Businesses pay a lot of attention to marketing case studies, with good reason! They connect with potential clients through the positive experience of a client who successfully applied your solution.
But “marketing case studies?” I think the name is a little boring and doesn’t do them justice. So sometimes I call them “solutions showcases” or “triumphant tales.”
Don’t they sound more inspiring?
And, if you know what a marketing case study does for a business, maybe you agree.
Yet, if you’re new to them you may rightly question their value—and cost. Do you wonder why they’re so important? Or how they can benefit your business?
Understanding Marketing Case Studies
To understand their value, let’s first clear up the question of what is a marketing case study?
A simple answer is they are like the short reviews you read about products—but way more in-depth. Most of them run between 800 and 1,500 words and include data points as additional proof of the success.
They feature one customer’s experience, showcasing that customer’s problem, their search for a solution, and why they chose you.
Although featuring a unique problem or extreme example of success can be its own sort of fun (“See? We can even handle the crazy stuff!”), in most cases you shouldn’t. The most effective marketing case studies demonstrate the results the average customer can expect to see. Generally speaking, you will get more for your money.
The copywriter (like me!) who writes it for you will interview the customer whose story you want to feature. Yes, copywriters will interview the customer. I do it and so does every other copywriter I know.
Interviews can be via email, but a live interview via phone, video chat, or even in person is better. In email, we filter ourselves carefully and try to write it so we sound like we know what we’re talking about. But in a live interview, you can get people talking about themselves. That’s when you find nuggets of pure gold that perfectly express why the solution was perfect.
I don’t mean that people make fools of themselves during interviews, I just mean that it’s more raw and unfiltered. You can hear, see, and sometimes even feel their frustration at the problem, and then their excitement when they get to the good bits.
It makes for better writing.
Structure-wise, marketing case studies are more storytelling than many marketing materials. They form an emotional connection with the reader, helping them feel committed to the decision, which of course, they’ll also justify with some logic later on.
They can be data-driven or experience-driven, but the goal is showing how your solution (product/service) solved your client’s problem better than anything else they tried.
Marketing case studies typically have these components:
- Brief introduction of your customer and their problem.
- In-depth explanation of how they searched for a solution.
- Why they chose your solution—did they look at other options?
- Their results—whether a better experience or data, this is where you back up everything with facts.
- Short call to action—remember this is designed to help sell your product, but you don’t want to be pushy.
Short List of Marketing Case Study Benefits (Hint: There are Many!)
While you could go really deep and find more than these benefits, it’s not necessary. The short list here is more than enough to show you how a marketing case study can help.
Building Credibility — “It worked for [case study person], it might work for me.”
Once a prospect knows you exist, you’ll need to show them your product is the right one for them. But, most people want to see proof that it worked. It’s like researching a product on Amazon and scrolling down to the reviews to look for actual comments about the product.
Maybe you’re looking for a new food for your dog. You’ve heard of raw diets and are curious whether they work, when you come across one of the companies that sells them. After reading a few success stories from people whose dogs are doing amazing with raw food, you’re already considering it.
Marketing case studies function as word-of-mouth advertising. Instead of listening to a sales person sing their own praises, potential customers can learn all about it from another client. That’s why interviewing the featured customer is so important.
Helps Convert Leads — “Product 1 & 2 look good on paper but [Case study person 1, 2, and 3] solved this exact problem with Product 3.”
When someone is on the fence between you and a competitor, marketing case studies nudge them in the right direction. Hopefully your direction. They’re especially helpful if you have several marketing case studies that highlight different people solving the same problem as your prospect.
Look at it this way: Your pool looks like crap and the companies you hire to take care of it have all let you down. If the dude shows up, he half-asses it. So, you go on the hunt for yet another pool company and find a couple of different options.
Company A has a website that talks a good line about how great they are. Company B has several marketing case studies showing just how they fixed pools where the previous company screwed it up.
Company A might be awesome, but do you take the risk?
I bet not.
Company B shows they understand what you need by sharing real stories from real customers. They’re the clear winner here.
Makes the Case for Further Research — “I’m not convinced yet, but I’m looking into it now.”
Even if someone has read everything on a website and studied the customer successes, they may not be quite convinced. Yet. But they make the case for why that product is worthy of further research.
They keep people in the sales funnel where you can gently nudge them on down the line.
Marketing Case Studies are Cost Effective
Sure, they’re expensive. My rates start at $800 and most often cost more.
But look at it this way: A single case study can have a years-long lifespan. The same case study can convert leads into sales for five or more years, depending on the product.
So maybe you spent $1,200 on it, but after five years and $200,000 in sales, was it worth it?
Companies That Benefit Most From Marketing Case Studies
With all the benefit, you might think that all businesses need marketing case studies. But I don’t think that’s necessarily true. Even if I want it to be true.
If you’re not sure, reach out and we can chat. Maybe another type of writing is a better fit for where your business is in this moment.
Here are a couple of ideas for the types of companies that can see big benefits from case studies.
Holistic Health Practitioners: Herbalists and Naturopathic Doctors
Although many people (my family included) use herbs and other natural remedies to help keep us out of the doctor’s office, there isn’t a huge body of scientific study behind it. It’s folk medicine, handed down from one generation to the next.
So an herbalist who provides herbal remedies cannot always use studies to say their products work. As an herbalist myself, I find the research I can, but rely on historical uses, modern warnings, and experience to guide me.
But if I were providing that as a supplement for someone (say a kidney stone blend like the one my husband takes) I can’t say, “This is totally going to fix the problem.”
I can say, “I gave this same blend to my husband and he says it works well, and here’s the story of another person who said the same—but I make no promises.”
A few case studies about that particular condition where they used a given herbal blend can serve as proof in the absence of scientific data. In fact, I think holistic health is one of the best areas to use marketing case studies. And not just because I dabble in the field in my life.
Service Providers: Handymen, Pool Companies, and Landscapers
Even if a service provider says the right things and has great photos—knowing how their service consistently runs means even more.
How do you do that?
You guessed it, marketing case studies. Choose a few great customers who love your service and make sure you have some great before and after photos.
That way, once your copywriter interviews the customers and writes up the marketing case studies, you can make sure it shows the story with your customers’ words alongside.
Are You Ready for Marketing Case Studies to Convert Leads?
Reach out now. Let’s talk.
