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Case studies: Fact or Fiction?

posted on Monday 23rd March, 2020


Before we buy a product or service, we tend to carry out research before we part with our money.

The time between identifying a product and buying a product is called the “zero moment of truth”; this is when we are reading reviews, asking friends for recommendations and so on.

Let me introduce case studies; in a similar way to reviews and testimonials, case studies offer a resource to potential customers as to why they should choose your product or service.

Case studies tell a story about your product or service, and are a really important marketing tool that your business can make the most of.

A survey carried out by CMI and MarketingProfs found that 64% of marketing professionals view case studies as an effective content marketing tool.

Why should case studies feature on a website?

  1. Customers are now carrying out more research before committing to a purchase
  2. A case study can be used in a number of different ways, for example, an article, campaigns and press releases
  3. Case studies create content for your website
  4. It involves customers in your business

These examples of case studies clearly communicate, straight away, how their business has benefitted their customers.

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Benefits of case studies

It turns your product or service into a story

A story is a great way of engaging customers into finding out more about what your business offers. It’s a more creative approach than simply writing a product or service description.

Case studies allow you to involve your customers directly in your products or services, making them the hero of the story.

It builds trust

Case studies are a great way to address that your product or service may of had a flaw, but that this was worked upon and resolved.

Not only does this demonstrate a business that strives for a top quality customer experience, it also builds trust and confidence in your organisation.

By using a customer’s account of using what you offer, it’s more believable and reliable than a company blowing their own trumpet (and probably slightly biased).

They provide a great sales resource

Having a collection of case studies means that the solution your customers are seeking are likely to be addressed in at least one case study. After all, buying a product or service is a solution to a problem of ours.

Buying a top is a solution for not having enough tops; buying that new MacBook Pro *that cost you one months rent* is a solution to the fact that all your friends have it and you need to keep up with the Jones’. And so on.

If a customer can see how your product or service can solve their individual problems, this will really help with pushing sales.

Helps boost SEO and keyword searches

The never-ending goal in marketing to boost SEO rankings can also be helped by incorporating case studies into your website. Wahoo!

Posting case studies on a regular basis not only keeps your business up to date (and show you have a lot of customers!), it also helps Google push you up your rankings.

Google loves regular, fresh content, and by incorporating keywords too, marketing will be further boosted.

Peer review influence

One of the best benefits of case studies is that it tells the story of your business and your offerings from the perspective of your customers.

As other marketing strategies can sometimes be seen as slightly biased, or to one serve the purpose of benefitting your business directly, case studies are an outsider perspective. Like a third party endorsement for your brand.

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