Imagine you want to buy a new car.
You go to your local dealership and walk around the lot. You spot something you like, and start to look it over.
A salesperson appears and starts running through the features of the vehicle you’re looking at.
You ask some specific questions about the things that matter most to you in a new vehicle. The salesperson reassures you that it fits all your requirements perfectly.
They’re probably telling the truth, but you still aren’t convinced.
It’s their job to sell cars, not talk people out of buying them, right?
Now imagine one of your friends or colleagues has just bought the exact same vehicle you’re interested in buying.
You arrange to meet them for coffee and ask the same questions you asked at the car yard. Only this time, you hang on every answer.
This is the good stuff. They’ve got no reason to sugar-coat it. They’re giving you their unbiased judgment.
Whose opinion are you going to give the most weight to? The salesman or your colleague?
In marketing, having an unbiased third party recommend your product or service is much more powerful than even the most well-crafted sales pitch.
And how do you that? With case studies.
But before I talk about why case studies make great marketing tools, I’ll quickly describe to you what a case study is, just in case you’re not quite sure what they are.
What are Case Studies?
Perhaps a better term to describe the case studies used in marketing would be customer success stories.
These tell a real-life story of how your customer was facing a problem, and how your product or service solved it for them.
Case studies are like testimonials, only more powerful. They’re the heavyweights of the social proof world.
According to research from Content Marketing Institute, case studies are rated as being 65% effective when used as a B2B content marketing tactic.
As you can see in the graph below, that’s significantly higher than other popular content marketing materials, like website articles, eBooks, and newsletters.
They’re certainly one of the main types of content you should be using to market your business online. And it doesn’t matter whether you’re in the B2B or B2C space … case studies are perfect for you because no matter what you sell, your customers are humans. And humans love stories!
Want to know more about the benefits of using case studies in your marketing?
Here are 7 Reasons Why Case Studies Make Great Marketing Tools.
Case studies show concrete examples of what you can do for your customers
It’s like giving them a crystal ball so they can see what it will be like if they work with you.
Showing exactly how you helped someone else is a lot more convincing than simply making claims. It gives rock solid proof.
Case studies attract qualified leads
Because case studies tell a very specific story, the leads that come from them will be high quality.
By reading your case study, they have gained a strong concept of what your product or service is and have developed a keen desire to achieve the same result as your previous client.
They will be well and truly past the tire-kicking stage.
Case studies build authority and trust in your business
They show your expertise and your experience and prove you know how to get results.
They’re a great way to show that you can deliver on your promises because they demonstrate how you’ve helped someone else overcome their challenges and solve their problems.
Case studies are an endorsement for your business.
The more people you have praising you, the more leads and customers you’ll get.
Having a third party say good things about you carries far more weight than self-praise.
You can use case studies to draw attention to specific features or benefits you offer.
Different customers may place value on different aspects of the product or service you offer.
You can use a number of case studies that focus on the different benefits.
This will make your product or service more appealing to a wider variety of potential customers.
Case studies are great for sharing on social media.
Everyone loves their 15 minutes of fame.
When you publish a case study online, chances are the client featured in it will want to share it with their friends, family, and colleagues on social media.
This gives you valuable exposure. Don’t forget to make it easy to do this by adding share buttons to your content.
And last, but not least . . .
Reading your case study may help people solve a problem.
I know what you’re thinking. But then they won’t become a client!
And you’re right . . . at least not right there and then.
However, helping people with useful information they can use to better their lives pays off. It’s the whole basis of content marketing.
Giving away something of value now is one of the best ways to win customers in the future.
So there you have it: 7 Reasons Why Case Studies are Great Marketing Tools.
Do you use case studies as part of your marketing strategy?
Post a comment below and share your experiences with us.
And if you’d like to find out more about creating compelling case studies for your business, jump over to my contact page and fill out the form or flick me an email at email@example.com
I’d be more than happy to chat with you about why case studies make great marketing tools and how we can put them to work for your business.
My Name is Justin Day and I’m an Australian-born freelance case study copywriter, currently living the digital nomad lifestyle in the Philippines.
I help marketing teams and entrepreneurs win more clients and make more money with compelling case studies for their online and offline marketing campaigns.
When I’m not thinking about, reading about, or actually writing case studies, I like to play the guitar badly and explore this crazy old planet we live on.