So, you already know that case studies are a great way to add valuable content to your company’s website. The true challenge comes when you have to sit down and write one.
Clients ask us frequently how to write a great case study for their blog or their website. We decided to answer these questions with a list of tips and tricks on how to write a great case study for marketing your business.
1. How should you select the customers you use for case studies?
Start with memorable brands
Recognizable industry names are a great place to start. If you’ve served a national brand or a customer that is well-known and favored in your area, let your potential customers know. People trust recommendations from their peers, especially from people they respect. For this reason, case studies of respected brands will be productive for your business’ reputation.
If you’re just starting to grow your business and you haven’t partnered yet with big-name companies—or if you serve individuals, rather than businesses—don’t worry. Success stories from smaller local companies or individual customers are still valuable stories to share.
It can be daunting to look at your customer base and try to narrow it down to a handful of examples that best represent your company. Organization is your best tool to get the job done and to do it right.
When selecting customers for case studies:
Select customers who presented a decent challenge. Potential customers want to know that you can make a significant impact on their business, so the examples you give should have enough complexity to be compelling.
Select customers that led to the development of a specific solution with multiple benefits that you can highlight within your strategy. With a complex problem, you can showcase your ability to provide complex solutions. These kinds of projects enable you to display multiple capabilities or talents within your team.
Select customers for which you have data and measurable insights. Potential customers are looking for concrete insights as to how you might help their business. Select customer projects for which you have collected data so that potential customers can relate those numbers to measurable benefits you can provide for their company or their life.
Proactivity is always a good idea. It can be tempting to wait until the end of a project to decide whether to add a customer to your portfolio to save time and energy. If you collect data for a case study along the course of a project, you’ll not only make it easier to track your team’s strengths and weaknesses, you’ll facilitate future case studies.
2. What are the components of a successful case study?
A productive case study will inform readers about the problem your customer presented to you, your strategy for developing a solution. the solution you presented and how the resulting product or service make an impact on their business.
The language of your case study should be kept simple and include real numbers that display for potential customers the measurable impact you had on a customer’s business.
3. How do you present a case study?
Case studies can be used for a number of different mediums. They make engaging content for videos, podcasts, social media and blog posts, as well as SEO page content for your website.
Infographics are an especially innovative way to visually represent the successes your customers experienced as a result of partnering with your business. They are visually intriguing, fun to read and easy to share—all factors that boost SEO and user experience.
No matter how you present your case study information, here are the main points to cover:
- Customer – Give a brief overview of your customer’s business.
- Challenge – Introduce the problem they needed you to solve and explain why they chose you to provide a solution.
- Strategy – Detail how you got to the solution you did.
- Success – Showcase how your customer’s company has benefited from that solution, including numerical data.
Another way to get inspired for how to present your case study is to look to other case studies within your industry.
4. Should your case studies be from your perspective or from your customer’s?
Your company is an integral part of any successful customer partnership, so it can work to tell a case study from your own perspective. It also can speed up the writing process, as you don’t have to wait on customers to get back to you with their first-hand accounts.
That being said, it can help your case studies ring true to potential customers as unbiased and trustworthy if the story is told from their point of view. One of the easiest ways to tell a story from a customer’s perspective is to have them tell it themselves.
If you choose to request written accounts from your customers for case study content, make sure they have a firm understanding of your product or service so that they may speak well to it. Put together a set of questions that will guide them in telling the story the way you want to lay it out. Request specific data relating to your product or service that will speak to their successes since working with you. Be sure also to send them a case study release form so they can give you permission to use their own words on your website and in any marketing materials where you might use case study content.
RG Media Company: Your marketing partner in Eugene, Oregon
Still stuck? Contact us! RG Media Company is always happy to help you improve your marketing strategy and make your brand a part of the greater Lane County narrative. Give us a call or send us an email to find out how you can boost your business with valuable content.