Why every business needs a case study
Written by Kat Price, Founder & Director of Ruby Agency
If you’re looking for a way to prove the effectiveness of what you do, there’s nothing better than a good case study.
Case studies are PR gold for a reason – for B2B clients they showcase brand benefits without being too ‘salesy’ and effortlessly add a human interest element to otherwise impersonal consumer brands.
As one of the most essential components of any comms strategy, the effort it takes to put together a comprehensive case study easily pays itself off several times over.
Organisations big and small benefit from case study reporting which highlights the way a business has successfully navigated a challenge, delving into the strategy it used to solve the issue and the results of the actions taken.
As a marketing tool, case studies are a powerful form of social proof. When nearly 9 out of 10 customers routinely read online reviews before making a purchase, it’s crucial to provide them with as much information as possible.
Testimonial proof is one of the most critical ways of imparting credibility – organisations that have it seem a lot more credible than those that don’t. A few good quotes in a case study lends trust and demonstrates a brand’s talents with far more immediacy than a brochure or press release.
No wonder then that case studies are the darlings of PR practitioners everywhere. Such is the popularity of case studies that Hubspot has named it as the fifth most popular type of media content alongside videos, infographics, blogs, and ebooks.
Letting results speak for themselves
A powerful case study delivers holistic, in-depth information about a brand’s expertise, passes on valuable knowledge to the reader, and establishes the brand as a leader in its niche
Used in nearly every industry from finance to health, case studies utilise insightful observations and hard data to present a compelling picture.
Following the classic format of problem, solution, and results, case studies elegantly inspire confidence in potential buyers. Witnessing a business’ capabilities in action has far more impact than being met with untested proposals or plans for improvement; case studies work to quell scepticism by demonstrating an organisation’s ability to follow through with its promises.
Providing proof is absolutely needed when working in a competitive environment. Businesses that struggle to differentiate themselves are at risk of being pushed into the background without definitive evidence that their good reputation is well deserved.
Proper case studies must provide hard facts and statistics to show how a business solved a particular issue. For example, profits increased by ‘x’ amount, and sales increased by ‘y’ due to specific actions taken by the business.
Often this may be what’s needed to push a business across the line in persuading decision-makers to get on board.
For existing stakeholders, case studies are a way to reinforce the strength of your businesses’ partnership, reminding them of the benefits you deliver as your reputation and brand awareness continues to grow.
Establishing brands as a market leader
Businesses that want to build their influence need to position themselves as an advocate of their industry. Beyond presenting strategic solutions to existing and potential customers, brands must also engage with the wider community to be seen as a significant voice.
Case studies are a perfect way for brands to show leadership and originality, strategic prowess, and capacity to deliver consistent results. It demonstrates how different aspects of your business work together to fix a problem, but also provides context on how this problem speaks to wider issues in the industry.
Identifying these trends leads to exploring new theories, ideas, and methods in a way that ultimately contributes to the academic discourse while staying relevant to audiences.
Finally, case studies are a way for businesses to celebrate and acknowledge the milestones they’ve reached, a reminder of the hard work and innovative practices that have driven the business to where it is today.