Why you should use case studies in your marketing campaigns
Why do we use case studies in sales and marketing?
You’re no longer telling the world how awesome you are, you’re SHOWING them. The primary purpose is to create and enhance TRUST. It’s a testimonial made REAL. A well-crafted case study allows you to illustrate and explain the benefits of your business, product or service by using a real-life account for example see below for
Its main objective is to demonstrate to the world how your product or service has helped a client in a POWERFUL and SPECIAL way. Consumers tend to filter out cliched, hyped-up superlative-littered content.
You need to engage your audience and this is best done by shocking or entertaining them with a punchy one-liner subject header or subheading, such as “How Simplifying email content boosted open rates by 38%”
Here is an example from Aweber, showcasing why marketers should use their email marketing softwareTry AWeber free for 30 days! – AWeber Communications
Follow it up with a bit of drama, e.g. Wow, 48% in sales! That’s a massive improvement, how do we achieve that? You do need to remind the audience of how average your competitors are. Nobody will ever pay you for a service if you’re not solving a problem and problems don’t exist without pain. Identify what is needed to address that pain, and the costs of ignoring it. Your audience expects you to demonstrate a solution, through telling a story of hope and aspiration.
Set your audience’s expectation and what is likely to happen after they implement your strategy. This will get them excited because YOU have become their soluton. Explain how this lesson can be used to benefit others in particular THEM. An effective case study clearly shows how you tackled a problem and overcame it on behalf of your customer or client.
If you can’t create it, your chances of converting enquiries into leads and leads into sales are greatly diminished. Thinking like the customer will help you achieve new insights into marketing.