Case studies are an underutilized method of marketing, even today in our fast-paced online world. But I highly recommend you try a few case studies for a number reasons.
First, case studies improve your credibility instantly. They’re a little bit more involved than testimonials, but like testimonials, they provide your business with an air of credibility that you can’t get any other way. That’s because people rely on the eyewitness of others to make important decisions regarding products and services they buy.
Most people will take the testimony of a close friend as a good reference versus a TV ad, billboard, or some other form of advertising – even social media. In the absence of close friends or family members, people will accept the word of a third party if that party has tried the service. That’s why online reviews are so reliable and popular. Case studies are even better.
A good case study tells the story of a customer who had a problem and solved it with your product or service. It should present clear goals with a challenge that positions your product or service as the solution to a problem. Done well, a good case study can drive steady traffic back to your website and convert that traffic to qualified leads and sales. You can perform the case study yourself or hire a freelance writer to do it for you. Either way, next to trying the product yourself, case studies are the best marketing money can buy.