Case Studies – One of the Most Under-Valued Marketing Tools
Have you ever read a success story about a brand or a company and felt inspired to try out their product or service? That’s the power of a case study.
Case studies are one of the most powerful marketing tools. Here is my take.
Real-life examples
One of the most significant advantages of a case study is that it gives real-life examples of how a product or service can solve a problem. It’s not just a bunch of marketing jargon thrown together to make a product seem better than it is. A case study provides a story, a narrative that helps people relate to the problem and shows them how the product or service can solve that problem. People tend to trust reports more than marketing messages, and that’s where case studies come in handy.
Proof of concept
Case studies provide proof of concept for a product or service. When a company shares a case study, they say, “This worked for someone else, and it can work for you too.” It’s like a stamp of approval. For example, if you’re considering using a new project management software, reading a case study about how another company used it successfully can help you decide. Case studies provide social proof, which is a powerful motivator for consumers.
Builds credibility
When a company shares a case study, it shows off the benefits of its product or service and showcases its expertise in the field. By sharing a successful case study, a company essentially says they have the knowledge and expertise to help solve a problem. This builds credibility with potential customers and can help them stand out in a crowded marketplace.
Demonstrates value
Case studies are a great way to demonstrate the value of a product or service. They can show how a product or service can save time, money, or even lives. This is especially important when selling to businesses where the bottom line is often essential. Case studies can provide complex data and metrics that show the tangible benefits of a product or service.
Tells a story
Finally, case studies tell a story. They are not just a list of features and benefits. They provide a narrative that helps potential customers understand the problem, the solution, and its impact on the business or individual. People remember stories, and case studies are a great way to create a lasting impression.
A Couple of Case Studies are a Worthwhile Investment
The classic case study has three parts. Situation (or the problem), Solution (what you did to help), and Results (metrics, numbers, or stats). All your case studies should follow the same format. Having one image also helps if you are creating a series of examples.
One of my former clients did a fantastic job creating small publication case studies. They positioned their case studies as miracle stories. Check out this example here.
Case studies are powerful tools in marketing for many reasons. They provide real-life examples, and proof of concept, build credibility, demonstrate value, and tell a story.
So, the next time you’re considering a new product or service, look for case studies to help you make an informed decision. And if you’re a business looking to showcase your expertise and build credibility, consider sharing a case study.
It could be the difference between closing a deal and losing a potential customer.
You can set up a time to chat with me about your marketing challenges using my calendar. Email me jeffslater@themarketingsage.com Call me. 919 720 0995. The conversation is free, and we can explore if working together makes sense. Watch a short video about working with me.
Photo by krakenimages on Unsplash
