Every business in the B2B sector, whether they’re in healthcare, technology, or finance, wants to boast about their case studies. The problem with this approach is that many B2B companies aren’t effectively using their case studies to promote their brand and gain new clients. This article will show you how to write a great case study that delivers your business’s promise of high-quality service and effective results.
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What makes a case study powerful?
A case study describes a specific challenge a business has overcome and the solution they deployed to solve it. Case studies can vary in length and focus on a wide range of details related to the initial challenge and applied solution. They can be presented in various forms like a video, white paper, blog post, etc. It’s essential to optimize for all the different kinds of content consumers in your case study delivery.
The most compelling case studies are honest. Not just in their content but also their presentation. They should provide insight into what you’ve done, how you did it, and why it worked—and be completely transparent about any mistakes or missteps along the way. The more open you are with your audience, the more believable your story will be—and that can help convert cold leads into hot ones faster than you can say social proof. Your case study should show prospective clients that
Your case study should show prospective clients that you are:
- comfortable in their industry
- grasp their industry’s specific needs
- know how to give them targeted results
To create a case study, you’ll need to
- Define the case study’s objective.
- Choose a case study medium.
- Find the right customer for your case study.
- Contact your customer for permission to write about them.
- Draft and send your subject a case study release form.
- Ask the right questions.
- Format your case study.
- Publish your case study.
Why is Social Proof Important?
Social proof, also known as word-of-mouth marketing, is one of your best ways to prove that you’re an industry leader. Here’s how it works: potential customers trust their friends and peers above all else when deciding whether or not they should do business with you. If they hear good things about your product, they’ll be more likely to buy than if they had never heard of you at all. Social proof doesn’t just benefit new brands—it can also help large companies shore up support for existing products or even boost awareness of their brand as a whole. This latter case is handy for established B2B technology companies looking to increase visibility and credibility among professionals and businesses.
Tips on Writing Great Copy
We’ve all heard of social proof, but if you are trying to get more customers interested in your company’s products or services, it can be hard to figure out how to incorporate social proof into your business. One way is through excellent copy. Today, I’m going to teach you how you can use copywriting techniques for better results.
1. Write About a Brand Your Ideal Customer Relates To
2. Tell the Story from Beginning to End
3. Make it Easy to Read
4. Include Specific Results as Numbers
5. Talk About the Strategies Used
6. Test Different Formats for the Content
7. Appeal to Different Types of Consumers
8. Optimize for Search Traffic
Using a case study to generate demand
A great case study can serve as a highly effective marketing tool for generating demand for your product or service. By illustrating your solution’s key benefits, features, and capabilities, you can communicate its value proposition better than any other medium. You can collect some primary data about the people who view your case study and use that data for retargeting and nurturing them. Sales can also use case studies to bring value to prospects. When sales and marketing leverage case studies together to drive demand and close deals, scaling is inevitable.
The best case study questions
Excellent case study questions get to the bottom of how your solution solves your customer’s problems. It leverages a story and a logo to give weight to your product or service. You can get my case study questions for B2B technology companies here.
Sold on the need for case studies but don’t have the resources to create one in house? We’ve got your back. Reach out for a consult today.