At 3 Aspens Media, we’ve written dozens of case studies for our clients to showcase how their customers have used their products to succeed. These case studies tend to perform well, generating above-average likes and shares on social media and leading to plenty of new leads for clients (gathered when website visitors download the case study from a landing page).
Case studies are a valued tool in our toolbox for at least three reasons, which I’ve outlined below. I’ve also included tips to help you successfully incorporate case studies into your B2B marketing strategy:
- Case studies carry more weight than your other content. Unlike your company’s advertisements, blogs, product descriptions or other content assets, case studies provide a third-party view of your products and services, making them inherently more trustworthy. This is especially true if the customer providing the case study belongs to a recognized and successful company.
Be careful not to compromise this foundation of trust by making your product sound “too perfect.” As Unbounce reports, multiple studies suggest that credibility is compromised when a testimonial or case study fails to include any negative details. While it may seem counterintuitive, including one or two brief mentions of your product’s shortcomings (such as above-average price or an initial challenge in using your product) will go a long way in making the rest of your case study, glowing product reviews and all, more credible.
- Case studies remind your prospects of their own pain, and give them hope of a solution. Even if your customer is happy and successful now (and they should be if you’re featuring them in a case study), they wouldn’t have shelled out the money for your product or service if they weren’t experiencing some kind of pain or unmet need initially. As prospects read about your subject’s initial struggles, they’ll identify with them. And when your subject describes how they solved the problem with your product, your prospect will see that they can do the same.
When you interview the subject of your case study, be sure to ask questions that allow them to talk freely and enthusiastically about the suffering they endured prior to finding your product so you can capture that emotion in the quotes you gather from your conversation.
- Case studies take advantage of our hard-wiring for stories. The story is a tried and true format for conveying information in an engaging way. Wouldn’t you agree, for example, that the story of the boy who cried wolf does a better job at teaching us a lesson than if someone had simply said to us “Don’t call for help unless you need it”?
You can use our fondness for stories to bring life into your case studies. You can add conflict, for example, by detailing not only where your subject is now but also where they started and any mistakes they may have made. This technique will pique the reader’s curiosity as to how your subject overcame those obstacles to become the subject of your customer success story, encouraging them to keep reading.
Case studies are some of our clients’ best-performing content, and they’re not difficult to write. It’s easier than you might think to find someone willing to talk about how your products have helped them, and from there all you need to do is interview them, then write and promote your case study.
While it takes practice to craft case studies that are both trustworthy and compelling, we’re here to help. Contact us for help with any stage of case study creation, including interviewing, writing and design of the case study and creation of a conversion-friendly lead generation page. You can also learn about our other services here.