At their simplest case studies are customer success stories that can help persuade customers to buy from you. They are typically considered to be one of the top three marketing tactics used by B2B businesses to boost customer engagement.
So why are they so effective?
In short, because a carefully crafted case study conveys trustworthiness and credibility from the first page to the last. They give you an elegant, way of showing your potential customers how you can solve their problem without overtly selling and wrapped up in a compelling storyline they make for highly engaging promotional materials.
Storytelling can bring your product to life
Case studies are all about success stories. They describe how your company has solved a problem, overcome a challenge, or introduced a new and innovative service.
Unlike a white paper, a case study is a fairly short document, running at about 800-1000 words. The skill of the writer is to make each word count by crafting a compelling story to engage customers interest, connect with their pain points, point out the benefits of your product or service, and get them on board.
Social proof at its most powerful
A well-written case study is a powerful form of social proof. Not only does it tell the story of how a customer benefitted from your service but it also lets you subtly weave in the details of your product right within the storyline.
Best of all readers expect a call-to-action.
To show just how effective a case study can be, recent research has shown that about 78% of B2B buyers turn to case studies when researching potential purchases. And if someone is willing to take the time to read through your case study, it follows that they will expect to see your call to action at the end. It’s the natural next step to lead them towards the sale.
Hi, I'm Anne, welcome to the Copy and Ink blog.