{"id":384,"date":"2021-02-10T13:54:59","date_gmt":"2021-02-10T13:54:59","guid":{"rendered":"https:\/\/marketersincharge.com\/?p=384"},"modified":"2021-02-10T13:56:30","modified_gmt":"2021-02-10T13:56:30","slug":"marketing-case-study","status":"publish","type":"post","link":"https:\/\/marketersincharge.com\/marketing-case-study\/","title":{"rendered":"How to Write A Marketing Case Study that Generates Leads and Wins Sales"},"content":{"rendered":"\n<p>You\u2019re probably no stranger to the formulaic <em>\u201cproblem&gt;solution&gt;result\u201d<\/em> case studies that often include a sentence like <em>\u201cX used Y solution and had a 500% increase in sales.\u201d<\/em> Okay, that\u2019s an exaggeration, but you get the point.<\/p>\n\n\n\n<p>Still, businesses keep churning out these formulaic case studies because those case studies work. At least most B2B marketers know this. <a href=\"https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2019\/10\/2020_B2B_Research_Final.pdf\">Data from the Content Marketing Institute<\/a> shows that 69% of B2B marketers use case studies, compared to only <a href=\"https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2019\/12\/2020_B2C_Research_Final.pdf\">20% of B2C marketers<\/a>.<\/p>\n\n\n\n<p>For customers, your case studies:<\/p>\n\n\n\n<!--more-->\n\n\n\n<ul><li>Build confidence in your product or service<\/li><li>Show them their problems have solutions<\/li><li>Tell them how to solve their problem (by using your product or service of course)<\/li><li>Show them they\u2019re not alone, and your product or service is feasible for them<\/li><\/ul>\n\n\n\n<p>So, how can you write a case study that is useful, relevant, and appealing? It begins with your choice of case study participants.<\/p>\n\n\n\n<h2 class=\"has-text-color wp-block-heading\" style=\"color:#047e52\"><strong>How to determine the perfect customer to interview for a case study<\/strong><\/h2>\n\n\n\n<p>Every customer is a potential participant, but the reality is that you can\u2019t use all of them. And several factors could be responsible.<\/p>\n\n\n\n<p>It may sound ridiculous but I\u2019ve heard business owners say they\u2019re not using a customer because they don\u2019t like them. Just that. Nothing else.<\/p>\n\n\n\n<p>Most times they can afford to because they have a huge <a href=\"https:\/\/www.superoffice.com\/blog\/five-simple-ways-to-increase-your-customer-base\/\">customer base<\/a>. For others, that\u2019s impossible.<\/p>\n\n\n\n<p>Regardless of your feelings, here are six types of customers you should always consider when choosing participants for case studies:<\/p>\n\n\n\n<h3 class=\"has-text-color wp-block-heading\" style=\"color:#047e52\">1. Big-name customers<\/h3>\n\n\n\n<p>They\u2019re an obvious choice. Seeing names like Microsoft, Adobe, Facebook, for example, on a business\u2019 case studies page is <a href=\"https:\/\/hbr.org\/2017\/10\/how-to-gain-credibility-when-you-have-little-experience\">instant credibility<\/a>. But don\u2019t overdo it, especially if you\u2019re trying to target small businesses too. The big names could scare them away.<\/p>\n\n\n\n<p>For B2C organizations, this might mean considering celebrities, if you&#8217;ve worked with any, for your case studies. But balance is still key.<\/p>\n\n\n\n<h3 class=\"has-text-color wp-block-heading\" style=\"color:#047e52\">2. Customers in an irregular niche<\/h3>\n\n\n\n<p>Maybe your solution has only been used by folks in the automotive industry, but you\u2019ve recently had a client from the IT industry. You can eye them for a case study, especially if you\u2019re trying to break into the IT industry, or they had exceptional results when using your solution.&nbsp;<\/p>\n\n\n\n<p>Talking about exceptional results\u2026<\/p>\n\n\n\n<h3 class=\"has-text-color wp-block-heading\" style=\"color:#047e52\">3. Customers with outstanding results<\/h3>\n\n\n\n<p>Remember the <em>\u201cX used Y solution and had a 500% increase in sales\u201d<\/em> line I used earlier? Sometimes they\u2019re true.<\/p>\n\n\n\n<p>Your customer doesn\u2019t need to have such seemingly outrageous results; however, if you have any doing exceptionally well, they\u2019re case study candidates.<\/p>\n\n\n\n<h3 class=\"has-text-color wp-block-heading\" style=\"color:#047e52\">4. Customers who switched from a competitor<\/h3>\n\n\n\n<p>This would highlight your competitive advantage to potential customers. It can help indecisive leads who were considering a particular competitor switch to your solution instead.<\/p>\n\n\n\n<h3 class=\"has-text-color wp-block-heading\" style=\"color:#047e52\">5. Customers who had strong objections<\/h3>\n\n\n\n<p>Let\u2019s say you have a page for <a href=\"https:\/\/www.smtusa.com\/blog\/posts\/10-amazing-faq-page-examples-and-why-you-need-one.html\" target=\"_blank\" rel=\"noreferrer noopener\">Frequently Asked Questions (FAQs)<\/a> or Help Center on your website. But a prospect raised bigger questions and stronger objections not found on the FAQ. Eventually, you won them over, and they\u2019re enjoying your solution now.<\/p>\n\n\n\n<p>Write a case study about them already. Well, finish reading this first. But while you\u2019re at it, don\u2019t forget to add their questions(s) to your FAQ too.<\/p>\n\n\n\n<h3 class=\"has-text-color wp-block-heading\" style=\"color:#047e52\">6. Knowledgeable customers<\/h3>\n\n\n\n<p>In some cases, all you need to convert a lead may be an explanation of a particular feature of your solution. If you have customers who are familiar with your product, especially those you\u2019re hoping should give you a competitive advantage, use them for a case study.<\/p>\n\n\n\n<p>If you\u2019re still stuck, carry out a survey, speak to your sales or customer support team to help you brainstorm ideas.<\/p>\n\n\n\n<h2 class=\"has-text-color wp-block-heading\" style=\"color:#047e52\"><strong>How to write a case study that brings clients<\/strong><\/h2>\n\n\n\n<p>Sometimes the plot for a romance novel or movie goes this way:<\/p>\n\n\n\n<p><em>Boy meets the girl.<\/em><\/p>\n\n\n\n<p><em>Boy loses the girl to a villain.<\/em><\/p>\n\n\n\n<p><em>Boy embarks on a dangerous quest to get the girl.<\/em><\/p>\n\n\n\n<p><em>Boy rescues the girl.<\/em><\/p>\n\n\n\n<p><em>They live happily ever after.<\/em><\/p>\n\n\n\n<p>There are slight variations sometimes but it\u2019s a formula that works till today. What\u2019s the point here?<\/p>\n\n\n\n<h3 class=\"has-text-color wp-block-heading\" style=\"color:#047e52\">1. Narrate a story<\/h3>\n\n\n\n<p>Some folks will tell you to use a case study format. While that is true, and I\u2019ll share one that works in a moment, don\u2019t brood over a format. Just tell a story.<\/p>\n\n\n\n<p>For example, in the format below, your customer is Alice.<\/p>\n\n\n\n<p><em>Alice experiences difficulties with a part of her business.<\/em><\/p>\n\n\n\n<p><em>Alice tries to solve it on her own or with her team (internal or external) but fails.<\/em><\/p>\n\n\n\n<p><em>Alice \u201cgoes out\u201d to find help but is disappointed again.<\/em><\/p>\n\n\n\n<p><em>Alice finds a new helper (your product\/service).<\/em><\/p>\n\n\n\n<p><em>Alice works hard with the new helper to resolve the problem.<\/em><\/p>\n\n\n\n<p><em>Alice successfully resolves the problem.<\/em><\/p>\n\n\n\n<p><em>Alice sees better results and ROI.<\/em><\/p>\n\n\n\n<p><em>Alice continues working with the helper and tells others about them.<\/em><\/p>\n\n\n\n<p>If your customer didn\u2019t come from a competitor, you can remove the third part of the plot and you\u2019ll still have a wonderful story.<\/p>\n\n\n\n<p>Some important questions you should ask to get a storyline are:<\/p>\n\n\n\n<ul><li>What problems were you facing before purchasing our solution?<\/li><li>What were you trying to achieve?<\/li><li>How did you discover us or where\/how did you find us?<\/li><li>Why did you choose us?<\/li><li>Why did you choose us and not (insert competitor A or B)<\/li><li>How are we different from other solutions you considered?<\/li><li>What was our implementation or onboarding process like?<\/li><li>What obstacles did you have to overcome to benefit from our solution effectively?<\/li><li>How has our solution made a difference to you? Can you mention specific instances this was the case?<\/li><\/ul>\n\n\n\n<p>This isn\u2019t an exhaustive list of questions, but they\u2019re a good starting point.<\/p>\n\n\n\n<p>With the last question, you\u2019re looking for numbers in terms of their metrics for success. Was it increased sales? More efficiency? More savings? Find out<\/p>\n\n\n\n<h3 class=\"has-text-color wp-block-heading\" style=\"color:#047e52\">2. Use quotes<\/h3>\n\n\n\n<p>Get quotes from the decision-maker who was responsible for the purchase of your solution. If more than one was involved, let\u2019s say the Chief Marketing Officer and the Content Manager, for example, get quotes from both.<\/p>\n\n\n\n<p>It\u2019s often better to get quotes during a live interview, but if you can\u2019t, emailed quotes or recorded quotes\u2014video or audio\u2014are fine too.<\/p>\n\n\n\n<p>Don\u2019t forget that with live interviews, you\u2019ll likely edit their quotes later for grammar and accuracy. Whatever tweaks you make, be sure the customer approves the final piece.<\/p>\n\n\n\n<h3 class=\"has-text-color wp-block-heading\" style=\"color:#047e52\">3. Include visual content<\/h3>\n\n\n\n<p>Whenever possible, especially when you\u2019re producing a longer case study, use pictures or charts to strengthen your case or just to add clarity.<\/p>\n\n\n\n<p>For example, if your solution helped a customer\u2019s business grow from $500,000 in annual revenue to $3 million, you can use a chart to portray what the growth looked like.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh4.googleusercontent.com\/Rute0sIw28WfkiSb2A9-eTAdrQyL19GTcpAbYJL063LXc2l7YpdkYux1tLVH-GB0NH75nJLcc_lmCKNhy6IhFi1cMBcaCv_XdoZ_vLe2PcfIEKHnSA-OcL_9JABvq7W3MVeTyoxx\" alt=\"Case study chart\"\/><figcaption><em>The case study\u2019s growth chart<\/em><\/figcaption><\/figure>\n\n\n\n<p>Depict what happened <em>\u201cbefore your solution and after your solution\u201d<\/em> in the chart. Like, you know, how a plastic surgeon would depict the before and after pics of a client\u2019s tummy tuck.<\/p>\n\n\n\n<p>Heck, thousands of people are searching for several variations of <em>\u201cplastic surgery before and after\u201d<\/em> as you can see below via SEO tool Ahrefs.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh6.googleusercontent.com\/a7cGQ5rC5f-TL2mpOwh12K6QVnLFBQayQ_FXCgaCHEuQIWNEy9a3-1Z67DKJpA-vpY7xChnhcCMX-DSR_I1NKDDhporaNnt5w50s5I5ia-ZArkXeoqrsOf-US8KjkqukS8B6yaQT\" alt=\"Ahrefs search for &quot;plastic surgery before&quot;\"\/><\/figure>\n\n\n\n<p>If you perform a <a href=\"https:\/\/www.google.com\/search?q=plastic+surgery+before+and+after&amp;rlz=1CAJPEZ_enNG842&amp;oq=plastic+surgery+before+and+after\">Google search<\/a> for any of those keywords in the screenshot, you\u2019ll find that some plastic surgery centers have already optimized a page on their site to feature before and after images of their clients.<\/p>\n\n\n\n<p>That\u2019s credibility. It screams: <em>\u201cCHECK ME OUT I CAN DO THIS!!\u201d<\/em><\/p>\n\n\n\n<p>In my experience, it makes a huge impression on prospects.<\/p>\n\n\n\n<p>If you\u2019re in a B2B organization, you can also add a picture of the customer after asking for their permission to do so. It adds a human touch and ascertains that there\u2019s a real person behind the story.<\/p>\n\n\n\n<p>If you love videos, and you find a willing participant among your customers, go ahead and make one, as many as you want to, or as many as you can afford.<\/p>\n\n\n\n<h3 class=\"has-text-color wp-block-heading\" style=\"color:#047e52\">4. Promote your case studies<\/h3>\n\n\n\n<p>Successfully producing your case study is just the first part. You need to promote your case study just like you\u2019ll promote any other content you create. In fact, due to its higher conversion rate, you should even promote it more than other forms of content. But that\u2019s your choice to make.<\/p>\n\n\n\n<p>You can promote your case studies in the following ways:<\/p>\n\n\n\n<ul class=\"has-text-color\" style=\"color:#047e52\"><li><strong>Create a page for your case studies<\/strong><\/li><\/ul>\n\n\n\n<p>It doesn\u2019t matter what you\u2019ll call it\u2014customer stories, use cases, or success stories\u2014they should have their page. Make it visible, preferably on the menu tab of your website. Here\u2019s the page for success stories on <a href=\"https:\/\/www.getresponse.com\/customers\">GetResponse<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh5.googleusercontent.com\/8VgEhyjWsxXJMxxxFruuyMer4p0zeiyFrCLTZh8Qdwj83b9RcTvoQohanDAVBFCjHdvPqbYjWo5KIZzMJz3FaVsrXEIl7lW4QTiEPtIfVITwbcWYqF8T9EnRqOaO__ATEukBvERw\" alt=\"\"\/><\/figure>\n\n\n\n<ul class=\"has-text-color\" style=\"color:#047e52\"><li><strong>Repurpose your case studies<\/strong><\/li><\/ul>\n\n\n\n<p>Use them as a <a href=\"https:\/\/optinmonster.com\/9-lead-magnets-to-increase-subscribers\/\" target=\"_blank\" rel=\"noreferrer noopener\">lead magnet for subscribers<\/a> or publish a longer, detailed version as a blog post. Republishing it as a blog post can also boost your SEO efforts depending on the keywords you\u2019re targeting.<\/p>\n\n\n\n<p>As an example here, the folks at Ahrefs don\u2019t typically publish case studies, because they\u2019re incorporated into their blog posts. <a href=\"https:\/\/ahrefs.com\/blog\/seo-leads\/\">Here\u2019s one<\/a> subtly touting the success of their tool for finding SEO leads.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh6.googleusercontent.com\/E9581U2HDZQu9qlx1j45cdKHNQER8SdjYvMGrleVf5MygQW_EiDlyAIG4sK-6v1G_V8z408ar9LxgiKBAT2GSh1g6ecOwqV6MRPPlOH-3-8SYtbfRzi7AqLOaM9AAQeHVNtKduD1\" alt=\"\"\/><\/figure>\n\n\n\n<p>This page currently ranks no. 1 on Google for <em>\u201cseo leads.<\/em><\/p>\n\n\n\n<p>Additionally, this post about <a href=\"https:\/\/www.elegantthemes.com\/blog\/divi-resources\/examples-of-business-consultant-websites-built-with-divi\">consulting websites<\/a> on Elegant Themes ranks on the first page of Google for <em>\u201cconsulting websites.\u201d<\/em>&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh4.googleusercontent.com\/Gp87yEQJPpDRQ3C0XHgHS71TQC1ALqYwiFumDPpzvO16LwIBgHOAYRpTxBaf8dR-tZpFRCl0TAlM3Yo-EmPdM0mU5sp4g3y-YGCmlFralrNycTWSk6tClIHB396Tg6ynzizeTzBI\" alt=\"\"\/><\/figure>\n\n\n\n<p>Though visitors may not be searching directly for <em>\u201cconsulting websites built with Divi,\u201d<\/em> the post helps them to see that they can build successful consulting websites with Divi too through the success stories there.<\/p>\n\n\n\n<ul class=\"has-text-color\" style=\"color:#047e52\"><li><strong>Share on social media<\/strong><\/li><\/ul>\n\n\n\n<p>Whether they\u2019re on the <em>\u201cCase Studies\u201d<\/em> page of your website or your blog, share your case studies as you\u2019d share any other piece of content you create for more visibility. Also, promote them with <a href=\"https:\/\/blog.hootsuite.com\/social-media-advertising\/\" target=\"_blank\" rel=\"noreferrer noopener\">ads on social media<\/a>.<\/p>\n\n\n\n<ul class=\"has-text-color\" style=\"color:#047e52\"><li><strong>Add them to your landing pages<\/strong><\/li><\/ul>\n\n\n\n<p>Use relevant quotes or other nuggets from your case studies on your landing pages to add credibility to your claims there. <a href=\"https:\/\/www.semrush.com\/\">SEMrush<\/a> does this well on its home page.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh5.googleusercontent.com\/ElXQ35s5-I7me9-Fi20uX7HF0fYgW6crnoizLXaez38KAyVaGuyDswQPBhEq32VZWMkOGOXlLD-LhMT0zF2WthHCnvSxQfRQCosrN6Uri2iqYu-mXSVPMaTbzhyAqP_uTZrcAhjn\" alt=\"\"\/><\/figure>\n\n\n\n<p>It highlights the clients\u2019 major achievements while using SEMrush with a link back to the full case studies. You\u2019ll also notice the same layout on GetResponse\u2019s case studies page shown in an earlier screenshot.<\/p>\n\n\n\n<ul class=\"has-text-color\" style=\"color:#047e52\"><li><strong>Write guest posts\/send outreach emails<\/strong><\/li><\/ul>\n\n\n\n<p><a href=\"https:\/\/marketersincharge.com\/guest-post-outreach\/\">Pitch guest posts<\/a> to popular sites in your industry and share a link to your case study or discuss it in the article where applicable and if the site allows it. But building links via guest posting alone can make the Google gods punish your site.<\/p>\n\n\n\n<p>Diversify your backlinks by sending outreach emails to other sites about your case study. If it\u2019s good enough, they\u2019ll either share it on social media or link to it on their site.<\/p>\n\n\n\n<ul class=\"has-text-color\" style=\"color:#047e52\"><li><strong>Tweak for SEO<\/strong><\/li><\/ul>\n\n\n\n<p>If you optimize your website and your pages well for search traffic, you will reap results in terms of more visibility for your case studies in the future.<\/p>\n\n\n\n<p>The examples of Ahrefs and our post on consulting websites mentioned earlier are a testament to the possibilities when you tweak your case studies for SEO.<\/p>\n\n\n\n<h2 class=\"has-text-color wp-block-heading\" style=\"color:#047e52\"><strong>Use case studies to improve conversions<\/strong><\/h2>\n\n\n\n<p>When writing case studies, start with choosing the right customers, and you\u2019re more likely to have a fun story to tell about them using your product or service. A case study is still one of the most effective ways to generate and convert leads for your business. If you\u2019re not using them at all or not using them as much as you should, start creating them.<\/p>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-group has-background\" style=\"background-color:#d7dbde\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"has-medium-font-size\"><strong>Since you&#8217;re here:<\/strong><\/p>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-group has-background\" style=\"background-color:#d7dbde\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"has-black-color has-text-color has-background\" style=\"background-color:#d7dbde\"><em>My content marketing services can help you incorporate case studies effectively into your content marketing strategy for more credibility and sales.<\/em><\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-fill\"><a class=\"wp-block-button__link has-black-color has-text-color has-background\" href=\"https:\/\/marketersincharge.com\/services\/\" style=\"background-color:#0071a1\"><strong>Send me a message to see if it&#8217;s a good fit.<\/strong><\/a><\/div>\n<\/div>\n<\/div><\/div>\n<\/div><\/div>\n<\/div><\/div>\n<\/div><\/div>\n<\/div><\/div>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>You\u2019re probably no stranger to the formulaic \u201cproblem&gt;solution&gt;result\u201d case studies that often include a sentence like \u201cX used Y solution and had a 500% increase in sales.\u201d Okay, that\u2019s an exaggeration, but you get the point. Still, businesses keep churning out these formulaic case studies because those case studies work. At least most B2B marketers [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[1],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Write A Marketing Case Study that Generates Leads and Wins Sales - Marketers in Charge<\/title>\n<meta name=\"description\" content=\"Formulaic \u201cproblem&gt;solution&gt;result\u201d case studies are all the rage. 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