Case studies for marketing are a powerful tool for showcasing your results and helping your target audience understand the work that you do. While there are various methods for creating a case study, this blog will provide examples and advice for creating a case study of your own.
Case studies for marketing are generally used for showcasing methods and results that companies use for their products and services in order to gain more clients. The term “case study” is most often linked with science, but has a specific purpose in marketing to showcase results. Case studies for marketing generally involve interviewing clients, conducting industry research and compiling the content.
Case studies for marketing are particularly relevant for the following industries (to name a few):
Most often case studies are intended for lead generation because they are a piece of content that can be used as part of your marketing funnel to attract new leads. A few strategies for lead generation include competitor analysis, humanizing the customer experience and revealing how you helped previous clients using concrete evidence.
B2B (Business to Business) Marketing Using Testimonials:
B2B case studies involve a summary of how your business helped another business. You can show that you understand the industry. You can provide evidence of your knowledge of the common problems business owners face so that you can communicate how you solve their problems with your case study. This also aids in lead generation.
B2C (Business to Consumer) Marketing Using Testimonials:
B2C case studies show how your business helped a consumer by using testimonials and heavy data. This helps walk prospects through the customer awareness journey and have a better understanding of the results your company delivers, as well as generates leads.
Understanding ROI on social media, Google ads or other digital marketing tactics that promote lead generation:
A common section to include in a case study is ROI (return on investment). Provide in-depth statistical information on how your services or product helped another company increase their sales or lead to conversions.
Increase brand awareness and trust:
Case studies are also great for brand awareness. For example: a lab expert from an FMCG company is interviewed about the importance of food safety and the company then talks about what products it is using to ensure and promote food safety.
Interviews also help increase consumer trust. To give another example: an interview with a health professional who talks about a certain disease or condition and possible treatments/prevention methods that are in line with a medicinal product or vaccine produced by a pharmaceutical company.
SEO Case Studies:
All case studies also work great as SEO content. You can increase organic search results and lead generation using one or more of the above mentioned tactics and optimize for google search.
Here are some tips for creating a great case study:
As with all things related to marketing, it’s all about promoting the right product to the right person, via the right platform. After all, there’s little to be gained from telling a cow about the joy of flying, right? Same goes for case studies. You need to know your target audience, what they do, and of course their current needs.
Content, Facts, Methodology
Now that the target audience has been identified, it’s on to content. Never forget – Content is King. Content also has a symbiotic relationship with the target audience. The two are intertwined and interdependent. Irrespective of the format, content is a story, and like with all stories, there must be a beginning, a middle and an end. Start your case study with identifying or pointing out the reason why it exists, then move on to actions taken, followed by results and why the outcome was positive and beneficial.
A noteworthy case study must be backed by facts based on research and or outcomes. Hence, a good dose of numbers, tables, figures and statistics will make this a valid case study. Where? When? Why? Numbers, figures, stats. Depending on your target audience, your case study must have these to varying degrees. When it comes to ‘action time’, or the work you actually did, do not forget to include methodology. It is important that your potential client understands the exact steps taken in achieving your set goal. Now for the grand finale. Did the steps taken by you lead to the desired goal you set out to achieve. This is the part where you once again include a heavy dose of facts, to show that indeed that was the case.
The right platform
Now that you have your content you need to find the right channel. If your target audience is nursing mothers, there’s little chance that you will hit bulls eye publishing this case study in an issue of GQ. However, featuring it on mum blogs and social media channels should get their attention. If you are looking to get the attention of a pharmaceutical company, featuring the case study on platforms dominated by representatives of the automobile industry will most likely be a very big miss. Publishing it on pharmaceutical marketing forums on various social media – LinkedIn, Facebook, blogs and websites will definitely be the right step in the right direction. Your case study can be presented in various formats including a presentation, an article, a video or an audio format. The formats will also determine the platform you will eventually use.
Now that you know their purpose, here are some examples of case studies that hit a home run.
To read more about these examples, check out Hubspot’s blog.
Title: Coca-Cola Uses App Annie to Amaze & Delight Customer
Purpose: The purpose of this case study was to show the importance of using the right market data and analytics platform to achieve deep learning, which in turn leads to improved customer experience.
App Annie’s case study was in the form of a short video, which included an interview with Greg Chambers, Coca-Cola’s Director of Innovation. To maximise response rates to the video, App Annie also included design graphics and text.
This is also a perfect example of a successful cross-marketing story between a B2B and B2C business, via a case study that focused on the fact that positive customer experience can be achieved through the right data collection and analytics. App Annie shows that they are the B2B business for the job, while Coca-Cola lets consumers know that they’ve got their interests at heart.
Results: Improved customer experience for consumers of Coca-Cola and increase to brand awareness.
Title: “Wine.com” by RichRelevance
Purpose: This case study showed steps taken to increase sales by making an online wine shopping experience similar to or even better than purchasing wine in a physical store.
Rich relevance’s case study was in the form of a short article which began with a summary of the goal, the strategy, and the results. It also included a quote from Wine.com’s VP of Marketing, Amy Kennedy, which cited specific figures (remember – facts, facts, facts) with regard to increase in sales and customer experience. The goal was to increase the number of people buying wine online from Wine.com. The action plan was to increase sales within 6 weeks by using RichRecs® as a recommendation tool for online shoppers.
Results: a nearly 10 % increase of all site sales, with a 15% increase in average order value. These were subsequently presented by Rich relevance as a case study in the form of an easy to read article, which included the contact details of the company, for those interested in engaging their product to drive sales.
Title: “Budweiser Influencer Marketing Case Study” by Anomaly
Purpose: Anomaly is a marketing agency, which used its case study to show that knowing your target audience and the latest trends in marketing is extremely important in achieving the desired results.
Anomaly’s case study talked about it’s brand awareness campaign for Budwiser, which targeted the younger audience in Philadelphia. Because the target audience was a younger demographic, the agency used influence marketers to promote the brand on social media platforms trending among the younger demographic. Though short, concise and with a lot of visuals, this case study, which was in the form of a short story, also included figures – number of influencers, target audience reached. It also covered both the methodology (strategy) and goal.
Results: A successful brand awareness campaign, an engagement rate above industry standard, a very happy Budweiser, and a brief and concise case study that is easy to understand.
Title: “Reclaiming The Identity of a Brand: A Levi’s Case Study” by Levi
Purpose: Brand management – this case study showed that through market analysis, analytics, market research and successful marketing strategy development and implementation, a retail company can reclaim it’s brand and increase brand awareness.
So far, we’ve talked about B2Bs promoting B2Cs, with a splash of cross marketing. However, sometimes, if you don’t blow your own trumpet, no one will. This is the case with Levi, whose case study was in the form of a tale about reclaiming their brand. Their case study was in the form of an online book that talked about the brand, the challenges and the steps taken towards managing their brand. Their case study included their goal, strategy, an action plan and the results, as well as photos, graphics and diagrams. It talked about brand strategy, brand management, brand goals and brand awareness. Speaking of knowing your target audience and choosing the right platform for communication, Levi’s target audience for this case study were marketing and business experts. Hence, the reason the case study was featured on a more professional platform was because it was aimed at those willing to find out more about marketing tools.
Results: An easy to read case study in the form of an online book on how to reclaim your brand through the right brand strategy and its successful implementation that lead to increased brand awareness.
Title: A Digital Makeover: Dermalogica’s Success Story
Purpose: The purpose of this case study was to show how video advertising can lead to conversions through brand awareness and engagement.
The case study was in the form of a short interview with Lorena Navarrete, E-commerce Manager, Dermalogica that talked about the use of video ads to increase brand awareness, drive customer engagement, and lead to customer acquisition. The questions were short, and the answers were brief and concise. The case study begins with a brief summary of the campaign and customer feedback (Dermalogica) thanking AdRoll for making that happen. It also gives the comparative analysis of using video ad vs static ads.
Results: A case study presented in the form of an interview with a satisfied customer that focused on the advantages of video advertising over static advertising, and a few tips on improving response rates to video ads.
IDI helped with a series of SEO case studies for a leading pharmaceutical company in order to increase brand awareness and lead generation. One example of a case study involved an interview with a leading food safety expert from Chobani, who used laboratory equipment from the pharmaceutical company. Through his interview about the future of food safety, this shows how the pharmaceutical company is an industry leader when it comes to this topic.
See more examples from IDI’s portfolio here.
If you’re looking to add case studies for the purpose of SEO, brand awareness, lead generation, improved customer experience, and more, IDI can support this process.
Adriana Stein is an Online Marketing Consultant based in Hamburg, Germany. Originally from the US, she is a native English speaker and specializes in helping companies with their SEO & content marketing strategies, along with graphic design, brand copy and website development.