You want people to buy from you – which means that you need to show credibility. Case studies are a highly effective way of doing this.
Did you know that over 90% of people look at product reviews, social media and websites before making a purchasing choice? This is true for both consumer and business products and services.
If you have great case studies for your business, you reel in people browsing online for solutions. Case studies showcase what you’ve done to your online audience. They are a powerful sales tool which, when done correctly, can result in a significant return on investment.
We’ve outlined some key things to consider if you want case studies to work hard for your business.
Show off on Google
Ask yourself: when you want to buy a new product or service, what’s the first thing you do?
Most people do one thing in common – Google it!
If you want to appeal to those people looking at your company on Google, you need evidence of real, happy customers. Otherwise, no one is going to believe you.
You can make your case studies show up on Google through a few key methods.
These include:
- Dedicate a webpage to case studies
- Show off case studies on social media
- Write blogs about your case studies
- Create videos from case studies
- Include case studies in your e-marketing
- Reference case studies in your LinkedIn profile
Over 70% of all B2B sales professionals find case studies critical to closing deals. This is because they provide proof from an independent party that your work or product is as good as you say it is!
If you have real case studies to support your claims, and you show them off all over Google, people put trust in your business.
Providing evidence of real, happy customers is crucial to a successful case study
Writing a clever case study
I’m sure you’ve read many case studies and thought ‘how dull’ – especially with subheadings like ‘the challenge’, ‘our solution’ etc.
Writing case studies people want to read is difficult. But if you know how to write them well, they become a huge asset for your business.
When people read your case study, they need to think ‘Wow!’. That’s the way to make them choose you.
Make sure you do all of the following:
- Write about someone your ideal client relates to
- Include client testimonials
- Avoid jargon – make it accessible to everyone!
- Lead with your benefits
- Support claims with numbers
These features make sure your case study doesn’t go unnoticed.
If your case study is about a company similar to your ideal customer, others companies in the industry will take notice.
They don’t want to fall behind in their market – by showing that you’ve given another company an edge, they will want the same!
Jargon free, benefit-led language is also a great way to make your case study work for you. It’s not about what you did – it’s about how your client benefitted from it.
Give numbers to prove that you improved their situation, and show how fantastic you really are!
Your eye-catching structure
Your successful case study can be written in many different ways, but a few key factors are important.
Use these to break up your text, and make it easier to read:
- Clear visual aids
- Catchy subheadings
- Interesting narrative
- A beginning, middle and end
- Call-to-action at the end
80% of people only skim the content they read online. Visual aids draw these readers in by breaking up the text and making it more accessible.
They also reinforce the message of your main text. This can be in the form of a picture, video or infographic.
Clear visual aids draw in your readers by making your text easier to read
Catchy subheadings likewise effectively break up your text. They draw your reader in, particularly if you ask a question or use a short, snappy statement.
On top of this, your Google ranking is improved by subheadings, as Google gives them more importance than the rest of the text.
Exciting, interesting subheadings are therefore great for your reader and your SEO at the same time!
An interesting narrative also makes for a great case study. The best case studies are clearly structured – make sure to give yours a distinct beginning, middle and end.
That way, your reader goes on the journey of what you did for your client with you.
Convert a read into a lead!
Case studies help to close sales or generate leads.
They do this by:
• Reinforcing the benefits of using you • Showing the features of your services • Displaying your ‘added value’ and expertise • Providing evidence of your competence
Your business does fantastic things – but potential clients only believe you if you prove it. Case studies are a great way to show your competence, and make sure your reader picks you when they next need help. That way, you can convert a read into a lead!