Are you looking for a data-driven way to connect with your target audience and secure more sales? If you answered yes, a compelling case study could be just the thing you need.
Case studies are essentially detailed content that demonstrates how your product or service can help potential customers. What makes them different from other marketing strategies is you’ll need at least one real-life example to model your report.
Many business leaders reach out to customers who have found success with their product or service and ask if they can use them as the foundation for their study. This means that you likely have a list of people you can contact when you want to create one of these valuable marketing tools for your company blog.
Today, my goal is to show you several actions you can take to create a powerful, highly engaging case study for your small business.
Let’s get started!
Frame the story for your target audience.
If you want to build an effective case study, you need to think about the story you want to tell readers. In other words, how are you going to use your report to convince users that your product or service is worth their time? The key to accomplishing this task is understanding your customers’ needs and pain points.
For example, the team at an email marketing SaaS knows that their audience wants to grow their email list and improve their sales. Because the leaders at the company have a grasp on what their customers expect, they know what to look for when seeking out clients for their case study.
When writing your case study, I suggest going over the details as if you were telling a story. You can get plenty of important information by interviewing customers you want to use in your report. Ask them about their goals, thought processes, roadblocks and, of course, the outcome.
Use what you learn to weave a relatable and interesting story for your readers. It doesn’t matter how much work you put into creating a study for your website; if the story and theme don’t resonate with your customers, you’ll likely struggle to see noticeable results.
Use tangible numbers to back up claims.
One mistake I see many business owners and marketers make is that they don’t use tangible numbers to back up their claims. What I mean by this is instead of saying, “(Company) doubled their traffic with our tool,” you should say, “(Company) went from 1000 email leads to 2000 in two months!”
Using terms like “doubled” without adding additional context takes away from your message. Many readers will wonder if the increase was substantial, like from 1000 to 2000, or something more trivial, like 10 leads to 20. Technically, the second example did double their subscribers, but it’s not as impressive as it seems when you look at the data.
As a general rule of thumb, you should include as much context as you can to the numbers and actions of the companies featured in your case studies. You always want to provide your audience with valuable, factual information if you want to earn and keep their trust.
Turn your case study into an interactive learning experience.
Now that you understand the importance of telling a compelling story and using real data in your case study, let’s talk about how you can add even more value to your report. Ideally, you want everyone who reads one of your reports to walk away with new knowledge about your product and the industry as a whole.
I recommend mixing in lessons you’ve learned, industry tips and other additional information with your story to create an engaging learning experience for your readers. You’ll want to focus on problems you know your customers face and how they can start solving them with your product or service.
You can make your report even more educational and interactive by encouraging readers to submit feedback forms about industry issues they’re facing. Your support team can use this information to reach out to prospects and help them find the product that fits their needs.
When you turn your case study into a learning experience, you give people a reason to return to your blog or social media channel. They can see that you’re knowledgeable and invested in the industry, which means they will likely turn to you in the future when they need help.
Experiment with different types of content.
The last tip I want to discuss today is how and why you should experiment with different types of content when creating case studies for your business. The more varied content you use to get your message across, the better chance you have at turning casual visitors into subscribers and, eventually, happy customers.
You could, for instance, create a text-based case study on your company blog. This is an excellent strategy for people who prefer reading. But it doesn’t have to end there. You can substantially increase your engagement by hosting a video interview with the subject of the case study and uploading it to YouTube.
You can also experiment with podcasts, infographics and even case studies as lead magnets. There are plenty of possibilities to choose from, regardless of your industry. I like to experiment with new formats and gauge user feedback and behavior to determine which strategies lead to more clicks, sign-ups, and sales.
Back to you.
Case studies can help you grow your email list, build trust with new visitors, secure sales and so much more. If you’re thinking about adding this strategy to your business, start reaching out to customers and high-profile clients who have left reviews or shared feedback on social media. Before long, you’ll have all of the information you need to create a compelling case study for your business.
Image Credit: khamkhor from Pixabay
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