According to a Cincinnati-based digital marketing agency, 54% of marketers today term case studies, apart from articles, as their principal and most effective form of marketing, and more than 90% of potential customers say that reviews from people outside of a company inevitably influence their buying decision.
So, what makes case studies so indispensable for a business, particularly SMEs? Let’s find out:
Offer real-life examples of the problem-solving capabilities of your business
Well, let’s get one thing straight. How long will you keep hollering about who you are and what you do as an enterprise? You have all your products, services and their benefits laid out and described well. Fine! But this will not take you much far. Your potential customers expect to see real-life examples of your business, how it has solved the problems of various clients before they finally convince themselves to use your product or hire your service.
Highlight positive experiences of clients
Of late, there’s been a growing realization amongst a wide range of industries of the importance of conducting case studies in their respective functional areas. These industries see case studies as a reliable tool to collate and present a narrative involving positive experiences with clients. Such stories create a pathway to build business credibility, bring traffic and achieve conversions by sharing customer reviews and words of recommendations. Ultimately, case studies assist greatly in building trust in your brand.
Significant tool in the midst of rising competition
Also, with competition in the business world gaining greater momentum with each passing day, small and mid-market enterprises feel the pinch to work doubly harder than bigger players to keep their head above water. Hence, things like case studies start to assume significance. Such personal accounts of challenges overcome and milestones reached with your business as a catalyst, providing a solid reason to customers looking for a trustworthy product or service to zero in on you.
Help showcase success stories on achieving results
Case studies help build credibility by showcasing your business’s capability in providing answers to the problems that your clients bring to the table. Positive and powerful testimonials from first-time or repeat customers can be used to demonstrate how successfully you’ve implemented your product and/or service and accomplished results on time. In other words, prospective customers are more interested in learning how you actually solve problems rather than merely hearing you talk about it.
An affordable medium for small businesses
What’s heartening to know is that case studies are affordable to small businesses and there are more ways than one to benefit from their use. They can be put up on a website in the form of a simple but effective video, blog, PDF, newsletter, or infographic. What you’ve at your disposal is an inexpensive way to highlight the challenges you help your clients overcome as well as the approach you take in different situations, guided by your clearly defined business goals.
Provides room for learning & improvement
In the process, you get to learn a lot about your business, things you weren’t aware of previously. This is because case studies help you take a look at your business from the perspective of clients, which in turn is determined by how they see your product or service. From this arises the opportunity to further improve your business by gaining better ideas from customers. This in turn increases your bottom line.