Many businesses typically include testimonials on their website as a way to convince potential clients to buy their products or services.
But if you want to go the extra mile to promote your business, a much stronger marketing tool to use is the case study. Here are 3 reasons why:
- A case study allows you to go into detail about why your product or service is superior to your competitor’s. Instead of relying on a customer quote, you can use specific facts and figures to demonstrate how you were able to enhance your customer’s sales, productivity, etc.
- A case study allows you to paint a compelling story for a potential client by illustrating the challenge your customer faced, the solution your company provided, and the results.
- A case study is a powerful sales tool, since the more case studies you have to show to a potential client, the easier it will be to convince that client to do business with you.
How do you go about producing a case study? The first thing you should do is interview your best customers to see if they’d be willing to be featured in a case study. If you’ve got a client who raves about your product or service, it shouldn’t be too difficult to get them to talk about their experiences. Ask the client to provide concrete details on how their company benefited from your product/service.
After that, the format is straight forward. The case study should include the company’s background, the challenge it faced in the marketplace, the solution your company provided, and the results.
The finished product can be displayed on your company website, or printed for inclusion in an information packet you hand out to potential clients.
A case study is only a great tool if it’s written in a manner that will enable it to convert your leads into sales. If you’re a small business owner who isn’t comfortable writing this type of marketing material, hire a professional copywriter to do it for you.