Most businesses with a web presence don’t consider inserting their client case studies on websites. These are a great marketing and brand-building tool. Case studies might even seem a little backward when compared to new technologies and the latest developments in social media.
However, leaving case studies out of your brand consolidation strategy means ignoring a powerful tool. In this article, we’ll explore what makes case studies on your websites valuable from a marketing perspective, and what components go into creating the most effective ones.
Why case studies on websites make such powerful tools?
In a B2B context, or even in a B2C service or software context, case studies can be one of the most effective ways to promote your company and your services/ products.
Key benefits of having relevant case studies on websites:
Trust Building – Businesses do a lot of work convincing potential customers of their trustworthiness. The good case studies showcase the client and measure their direct experience. This is the successful trait of building the right recipe for your business trust because consumers value the opinions of their peers over the sales messages of businesses.
Generating a Social Endorsement – Trust and social endorsement are closely related because social endorsement is a component of building trust. These days we’re all about digital social endorsements. We want to know something’s good before we take a chance on it. Case studies are a mechanism to create a social endorsement for your brand.
The “Wow” Factor – A good case study can create a significant “wow factor”. Highlighting specific, and measurable results achieved for clients has the effect of breaking through the competitive noise and capturing a user’s attention. It’s also easier for prospects to relate to it.
The Storytelling Opportunity – Storytelling is a powerful way to help businesses develop a deeper, more meaningful connection with their prospects. Presenting case studies on websites is a great way of storytelling. You can use them to tell engaging and persuasive stories about the meaningful impact your business has had on your customers.
Unique and Specific Content – Digital marketing thrives on content, and on the most, case studies are the fuel to power the content machine. Even more importantly, however, the case studies your company creates are entirely unique and specific to you. They can’t be replicated elsewhere or imitated by competitors and that’s the most valuable form of content there is.
Finally
No one wants to be taken for a ride. As consumers, we like to reduce risk by assessing the value and quality of any given service or product before we commit to it. Case studies can help reduce a consumer’s doubt by providing solid evidence of your business’ track record of success. A well-written case study will help your brand stand out from the competition by creating persuasive content that’s completely unique to you.