Case studies for marketing purposes are success stories that detail the lifespan of a given project. Projects featured in case studies are typically ones that proved to be exceptionally successful, changed the way that you conduct business, or was a pivotal learning experience for you and your client.
Featuring case studies on your website can provide you with a new way to connect with prospective customers, relate to their pain points, and show them how innovative you can be when it comes to providing solutions.
Case studies used as a marketing tool
Case studies are an extremely relatable way to create connections and build credibility. When a potential customer understands how you resolved an issue similar to the ones they’re experiencing, they might be more inclined to trust you.
Additionally, the storytelling element of case studies is another reason they might be appealing to your target audience. When a prospective customer sees the impact you’ve had on another company’s success, they’ll want to hire you to help build their own success story as well.
Format and structure
The most common elements used in case studies are images and text. These serve to document a project’s timeline and the differences that your products or services made. Successful case studies are composed of three main parts:
- Before: Provide some context by explaining the client’s situation and expectations, your scope of work, and the initial project strategy.
- During: Guide readers through the steps that you took to complete the project, any obstacles you faced, and how you overcame them.
- After: Describe the measurable impact that you had on your client’s business or lifestyle.
Don’t forget to highlight your customer service skills by mentioning the rapport that you built with your client contacts, and demonstrate your value by showing readers how your services exceeded any expectations.
What makes for a great case study?
With every case study, your goal is to attract more business. This means that you’ll want to address a single issue that your target audience often faces.
Imagine that you’re a hairstylist based in Florida. You have a lot of clients who come in for your special hair straightening treatment, because home straighteners just can’t hold up against Florida’s humidity. In this instance, you could begin a case study with a picture of what a client’s hair looked like when they first came into your shop, and each day afterward to demonstrate your expertise and efficacy.
Since every case study represents a unique story, you’ll want to feature each one on its own page rather than displaying multiple case studies on the same page. This multi-page structure makes is much easier for new customers to reference and share them.
Creating compelling case studies
Start by selecting projects different from those featured in your portfolio. While your portfolio is a great place to showcase your most spectacular work, it doesn’t necessarily mean that those particular projects have compelling stories to go along with them. Redundant content might lead visitors to assume that you don’t have enough experience to showcase in the first place.
According to Forbes, Facebook users watch more than half a billion videos every day. Eighty-five percent of these videos are viewed without any sound. Your case studies are more likely to be seen if you create videos to go along with them. In these videos, you might record your clients giving positive testimonials, and you can make them even more accessible by including subtitles. As with your text and image-based case studies, make sure to connect with your target audience’s pain points and include measurable results.
A case study is a compelling success story
Remember, case studies for marketing are a way to harness the power of storytelling to establish connections with potential clients. So, keep the focus on potential future clients, and what they have to gain by working with you.
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