We all know that customer trust is key to repeat business, as well as ensuring growth and a positive reputation remain in good stead. Case studies are a prime example where, customer stories, add huge value to a campaign.
Unfortunately, many businesses still aren’t bought into the idea of promoting the work they’ve undertaken, and this can be due to the labour required to source such information.
So, it’s my mission with this article to change that way of thinking, and show that the on-going rewards case studies can provide outweigh the investment of time needed.
The Difference Between Reviews & Case Studies
One thing to remember is that case studies are not the same as reviews; case studies are in-depth articles about the experience from both a consumer and a business, and their journey of working together.
Although reviews are also crucial to gaining trust, they are often one-sided and don’t give a full picture of the relationship between consumer and seller.
Think What Makes You Purchase
When deciding whether case studies are worth your time, consider your thoughts and decisions as if you were a buyer:
- What helps you decide to choose a company?
- What information do you value?
- What would help you decide between 2+ companies?
Although you are a business owner, you’re also a consumer, so understanding what makes you part with you money should be applied to your own marketing strategy.
Case Studies Support Branding
If you’re a relatively new business, then your reputation and brand exposure may be high on the list of your marketing strategy; especially if you’re a little fish in a big pond.
Fortunately, many consumers follow a growing trend of wanting to support the smaller businesses, but convincing them you’re the right one can be harder without the recommendation of others.
Case studies offer a solution to this and not only allow people to see the ups and downs of the projects but, by relating to a real story, that connection is something more than what a faceless corporate may be able to offer; despite their 30 years’ experience!
Video Case Studies Are The Way Forward
We as consumers are becoming lazy, which means spoon-fed information is always preferred over having to work for it. Case studies pack more of a punch if a buyer can see and hear the story first hand, making video the perfect format.
Think of television adverts and the success of these for many businesses; they often use case studies as part of their advertising strategy. A modern take on this is the case study videos Google Chrome used for an ad campaign, such as this one for The Cambridge Satchel Company. The end result of this campaign was increased trust and visibility for both brands – Google and the businesses of its video case studies.
Most Importantly – Create Trust With Customers
As with all content, case studies are pointless if no one appreciates the value of what you’re trying to show. In short, this type of content should invoke emotion from clients which triggers a reaction, whether it’s to share the story, use your services or purchase your products, or voice an opinion on their experiences.
Case studies are worth investing time into for marketers to tell the story about a business relationship. Case studies aren’t just suited to businesses that deal with big projects or contracts; if you provide any kind of solution for your customers, then discover what they have to say and how they found the services through the most suitable means. The end results you get from doing so may just surprise you.