Ok, it’s not like case studies are some big secret. But in a content marketing world full of blog posts, infographics and more blog posts, sometimes case studies get lost in the shuffle.
And they shouldn’t.
88% of consumers incorporate online reviews into the buying process
92% of consumers now read online reviews
63% of consumers are more likely to make a purchase from a site which user reviews
Online research — and the opinion of those who have used a company’s products or services — can significantly impact a customer’s ultimate buying decision.
Clearly there is a need for case studies in a content marketing strategy, but how does a company get the most out of them?
Here are three tips on how to produce effective case studies.
Easily digestible information
Ideally, a case study helps to prove all of the lofty value props and benefits a company claims in all of its marketing and sales content.
The worst mistake a marketer can make is to inadvertently hide this data, reducing the overall impact of the customer’s testimony. Ensure the most impactful information from the case study is both easily visible and digestible for the reader.
What are some ways to accomplish this?
Place the data in a sidebar — The data can be included throughout the case study, but make sure to highlight the data in a sidebar. This keeps the impactful data separated and will make it more visible, especially to readers who tend to skim rather than pour over every detail.
Be straightforward with the data — Do not make the mistake of “beating around the bush” when it comes to the important metrics from the client. This example is from The Kapost Blog:
By using our product, company XYZ was able to significantly increase customer retention rates
Over a three-month period of using our product, Company XYZ doubled their 34% customer retention rate to over 70%
Which one sounds more impactful? Be specific and straightforward and the data will jump off
the page, more likely to produce results.
Pull from a wide variety of clients
No two clients are the same and neither should be case studies.
When putting together a case study strategy or reaching out to clients, make sure to pull from a wide variety of customers. This ensures that there are case studies available for more kinds of clients and specific products.
If a potential client came across a company’s case studies, but was unable to find one that was similar to their business or need, it’s hard to imagine that prospect would stick around long enough to find out the benefit the company could provide.
On the other hand, a case study that matches well with a prospect’s current situation will make a significant impression on the prospect that provides a strong foundation for future conversations about the company or product.
Creating case studies about different products or from a variety of clients is the best way to minimize any potential missed opportunities.
Distribute on the website
Distribution is always crucial to the effectiveness of content marketing. Case studies present a number of distribution opportunities for a company, especially on their own website.
Feature on the home page — What’s more straightforward than a case study on the home page of the website? Premium placement on the front of the website ensures that a satisfied client is one of the first things a website visitor sees.
Dedicated case studies page — As long as the page is easy to find for website visitors, placing case studies all in the same place allows the visitor to see all of the different kinds of clients that have benefited from the company’s product or service.
Videos — Not only does an effective case study video add quality and substance to a website, it provides a different perspective for prospects when seeking out a case study. It never hurts for a prospect to hear the client’s story from the client itself.
Case studies are an effective way to convey a client’s story and showcase how a company or product can bring great benefit or value. These three tips will help increase conversion rates and maximize their visibility and impact.