Case studies are a powerful tool, full of proof points and real-world examples of your products/services at work. If you aren’tcurrently using or creating company case studies you may be missing out on significant opportunities to increase sales and brand awareness. First let’s look at why company case studies are important and when and how you can present them in a way that will speak to your expertise, answer questions for customers and share your story with the media. We’ll finish by touching on a few of the ways you can leverage case studies with editors and gain additional exposure for your brand.
Why case studies are important:
There are many benefits of case studies. Having a strong company case study can serve as a sales tool for prospective customers and clients, it can also be a valuable resource to start conversations with the media. A case study can help to clearly show your value proposition to customers and reinforce your brand’s position in the marketplace.
When and How to present your case study:
It is very unlikely that you’ll create a case study for every customer or partner you work with, so knowing when to create a case study is important. If you had a project that demonstrated new uses or applications of your product/service this would make a great case study which could potentially open the door to new markets. Create case studies on projects with the best results. These results and outcomes will stand out the most to customers and editors.
1. Tell the story: Start with outlining the problem or challenge, if there were particular requirements or needs from the customer make sure to highlight those early on. Detailing specific needs allows you to share why the customer chose your company as the ideal solution for its needs.
Below are examples of questions to address in your case study:
- What was your customer looking for?
- What other services/products did they consider?
- Why was your company selected over others?
- After you were selected, were there any roadblocks/challenges? If so, how did you address them?
2. Show your results: Qualitative numbers speak volumes! Did your product/service lower costs, increase revenues, business operations, benefit the environment or have some other impact? If so, these are the results the media and prospective new customers want to see.
3. Customer support: Include quotes or testimonials from your customers. Having third party support in a case study brings additional credibility.
Using Case Studies for PR
When it comes to utilizing a case study for PR purposes there are many opportunities to promote your content. Many trade publications accept case studies, this has tremendous impact on increasing your brand awareness by getting your story in front of potential customers. Having a case study can also help when reaching out to specific editors that you want to cover your company.
As a PR professional that has worked with many clients in various industries, there have been many times when pitching my clients to editors that I get asked “Can you give me an example of how it works?” or “Do they have any customers we can speak to?” Many times editors need additional clarification on who the client is, what the product/service is, why it matters, who really uses it and how. All of these points can be easily presented in the case study and give an editor something to work with.
A lot of times you will find that real-life scenarios on how your product or service is being used and it’s just sitting in your back pocket just waiting for the story to be told.