Does your B2B company utilize case studies in your digital marketing strategy? If you haven’t written any yet, you’re missing out on a powerful way to showcase the value of your products and services.

Case studies are a beneficial resource to incorporate in a Learning Center on your B2B website, especially for manufacturing and industrial companies.

We have also found case studies to be extremely effective for our clients’ LinkedIn pages, increasing key performance indicators (KPIs) such as impressions, reactions, click through rate, and engagement rate.

Some of the benefits include:

• Increase brand awareness.
• Present examples of how your brand helped deliver results.
• Build credibility by featuring customers and their experiences.
• Differentiate your company from brand competitors.
• Increase B2B lead generation. (Case studies can be gated behind a form that collects contact information in exchange to access it).

A case study should be informative, engaging, and improve the customer experience. By following these steps, you can discover how to write a case study that highlights the value of your product and build trust with potential customers.

1. Focus on the results your brand provided.

Start by selecting a topic that’s relevant to your target audience and industry.

You’ll want to display a specific example of how your brand helped a client overcome their challenges and meet their objectives. The goal is to compel prospects to work with you.

2. Identify the customer.

Identify the client you will feature in the case study. Choose a customer who is willing to participate and has seen significant results from choosing your brand.

3. Conduct research.

Next, gather information about the customer and problem they faced. Conduct a case study interview to collect interesting quotes, details about the results, and useful feedback. Show how your product/services helped resolve their issue.

4. Organize your case study format.

Establish the outline of your case study, including the problem, solution, and results. Be sure to include specific examples and statistics to demonstrate the impact of your services. To build trust, provide quantifiable metrics.

5. Tell a story & keep your target audience in mind.

Once you’ve gathered all of the details, write your case study using a clear and concise writing style to communicate the results in a compelling way.

Use brand storytelling techniques in your B2B case studies to create an engaging and memorable experience for your audience.

To keep your readers engaged, structure your case study like a story with a clear narrative, including a beginning, middle, and end. This could include the customer’s initial struggle, the implementation of your product or service, and the resulting positive impact/solution. Readers, with similar challenges, should be able to picture what it’s like to work with you.

Utilize language and keywords that will resonate with your target audience. Your case study should be organized, concise, and easily digestible (about 1-2 pages).

6. Use persuasive and engaging visual aids.

 Include enticing visuals such as charts, infographics, photos, and videos to illustrate key points and make the case study interesting for your readers. The goal is to establish trust and hold a distinctive position in your customers’ minds, so creating unique visuals will help you to stand out.

7. Publish and promote your case study.

Before publishing the case study, ask the featured customer to review it for accuracy and provide feedback. Incorporate any necessary changes based on their input.

Once the case study is complete, publish it on your website and promote it through email, social media, and other channels to reach your target audience. A well-written case study will be an effective lead generation tool, allowing you to form connections with B2B business prospects.

Want to get serious about your brand’s content marketing strategy? Give us a call at 631-842-4600.