The case for using case studies

Digital Marketing | Web Design

How can you prove that you’re to be trusted?

(We’re presuming you can be, by the way!)

Out there amongst a riotous throng of competitors, all shouting as loud as they can and jostling for clients’ attention, how can you do your best to ensure your target audience knows that you can be trusted?

One of the key ways is by making sure you write great case studies. 

Case studies are an effective way to demonstrate how your product or service works for real people. They’re also great at helping potential customers understand why they need your product or service. And when done well, they help you stand out from the horde. How is that?

But first, what are case studies?

What are case studies?

Case studies are descriptions of how you have helped a particular client. They normally include a description of your client, an outline of the problem they had and how you responded to their needs as a company. They end with a description of the results that the clients saw and potentially a testimony in the form of a review or video. 

“That all sounds like a lot of effort”, I hear you cry. Everyone knows that it’s an absolute nightmare to get reviews or videos from clients. But, hang on in there. I promise there are good reasons why we believe they’re worth the heartache.

How can case studies help your business? 

1. They help build trust.

People trust case studies because they show them what happens when something unexpected happens with a service. This helps build trust between you and your potential customers; they will be able to see how your team responds in a crisis. 

2. They show off your expertise.

Case studies also help you demonstrate your expertise. If you’re an expert in your field, people will trust you more than if you were just starting out. Little details about why you do things the way you do help your target audience realise that you know what you are talking about. 

3. They demonstrate your value.

Case studies are effective at demonstrating your value as an authority in your industry. People will see how you’ve helped others and how you’ve been able to solve problems. This helps them understand why you’re so knowledgeable and trustworthy.

4. They provide real world examples.

Case studies also provide real-world examples of what you do. If you’re writing blog posts, you can use case studies to demonstrate how you’ve solved problems for clients. Your target audience can actually check that the clients you site are real, and even send a message to check with them that the case study is accurate.

Hopefully, now you’re convinced.

So, what are our little secrets to writing great case studies? Well, seeing as you read this far down the page, we’ll reward you with some titbits.

How to produce a good case study

1. Choose your candidates wisely

The key to a good story is the characters. The key to a good case study is the main character, the client. Choose which clients to base case studies on carefully, thinking about which you think will show you in the best light. Make sure your work gave them a good Return On Investment. You can boast about it loud and proud.

2. Outline the problem

Begin the case study by framing the problem. Why did your client come to you? What has been their previous experience? You should hopefully have all this information from meetings early on with the client.

3. Detail your solution

This is the part where you get to shine! Detail everything you did and any challenges you had to overcome. Explain the benefit of what you did so readers get an idea of the impact.

4. Highlight the results

Make sure to include the results which, if you have been following, you should know. It might be a tangible result, for instance here at Twogether Digital, we can track the amount of traffic that is coming into websites we’re working on and the number of enquiries from web forms. Yours might not be as tangible, but there will be a way to show off the end result. Perhaps it’s staff feedback or a way you have improved the client’s life. Whatever it is, put it in.

5. Testimonial

A great way to end a case study is to actually include a testimonial from the client, this is great social proof. You can send a set of questions to be answered including things like: What were the problems before using our service/product? What were your reservations about working with us? How did you benefit from using our product/service? What was it like working with us? 

Use open-ended questions for better testimonials, even better if you can get videos of them answering the questions which have an even greater impact.

Case studies give you an edge over competitors.

Case studies are an essential tool for your marketing tool kit. They give you an edge over competitors because they allow you to share stories with potential clients. This gives them a better understanding of who you are as a business and why they should choose you over others. It also allows you to showcase your skills and knowledge in ways that other businesses cannot. Ultimately, they let you shout about your successes! What better way to win new business?