It's pretty trendy to be blogging. Everyone is at it. You probably are too. I rarely scan a website without finding the "Blog" page. Is the humble case study redundant, or a unique method with which to bond with your target audience?
Your blog is important for two reasons:
With fresh, original content your blog will attract followers. In fact, blogging is one of the best ways to drive inbound traffic and convert visitors into leads. Your audience will expect you to have a blog and be communicating helpful, insightful, regular content. Where your blog discusses opinion or a topic, your case study is all about the customer. It also provides a snap-shot as to how you behave and treat your customers. We all know that any good story is well written, pulls at an emotional thread and reels in the audience, and there is no reason why your case study shouldn’t do the same.
Done well - a case study is a great way to build trust, demonstrate your service and attract new business. Too often case studies verge on the boastful and do not follow their directive – to be all about the customer. There is an art to writing a powerful case study that will have your target audience picking up the phone.
How can you give your case study more impact?
A good case study draws you in, wins you round and delivers. Bullet-proof your case study with these top 5 tips:
1. Decide what your case study objective is
This point is particularly relevant because it will ensure your case study sticks to its objective and therefore does the job it was designed for. Deciding on your objective keeps the material in line with the desired outcome. When I write for a client, I always ask them to finish this sentence, “when the audience finishes reading, I want them to…” If the answer to this question is, “subscribe to our newsletter” – I know to keep subtly plugging this and creating that need within the copy.
2. Choose an ideal suitor
As per point 1, the ideal candidate for your case study needs to meet your objective. Fact-check your candidate’s story and choose a customer who is well-acquainted with your service and enthusiastic about your organisation.
3. Ask the right questions
An effective case study highlights a problem, demonstrates the solution and magnifies the results. This simple yet effective recipe needs to steer the questions you ask. Obtain all pertinent, basic information such as their details, job title etc. and pose questions about the problem they had, why this was such an issue for them, how they felt, what solution they utilised and how this solution eradicated their problem.
4. Tell the story
Any good story has a beginning, a middle and an end. It is also important to keep drip-feeding relevant, tantalising nuggets of information along the way. Allow your story to be a well-written trail of breadcrumbs. Illustrate the problem, the emotional and actual impact of the problem. Define the solution and the amazing results. Add facts, quotes and statistics to support your story and boost credibility. Do you want to add a call to action that meets the studies objective as you conclude your story?
5. Don’t forget to promote your case study
Having interviewed your customer, written a compelling case study and achieved your objective – don’t forget to promote it! Social media, a direct marketing campaign, and your website are all great ways to connect with potential customers and start building relationships and trust. Alert all your existing customers to the fact you do a great job too. Be noisy and strategic – choose the perfect marketing deployment method.
People still buy off people, albeit the communication medium has evolved. A case study allows you to keep it personal (even in today’s digital age) and woo your target audience.
If you do not have the time or the inclination to write regular, quality content that supports your growth - please get in touch.
I love writing, but writing isn't just words. It is the ability to stir feelings, spread your message and unite people.