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Client Case Study

Case studies are a great way to tell the world how valuable your products or services are. They go beyond simple testimonials by showing real-life examples of how you were able to satisfy your customer’s needs and help them accomplish their goals. With great case studies, you will be able to highlight your successes in a way that will make your ideal potential customer become your customer. The following are some tips on how to make your case studies a powerful asset in soliciting business.

1. Write About Someone Your Ideal Customer Can Relate To

Do you know who your ideal customer is? If it’s someone in the education industry, then make your case studies about your university customers. If it’s someone in the automobile industry, then make your case studies about auto parts and accessories manufacturers.

The goal is to ensure that once your ideal customer has read your case studies, they will feel:

  • You are comfortable in their industry.
  • You know their industry’s specific needs.
  • You know how to give their industry targeted results.

Think about it on a smaller level, such as when you’re reading a how-to blog post. Most of them are geared toward average readers. But when you come across a how-to post specifically designed for your needs (such as online marketing for the healthcare industry), then you are more likely to understand and apply the information. The same goes with case studies – people who read about results attained in their industry will feel like the same products / services will work for them as well.

2. Tell the Story from Start to Finish

People enjoy reading a story. A great case study will allow someone to really get to know the customer in the case study including:

  • Who is the sample customer and what do they do?
  • What were the customer’s goals?
  • What were the customer’s needs?
  • How did you satisfy those needs and help the customer meet their goals?

A final thing you could do is simply follow up with the customer in the case study and update your case study a few months down the road to show how your products / services are continuing to have long term benefits for the customer. This would give readers the opportunity to see that your goal is not only to help with immediate needs, but also to ensure long term results.

3. Provide Easy to Read Formatting

No one really likes to read one huge chunk of text, no matter how interesting and informative it might be. Be sure to use good content formatting elements like you would with articles, blog posts, and copywriting on your website including:

  • Headers
  • Images
  • Bulleted lists
  • Bolded & italicized text

In addition to providing great SEO value for your case studies page, these formatting elements will help your readers (especially those that like to skim) find the most important parts of your case study and get a great impression about what your business could do for them.

4. Include Real Numbers

Have you ever read case studies where a business states that they “doubled traffic” for the customer in their case study and wondered if that meant they went from 100 to 200 visits or 10,000 to 20,000 visits? Certain ways of displaying numbers can have an ambiguous meaning. You will want your case study to be as clear as day. So instead of just saying you doubled their traffic, show them real numbers and (if possible) real proof.

Of course, remember that not everyone is as familiar with the technology as you are, so be sure to highlight what they should be noticing.

This way, the reader can see where the customer began and where the customer ended up with your help. They can see real, tangible results. Plus having the picture proof can help the reader envision exactly what you might do for them, making the case study that much more powerful.

5. Talk Specific Strategy

So you doubled a website’s traffic or sales, right? How did you do it? This is where you sell your products or services simply by saying which ones you used and how they led to the desired result. You shouldn’t just say “our online marketing services led to these results.” Instead, you should say “it was a combination of a three-month dedicated social media campaign focusing on Facebook & YouTube and five months of link building that led to an increase in rankings plus brand exposure that led to these results.”

6. Try Different Formats

While people like stories, case studies do not have to be fit into story form every time. You could try different types of case studies, such as an interview format where you have your clients answer the same questions mentioned earlier about what they do, their needs, their goals, and how you met them. Quoting your customer in their own words will make the case study even more relatable to your ideal customer than you telling the story.

7. Appeal to Different Types of Learners

While some people enjoy reading, others may prefer audio, video, or visual representation of your case study. So consider taking your text-based case studies and re-purposing the content as:

  • A podcast
  • A YouTube video
  • Or even an infographic (such as the one below)

The bonus with YouTube videos and infographics is that they are easy to share. This means that your case study may go further than just your own site, leading to more of your potential customers finding out how they could benefit from your products or services.

8. Make Them Easy to Find

What’s the point of having great case studies if no one will ever read them? Be sure that your case studies are organized and easy to find. Some great examples of how to do this include the following:

Amazon Web Services

Microsoft’s Business Hub


Have any case study best practice tips or examples of case studies you have enjoyed? Please share them in the comments!

About Kissmetrics

Kissmetrics combines behavioral analytics with email automation. Our software tracks actions of your users across multiple devices allowing you to analyze, segment and engage your customers with automatic, behavior-based emails in one place. We call it Customer Engagement Automation. Get, keep and grow more customers with Kissmetrics.

About the Author: Kristi Hines is a freelance writer, blogger, and social media enthusiast. Her blog Kikolani focuses on blog marketing, including social networking strategies and blogging tips.

It’s an age-old question. If you want to get more clients, where should you put your content marketing focus?

Your first instinct might be to say blogging. This answer seems to make sense – for years now, blogging has been touted as the best way to get an audience and prove your expertise. But while blogging can highlight your expertise, it isn’t going to be nearly as effective as showing real results to win new clients.

Instead of pouring all your time and creative energy into blog posts, a better approach is to focus on client case studies that showoff your marketing skills.

Case studies are, in many ways, similar to blog posts. Writing them takes a similar skill set, and once they’re finished, they live on your website and bring in organic search traffic.

However, case studies have one major advantage over blog posts: they show potential clients exactly what you can do for them.

If you haven’t written any new case studies in a while (or ever), you’re missing out on a great marketing opportunity. Here’s how you can get started attracting new clients with a marketing case study.

Why Client Case Studies Are Worth the Effort

Case studies can seem like a bother to put together; especially if you’ve never written one before. How do you decide which clients to feature and what details to include? Just getting started can be a challenge. While there’s a bit of a learning curve to writing a good client case study, it’s not as difficult as you might think, and the benefits of case studies far outweigh the effort of creating them. Good case studies are engaging, visual, and effective, all of which are top priorities for B2B content creators.

If you want more engaging, effective, visual content on your site, write some case studies. Source

Case studies speak directly to your potential clients. Your blog posts are probably well-written and informative, but are they compelling? Readers are busy, and if your latest blog post doesn’t speak to their current needs, there’s a good chance they won’t read it.

Case studies, on the other hand, are more likely to grab readers’ attention. People love reading about situations like their own. If you can tell a potential client a story about how you helped a business similar to theirs, they won’t just pay attention – they’ll remember you later, when they’re ready to hire an agency.

Case studies can do everything blog posts can do. Your client case study doesn’t have to be a dry, boring wall of text. It can inform, entertain, and inspire readers. You can share useful findings or advice in a case study, just like you would in a blog post. Case studies are also ideal for displaying your skills and positioning you as an authority, which is what blog posts should do, but often don’t.

Case studies build credibility and trust. Your perceived trustworthiness is a crucial factor in whether people decide to hire you or not. Most people would hesitate to hire an agency that didn’t have any examples of their past work on display. Case studies give clients a way to evaluate your competence before they commit to working with you.

Case studies make you stand out from the competition. Case studies are a bit more specialized and challenging to write than blog posts, which means that not everyone writes them. If you want your agency to look more professional and put-together than your competitors, writing case studies can give your image a boost.

Case studies make a great lead magnet. If you want to grow your email list, create a few case studies. Let people read the beginning (make sure it’s strong!), and offer to send the whole thing in PDF form in exchange for an email sign-up.

Case studies work. In a 2016 survey, nearly two out of three marketers said that case studies are an effective method for winning more B2B clients. The only two methods ranked more effective were in-person events and web-based events like webinars and webcasts.

A 2016 survey found that case studies are marketers’ third most effective B2B marketing tactic. Source

How to Write a Marketing Case Study that Wins You More Work

1. Define the kind of clients you want to attract

Before you email any former clients or start working on an outline, take some time to figure out who your ideal client is. Write out your ideal customer profile. Is there a type of business you especially like working with? What kind of work do you want to do more of?

Case studies, like any other type of content marketing, work best when targeted towards a specific type of reader. If you design your case study to resonate with your ideal clients’ wishes, insecurities, and goals, your agency will attract more of the kind of clients you enjoy working with.

2. Gather information and data points

Once you know who you’re writing your case study for, decide which project you want to write about. Pick something that your ideal client will find relatable in some way.

Always reach out to any current or former clients before you write a case study about them. You don’t want to post any potentially-sensitive information about someone else’s business online without their permission. Many of your clients will probably be happy to be featured in a case study, as long as you make them look good and avoid giving away anything they don’t want to be public knowledge.

If your client does not want to be features under their brand name, you can decide to write the case study and highlight the metrics without using their name and simply say “A Company in [blank] Industry”. But a more compelling case study features a brand, so try to find projects and clients that are happy to have their name on your site.

Once a client agrees to the case study, set up an interview with them so you can discuss the project. A testimonial is a great addition to a case study.

Gather the information and data points prior to discussing with your client, so they have a clear idea of what will be included in the study. A great marketing case study includes visual data points. Take screenshots to highlight results and add credibility.

Source: AgencyAnalytics Dashboard

3. Outline your case study

Once you have all the information you need, it’s time to make an outline. Think of your case study like a story – it needs a beginning, a middle, and an end. Present your client’s problem at the beginning, and fill in the middle with the details of how you solved it. Cap things off with a description of how your client benefited from working with you. Don’t forget, the client is the protagonist of this story, not you.

4. Be Human

As you start writing your case study, remember to keep it relatable. Don’t just rattle off a list of stats your client wanted to improve. A compelling case study will also be entertaining and enjoyable to read.

Dig a little deeper and talk about the implications of their problem. For instance, was your client frustrated that none of their strategies were working to bring in more traffic? Were they disappointed about having to delay other projects because their conversions weren’t improving? Try to zero in on specific pain points that your potential clients may be dealing with themselves.

5. Provide actionable advice

An effective case study doesn’t just make you and your client look good. It also provides information or advice that anybody can use, whether they decide to hire you or not. You don’t have to give away the key secrets of your trade, but don’t be stingy either – share some of your methods, your knowledge, and anything interesting you learned in the process of helping your client. Give the reader something they can take away and apply to their own work.

This isn’t as counterproductive as it might sound. Being open about your work will help build valuable trust with potential clients. And even if you’re completely transparent about your methods, most people who aren’t marketing experts will still opt to hire you instead of doing the legwork of implementing your strategy themselves.

6. Write Clearly and Succinctly (Avoid industry jargon!)

A good case study is easy to read and digest. These pointers will help you keep your readers interested from beginning to end.

  • Write tight. Don’t bog your piece down with unnecessary details.
  • Avoid jargon as much as possible. Someone outside your field should be able to read and understand your case study.
  • Break up the page with plenty of white space. Use short paragraphs, sub-headers, and bullet points to organize your content.
  • Include plenty of charts and graphs. Visual content breaks up the monotony of text and keeps readers engaged.

7. Publish and promote

Before you publish your case study, show it to your client to make sure they’re happy with everything you’ve written. Once they give you the thumbs-up, you can post the piece on your site or start using it as a lead magnet. For best results, promote your case study just like you would a blog post. A few well-timed social media posts can bring your case study a lot of extra attention, and maybe even get you a few more leads.

Local oriented Facebook Ads can be really effective for agencies! Using your case study or a pdf expanded version of it can be a great lead magnet to gather the email addresses of potential clients. Don’t just publish the case study and forget it. Make the most of it! One case study can be a powerful lead generation tool.

Real Client Case Study Examples

Looking to find a bit of inspiration too? Sometimes the best way to learn is to follow a great example. See how some of these leaders in their industry have taken their marketing wins and crafted compelling case studies for their clients.

LunaMetrics writes SEO and Analytics case studies that never fail to impress. They have an overview section that gives a great overview about the goals, approach, and results. Read the full case study here.

KlientBoost includes marketing case studies on their website that are short and to the point. The one page case studies focuses on results that are delivered to the clients. Read the full case study here.

The Wonderist Agency is a great example of a very a visually engaging web-based case study. It highlights the problem, actions, and results. View their case study on their website. Read the full case study here.

The Takeaway

Learning to write case studies is a smart investment in your agency’s future success. Case studies can grow your reputation, earn new clients’ trust, and highlight your agency’s skills in a way that most other types of content can’t. Even blogging won’t help you reap the same dividends that a few targeted, high-quality case studies will, so don’t overlook this powerful marketing tool.

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