Customers don’t make purchases – whether shoes or IT platforms – without doing research based on marketing collateral like web pages, brochures, blog posts, white papers, webinars and more. One of the most effective yet overlooked tools in your marketing arsenal is the case study.
Telling a Story
Case studies are created – and read – as stories. They have characters (your loyal customers) who encounter conflict which, in the end is resolved (with your product). Case studies always have a happy ending, and it’s your service or product that helps the hero save the day! Everyone likes a good story, and like stories, case studies are engaging and relatable.
Peer Testimonial
Perhaps more importantly, case studies are the voice of your customer, as opposed to the voice of your company. Other marketing collateral can be viewed as self-serving, and can make people feel slightly skeptical.
Case studies, on the other hand, come from your potential customers’ peers. They can relate to the characters in case studies, because they share the same problems. They can envision themselves in the story, right down to using your product to solve their own conflict.
Multi-use
Once you have developed several strong case studies, you can deploy them throughout your sales channels. A single case study, for example, can be the basis for a blog post, press release, sales sheet, webinar, web page and more.
Creating a Superstar
One final benefit is the enhanced relationship you build with the customer featured in the case study. You are showcasing their success, and in turn, they will be even more loyal to your product. For B2B clients, they can use the case study to then reach out to their customers, making you even more valuable to their business.
Potential customers are going to research you and your product. By offering case studies, you make that research easier, while increasing your sales opportunities. Contact CHCG today to learn more about how case studies are created, and how they can help grow your business.
