Using Case Studies to Enhance Marketing Efforts

By Luke Weigel
Marketing Manager, Lessiter Media

Whether it's buying something new for the house, deciding on where to make dinner reservations for an anniversary, or booking an Airbnb for an upcoming family vacation, the first place most people look to help their purchase decision is the online review section.

In fact, a PowerReviews consumer survey reported that more than 98% of consumers say reviews are an essential resource when making a purchase.

Unfortunately, negative reviews seem to carry a higher weight than positive reviews, even for the most reputable companies. So how can you leverage your positive reviews in a more effective manner and shine a light on your successes?

Say hello to the case study.

Where a traditional online review may consist of someone simply marking 5 out of 5 stars with no context or someone providing a couple sentences about their experience, a case study offers an in-depth narrative showcasing how your customer utilized your product or service to achieve their own success.

SmartBug, a full service digital agency, shares that case studies are a powerful tool that can help:

  • Position your company as a market leader
  • Guide your prospects through their buying journey
  • Educate prospects on the value and benefits of your product or service
  • Provide powerful social proof
  • Serves as a key piece your sales team can use to focus on the 'why' instead of the 'what'

Have a success story or positive review you think is worthy of a more detailed case study to help your marketing and sales efforts, but aren't sure where to start? I've compiled a list of 16 questions that every marketer should ask to gather enough information and help craft your case study.

Develop Your Next Case Study by Asking These 16 Questions