One of the key elements of content marketing is building the "know, like, trust" factor. For B2B small businessses, a case study can be a great vehicle to build trust between a potential client and your business.
I absolutely love writing case studies. I love finding out more about the project and who was involved. I think they are so powerful as they can be used in the future to demonstrate the value of that business to others, without them having to feel like they are doing a "hard sell". They can often also come in useful should you decide to start entering any awards to help raise awareness of your business.
The power of a great B2B case study
Put simply, a case study can be one of your most powerful marketing assets when it comes to converting a sale. Think of your own approach as a purchaser, how many times have you made a purchase decision only after you have read reviews or asked for advice from someone else who has bought the same product? Small businesses are no different, in fact they often don't have time to spend days and days researching all the options and are looking for evidence that the product or service they are interested in has met the need for another business like thiers.
Elements of a strong case study
For a case study to be really powerful, it needs some repeatable elements.
Strong imagery to really create an impact and ideally bring your solution to life - as you know, people can often skim read content and a strong image or graphic can really tell 1,000 words. Even if you have a service based business, try to choose some imagery that represents your brand and how you want your customer to feel.
Comment from your client in their own words - again there is something really powerful about hearing someone else talk about why they chose to buy from your or their experiences of using your solution. This brings a level of credibility and trust that what you offfer is something that you deliver.
Specifics on how the product or service was of benefit to the client or end user. If you can clearly illustrate how your product or service helped your client with facts and figures it really helps your potential client to imagine themselves in a similar situation. Essentially, this will help the reader imagine a similar outcome for themselves or their business.
How to structure your case study
First, take some time to pull everything together that you know about the case study which you want to describe. Then start to split it out in to bitesize chunks and make it easy to read and digest.
Whilst every case study is unique, I have outlined a structure to help you think about what information to include. Feel free to follow these steps to create or refresh your own case study.
- Describe your client, the type of business they run and really build up a picture of them, perhaps including some of their own USPs.
- Outline the problem or challenge that your client was struggling with.
- What did your business offer that met the need and what was unique about that offering?
- How did you go about providing this product or service?
- What impact did this have on your client's business, specifically?
- Did your client share any feedback with you?
- How can future clients work with you to reach a similar outcome?
It's worth noting that it is important to always check your case study with your client before sharing it far and wide, it is a courtesy to them and also if the client is happy with it, they may help you get a wider reach of your message, should they decide to re-share.
Have a go, write in a way that is true to you and helps bring your product or service to life
Let me know if these tips have been useful and really recommend working on a real life case style example from your business. If you can possibly write in a way that sounds like you, it will naturally bring your product or service to life because your passion for your business will shine through and convert those crucial readers that need to hear from you.
Would you like some help?
Get in touch for a no obligation conversation about how I can help. I am also happy to review and edit your case study to ensure that you get your message across effectively.