products similar to yours.
But not all case studies were created equally. Case studies take time and resources to put together but when done right can achieve incredible results.
Here are four key elements to consider when creating your case study that will ensure it converts.
Your customers have a problem that they came to you to solve. What was the problem?
Your product or services will be targeting a similar group of people that are all experiencing similar problems.
By showing that you understand what the problem is and that you have already effectively solved it for someone else, you will start to build trust with the audience reading or viewing your case study.
You know what the problem was that the customer was having before they came to you and now you need to tell the story of how your product or service helped.
You need to nail the story and tell it from the customer’s point of view. Start with the problem (part 1) and then jump into the entire experience of working with your business.
Demonstrate to potential customers the ‘white glove’ experience that they will receive when they come to you.
Throughout telling the customer experience, nothing is off the table. You can include any relevant details you want. Any points that you think your audience will highly relate to or any particular customer service that you are expeditionary proud of you can throw in there.
Don’t be afraid to dive into the details. Show what your business does that is different from your customers. Show how your customer experience is exceptional and your teams go above and beyond and understand your customers.
When building out your case study you need to think about the format you will be sharing it in. It is always worth thinking about using multiple formats. Taking this one piece of content and displaying it in many ways is a great way to get the most bang for your buck regarding development cost. It can also help you reach a wider range of audiences.
Typically case studies have been long-form written content.
But you can also look at creating videos. You can record testimony from your customers, do screen grabs to show to results that they are getting or demonstrate press coverage they have received.
Videos are appealing to larger audiences as they are easier to consume than reading large pages of text.
You can also look at creating short-form case studies. Small blog posts or video shorts that you can share on social media. These should only include essential information such as problem, solution, results.
From the short-form content, you can link to the longer content and give the user a chance to find out more if they are interested.
Your story is all lined up and you know what formats you are going to create your case study in. But how do you conclude? You need to show the incredible results your product delivered for your customer.
The key to creating a case study that converts is to be specific with the results. You want to show hard data where you can.
Not only does your audience want to see they can get a 43% increase in revenue, but they also want to see how they get there.
Show the specific value that your product or service provided. Explain how implementing a specific tool or strategy helped the customer reach their goal.
Case studies are a powerful marketing tool. They can help you convert customers when you build them right. The key elements to include in your case study include a great story, highlighting the customer’s problem, showing the results your product delivers, and thinking about what format your case study should be shown in.
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