04 Jun Why Case Studies Work for Sales and Marketing
Case studies have been around for years, and they’re a rare example of a type of content that predated blogging and social networking and which was then adapted for the internet era. These days, we’re used to different formats too, from video case studies to infographics and even augmented reality case studies that people can access on their smartphones.
Here at Bant.io, we use case studies all the time. Part of that is because we believe that the results we achieve for our clients speak for themselves, so by being more open and sharing those results, we’re able to promote ourselves and our clients at the same time. It also helps us to set and to manage expectations because potential customers can see exactly what to expect if they choose to work with us.
But are case studies still relevant, and is there any data that shows that they work? Spoiler alert: Of course there is, otherwise we wouldn’t be using them. But perhaps you’re still not convinced or you’re struggling to get buy in to dedicate resources to creating new case studies. Whatever the case, we’ve got you covered. Let’s jump on in and take a look at the data.
Case Study Statistics
According to Social Fresh, customer testimonials have the highest effectiveness rating for content marketing at 89%, while testimonials and case studies are considered the most effective content marketing tactics for B2B marketers. As if that’s not enough, one further piece of research concluded that 90% of respondents who remembered reading online reviews said that positive reviews influenced their buying decisions.
Case studies also tap into social proof, a phenomenon by which we trust what other people say about brands more than we trust the brands themselves. This concept is backed up by research from Miappi which found that 93% of customers find user-generated content useful when making purchase decisions, while 75% of people think UGC makes a brand more authentic and retailers who use UGC see an average lift in sales of 137%.
Ultimately, though, while statistics are all well and good, we believe in their efficacy because we’ve seen what they can do for our own business. Every company is different, and so while there’s a good chance that you’ll be able to make case studies work for you, you’ll also want to keep an eye on how they affect your conversion rates to make sure that they’re worth the time you invest in them.
Teambuilding exercises and away days are an important part of modern business for a reason. They can bring employees together and help them to work towards a common cause, and it can also help you to develop your company’s culture. Just make sure that you’re being considerate to your employees and being flexible when it comes to their needs so that it doesn’t backfire. Good luck.
Case studies aren’t the only thing you’ll need if you want to convince potential customers to work with you, but they can make a big difference and they can also be that final little nudge that people need to commit to making a purchase. That’s especially true if you’re able to augment your case studies with tangible metrics that show that as well as knowing what you’re doing, you’re also able to get results.