We’ve all seen those annoying infomercials on late-night television. A spokesman fervently shouts the benefits of his products while demonstrating its 84 and a half miraculous functions. Despite all of the hullaballoo, however, viewers have become immune to such extreme advertising; the excitement sounds forced and the products really do seem “too good to be true.” (Which they most likely are.)

Are you trying to come up with an intriguing, non-obnoxious way to convey the benefits of your services or goods? We have the answer! There is nothing more powerful than a testimonial; it gives consumers a real-life glimpse into your product. Furthermore, this glimpse is provided by someone just like your consumer, not a paid spokesperson or salesman. Consumers feel that they can trust testimonials, and are more likely to buy a product if it is recommended by people they can relate to.

A case study is one of the best ways to attract customers, especially for inbound marketers. Read further to find out why, and how you can create the perfect case study.

The Benefits of Case Studies

A case study is one of the most informative types of testimonials because it incorporates real facts and statistics, allowing your potential customers to see the quantifiable reasons that your product is so great. According to HubSpot, the majority of online shoppers spend 50% of their time researching products online before they make any purchasing decisions. Consumers are actively looking for reviews and testimonials – so why not give them what they want?

When people go online to research goods and services, they aren’t just looking for other consumers’ opinions. They are also trying to answer questions they have about the product so that they can be sure they are making the right purchasing decision or choosing the best service company. Case studies are a great way to organically answer these types of questions; they can explain what a product is used for, how it works, the types of results it provides, and so on. Almost any company can find a satisfied customer to showcase, but it takes a great business and a great product to produce a thoroughly positive case study that can provide answers to the many questions that consumers may have.

Perhaps most importantly, case studies are a great way to build your brand’s credibility. By researching the different ways that your product benefits its users, you generate hard facts and statistics that can be showcased on your website, in marketing emails, and countless other places. Remember – the information you gather in a case study doesn’t have to be used only within the study.

What Makes a Good Study?

A great case study should tell a story. Start by explaining the problem that your featured customer was facing, and then discuss the different ways that your product or service helped solve that problem (see below for a more detailed explanation of case study structure). The case study should be rich in statistics and testimonial quotes – these are what will convince consumers of the importance and validity of your product.

How do you find someone to create the perfect case study about? Reach out to your satisfied customers to see if any of them are willing to share their experiences with your company and products. In all likelihood, you’ll have at least a few people who are excited to share their stories – happy customers are usually quick to do so! Once you have found someone to base your case study on, you’re ready to get started. Listen to their story and take extensive notes, and try to ask long-tail questions that will generate longer, more informative answers that can be quoted within the case study. Finally, gather data. Did their sales go up because of your product? Is their home safer because of your services? Whatever the case may be, use measurable data to create reportable, impressive statistics.

Structure

Here are the steps you should take to create the perfect case study:

As stated earlier, begin your case study by outlining the problem that your customer faced. After all, without explaining the problem, it’ll be tough to emphasize the importance of the solution! Discuss the challenges and issues the customer was dealing with, and perhaps even the research process he or she took in deciding which product to purchase or which service company to use. This will show exactly why they chose you, giving potential customers the same reason to do so.

Next, write about how your product or service solved your customer’s problem. Be as descriptive as possible here, using powerful quotations and quantifiable evidence wherever possible. This is where consumers’ questions will be answered; you will show them how your product works, the benefits it provides, and the successful outcomes it creates.

Finish with a summary of the case study’s findings. Charts and graphs are great, and statistics can be showcased here, as well. Keep in mind that some readers will be skimming your case study quickly, so images help convey your message quickly and succinctly.

Once your case study is complete, be sure to share it! Definitely post it to your website, but get creative with other outlets, as well. Social media can be an ideal place to share case studies, whether you post the entire thing on Facebook or tweet a link to the study on Twitter. You can also include the case study in your marketing emails. The sky is the limit!

Want to Create the Perfect Case Study?

Interested in learning more? Give us a call at IMPACT and learn how we can help!