In the gritty and compelling story of the first climbers to reach the summit of Mount Everest, it was the Sherpa guide, Tenzing Norgay, who captured the world’s attention. Throughout history, experienced guides have led the way, offering hope and solutions to climbers, explorers and entrepreneurs. There’s no better way to showcase your company’s expertise than by telling the story of how you guided a customer to success.
But why do companies need a guide? Because reaching their goals often involves traveling through unfamiliar territory. Along the way, a guide (you) can steer them away from obstacles and help them solve unforeseen problems. Case studies are an excellent way to demonstrate how your guidance has helped your customers successfully reach their destination.
A case study should focus on how your products or services helped solve a problem, and provide a positive glimpse of what it’s like to work with you. Include praise about your brand, quoted directly from the people who you helped. Add in healthy doses of empathy and authority so prospective customers know that you understand their challenges and have the right expertise and offerings. In other words, with your help their problem will be solved and they’ll safely reach the summit.
Case Study vs. Customer Success Story
A case study can delve into more detail about your company, process, or products, whereas success stories or testimonials merely highlight the high-level results of a project from a customer’s point of view. Both formats achieve the goal of highlighting your company’s expertise. Case studies often incorporate elements of success stories, which is why the terms are sometimes used interchangeably. Despite what you might have heard, case studies are not an overused medium.
Your case study should be presented in multiple formats. Not only because people digest information differently (they do), but your channels have different needs as well. Your sales staff might use a printed case study as a leave-behind on sales calls, while a webpage with the same content will help improve your SEO. A case study video posted on your website or social media channels is powerful because your prospects can see and hear your clients talking about their experience of working with your company. To make it even more powerful, include explanations and facts about the product or service you’re featuring.
While case study videos are an effective marketing tool, producing them can be resource-intensive, and making a great video requires particular skills. Not surprisingly, we recommend enlisting an experienced agency to help tell your story. It’s too important not to.