What Makes An Effective Case Study?

All business owners understand the need for a content marketing strategy for engaging with their audience. Most people turn to blog posts as a way to present information and value to their customers. It makes sense considering they are easier to write and allow you to focus on a singular topic. In simple terms, you can write blog posts on a regular basis without issue.

However, an equally effective piece of content that often gets overlooked is the case study. A case study is a multi-page document that showcases one of your success stories. It allows you to show potential customers how your current service or product has helped someone just like them. While any brand can utilize a case study, they are especially handy for anyone who sells an expensive service such as home improvements, coaching, or any other service that focuses on helping people solve a significant problem or issue.

So, what exactly makes an effective case study? As is the case with most content, the key is to educate the consumer without losing their attention. In this post, we are going to walk you through the key components that should make up all of your case studies. After we explain each step and its objective, we will give a real world example. For our example, we will use a fictional landscaping company who helped a new homeowner clean up their property and the mess the old owners left behind.

 

The Problem

 

It’s important to think of a case study like a story you are telling an audience. To get them to care about the plot, events, and characters, you have to set the stage. Plus, the problem you are presenting is most likely similar to the one they are having. If they think you are about to talk about solving their problems, they are much more likely to keep reading. The key in this section is to lay out all of the issues your customers were having, including if it was costing them money or impacting their quality of life.

For our landscaping example, the problem our new home owners faced was a front and back yard that was ignored for years by the previous owners. We set the scene by describing the weeds that have gotten out of control, the patches of dead grass, and the inability for these homeowners to have guests over. To bring it all together, we talk about how they felt helpless to fix it because they both work full time and know nothing about landscaping. We provided the problem and the reason your services are needed.

 

The Solution

 

Here is your chance to sell without selling. Instead of talking about how great your product or service is, you can show it in action helping real customers. In the previous section, you convinced the reader that the problem presented was serious and needed immediate action. Now, you are positioning yourself as the hero who saved the day. It is critical that you provide as much detail as possible regarding the products or services you used and what specific ways they helped your customer. This is where you want the reader to envision your company solving the problem they currently have.

In this section, our landscaping company will go in depth about the services they provide to fix the problems listed above. This will include their weed killer package, multiple rounds of seeding, bush removal, and weekly maintenance visits. The company is displaying the various services they offer and the value they provide. The reader is thinking about how those very services could improve their lawn. Without even making a single pitch, the reader was just moved up a step in their buyer’s journey.

 

The Result

 

Now, we bring it all together. This section talks about what life is like for the customer after your solution solved their problem. You can talk about how much money you saved them or how their lives are easier or happier as a result. You want your reader to envision themselves getting the same result. You almost want them to become jealous that the customer you spotlighted no longer has the same problems that they have.

Our landscaping company will use this section to describe in detail how beautiful the yard looks. Ideally, this is where they will include before and after pictures to show the vast improvements their services resulted in. They will also talk about their continuing services and how vital they are to keep the yard continuing looking this clean and healthy. Lastly, they will talk about the happy homeowners who can finally be proud of their yard and invite their family and friends over to see their new house.

 

Testimonial and CTA

 

Technically, your case study ends after you deliver the result. This final section is more of a sales and marketing tactic. First, you want to get a testimonial quote from the customer you showcased in your case study. They should talk about the problem you solved and how happy they were with your company. Below that, should be a direct call to action that prompts the reader to take whatever action you want them to take. This could be to visit your website or sign up for a free call.

Here is an example of what the landscaping company would end their case study with:

“When we bought our new home, we knew our front and back yard needed A LOT of work. There were weeds everywhere, and it was too embarrassing to have people over. Vandelay Landscaping came in and presented a plan of attack that took care of every single issue we had. Their teams were quick, professional, and I always knew what they were doing and what the cost was going to be. Our yard looks amazing now!” - Lisa G, Princeton NJ.

What we did for Lisa, we can do for YOU! Please click the button below to sign up for your totally FREE estimate visit. We will work with you to fix all of your landscaping problems and ensure your yard always looks as beautiful as possible!

 

Conclusion

 

Yes, case studies are more time consuming than blogs, but they can be more powerful when showing why people should use your products to solve their problems. The key is to be proactive when looking for success stories to showcase. Every time you have a satisfied customer, your team should be documenting the process, gathering the testimonials, and creating a new case study to share with your target audience.

 

Let’s Talk

 

Now that you understand the impact of a great case study, it’s time for you to start creating some for your own brand.

The team here at 360 Gateway Brands are experts at working with your team and customers to craft impactful case studies that build brand awareness and generate more sales.

To claim your FREE introductory call, please email us at contact@360gatewaybrands.com