Case studies are a great way to show potential customers what your product can do to solve their organizations’ problems. A Case study is a form of marketing that B2B advertisers or salespeople can use to promote product solutions.
Case studies build customer confidence by taking success stories and presenting how your company’s product helped them achieve their business goals.
- 77% (of executives) during the sales evaluation stage cited “testimonials” and “case studies” as the most influential component in purchasing decisions (SmartBug, 2020)
Case studies can help you captivate, educate and persuade your reader and bring them along the narrative. In short, case studies generate interest, leads and close sales faster.
This blog discusses the benefits of case study advertising and provides tips on creating a compelling case study. Let’s get started!
What is the purpose of a product case study?
Businesses use case studies to demonstrate how a product has been implemented successfully by other companies. Rather than simply discussing the product, a case study demonstrates to decision makers how the product works with proof and results to back up the claim.
What should a business case study include?
A case study should describe the business’ problem or opportunity and why they started using your company’s product. Additionally, good cases will include quotes, statistics, diagrams, videos, and pictures. Consider the following questions when developing your case study content:
- How long did it take to implement your product?
- What impact did the product have on the business?
- How did the product impact your manager’s, employees, and customers’ bottom line?
- How long did it take to realize a return on the investment?
- Were there any unexpected benefits?
The most persuasive case studies include customer testimonials, for example, quotes from the highest-level person in the organization.
“Working with the TimeWellSchuduled’s team is phenomenal. In rare instances where there are issues, they respond quickly, and as circumstances change (COVID, for example), they quickly implement features that help us manage our team and keep them safe!”
Frame your Case Study as A Story
Did you know that case studies are also referred to as customer success stories(Linkedin, 2021)? It’s True…
The narrative of the case studies clearly outlines the benefits, features and strategic advantages your solution provided to your client. Memorable cases are attention-grabbing and compelling from beginning to end.
When a case study is framed as a story, it becomes easy for the mind to digest, thorough in detail, and convenient for your client’s point of contact to recall and explain to their colleagues.
Remember, case studies enable the storyteller to:
- Highlight your past successes
- helps to bring their product to life
- Focus on the customer and their problem
- Enhance your product brand and credibility
- Make the customers look like the heroes for purchasing your product
Telling the human side of your customer’s story helps the readers visualize themselves in the same situation.
5 Key Points for Writing Your Business Case Study
1) Introduce the Customer
Briefly describe your customer with some background details, including their industry, product, company size, brief history, and location.
The introduction does not have to be too specific in terms of detail. However, it should provide context for the reader to understand who they are and what business they are in.
Note: The introduction sets the tone for the entire case study; is it an article, a report, an analysis, etc?
2) Present the Customer’s Problems
Identify the key problems and challenges the customer is facing and how the problem impacts their operations, costs, employees, and customers. A clear and compelling description gives potential customers details about your product, its benefits, and how it can address their problems and provide answers to their questions and concerns.
Additionally, it highlights the value, describes features, and showcases the unique selling points that distinguish your product or service from competitors.
- Clearly state the main problem
- Explain how the issue impacts the business
- Use facts and customer quotes and introduce pain points
- Provide details about each pain point
3) Describe In Detail the Customers Pain Points
Interview the customer, have them explain the problem and how your solution helped them solve it. Interviews help uncover, industry-buzzwords and voice of customer (VOC) facts that provide quotes:
- “The biggest problems we solved are those who would abuse the breaks and take longer than they should. Now with it being tracked, we are easily able to crack down on those employees before it becomes a big issue.”
Pain points are specific problems faced by your existing and prospective customers. Pain points include any issues that cost the customers time and money and reduce the company’s ability to serve its customers effectively.
- One by one, review each pain point in detail
- Explain how the pain point negatively impacted the company, managers, and employees
- Provide facts, examples, and quotes to reinforce each pain point.
4) Introduce and Describe your Company’s Product
Briefly explain your company’s background, introduce your product, and outline how the product addresses each of the customer’s pain points, solves the overall problem, and emphasizes results.
- Demonstrate how the product solved the main problem
- Describe in detail how the product eliminates each pain point
- State any unexpected benefits
- Include facts, financial information, and customer quotes.
- Summarize the case, including positive reviews from customers.
5) Conclusion, Proof and Testimonials
The conclusion must prove how your product solved the customer’s problem. It should be explained with facts, figures, examples, and testimonials on how your solution impacted the business and, more importantly, the role it played in helping them achieve their goals.
- “TimeWellScheduled has streamlined our time clock process, and after the initial training phase, the staff has taken to the application well, and it’s working smoothly.”
- “Integration to the business was easy and quite seamless. The changeover was done quickly and efficiently. Support was available when needed. Provides your basic functions for scheduling purposes.”
End your story on a positive note by talking about how the product made essential improvements and changes to your client’s business. Include quotes from leadership that positively reinforce the proof and results you have provided, for instance:
“TimeWellScheduled is an invaluable scheduling solution for any small to medium-sized business. The tracking tools for time off and availability requests are a lifesaver. The flexible departments and shifts made scheduling staff easy and efficient, and the reporting options for things like late/missed days were nice to have. Staff also seemed to appreciate the functionality such as getting an email with their shifts, automatic notification of any changes, and easier shift switching.”
Finish the case with a call to action (CTA) to contact your business and/or links to a website, or to view more case studies.
Present your Case Study Professionally!
Take the time to make your case study look organized, visually appealing, and professional. Remember, visual semantics are essential in building an image or brand and helping new customers connect with your product.
Add smart Images to your case study, they attract your audience’s attention and increase the chance of it being read by up to 80%.
Good case studies require professional detail (atmosphere) to help set the tone and feel for the story. Visuals help to create interest by using bold titles, interesting diagrams, pictures, text boxes, graphics, and bullet points to highlight key statistics, facts, and quotes.
Click here to view an example case study: Life Before & After TimeWellScheduled
Summary & Closing Comments
Case studies are critical because they build credibility and trust with prospective customers. Plus, they illustrate and demonstrate that you can successfully provide the products and benefits you claim. Paying attention to common situations experienced by your customers will help you demonstrate that you understand your market and their challenges.
Case studies provide social proof and operational context to buyers that will help them determine whether they are making the best decision for their company. Finally, product case studies aim at persuading the client that your products or services are the solutions they need.
Thank you for reading our article!
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