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Everyone is looking at your business online.
In fact, 90% of B2B researchers use search specifically to research business purchases. And on average, they’ll do 12 searches before engaging with your website.
When you’re thinking about investing in a product or service, what’s the first thing you do?
You’ll Google search the product, service, company and do your own online research to see what you can find and what other people are saying about what you’re looking at.
Typically, people are checking out search results, websites, social media, reviews, news articles and videos. You’ll also be looking for some form of evidence or proof to back up any claims a company is making in its marketing.
We all do this because ultimately, we want to make sure that we make the best buying choice. And to spare the hassle of a negative experience.
Why business case studies are an essential part of your marketing mix
Business case studies demonstrate results and they are a great way to show your prospects credible social proof of what you claim your product or service can deliver.
They give buyers context to help them make an informed choice.
Showcasing quantitative and qualitative outcomes of your success for a customer enables a buyer to visualize what success could look like for them if they choose to buy similar from you.
This makes case studies powerful motivators and provide buyers with reassurance their decision to choose you will be fruitful.
HubSpot’s State of Marketing Report 2020, says that 13% of marketers name case studies as one of the main forms of media they use in their content marketing strategy. This might sound like a small number, but let’s put it another way, case studies are the fifth most popular type of content marketing. The top is videos, followed by blogs, ebooks and infographics.
When to use case studies for maximum effect
Create case studies to use strategically in your buyer journey/sales process. The consideration stage of the buyer journey is a key time to deliver social proof through case studies. At this point your prospects will be comparing you with other companies they are considering – this is your time to really make your results shine. There are plenty of ways you can do this, via a dedicated case studies section on your website, via email marketing, in your company creds docs, at pitches, on your social media updates, and even in product demos.
What makes business case studies stand out?
Engaging content, goals, challenges, approach and results. Not necessarily in that order though. Business case studies with ‘samey’ formats can be glossed over. The key to making your business case studies stand out is to think about what will appeal the most to your prospects and start with that.
Anyone who is time poor can then get ‘at a glance’ the impact you can potentially have for them, and that’s your hook. Sometimes its results, others it’s a creative approach.
And if you have great client quotes use them too – better still get double use out of your case studies and have those as well as customer testimonials.
All of this will really boost your value proposition.
Don’t forget to blog about your case studies
And did you know that you can get more stretch and reach out of your case studies by blogging about them? Focus the blogpost on the customer’s challenges and how they were overcome and the results. Don’t turn it into a promotional piece of content all about you. Instead focus the title and content on them – tell a compelling and evidence-based story.
And create videos
People are consuming more video content than ever before. So, if you have the budget, turn your text-based case studies into creative video content and share them on your website, social and YouTube channels.
Tag your customers – but ask them first!
If you’re posting your case studies on social media tag your customers. But ask their permission first. Think about it, your customers have plenty of followers you don’t and so it’s a way to reach more people. Plus, if their contacts see you’ve helped their success, they are more likely to trust you’ll do so for them too. And use hashtags to widen the reach too.
Get in touch with us today to find out how we can create compelling business case studies for your business.