Industrial case studies demonstrate success. They provide proof that your company is able to accomplish what you say it can do based on real results, not just theories.
They serve to show not only that your customers are satisfied but how your company solved problems or pain points. For a prospective consumer, a case study is a great way to connect the dots using real-world context to generate their present or future buying behaviors.
Well-constructed case studies tell a unique story, focus on the myriad benefits to a consumer and illustrate your company’s achievements. By showcasing this trio of information, you assist potential and existing clientele in making informed future purchasing decisions.
The Value of Case Studies
The 2021 DemandGen Report indicates that case studies consistently from year to year remain in the top 10 of the content food chain. In addition, lead generation and conversion journey paths are positively affected by case study use as a productive customer experience and a compelling story can be a tipping point for prospective customers.
A case study or a series of them helps to fully shape their understanding and signal stronger buy-in for how a company’s product or service suite can benefit them.
When you have a sales ready prospect who is wavering between you and your competition, having an arsenal of case studies at your disposal often tips the scale in your favor.
As an industrial marketing agency, Aviate Creative suggests making case studies a focal point on your company’s website and/or as part of your sales and marketing efforts which can reassure and persuade customers to conclude that what you offer is what they need.
Don’t Wait for the Perfect Situation to Craft Case Studies
Most industries typically have an inventory of product and service successful stories and yet are hesitant to use them as case studies as they wait for the perfect storyline to glean data and metrics.
Many are surprised to hear that you can create case studies without needing to include a customer’s name. Anonymous case studies are extremely effective and powerful as they let a prospect “step-in” and visualize reaping the same or similar benefits through a company’s solutions. Case Studies in general are not showy or gimmicky because they are the most straightforward of content creation since they present factual information.
Case Studies Shine a Positive Spotlight
Case studies offer the perfect example of a company’s solutions while also spotlighting the positive benefits, results and outcomes of their customers because of those capabilities.
Generating case studies also offers the opportunity to learn a lot about the interaction between your company’s products or services and your customers.
In essence, when compiling data for a case study, you not only receive real-time feedback, you also gain market research insights. It is an important marketing touchpoint and far different from asking for a simple testimonial.
Formats Are Not Fixed
There is no one way to structure a case study however there are some important things to consider:
1. You need to architect a story that translates into how product features and specifications are valuable to the reader.
2. Choose relatable titles and sub headers throughout.
3. You do want to keep the language relatively simple as the reach of the case studies is an entire pool of potential customers.
4. Incorporate visual elements like call out boxes, bulleted lists, and sidebars to keep it easy on the eyes for the reader. A nice balance of features on a page keeps things interesting and keeps a reader engaged.
The format for a solid case study varies and studies can and should be created around what organically makes sense for each one as long as they include elements that highlight the following areas:
- Goal, Obstacle or Challenge
- Story, Experience or History
- Solution(s) Implemented
- Result, Outcome or Key Takeaways
As long as a case study displays a “before” and “after” scenario complete with appropriate imagery or company assets such as photography, the actual format isn’t hard and fast.
The primary goal is to have it act as a way for a prospect to easily visualize how much their business could change by investing in your company’s solution.
Engagement with Case Studies
Curating customer data then writing and designing case studies is a best practice in keeping ahead of your ever evolving competitive landscape. It isn’t that expensive either.
Have a few conversations with your customers to fill in the gaps, hire a great graphic designer and copywriter that can turn those stories, statistics and successes into something appealing and readable and you can have a reservoir of case studies at the ready.
They show proof to your target audience that you have a proactive and customer-centric approach which is always a strong marketplace dynamic to be associated with. Customers find more value in what other people have experienced with you than what your company might have to say about itself.
The endgame is that case studies provide significant credibility and are the perfect medium for showing that people are using your product(s) or service(s) and finding success doing so.
Aviate Creative can help you get case studies crafted and crafted well. Check out our in-depth white paper on the topic. Let us elevate your case studies to new heights. Our stepwise process when we engage in writing and designing our case study projects ensures that our clients get the maximum ROI.
