Case studies are incredibly effective at convincing customers to use your products or services. Why? Because they show how your company solved a customer’s problem. You can leverage this proof to generate leads and increase conversion rates.
How to write effective case studies
A case study tells a success story of how your company helped a customer overcome a challenge or reach a goal. To write a case study that wins more customers, follow these steps.
- Structure it correctly
Start by setting out the customer’s problem or objective. Next, explain how your product or service was implemented. Lastly, demonstrate the results, growth, or objectives the customer achieved.
- Make it relatable
When people identify with a problem, they want to find out how it was solved. By the end of the case study, your reader should relate to the customer’s problem and, most importantly, visualize achieving similar goals using your product or service.
- Use visuals
Case studies are usually long pieces of content that includes data. Make it easy to read and scan. Break up text using short paragraphs, subheadings, and bullet points. Use visuals like charts, graphs, and screenshots to display statistics and data. Someone who’s reading in a hurry should be able to find the key points and outcomes quickly.
- Focus on the customer, not yourself
It’s easy to want to wax lyrical about how amazing your company is in a case study. But, avoid being too self-promotional. Keep your focus on the customer’s situation and how your company’s products or services benefited them.
How to use your case studies to generate leads
A survey by eMarketer found that 62% of respondents said case studies were effective in generating leads. That’s only true if people find it. Here’s how to use your case study as a lead magnet to attract business.
- Make sure you’ve implemented SEO in your case study.
- Place it on a prominent spot on your website with a call to action.
- Feature it on landing pages.
- Promote it on social media.
- Include it in blog posts.
- Promote it in email marketing campaigns.
- Pull out key findings or customer quotes to use as short testimonials on your website or in other content you produce.
- Promote your case study in online advertising like Facebook ads and Google Ads.
Case studies are often more complex than some other types of content. You need to identify the right customer to feature, interview them, and tell their story in a compelling way. If you want to use a case study as a lead generation tool, you have to get it right. Hunter & Scribe can help you create effective case studies. Contact us at [email protected].