The case study. One of the best ways to win people over with concrete proof that what you’re offering is valuable, high-quality, and is a good fit for their needs. It’s a piece of content that combines user stories with quantitative and qualitative data. If combined with visual elements, it can really pack a punch.
Unless you have an established brand and track record, where potential customers know what to expect with your product and service, case studies work extremely well to showcase your abilities and expertise.
Want to learn about the ins and outs of visual storytelling and how you can create a case study that will win over clients and customers? Check out this new free ebook we’ve just published in collaboration with our friends over at Hubspot, where you’ll get to learn about things like storytelling concepts, data visualization, choosing the right customer story, and the impact of case studies.
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The sole purpose of a case study is to persuade, and that’s where great storytelling really comes into play. It’s where you share the business challenges of clients and customers and how you were able to effectively solve them. The purpose of telling a great story? It helps your customers visualize themselves using your product or service.
In fact, 63% of marketers have said that they’ve been able to generate leads using case studies. And as today’s consumer typically reads up to 10 user product reviews before considering to make a purchase, it’s clear the impact that case studies will have on conversion rates.
Twitter published a beautiful case study about one of its users, travel booking site Bahia Principe, which showcased how the company was able to give its business a big boost using the social media platform.
Besides laying out Bahia Principe’s key results, the case study also dove into the company’s goals, strategy, and as well as the solutions used and how it was successful in its efforts. The case study works to not only give one of its users a plug, but to also show how useful the product could be for businesses.
So how can you build your own case studies? The majority of case studies
include these very key elements:
- A bit about the company or the person to set the context
- What the customer’s challenge was and how they tackled the challenge
- Why they decided to buy or use your product or service
- The customer’s key results from using the product or service
As for the structure, we can do a step-by-step walk through in the following case study presentation on how a small business grew its revenue by 50% in just six months.
A little introduction – the company here is called XYZ, and is a small consumer electronics business. The agency, called Catalyst, is a specialist in growth and digital marketing.
Let’s read about XYZs story – which will be the very first slide in all case studies – the story of a current or former client.
About The Company
To start off, a good case study should kick off by telling the story of the customer. It should answer the question of who they are, what they do, and what they hired the agency to help them with. The business problem that they were experiencing should be clear as day in this section as it sets the stage for the solution that the agency came up with.
This of course, is just a summary and there will be more opportunities for details later.
The business challenges slide lays out the problems that company XYZ was facing and the reason behind it. At this stage, it’s useful to point out the efforts the company was taking before working with Catalyst as well for a “before-after” effect.
The solution slide starts off with sharing how Company XYZ discovered Catalyst, then goes into the agency’s proposed solution.
In this case, Catalyst developed a two-year growth strategy for the company to build their online presence and used a combination of building an e-commerce site and keywords to help XYZ grow their SEO and digital presence.
A solution goes hand in hand with results, and it’s important to lay out exactly how Catalyst was able to help Company XYZ. If they overcame their business challenges with flying colors, this is where you would lay it out. A slide including success metrics is essential here as well.
About Your Company
Sharing the client’s story should be the focal point of your presentation, but at this stage it’s all about you. What kind of products or services do you provide? Where are you based? How many clients do you have? What do you specialize in?
This is where you tell your story.
Make Your Own Case Study
Putting together a case study can be time consuming, but it can make all the difference in moving your potential customers from “unsure” to “ready to buy.”
Now that you’re well-versed in the impact of visual case studies, why not start making your own? We’ve created a case study template available in three different formats – presentation, infographic, and report.