Updated: Mar 26, 2019
Writing business case studies is an effective content marketing tool for B2B marketers. While writing a good case study takes time and effort, they can generate sales leads, influence customers and build credibility.
Unfortunately, many businesses aren't sure how to write effective business case studies. When done right, case studies can be one of the most effective B2B marketing techniques.
Learn how to write effective business case studies with our simple step-by-step guide.
What is a Case Study?
A business case study is content that outlines the successes and effectiveness of a client project. It is a content marketing technique that helps prospective clients understand a businesses' experience and past achievements.
Today, almost every online business uses case studies in one way or another.
Benefits Of Writing Business Case Studies
Why take the time and effort to create your own business case studies? Case studies have many benefits for businesses, especially if you are just starting out. Here are the top reasons why businesses publish case studies.
1. Use Storytelling To Bring Your Products To Life
Whether you are selling a physical product or intangible service, a case study illustrates how your offerings can benefit your customers. Like a great novel, a great case study has a captivating introduction, a struggle and ultimately a resolution.
It is an effective way to introduce use cases for new products and break down complex products into simple to understand sections. Use audience personas or peer groups to make your case studies relatable to your target audience.
2. Provide Peer-To-Peer Influence
A typical marketing message preaches product features. But an exceptional case study offers benefits from a customer's perspective.
While it is the company that publishes the case study, the case study is used to document the customer's experience. Customer quotes and statistics adds a level of credibility to the information.
"Our search marketing solutions helped Vertigo travel increase website traffic by 55%, sales leads by 32% and revenues by over 25%."
3. Offer Real-Life Examples
By providing real-life examples of your solutions and coupled with glowing customer reviews, case studies can help new customers feel more confident in your business and improve conversion rates.
"Vorbly has helped us implement online tools, streamline our processes and reduce operations costs by over 20%", Broadway Tribune
4. Powerful Word-Of-Mouth Advertising
When creating case studies, businesses should get consent and work with their clients. It often leads to some brand evangelism that can generate sales leads and help boost a business' conversion rates.
How To Write A Business Case Study
Now that you know the benefits, let's take a look at how to write your business case study. We have created this simple step-by-step guide to get you started.
1. Identify The Right Case
You might have many projects to choose from, but writing an effective case study starts with selecting the right clients and solutions to showcase.
A Significant Challenge. The project should be challenging enough; tight timelines, complicated issues or low sales figures.
An Effective Solution. Your solution needs to be something that customers can relate to. For example, a SEO audit and action plan to address low organic traffic.
Show Real Results. A professional case study should feature several benefits that your customers value. Make your solutions more compelling by publishing statistics to support your claims. For example, "Increased sales by 63% YoY".
Choose The Right Partner. Often when businesses choose which clients to feature, they pick the case with the best results. But choosing a client with a weak or negative brand image can be detrimental to your own brand.
2. Write Your Case Study
Here comes the challenge, writing your case study. Writing a business case study requires different skill sets from writing a blog post. We have some tips to help guide you.
Choose Your Voice
Depending on your branding, you can choose to either write in the first- or third-person. We recommend using a combination of first- and third-person narratives to add variety to your case studies.
For example, you might write an introductory paragraph in the third-person, then add quotes from your client (first-person).
Write Attention Grabbing Titles
First impressions count. And your title is the first thing customers will read.
Include percentages and strong action verbs to capture your audiences' attention. For example, "How Facebook Marketing Increased Sales by 250%".
Keep Your Language Simple
Some people believe that writing a good business case study involves adding lots of jargon and corporate terms.
But keeping your case studies simple and easy to understand is more effective than writing complicated sentences.
Make your case study sound more natural and approachable. This allows prospects to approach your case study without being intimidate by those complicated terms.
Add Real Statistics
Adding statistics such as "Increased Conversion Rates by 350%" will make your cases more memorable and credible, compared to "Triple Conversion Rates".
Create A Storyline
Write your case study from the very beginning to the end and keep it as accurate and chronological as possible.
Structure your case studies with an introduction, challenges, insights, solutions and results to help customers understand the situation and your impact.
3. Include Your Contact Information
After writing your case study, don't forget to include your contact information for customers to reach out to you.
This is especially important if you distribute your case studies through press releases and affiliate marketing websites.
Include details such as your phone number, website, email and social profiles with a short bio for each contributor. Provide enough information for interested parties to contact you.
4. Great Design Goes A Long Way
A good case study needs a great design.
Add some visuals and infographics to make it more interesting. Use text boxes to highlight key facts, statistics and quotes. Present results in graphs and charts to help customers visualize the impact of your solutions.
5. Publish Your Case Study
A great case study that no one reads is the best kept secret.
While most businesses choose to publish their case studies on their websites, there are other alternatives to get the word out.
To get the most out of your case studies, distribute it through channels your target audience and prospective customers frequent. Use press release websites and affiliate marketing channels to extend your reach and drive sales leads.
Be creative. Reach your target audience with new formats like podcasts, YouTube videos and social media.
An effective business case study will generate sales leads, influence customers and build credibility. While writing a compelling case can take time, it is well worth the effort. Follow our step-by-step guide and start writing your first business case.
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