Case Studies have become essential business tools in today’s world. Specifically, they are handy sales devices that help your team showcase your work to new clients. A well-written case study can demonstrate how your product works, why your client needs it, and also your reliability when it comes to delivering results. It can also prove to be a rich database for your marketing team and is useful when you have to promote your company and its stellar work.
However, many companies fail to make the most of case studies. In many cases, hurriedly done case studies are passed on to potential clients. And they fail to have an impact they should. There is little point in spending critical resources (time and money) to end up with a half-baked study that your client will disinterestedly skim through. Here are a few tips to ensure that you make the most of your resources and come up with compelling case studies that help your client sign on the dotted line.
Any company that has ever attempted a case study will know that it is a time-consuming exercise. This is especially true if you are planning on writing a report of substance. So, if you are interested in producing great studies, you will need to allocate a chunk of your time to it. Even better, if you can plan ahead and decide how many case studies you would like to publish in the next quarter or even for the next year. This will help you stay on course and give your resources the time to chalk out strategy and include what’s truly important in the case study.
Reason It Out
Many companies tend to write case studies for the wrong reasons. Yes, it is great to announce that you have landed a big client through a case study. But that can’t be the whole point of it. Sit down with your team and analyse the need for the case. Also, question whether this particular case study will benefit a good section of your potential client base. If the answer is a ‘yes’, then, zero-in on the details that will encourage them to sign up for your services. Ideally, your case study should answer in detail questions like how your product can serve the client, how you handle problems and setbacks on your end, what solutions you can provide, and how you can execute your brilliant ideas.
Format It Right
Make the case study an easy read. It needs to be crisp and to-the-point. You need to clearly outline your case study and also ensure that must-read bits are easy to spot. Each section of your case study needs to focus on a particular aspect and delve into it in detail. If you present a big jumble of facts, ideas, and solutions to your clients, it is very likely that your client isn’t going to read your case beyond the first page. Also, in recent times, companies are looking to other mediums to present their case studies. You can explore the video format or even put it up as a blog series. Many companies are even going with infographics and podcasts to present case studies.
Here’s a brief outline you can follow:
Summary: A bird’s eye view of the entire case study. Briefly, delve into the problem and the solution scenario so that your customer has something to look forward to when they flip the page.
Analysis: Delve into the backstory and present your client’s history and yours too. This is the build up and will lay a foundation to your case study.
The Problem Statement: This section will provide details on the challenges faced by your client and why you were hired to solve them.
Solutions: What were the solutions you provided? How did you come up with these solutions? Why did you think they would work? Answer these here.
Results: What were the results that came from your solutions. Provide concrete details and numbers to showcase your point.
Conclusion: Share your insights – the good, the bad, and the ugly . You can talk about the challenges you faced and how you propose to overcome them in the future.
Rope In Your Client
If you are centering your entire case study on XYZ then it only makes sense to get XYZ’s feedback for the study. This is a crucial aspect and many experts say that it can make or break your study. Including feedback and direct quotes from your client will go a long way in making your report relatable.
Get Real With Strategy And Numbers
Great language is important but it can’t overshadow the facts in your report. To convince your potential client that partnering with you will mean better business, you will have to share the numbers to prove it. You need to spell out how your product has impacted your clients. It can be in terms of better engagement on the website, or expansion of the customer base. You need to share these with your clients in number and percentages. Also, don’t forget to share how you made these improvements. Give your customer a sneak peak into how you understood the problem at hand and how your solutions worked.
After all this hard work, there is little value if you keep your case study locked up somewhere. Ensure that your clients and consumers have easy access to it. You can post it on an exclusive section on your website or share it in an easy, downloadable format with your relevant clients.