It can often be difficult for brands and companies to put into words how their products or services can benefit their target audience. After all, why should someone buy something if they’re not going to get any value out of it? If you’re having trouble getting your audience to fully understand the benefits of your products or services, then perhaps you should consider using a case study!
What is a Case Study?
A case study is an analysis, conducted by a company, that highlights how their products or services were used to solve a specific issue or problem for a customer. An actual client may share their personal experiences in order to add social proof to the report.
First, a client’s initial problem is described. Then, the company publishing the study will explain how it was solved by presenting that customer’s account of using their products or services to do so.
The goal is to directly show interested leads how your business will be able to assist them and their individual needs. Ideally, this study will serve as the deciding factor for those still figuring out whether or not your product or service resolves their particular problem.
How can your Company Benefit from a Case Study?
Peer Influence
One of the primary reasons that case studies are so effective is that they tend to bring complex products and services to life for consumers by using an account from an actual customer.
Since the case study is from the point-of-view of a client and not the company, your target audience should be able to seamlessly envision how your business can ultimately help them.
Case studies have a similar function to customer reviews in that respect. This kind of positive social proof will usually result in more conversions, which will manifest into sales. After all, consumers are much likelier to relate with their peers over a business that they have no relationship with.
Content Opportunities
It can never hurt to have more content for your business. Therefore, think of your case study as just another piece of content that you can use to attract and convert leads. You can include it in campaigns, emails, social media, you name it. There are no shortage of opportunities.
Furthermore, by incorporating keywords and standard SEO practices, you may even be able to rank well on search engine result pages. This will greatly increase brand awareness by increasing your exposure to a larger pool of potential customers.
Brand Evangelism
It may not seem like much, but the inclusion of actual clients in your study will show them how much their opinions and experiences mean to your business. Then, whichever clients you choose may even become brand evangelists.
As a result, these clients will present incredible opportunities for positive social proof and word-of-mouth marketing.
If you’re having trouble making sense of your product or services to potential clients, then maybe you need to conduct a case study!
