Learn how to make a compelling case study for your company, with examples, using this strategy to promote your business much more effectively
A case study, in Digital Marketing, is a practical way for a company to show how its product or service is working for current customers. It attracts new customers by showing how to solve problems, creating credibility. It can be done simply, with interviews that turn into texts and videos.
If your company is already ahead in Digital Marketing like Blue World City, case studies are very efficient content to promote products and services. By explaining how some companies have achieved important results using your services, you demonstrate quality and credibility and increase your chance of attracting new customers.
It is not by chance that this type of material is among the corporate content most accessed by executives and decision makers. With our experience developing successful cases in Digital Marketing, we will talk about the advantages of producing case studies and present a basic guide to creating attractive cases.
What are case studies in Digital Marketing?
Case studies (or cases) play a fundamental role in a company’s Digital Marketing strategy. Success stories are a practical way to show how your product or service is working for current customers and generate value for potential customers.
The dissemination of these cases has a high impact on generating opportunities. This is because case studies are funnel-bottom content, that is, materials that already talk about what your company does and are intended to assist in the Lead’s decision-making.
Later in this post, we’ll talk about different types of case studies and how to create them. Let’s divide it into two types: to tell success stories and to build credibility.
Case study to show the way of the stones
A great advantage of the cases is that they demonstrate, in a didactic and practical way, how a certain company has overcome challenges and achieved important results using quality solutions.
In other words, they provide very important information for the business and any company. Who wouldn’t want to know about an efficient “recipe” to be able to accelerate the entry of new customers, increase their earnings, and spend less to produce more, among other facilities?
This perspective makes the customer, who sees themselves with the same problems, see how to use the same solution efficiently.
Case study to build credibility
Another positive aspect of the case studies is that they are focused on the customer’s perspective. It’s not your company that’s saying your service is good, but who uses it. This ensures incredible credibility for the message you want to get across.
In addition to showing a genuine testimonial, the studies tell a story and reveal how their products are used to achieve certain goals. I mean, they are true proofs of success.
While positioning your company as a credible solution provider, case studies help to showcase your expertise and depth in specific markets.
You can use this material to arouse the interest of the media, provide information to specialist journalists or even as part of your sales material.
In this way, your brand becomes more and more known in the market, with more credibility and attracting a greater number of potential customers.
How to do a 4-step case study
1. Find the perfect candidate
By talking to your Sales, Support or Service team, you will be able to identify customers who have already achieved important results using your products and services. And, most importantly, that they are satisfied with their company.
A tip: try to find out which profile of new customers you want to attract. Thus, seek to develop cases focused on companies in the same segment.
2. Prepare the right questions
Remember, just like you, your customer doesn’t have time to waste — ideally no more than 8 questions. Ask questions that respond to the following scenarios, preferably in this order:
- Challenge: What was the customer experience like before: what were the problems/ frustrations? What tactics have been tried to overcome them?
- Solution: how was the experience using your product: what are the 3 most used features or what actions/components of the service that best help to solve the problem?
- Results: realize that the results achieved can range from increased sales and billing, through the entry of new customers and opening a branch, as well as better resource management and increased productivity. It is recommended to always focus on tangible, measurable things: the more numbers and the less scope for abstractions, the better.
3. Use an efficient approach with the customer
By contacting your customer by email, you can start by congratulating them on their success and highlighting some information you have had access to. Remember to mention the name of the collaborator who recommended you, as this will help make the client more comfortable with passing on information. Then explain why it is important to have the company’s participation.
You can send the questions asked at the end of this first message, or leave it to do so at the end of the day or even the next day, while the client internally evaluates the participation. With the questions in hand, it will be easier to assess what kind of information he can and cannot provide.
Leave it open for the customer to define the best way to respond, whether by email, phone or in person. Some people find it easier to get their ideas across in writing, while others feel more comfortable talking face-to-face.
4. Choose an attractive case study format
In order to make your case study easier to understand and more attractive to the reader, try to keep the aforementioned structure: challenge -> solution -> results.
Try to value the main benefit achieved in the title. It is interesting to use customer quotes to make the information even more accurate. In this case, if possible, also use a photo of the respondent:
Other resources to make the material more attractive are to include topics, explanatory graphics or even images of customers using your solution.
If your company has professional resources and materials, how about producing the case on video or including just an excerpt of the client’s testimonial on video to illustrate? The video is real proof of customer opinion and it works very well.
An alternative is to do the interview via Skype, recording the content. Afterward, you can choose to use it in its entirety or edit the excerpts that you find most interesting.
- After the material is ready, it is good manners to send it to the client for approval, so that he/she can make his/her considerations. Also take this time to ask any additional questions or clear up doubts;
- Remember to use your network to share the content that becomes available on your company’s blog or website: send it to all collaborators, spread it by email and on social networks. It is also important that this material is easily found;
- After two or three months, it’s worth going back to the case study and checking with the client if there have been improvements to update the case and demonstrate that their products and services continue to pay off.
5 case study examples
The step-by-step above how to create a case is a guide for your company to follow and start producing this type of content. To help you have a clearer understanding of what a case study is and how you can create one, we’ll leave some examples of customer cases from Resultados Digitais.
1. How Endeavor uses Digital Marketing to impact thousands of entrepreneurs in Brazil
The Endeavor is an international non-profit organization, based in the United States and present in 25 countries, including Brazil.
With RD Station, Endeavor generated 15 times more visitors and 800,000 new Leads, of which 400,000 are entrepreneurs.
2. How the Surfing Agency grew 900% after experiencing the most difficult year in its history
The Agency Surfing is a Digital Marketing firm specializing in Inbound Marketing, which provides consulting services in marketing and sales to help clients sell more.
With the Results Digitais partnership program, Surfe grew 900%, increased its recurring revenue by 30 times and now had 60% of its revenue via Inbound Marketing.
3. How Impacta started to convert 80% of opportunities into students
The Impacta is the largest training center and certifications in Latin America with more than one million and a half of graduates in the nearly 30 – year history.
With RD Station, Impacta started to convert 80% of opportunities into students, reduced the acquisition cost by 30% and doubled its Leads base.
4. How Vittude increased its sales by 645% with RD Station Marketing
The Vittude is an online platform that connects psychologists to people wanting to do therapy, online or in person, in order to democratize access to health and wellness in the country.
With the evolution of strategies, Vittude’s sales funnel has also developed, especially as it deepens into the pains of its target audience. Sales increased 645% between January and November 2018, and the company experienced 40% growth in a single month.
5. How Embracon structured a new sales process guided by marketing automation and analytics
The Embracon specializes in selling consortia, both by car, property, motorcycles and services. Traditional sales, with the seller visiting interested contacts in person, has always been the common practice in the business of consortia.
At Embracon it was no different. That was how it was until the turn of the key to Inbound Marketing, contributing to become the main management company of an independent branch consortium.
Discover other case studies produced by Resultados Digitais on our Success Stories page and learn how companies from all over Brazil are increasing their sales with RD Station Marketing. Enjoy and make a free trial of the tool, just leave your email below!
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