- Best practice advice for producing the best case studies
Best practice advice for producing the best case studies
30 August 2019 by Bridge PR
Case studies may be one of those more tried-and-tested marketing methods, but the impact they can have on converting prospects into customers is truly remarkable.
89% of marketers say case studies are the most effective form of content for influencing purchases (Brafton). What’s more, the Content Marketing Institute reports that 63% of UK marketers believe case studies are effective marketing tactics.
When you first think about them, you may not necessarily lump them into the same category as reviews and testimonials, but that’s exactly what they are, just extended, more detailed versions of them.
People buy from people
Of course you’re going to say your products and/or services are great, but if other people, ideally your customers are saying it, then people are more likely to sit up and take note. People buy from people after all, especially if they’re endorsing your work and there are detailed stats, facts and figures to back it all up.
But here’s the thing, some companies are reluctant to make too much of a song and dance about their success because they don’t want their competitors to come along and poach their customers. Our advice – it’s ok to shout about your results; the key is to be selective about the information you give away. (For more insight on this, check out our blog, ‘Stop hiding your light under a bushel.’)
You should be selective about the contents of your case studies and you should, of course, make sure they cover the right things. After all, if you’ve taken the time to source the details and pull them together, it’s important your hard work pays off by encouraging people to buy from you, get in touch, book a consultation, whatever that next step in their buyer journey may be.
Here are our top six tips for writing big impact case studies:
- Make sure they follow a clear, logical structure – something along the lines of:
- The requirements
- Added value
- Include the name of your client – i.e. the name of the organisation. While it’s possible to publish case studies without mentioning a company name, we wouldn’t advise it, as it can come across as being made up.
- Dig out your key stats and facts - % growth in sales, doubled turnovers, tripled staff feedback, all of these types of stats/facts are great for evidencing the results you have achieved. If you have stats you can leverage, make sure you include them.
- Don’t be vague – be clear and concise about what was required, how you helped your client and what the outcome was. You don’t have to write much in each of the sections, just make sure that the story is easy to follow and understand from start to finish.
- Include a testimonial soundbite – you’ve set the scene, explained how you’ve helped your client, and now, it’s over to them. The best case studies always round off with a positive testimonial quote from your key contact. (Note – make sure you attribute the quote to the spokesperson too and include their job title).
- Include a CTA – what do you want the reader to do next? Do you want them to email you, visit your website, request a call back, get a quote? What action do you want them to take in order to get them over that sales line? Case studies are bottom of the funnel content so, strictly speaking, the reader should be at the stage where they’re ready to commit to your product or service.
Got any questions or need a hand with building up a bank of case studies to evidence just how great your products/services are? Contact us today on 02476 520 025.
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