Sales and Marketing - Jen Jordan

Why Small Businesses Should Use Case Studies In Their Marketing

A case study is an example of how a business helped its customer accomplish a goal or solve a specific problem. They provide more details than a short testimonial and explain the story so that readers with a similar situation can relate.

Small businesses can use case studies to show off their work, demonstrate their expertise, and help prospective customers understand a business’s products or services.

Why Case Studies Are Effective For Small Business Marketing

A 2017 survey found that buyers relied on case studies more than any other type of content to help them choose products and services. A 2018 content marketing survey revealed that 47% of participants ranked case studies in the top 3 most effective types of content.

People tend to connect better with stories than with a list of details and statistics. Case studies describe what you do with stories that potential customers can relate to.

Case studies also offer objective proof that demonstrates how your business can solve their problems. They use numbers, data, and evidence to prove what you are capable of doing.

Case studies are an excellent investment

Case studies are easy to use in all sorts of marketing circumstances. Whether you’re sending cold emails, doing a consultation with a potential client, or trying to upsell an existing client, case studies are an excellent resource!

They are easy to repurpose and change to fit each situation, making case studies a cost-effective investment. Once you capture a great success story, you can turn it into blog posts, testimonials, and a variety of other resources for your small business!

Unlike other marketing materials, as long as you offer that product or service, the case study is relevant and applicable. You’ll be able to use a quality case study for years!

What To Include In An Effective Business Case Study

The best time to write a case study is immediately after your business completes a project with a client. Once the work is complete, and your client is happy with the outcome, it’s the ideal time to document everything.

There are three main sections in a compelling case study: the problem, the solution, and the outcome.

The first section is where you describe your client’s problem and what prompted them to seek your services. Many businesses also include details about other solutions the client tried before turning to them.

In the “solutions” section, describe why your client chose your business over the competitors and how you created a solution for their specific dilemma.

Finally, describe the benefits your client received from working with your company. It’s helpful to be specific about how your product or services saved them time or money and solved their problem.

Once you gather all the information, write the case study as a customer story. It’s good practice to write in the first and second person tense to make the case study more personal and relatable. Include specific numbers and statistics wherever possible to help reinforce the story.

Many businesses create a case study template to use for all future case studies. This streamlines the process for you and keeps your branding consistent.

Once you finish writing and formatting your case study, be sure to send it to your client for final approval. After all, they are part of the story, and you never know who might contact them to confirm the case study or ask for a referral to your business.

If you would like to add case studies to your business marketing toolkit but don’t feel that you have the time, many copywriters and marketing consultants specialize in writing effective small business case studies. A high-quality case study is undoubtedly a worthwhile investment that will serve you well for many years.

https://smallbiztrends.com/2020/03/customer-case-studies-marketing.html

https://www.hostgator.com/blog/write-first-small-business-case-study-website/

https://broadly.com/blog/business-case-study-template/