Everybody is talking about how “Case Studies” help you build authority, attract your prospective clients, find your brand evangelists, etc. Now if you are wondering if these could help you or your clients, let me tell you about Case studies and how to draft one.
What are case studies?
Case studies can be defined as a detailed and profound study of a particular subject over some time. The subject could be a group, person, event, place, phenomenon, or establishment. While they are used predominantly used in social, educational, political, and clinical research they have always been popular in business as well.
Case studies are used to build authority and brand, attract prospective clients or target audience, find your brand evangelist or advocates.
An effective case study highlights your successes as a business enterprise and helps you to display to your prospective customers how your services or products can be of benefit to them. Instead of you telling about your business, you tell your prospects about problems and their respective solutions.
Case studies can work wonders for your brand and business. However, it is not the easiest form of content. For simple reasons, you need to share high-quality and often in-depth content as consumable and relevant content.
Here are five tips to craft a good case study.
- Tell a Story
- Relate to your Target Audience
- Make it Readable
- Be Specific and use Real numbers
- Experiment a bit
Tell a Story
Yes, even in Case studies!
Stories are a very potent marketing tool that can play a crucial role in a case study. One sign of a good case study is when the reader fully understands the customer in the case study. Understanding the prospective customer or Target Audience is to know some of his/her background information, their occupation, what their goals are as well as their needs, and finally how you as an enterprise intend to satisfy them. Any case study must follow a full-fledged narrative, should allow understanding different perspectives ( if applicable)
Like in every story, the ending is an important factor. It is advised to update your case study and to follow it up to show how you are invested in producing long terms paybacks to your customers.
Relate to your Target audience
Before you begin your case study you have to identify your Target Audience. It is different for every business. Once decided case studies must be focused on the industry affiliated with the Target Audience. The aim here is simple: to prepare a case study that presents to your prospects you know your way through the industry and that you understand their needs.
You have to think about the reader’s perspective for the content must be relatable to them and they have to believe that the same approach would run for them. They have to ultimately comprehend and apply the material presented to them.
Make it Readable
No matter how interesting or how highly informative it is, a case study at its base must be digestible for the readers. Nobody likes to read a heap of words and therefore a case study should be plain, simple, and easily understandable, similar to self-help books or blogs.
Make good use of formatting components like images, headers, bulleted lists, and various types of text set-ups. While making your case study skim-able, formatting the study aids your readers in finding the vital areas of how you could benefit them.
Adding various other features apart from the written content in the study helps to make the content more appealing to your audience.
Keep it specific and use real numbers
The main function of case studies is to show rather than tell your targeted audience of potential customers about how your business stands out. Including direct numbers by avoiding statements conveying the same help with it. This also makes your case study more airtight and helps to nurture the trust for your brand in your brand.
While showing numbers in your study you have to keep in mind that not everybody who visits your site would have a knack for raw data. Therefore it is necessary to emphasize the important pieces of the data and give context to them. Pictures representing the numbers in graphs or charts can enable the reader to further themselves in your case study.
Your case study does not have to be entrapped in the story format always. Experiment with different styles of case studies such as the brochure style or the interview format. The brochure style could include the case study where the content is presented with an appealing and apt design to attract your audience.
The interview format is where your specimen clientele answers the questions relating to what they do, their needs, their objectives, and how they became aware of you as mentioned earlier.
Make sure that you assess and present the study from the point of view of the sample customer and citing the words of your customer would make the report more relatable to your ideal audience.
Today, case studies can be assisted with various other forms of multimedia like podcasts, webinars, and infographics as well. Strive to be creative and not be wedged with the text-only format of presentation and find out what gets your audience pumped up. Because to not put it lightly, any content with texts alone works better than counting sheep.
Any great case study must be assembled with the foundation of strong research. This is a factor that cannot be underscored enough. Your customers and their opinions have to be given great care and they must be enquired about how essential your business was to them.
You have to communicate with your client about how the case study would benefit both of you, for it builds their trust in you, surges brand awareness and helps to reach out to a wider set of potential customers. These are the prime qualities of the ideal case study.
We hope you liked these tips and that they’ll be of great value in shaping your next case study.
You can read this case study we published months ago for an example.
CASE STUDY: HOW WE HELPED OUR CLIENT GO FROM NEGATIVE ROASTO 3X ROAS
Let us know in the comments if you any further additions or any thoughts on this.