Did you know that 73% of B2B buyers seek out case studies when researching a potential new purchase?
Whether you’re offering blockchain consulting or software development, case studies are a vital marketing tool for technology companies. They allow you to explain the value of your solution, the results previous customers have seen and ultimately why partnering with your company is a smart business decision.
Writing a strong case study could allow you to convert prospects as research has shown that 71% of B2B buyers in the awareness stage and 77% in the evaluation stage consider testimonials and case studies to have the greatest influence over their ultimate decision.
Join us as we explore how to write a case study, the advantages of a case study, and the benefits of case studies in marketing and sales.
What is a Case Study?
Case studies are essentially a longer, more in-depth version of a customer testimony. Case studies allow you to dive into a project to showcase a client’s problem and how you provided a winning solution.
With a case study, you can also explain the process, how you overcame solutions and give prospective clients a sneak peek into what they can expect from working with you.
How to Write a Case Study
Most case studies follow a typical pattern as they guide prospects through project development, from start to finish:
Summary/Intro. This section briefly introduces the companies involved in the project and provides a snapshot of the project, including project objectives.
Problem. Here you explain where the client was before working with you. What was the biggest problem they faced? Why did they contact you?
Process. What techniques or methodologies did you use to guide the client through the project? Did you encounter any challenges along the way? If so, how did you solve them?
Solution & Results. What was the final outcome of the project? Did you achieve your initial objective and what results did you see? This section is great for showcasing the success of your project and it’s a good idea to include a sound bite from your client here.
Call to Action. What would you like your prospect to do next? Make sure you finish directing prospects to your contact page so they can kick start their own project.
Keep in mind that a case study is meant to tell a story about how you successfully helped a client/customer to solve a problem and the positive impact you had on their business.
6 Advantages of Case Studies
There are a lot of benefits of using case studies in marketing. Here are six reasons your website needs case studies.
1) Provide Social Proof
Testimonials provide powerful social proof because people tend to trust brands that have been recommended by others. In fact, 88% of consumers trust user reviews as much as personal recommendations. Since case studies are in-depth testimonial they have an even stronger potential to turn leads into clients.
2) Capture SQLs (Sales Qualified Leads)
Sales qualified leads (SQLs) come from prospects who are almost ready to convert and meet a company’s qualification requirements. When a prospect qualifies as an SQL, they’re past the stage where they’re considering ‘do I need this service/product?’and instead are considering whether you’re the ideal service provider. So much so, that 90% of buyers claim positive customer success stories, like case studies, influences their purchasing decision.
3) Supercharge Your Sales Team
Case studies have the closest relationship with sales and business development and a good case study will make a sales team’s job much easier. Your sales team can use case studies to move prospects down the sales funnel by giving them real examples of previous customer success stories and build trust with warm prospects.
If a case study is provided at the right time of the sales process, it can be a powerful tool to help sales members close deals.
4) Increase Client Value
Case studies allow you to capitalise on positive client relationships by showcasing your work together and helping to attract prospects working in the same industry or dealing with the same challenges.
Working on a case study with an existing client creates a shared, memorable experience and positions you as a brand that truly cares about customer feedback. If a client leaves your organisation, a case study allows you to capture the value of your project and attract other similar clients.
5) Industry/Specialist Knowledge
Case studies provide very specific details about your expertise and previous experiences so are a great way to testify your abilities. For example, we recently created a case study to showcase our ability to create content about blockchain technology. Our work with Anyblock Analytics provides a great example of how we translated their complex solutions into engaging, SEO optimised service landing pages.
6) Identify Strengths/Weaknesses
When done in collaboration with your clients, case studies can provide valuable insights into your customer Net Promoter Score (NPS) and identify strengths or weaknesses of your product or solution. Taking the time to understand how you can improve your services then helps to build stronger business relationships and create brand advocates who’ll vouch for your brand and testify to the quality of your product or service.
How to Choose the Right Client
Before you start creating case studies, it’s important to think about what you’d like to achieve with your case study and identify the audience you’re trying to reach. You ideally want to create a case study that’ll either showcase outstanding results or demonstrate your experience within a specific sector, industry or skill set.
Once you’ve established your objectives, you can then choose a relevant client or project for your case study. You may also want to consider choosing a client who’s well-known within the industry to help establish your credibility.
Now, you can get started writing your case study.
How to Get Started Writing a Case Study
Creating a quality case study is all about gathering the right insights and details to tell a compelling story. At Copy House, we create case studies for our clients by conducting an interview or sending over written questions.
Case study questions
What were the customer requirements?
How did you solve these/provide a solution that met their requirements?
What were the main challenges or biggest hurdles of the project?
What was the final outcome?
We then conduct outside research on any publicly available information like press releases, social posts, social media testimonies, etc. and interview key stakeholders such as clients, project leads, etc. Conducting thorough research typically gives us all the information we need to create a first draft.
We make the process as easy and straightforward for our clients as possible and limit the time required on their end, so they can experience the advantages of case studies without the hassle.
Send us a message for more advice on how to write case studies and discover the benefits of case studies in marketing.