An effective case study in the B2B world is what an Instagram influencer-sponsored ad is to the B2C world. It gives your business credibility and exposure and provides social proof that you do a great job for your target audiences peers. However, a good B2B case study will only achieve the latter if it’s an engaging and hooks in the right reader. We’ve written countless case studies for both our clients and ourselves so here are our 5 top tips to make your case studies more engaging and work harder.
Lights, camera, testimonial!
Video case studies are great for giving a more personal touch to your work and can grab your audience much more easily than text. Wyzowl conducted a survey on video marketing in 2020 and when participants were asked how they’d most like to learn about a product or service, two-thirds of people (66%) said they’d prefer to watch a short video, and just 18% said they’d rather read a text-based article, website or post! So set up a day for a recorded interview with your client (if they’re happy to be in the video!) and film around the location of the project. Just make sure the video gets across the same points you’d make in a text case study. If you can arrange to film the client on site that’s the ideal solution. If they are a little camera shy then there is a great deal that can be done with images and text on screen as an animated case study – you can see an example of one we have created for a client here…
We LOVE an integrated campaign at Workshop and we’re especially proud of this one! @K3Syspro needed something compelling, engaging and totally different to any competitor. Take a look at what we came up with… pic.twitter.com/TwX2dSHZDW
— Workshop Marketing (@Workshop_MCR) April 7, 2020
Don’t just let it sit there…
A case study is great on it’s. own, it’s even better when it’s repurposed for socials. Show your followers your great work, you can do this without convincing them to visit your website too. Create snippet videos with the key information, make social cards from client quotes, post images from the project itself. People love to see behind the scenes, it’s our natural noseyness shining through.
If your highly technical business needs a site structure to match, Workshop Marketing can deliver the right #website for your needs, guaranteeing a good #UX. Just take a look at this case study from Ashdowne Oil & Chemical to find out more. https://t.co/ksCLgN8cN3 pic.twitter.com/bsN4Eo5hKX
— Workshop Marketing (@Workshop_MCR) February 24, 2020
Spoiler alert…not needed.
Readers of case studies are there for one reason, to see what results you can deliver. Get straight to the point in your copy on the aims, method and result of the project you’re talking about. This might sound fairly obvious, but it’s important to make the latter really jump out on the page. Statistics, data, percentages, make it all easily consumable information with the help of graphics.
Don’t forget the story
When it comes to marketing your business online, SEO should always be part of the process when writing the copy. Whilst including your keywords is vital, don’t forget that you’re telling a story which people need to relate to. If your keywords are all jargon and good structure is sacrificed to fit them all in, no one will actually want to read it BUT the google bots! Here’s an example of one of our case studies which finds the balance between both.
Let your sitemap lead the way
Finally, what’s the point of a good case study if visitors to your website can’t find it? Your case studies should be really easy to find when a visitor to your website is looking at your services. Make it easy for them to be able to view a case study relevant to that product or service. For example, on our Branding services page we have relevant case studies linked at the bottom of the page.
Add links to the relevant case studies on your services page or offer a filter option on your case studies by service or industry. This will make it much easier for prospects to see work that is relevant to their needs.
We hope you’ve found these tips useful! Now is a great time to really show off your business online, so if you’d like to find out more, get in touch with Workshop, we’re here to help.