How To Make Case Studies Go A Long Way In Marketing (Expertalk 016)

EXPERTALK #016A collectible series of

breakthrough brainwaves

HOW TO MAKE CASE STUDIES

GO A LONG WAY IN MARKETING

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SHOBHA PONNAPPA CONSULTING IN DIGITAL MARKETING BREAKTHROUGHS



“You should have a webpage exclusively for housing your case studies. Whether you call this page "Case Studies, "Success Studies," or "Examples of Our Work," be sure it's easy for visitors to find.

Structure on that page is key: Initial challenges are clear for each case, as well as the goals, process, and results. If you have the budget, creating videos of your case studies is a really powerful way to communicate your value proposition. “

Siobhan McGinty



“Marketing case studies are often too 'hard sell' for putting in the media. Editors like a subtle approach with only one or two direct references to the product and the story tightly focused on the customer’s experience.

A good case study needs three basic elements: a business challenge faced; the solution found; and, most important, the benefits gained. But you must also engage your readers and tell a story with a strong angle.”

Jane Lee



“A good customer interview is the lifeblood of a good case study. Before you write a case study, do yourself a huge favor and actually talk to a real, live customer.

In the past, I’ve been asked to write case studies based on quotes taken from videos, testimonial quotes, emails from sales teams – anything and everything but a customer interview.”

Gretchen Dukowitz



“Remember to create case studies for all of your solutions and verticals. When a prospect reads a case study, they often like to envision themselves in the role of your happy customer.

To make their visualization process easier, you should develop case studies for as many of your customers and solutions as possible. Go through all of your products, services and verticals and see where you are missing proof points.”

Rachel Foster



“Even though you are sharing your success story and trying to make your brand seem like the cool kid on the block, the case study is actually all about the reader—the potential customer. Make sure your focus is on letting potential customers in on the secret, and share how they can reap the same benefits described in the story. Avoid bragging about how great you are. Instead, focus on the problem so the reader can relate, then hit them with the positive outcome.”

Thomas J. Armitage



“A good case study explains how you apply your expertise in the real world to potential customers that can relate to the problems you describe and understand the value of your solutions. It must differentiate you from the other options an informed evaluator is considering.

You must make the case that paying you is a better investment than paying a competitor, doing the work in-house, or not doing it at all.”

Christopher Butler



“Eccolo Media, which surveyed more than 500 tech purchasing decision makers and influencers for its seventh annual report, found only product brochures/data sheets and white papers to rise above the influence of the case study.

Fifty-six percent of enterprise-level purchasers and 23 percent of small business owners said case studies influenced a technology purchase of theirs in the past six months.”

Danny Schreiber



MY TAKE:

“Brand marketers and their target audiences usually love case studies. There are two reasons for this and both are very important. One reason why case studies are so compelling is that they are a form of storytelling, and usually are stories with happy triumphant endings.

The second reason is that when readers read these case studies they get the feeling of “vicarious product trial”. That means even if they are not able to try out the product on offer themselves, or are not ready to do so, they have the satisfaction that someone did try it out and had good results.”



SHOBHA PONNAPPAhttp: shobhaponnappa.com

Read a lot more on this topic on my blog post:

Case studies: how well do theywork for your brand?

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How To Make Case Studies Go A Long Way In Marketing (Expertalk 016)