Earning the trust of prospective customers can be a major challenge. Before you can expect to earn their business, you’ll need to demonstrate your ability to deliver on the promises of your product or service. The best way to win new business is with cold, hard proof.
A great way to prove your worth is through a compelling case study. HubSpot’s 2024 State of Marketing report found that case studies are so captivating that they were the fifth most commonly used type of content that marketers relied on.
That statistic still holds true in Forbes Advisor’s 2024 study, which adds that 78% of B2B businesses report using case studies and customer stories because they are “crucial for demonstrating real-world value.”
Having written these ever more frequently over the past ten years, I hope to serve as your guide through a process that can feel daunting, but I promise is worth the effort. Below, I’ll walk you through what a case study is, how to prepare for writing one, what to include in it, and how it can be an effective tactic.
A case study is coverage of a specific challenge a business has faced, and the solution they’ve chosen to solve it. Case studies can vary greatly in length and focus on several details related to the initial challenge and applied solution, and can be presented in various forms like a video, white paper, blog post, etc.
In professional settings, it‘s common for a case study to tell the story of a successful business partnership between a vendor and a client.
Perhaps the success you’re highlighting is in the number of leads your client generated, customers closed, or revenue gained. Any one of these key performance indicators (KPIs) are examples of your company’s services in action.
When done correctly, these examples of your work can chronicle the positive impact your business has on existing or previous customers, helping you attract new clients.
Is it worth the effort? The truth is that while case studies are a huge undertaking, they are powerful marketing tools that allow you to demonstrate the value of your product to potential customers using real-world examples.
Case studies are a great way to explain complex topics or concepts, show expertise, build trust and credibility, and create social proof. By showcasing real-world examples of successful outcomes, case studies can help you attract more clients and build a strong reputation in your industry.
When it comes to writing a case study, it’s important to start with templates to guide you through the process. Define the objective of your case study, establish the medium you will use to present it, find the right candidate to feature, and contact them for permission.
Ensure you have all the resources you need to proceed before you get a response from your candidate. Define the process you want to follow with the client, download a case study email template, and ask the right questions during the interview.
Lay out your case study format, including a title, subtitle, executive summary, about the company, challenges and objectives, how your product/service helped, results, supporting visuals or quotes, future plans, and a call-to-action. Once your case study is complete, publish and promote it to showcase your work to potential customers.
By following these steps and creating a well-executed case study, you can effectively communicate the value of your product or service to potential customers and attract new business. Case studies are powerful marketing tools that allow you to demonstrate your expertise and success using real-world examples, helping you build trust and credibility in your industry.