A case study is a wonderful marketing tool, which lets you show how clients have successfully deployed your product or service. However, making a compelling case requires a well-defined strategy. This article suggests three tips, which can enhance the marketing effectiveness of your next case study.
1. Deploy A little Profiling
The negativity ascribed to profiling in the context of criminal investigations and security screening does not necessarily represent the sum total of the application of profiling. Consumer profiling has consistently served as a powerful tool in product advertising. The simple reason is that creative consumer profiling uses marketable behavioral patterns to create better matches between products and their prime buyers. The same technique is applicable to case study writing. Done right, it ensures that the resulting content resonates with the target readers.
How does it work? Essentially, you use profiling to decide the choice of success stories that meet a set of internally defined criteria.
A few examples of criteria to consider include:
- High visibility. If a well-known company or organization has successfully deployed your product, create a case study, which features that client. The name or brand recognition creates a buzz that helps your lead generation effort.
- Endemic Problem. The more prevalent the featured problem is, the more attention you are likely to generate from a study that showcases your solution.
- Innovation. A well-written case study can generate awareness around your new tweak or improvement on an existing (less innovative) solution. It points to the superiority of your product.
For maximum efficiency, it is best to conduct your profiling in the pre-writing, information-gathering stage. Preferably, it should form an integral part of the overall content marketing strategy that drives your case study project. This means that to improve their marketing appeal you should reserve your case studies for your genuinely “hot stories”, which have a higher potential to attract quality leads.
2. Say It in the First Person
The reason for this tip should be obvious. A case study is really a third party’s success story. Being able to include direct (verbatim) quotes from key stakeholders of the featured company elevates the credibility of your case study. The best way to get usable quotes is through skillful, one-on-one interviews with carefully selected personnel most closely familiar with the implementation of your solution. Their responses are more likely to ring true with your intended readers.
3. Show Key Success Metrics
Remember that even those readers who are familiar with your industry and product often approach case studies with some skepticism. Your objective is to diffuse any doubt with facts and stats. Some of these can be presented in quantitative or qualitative terms, or both. Your audience knows that no successful business or organization invests in something without the expectation of a return.
There are many ways to go about incorporating success metrics. For example, you may include commonly used measures of key performance indicators, such as:
- Productivity gains (work performance)
- Customer satisfaction indicators
- Employee satisfaction measures
- Savings in time and costs
- Revenue growth indicators
- Loss prevention stats
- Reduction in downtime
By including success measures associated with the experience of your featured client, you provide the reader with something tangible to aspire to. Positive feedback from your clients builds the credibility of your business. It makes sense to leverage some of that goodwill into your marketing strategy by creating compelling case studies around strategically selected clients and topics. Using the simple tips suggested in this article will help you improve the marketing appeal of your success stories.