What is a Case Study?

A case study is essentially a story. A case study will identify issues then propose solutions to those issues, whilst providing a full account of the entire process. A case study should read like a story, why? People love stories and the best way to grab their attention and keep it is by telling a story.

Before we start creating the case study it is important to realise for what purpose.

Case Studies Serve Three Main Purposes:

Credibility:
A case study provides your readers with an account of actual events which demonstrates your company’s competitive edge. We’re sure you’re great, but what does everyone else think?

Education:
This is especially necessary in industries where the products and services are highly complex. Case studies paint a picture of exactly how a product or service works as well as its advantages. Case studies also make for great research or reference material due to the fact that they simplify the problem and the solution provided by your company.

Validation:
A case study is the most powerful backing tool in your arsenal. Often a potential client or customer may be educated about your products and services, and might recognise your credibility as a company, but he or she needs that slight nudge away from your competitors. An effective case study serves just that purpose.

Before You Get Started: There Are a Couple of Guidelines You Should Abide By.

•    Client focused
The main focus of every case study should be your client or customers. The biggest mistake a company can make is writing a case study which glorifies its products and neglects its customers. Besides, a case study is a story and stories are more effective when they revolve around people. When last did you read a story about CRM management software?

•    Maintain a set word count
You want your case study to be as intriguing and user-friendly as possible. Reading your case study should not seem like hard work. Between 300 and 600 words is a safe guideline.

•    Create a catchy title
No-one can resist a creative and intriguing title. Beware of overselling yourself. Your title should rather spark interest, as opposed to selling your brand. Avoid captions like “success story” or “advantage”.

•    Seeing is believing
Don’t hesitate to include video testimonials in your case studies.  Even the most skeptical of potential clients can’t ignore actual video footage of your results.

Research and recognition:

Before you can write your case study you need information. This information may include: interviews, testimonials and raw data. Keep in mind that a good case study has hard evidence to back its claims. So what can you do to create the right incentives for customer cooperation?

The most important point to remember is relationship building. Your customers are much more likely to cooperate with your interviews and testimonials if they feel that you have invested a genuine interest in them. So what motivates customer cooperation?

Being included in a case study may help an individual or company become recognised in the industry, thus increasing public awareness. Any publicity is good publicity. This could also be a great motivator for exchanging details with users.

Individuals may seek recognition for their best-practice contributions to the company. For example: Bob, the software developer, taking credit for implementing new business-changing software to a firm, which may result in Bob gaining internal recognition.

Companies document their business practice, which may motivate them to cooperate with your case study research especially seeing as you’re providing them with that documentation.

Writing the Case Study

Problem: A great format to follow starts with the problem. What issue was your customer facing, and how has this issue been hindering the company’s performance?

Problem Solving: Next follows the problem solving process. What other solutions were considered, and why didn’t they work? This part of the story is important because it provides the reader with insight and helps to highlight the competitive advantage of your company’s products and services.

Discovery: The next step is the discovery of your company. How did your client or customer find out about your company? What convinced them to choose you?

Solution: The following step is your solution. This is the part of the story where you get to promote your products and services.

Implementation: Next is the implementation of your products and services.  This part should include details such as how long the implementation took. Highlight any mishaps and obstacles that might have occurred during this process as well as your company’s response to these hiccups.

Result: Finally, conclude with the result.  Hard facts make for the most compelling conclusion. Statistics and data that paint a clear before-and-after picture are essential. The more substantial the data, the prettier the picture will be.

Marketing Your Case Study

A case study is a great marketing tool that not only strengthens your company’s claims but substantiates them through statistics and other data. People are easily convinced by a well written story.

The case study should firstly be posted to your website; this is the center-point for any information regarding your company. A case study is a great companion for a white paper, providing actual account of the report.

Including the case study on the landing page of the matching white paper is a great marketing technique. After all, your content should always be complimenting itself.

A link to the case study may accompany a corresponding product or service. For example: The landing page of your newly developed software may include a free downloadable case study. The main purpose of a case study is to support your company’s content.

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Julian Karstel is a Digital Marketing Consultant for Sound Idea Digital |@JulianKarstel|Julian@soundidea.co.za | Sound Idea Digital is a full service digital agency |www.soundidea.co.za |