How To Write An Effective B2B Case Study In 3 Easy Steps
December 1, 2020
The hype man for your business:
B2B Case studies can help push your brand to the top of the list of candidates when the buyer has hit the decision-making stage thanks to their ability to show the value of your organization’s products or services.
This is like showing your potential buyer that you as a company can successfully allow them to receive the results they need through you. Think of it as a type of “hype man” to help secure your deals.
If you own a company that has clients who believe you have helped their business, then this is a project you should add to your marketing to-do list.
A lot of companies may be intimidated by making a case study, in fact because of that many do not. Read our previous blog to find our take on why more brands do not utilize case studies.
Now your biggest question should be: How do you create a B2B case study that supports your content marketing strategy?
Here are three key steps to follow when creating an effective case study:
Step One: Figure out your “Why?”
Your “Why” should be the first point of the brainstorming and the discussion in your case study. Why are you creating the case study in the first place? Figuring out the overall theme of your case study is important.
Do you want your readers to know that your company is good at creating certain materials? Do you want them to know of a certain program you’ve created that can benefit them as well?
These are important to ask so you can structure your case study like a story, making your company the protagonist clients need.
Another “Why” that you should ask is: Why was your company needed? What was the problem at hand that your company needed to step in to solve it?
For structural purposes this is important as it sets the tone and it reveals why your readers should care.
Be sure that when creating your “Why” in the case study, you try not to make it sound fictitious or too boring. The point of the beginning of the case study is to show real customers with real issues.
Step Two: Describe your “How?”
Now here is where your company should be represented as a hero to the case study. This is the selling point, your “How”.
In the previous point, you have informed your readers of the problem now you discuss how you helped solve this problem.
Discuss your strategy to your readers so they can have a clear understanding of your company’s abilities. How did your services are products solve the challenge presented? Also, make it clear what about your product or services is different in the scope of the industry. Set yourself apart from your competition; after all, your client chose you for a reason.
Be detailed but use easy to digest language to make sure your reader stays focused on your case study. Use pictures to help people envision your product or services in action. Make sure they are approved by your company as well as your client.
Client example at right of “How” they provided a solution:
Step Three: Show your “What?”
Now that you have your “Why” and “How”, you can present your results to your reader in this final section, the “What”.
Inform your reader what was the outcome of your strategy. Did it solve the problem entirely?
Discuss all the possible benefits that arose after you implemented your strategy. Be sure to use real data and numbers in your case study; without it your case study will feel more like a long customer review.
Client example of real data:
This is also considered the wrap up of your story as well. Be sure to include a quote or inform the readers of how your customer felt about the job you did for them.
Client example of testimonial:
Don’t be afraid to get a little personal with your story as people react more positively to familiarity.
Provide a well-rounded, resolution to your story; this will show your readers that your current clients are satisfied with your company’s work and may influence their decision-making process.
Client example of a resolution:
3 Easy Steps to Your Next Case Study and a Greater Conversion Rate
Case studies can really be a rewarding project once you have those three questions answered. In the long run, they can be very beneficial to your marketing strategy.
Consider it free content marketing that allows you to really sell your product and service. No sales pitches or cold calls, your brand name will speak for itself through your case study.
Once you have your case study ready to publish, you can post it anywhere on your website for a better conversion rate. Publish it on your homepage, a designated blog page within the site, and promote it on your social media pages.
If you feel a little more inspired, you can make graphics or a video about your case study. Get creative the with the layout and design of the page as well.
Take one of our case studies we created for a client:
After we created a series of case studies for the client, we analyzed the numbers and discovered a large improvement in traffic and impressions on their website. This created a beneficial impact on the company and their revenue.
Client example of change in revenue:
Creating a case study is like free advertising for a company. It allows you to show off your company’s skills, improve your brand name, and have fun in the process of creating one.
Looking for a way to increase your brand awareness through case studies?
Click below to book a consultation to learn more about what we can do for your company!