What Is a Case Study?
Presenting facts is not sufficient at a time of subject analysis. It is necessary to blend facts with practical examples of the subject in order to acquire a deeper understanding of the same. A case study is an in-depth, detailed study performed to achieve the practical perspective of a case. A case study generally highlights the belief system or actions of an individual, group, organization, or even an event. It can include multiple numbers of observations across a variable period. Research projects that draw out similarities among several case studies are called cross-case research, whereas a single case study is known as within-case research. Case studies are extensively used in both social and natural sciences domains. A great case study consists of three sections i.e., a beginning, a middle, and an end. The case study should be designed from a customer’s point of view, in order to assist them in solving a specific problem. The content should consist of the entire story presented in a relatable manner. It should also include numbers, statistics and should be appealing to various types of learners. Your case study should be easy to locate and understand.
For instance, case studies conducted in the field of medicine focuses on an individual patient or an ailment. Business case studies focus on a business firm’s strategy for achieving a broader understanding of the market.
A sales case study is an effective technique for increasing sales. It looks like a customer testimonial for sharing product opinions and achieved results. Focusing on the function of case studies for planning strategies and marketing for a business can be used as a form of analysis or as a sales tool for persuading potential customers. We will discuss marketing case study examples as we move ahead for better understanding.
Uses of Case Studies-
- Showcases a holistic portrayal of customer’s experiences and results related to a program or product.
- You can evaluate the strengths, weaknesses, opportunities, and potential threats.
- Organizes a large set of data for better analysis
- Helps in recognizing patterns and themes in the data by comparing the data.
- Establishes the credibility of a brand and increases traffic.
Framing a Marketing Case Study
- Focus on long-term goals- A great business study requires an in-depth look at the short-term and long-term goals. This helps in giving an insight into a company’s working and schemes. Make sure you distinguish between the short-term and long-term goals clearly. Mention the company’s all-around strategy and goals as it will help in framing the case study.
- Use updated data- Any type of research needs statistics, numbers, facts, and figures to establish permissibility. Quantifying your research is necessary in order to lay the ground for providing complete information. For instance, mentioning “a 20% increase in website traffic” sounds more effective than mentioning “an increase in website traffic.” You can make your data stand apart from the rest of the content in your case study. This acts as an eye-catching point.
- Language should be persuasive- The language of any great case study has the ability to persuade the potential audience to take action. The overall tone of the language should be confident, positive, and impactful.
- Never forget your potential customers- A case study is a useful tool for upgrading the growth of customers. It also establishes the foundation of trust among the customers and showcases the potential of a product. Share success stories and testimonials of customers for enhancing the credibility of your product.
Business to Business (B2b) Approach-
- Introduction- sets the environment for the content.
- Challenge- talks about the key problems faced by the customers.
- Solution- consists of an overview of the product or service used by a customer.
- Benefit- reminds the customer why a specific product or service is worth buying by showcasing its advantages.
- Result- consists of the positive outcomes of the business arising from the application of the solutions.
This approach provides flexibility to showcase the most important qualities of your business, focus on the solution, and attract customers.
Quick Tips Corner- How to Create the Perfect Case Study?
- Relatability is the key- Interacting with the potential customers and making them feel understood and heard is the sure-shot way of acquiring customers. The primary goal of any case study is to show the potential customers that you are known to their industry, can understand the specific needs of their industry, and know how to provide targeted results.
- Don’t hide the story- Storytelling is an important part of marketing strategy. A great case study answers the following questions-
- Who is the customer and what is their job?
- What are the goals of the customers?
- What are the needs of the customers?
- How were the customer’s needs satisfied?
Do not forget to highlight the overall benefits along with hard-hitting numbers. Mention the positive impacts observed in your business such as improved morale, an increase in employee retention, and so on.
3. Make it easy to read- Content formatting elements should be used just like the ones used with articles, blogs, and website copywriting. The content should include headers, images, bulleted texts, bold or italicized texts. These elements help in increasing the readability of your case study and emphasizes the important points. You can also use videos, PDFs, and images to increase the engagement of your content.
4. Use real numbers to keep it real- As mentioned before, adding quantifying data adds more credibility to your case study. It acts as proof of the point you are trying to put ahead.
5. Be specific- Mentioning the specific details about how you achieved a certain desired result creates brand establishment, shows that you know your work, and ultimately increases the traffic. Let’s say “A 2-month online crowdfunding campaign for providing shelter to homeless people led to an increase in homeless people being accommodated.” sounds more concrete than “our online marketing services led to this result.”
6. Repurpose your content- Everyone does not enjoy reading. Many people prefer audio, video, or visual representation of the case study. You can repurpose your case study content as a podcast, a Youtube video, or an infographic for reaching a wide range of audiences.
7. Make it visible- A case study should be easy to locate and presented in an organized manner. You can list your case study on your website, perform search optimization, and use email and social media promotion.
8. Keep it concise- There is no definitive length of a case study. Many case studies are long and descriptive whereas many have all the necessary information present in a concise manner. A case study with direct and informative content usually stands out the most to the audience.
Where Can You Post Your Case Studies?
A website is the best platform for uploading your case study so that it showcases how your business keeps on expanding and brings in positive results. You can have a dedicated case studies page on your website and name it differently such as, “Success Studies”, “Case Studies”, or “Our Way of Work”. This makes it easier for website visitors to find case studies on your website. You can also add a slide-in CTA feature to your homepage that links to the case study. It does not matter whether your case study is in a PDF or online version, make sure you make it public. PDF versions made by using case study templates can be circulated via email campaigns. This saves the time otherwise utilized in searching for the case study.
Case Studies Analysis
- “Think With Google” by Google is a great example of a strong structured case study page. Their case study is highly engaging and is divided into various sections. The sections are-
- THE GOALS- this section depicts their upcoming goals
- THE APPROACH- mentions all the possible ways to achieve their goals in detail.
- THE RESULT- This section mentions the results obtained upon execution of the approaches. It is a great way to show whether the results coincide with the goals or not.
- Adobe: Royal Bank of Scotland–
Adobe created a case study focusing on the solutions for the Royal Bank of Scotland. This case study is regarded as one the best case studies available. The bank was facing a set of challenges including the promotion of data-driven decision making, removing disjointed systems, and delivering relevant and handy digital experiences. Adobe’s proposition resulted in a 20% increase in conversion, improved internal communications, faster optimization, and a reduction in the track of content management.
Let’s Sum It Up!
Case studies are a great way for attracting potential customers by showcasing the assets of a business. Remember these points in order to create a great case study-
- Relatability is the key
- Don’t hide the story
- Make it easy to read
- Use real numbers to keep it real
- Be specific
- Repurpose your content
- Make it visible
- Keep it concise