Making the Case for Case Studies

Posted on | October 28, 2008 | 1 Comment

Oftentimes, vendors see case studies as an opportunity to gather positive testimonials on how great their products are.  No doubt there’s something invigorating and reinforcing about hearing a third-party passionately wax on about the benefits of their latest technology purchase. For me, this positive energy is motivating, but when I read a testimonial, I’d much rather learn about how products are positively impacting a business. And – in my experience – potential customers want to know that, too.

To make prospects passionate about your products, a case study is a great way to take them where the action is. Customer case studies should educate prospects on more than just how fabulous your solution is, but also the real business benefits it provides. Still not convinced you should add customer case studies to your marketing mix? Consider this:

Third-party endorsements boost business credibility.  You can have the best website, pithy marketing materials and a tremendous trade show booth, but there’s nothing more powerful than the endorsement of a passionate user of your products. When a potential customer hears about someone with challenges similar to their own that has found a means of overcoming them, they’re going to listen.

Case studies offer the opportunity to show why you do what you do better than your competition. It’s rough out there, and lots of companies are vying for the same book of business. Use customer testimonials to demonstrate how you’re better than the other guy and what advantages a company gains from partnering with you.

Take the opportunity to extend your messaging. Case studies are a great way to control and deliver the messaging you worked so hard to develop. Use them to complement advertising campaigns and create synergistic communications for your brand. They’re also a great way to jumpstart lead generation programs by delivering new content to visitors to your website, in corporate newsletters and sales materials.

Secure more editorial opportunities. Editors eager for content often include well-written case studies within their publication pages. By being featured in an industry trade publication, in addition to the implied endorsement from the editorial community, you may attract new pools of customers that you weren’t proactively targeting.

Take advantage of a low-cost way to give back to your customers. Case studies are a great way to highlight the business savvy of your customers and illustrate their thought-leadership. By showing you value your customer’s insight you also demonstrate that you value your business relationship.

By incorporating case studies into your marketing mix, and illustrating how you are able to meet customer needs, you can build more brand awareness, demonstrate your position as a strategic thinker and get inside the minds of potential customers ready to make a purchasing decision.

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