Customer endorsement is one of the most effective marketing tools you can harness. Before people choose to buy or invest in a particular product or service, they want to know – or at least have a good idea – that it will do what it says on the tin.
Product specification and alike can help to some extent, but nothing beats third party endorsement from someone who has used and is happy with the product or service.
This is where case studies can really help to promote your business and seal extra sales that you might have otherwise missed out on.
What should a good case study feature?
When creating a case study to publish within your marketing collateral, you should make sure you include the following:
- A description of the customer/client and the problem they faced e.g. they were struggling to sell their property.
- The reason they chose your product/service.
- An explanation of how the product/service matched the client’s goals and – if a service – how the strategy was implemented.
- Results and conclusion: How were the client’s goals met and the positive results.
- A call to action so the audience knows what they should do if the case study has convinced them you’re the right business for them.
Obviously, you need to identify a very happy customer/client to be the basis for your case study and make sure you’re clear about what their information will be used for. It’s a good idea to ask them to sign a release document agreeing that their information can be used by you for promotional purposes.
How should the case study be recorded?
Many companies conduct case study interviews over the phone and then transcribe them to be used as testimonials for blogs on their website, the link for which can be shared on social media, or to incorporate into press releases and other written marketing collateral.
However, according to a study by Brightcove 76% of consumers and 85% of millennials say they’ve purchased a product or service after watching a video. According to the survey, video was the most memorable form of content for 21% of consumers and 29% of millennials and 45% of all consumers and 56% of millennials find video more engaging than other formats.
Therefore, it’s well worthwhile filming your case studies if you want to make the most out of them.
Air Social digital marketing agency has a proven track record filming and conducting case study material for a host of businesses and can work alongside and support your marketing teams to integrate video into your company’s marketing strategy. Contact us here and one of our enthusiastic team will be happy to help.