Case studies have always been a great tool for businesses and publications alike. For nothing quite beats people talking first-hand about their experiences.
Telling potential clients how great your company is will always be worthwhile but letting a satisfied customer do it for you will pay greater dividends.
However, that’s not to say that every happy customer makes a good case study. What’s more, for examples to work well you need to know exactly what you are trying to achieve.
Too many companies rely on the first client who says ‘yes’ to participation. Instead selecting suitable case studies for use in targeted marketing material or publications will help you reach the potential customers you are really interested in.
For instance a business which is targeting affluent city workers in their 20s wouldn’t get anything out of case studies which focused on families or older people. Even if these groups were the main source of their current sales, they would have to use a case study which was more relevant to their target audience to increase their overall appeal.
Even better, they could use three different case studies – An affluent city worker in their 20s, a family and an older person/couple – targeted to different audiences and used in different ways but all essentially part of a bigger campaign.
Similarly, it’s vital to make sure your case study will be able to highlight the parts of your business you are trying to promote. This may sound very basic but it’s not unusual to go all the bother of finding a case study which ticks all the right boxes, only to discover they have no first-hand experience of the new products and services you are trying to promote.
The whole point of a case study is to be able to put potential clients in their shoes. You want your target audience to read your material and think ‘I could do that too’.
With a little bit planning and forethought, a case study can be a fantastic way of letting your customers do the hard work for you. :0)
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