A case study is a powerful tool for selling your product or service to other companies. The process of creating a case study can vary from company to company, but in general, the marketing team creates it. Marketing often collaborates with sales to choose a customer for a case study. Working together is the best way to ensure the case study will get results. In this article, we’ll cover the elements of a good case study.
Case studies tell a story
A case study is a type of content that relates a real-life experience of a company’s customers. It can be used almost anywhere, from brochures to standalone printed handouts to folder inserts and presentations. The storyline is compelling enough to make the reader relate to the featured customer and visualize their goals. Case studies can be created with a variety of media, including pictures, videos and text, and even as web content. Even if your business is small, case studies can have a big impact, because they can be written and produced by people who have vastly different skill sets.
In order for case studies to be effective, they must feature real customers or clients. Company stories are not as compelling as those of satisfied customers. It sounds like bragging to tell people that you’ve solved their problems and helped them achieve their goals. Using stories of real customers can also create a sense of social proof for your company and help equip your sales team with content to increase sales. But how do you create a compelling case study?
Write a case study that targets a specific audience and their pain points. The story should appeal to a client who faces specific problems. Identify the pain point, problem and solution, and then craft a compelling story to address the issues. Introduce conflict and then resolve it. Identify the audience, which will help you structure your story and interview questions. The story should include a message and the solutions to these problems. So the reader is compelled to make the necessary actions and take advantage of these changes.
They are easy to share
The easiest way to share your case studies is through social media. Depending on the content you have created, you can embed them into your blog posts, webinars, or videos. Adding some stats to your case studies will help tie the information to the value of your product or service. You should also make sure to include a link to your case study on your website, optimize it for search, and share it with other business owners via email and social media.
If your business is not well-known or has a limited sales team, case studies can be an excellent way to showcase your expertise. A case study can be easily shared by email, on your website, or on social media. If you write a case study based on an actual customer, you can easily embed it in a blog post or other piece of content. But it’s important to remember that case studies serve a higher purpose than simply a website.
They encourage readers to come up with their own solution
Case studies walk the reader through a problem and provide background information. The writer then presents the solution and encourages the reader to find a similar solution for their situation. The writer tries to give the reader experience similar to their own, but may also include the author’s own opinions in the solution. This method is an effective way to engage the reader and get them to think. Here are some examples of case studies:
They are written from a customer’s perspective
Writing a case study can be a challenging task. There are so many things to consider when creating this kind of content. You need to decide which customers to include, which format to use, and how to make the case study engaging. You should try to write the case study from the customer’s point of view, rather than just writing hyperbole about the capabilities of your company. The first rule of case studies is that the content should be readable and well-organized.
In addition to presenting the results, a good case study should also contain a few quotes that illustrate the solution. You can use quotes as graphic elements, too. Images should include the logo of the client and key people from the client’s location. Images should support the narrative, not dominate it. The layout should be clean, with just two fonts in one column. If you want to add more details about the solution, you should include the URL for more information. A good case study should be written in a friendly and humble tone.
Case studies are important sales tools. A good case study will tell a story that is compelling and will compel readers to read the rest of the article. The story should highlight the customer’s problem and describe how he/she solved it using your solution. A case study should feature real customer testimonials or comments that speak to similar customers. A good case study will be written in the customer’s voice.
They include charts, graphs, and infographics
Infographics and charts are excellent storytelling tools. They don’t necessarily have to be consumed in a particular order. Rather, the creator of an infographic can take a “explore on your own terms” approach and let readers jump in at any time. This approach works well for a variety of purposes, including marketing and case studies. However, if you’re writing an infographic for a business that relies on sales, you should make sure you include a few additional elements.
Graphs are another useful component of case studies. They provide easy-to-read visuals for complex data. A bar graph is more visually appealing than a pie chart. You can also show distribution over a geographical area. Timelines are best for illustrating changes over time. Timelines can be permanent or temporary and can be included on a key page of a website. They also allow you to map the relationship between two or more data sets.
The use of graphics can be very effective when used appropriately. The right use of color is critical for the success of an infographic. Colors should be complementary to each other. If the data is difficult to visualize or to interpret, use neutral colors for the content. It’s better to use complementary colors for important elements than random colors. For example, a chart containing information about the price of different alcoholic drinks might have a bar graph with photos of the drinks.
They include a call-to-action
A good case study will include a call-to-action. It should be prominent, easily visible, and logically positioned near the end of the piece. A call-to-action should tell the reader exactly what they need to do next, and it should be easy for them to complete. In the example above, Forbes ditched a hero video in favor of a new call-to-action, which works and makes sense. Chipotle executes this concept beautifully with its “Order Now” button.
A good call-to-action evokes a strong emotional response, like excitement. Research shows that people are more likely to complete an action when they experience an emotional reaction, particularly a positive one. Creating an urgency in a call-to-action can also increase the chances that someone will click the link. For example, a headline that describes a photo of a cute kitten will evoke a strong emotional response and increase click-through rates.
A call-to-action can be found in various places on a website, including the homepage, social media, and email campaigns. Regardless of where it appears, a call-to-action must be clear on what the user should do. It should also include action verbs or phrases. For example, “like us on Facebook” or “follow us on Twitter” can be highly effective. If the reader can’t easily complete the action, then they won’t bother to take any action at all.