Your prospects demand proof. They must be certain that you, and you alone, are going to best solve their problems. The hard part is convincing them of that. Why would they trust what you have to say, what’s on your website, or what the ads you paid for are telling them? One of the best ways to transform prospects into customers is by delivering that certainty through a well-developed case study. Not just any case study, but a PR case study where your customers do the talking for you. This type of case study is credible, beneficial, and sought after.
According to a study by B2B marketing publication DemandGen Report, “case studies convert at the highest rate of any content type, with 78% of buyers using them when researching purchases.” The report went on to say that nearly all B2B buyers (97%) consider your content more credible if it includes your customers doing the talking.
For too long marketing folks have segregated case studies and testimonials. However, the research actually shows combining these two elements into a single piece of marketing collateral is the winning formula.
What is a PR case study
There are two major differences between a case study and a PR case study. The first is storytelling. Too many case studies just lay out the facts, but without the story, no one is going to read it. More on that in a moment.
The second is of course where they appear. For the few companies that have taken the time to create case studies, just about all of them simply place them on their website, that’s it. While this may be great for SEO, how many people actually read those?
Publishing a case study, however, is a great way to add another level of credibility. Now your success story is in a respected trade publication, quoting your customers about how you solved their problems. That is convincing and it delivers the confidence and trustworthiness you need to build certainty.
Case study storytelling
As a rule of thumb, your case study should engage customers and draw them into thinking about how your product or service can generate comparable outcomes for them. The best way to do this is through storytelling.
Whether it’s about the conquering underdog, a quest for greatness, or a classic rags-to-riches plot line, the better the story the more likely you’re going to gain (and hold) the attention of your audience. Not to mention that storytelling is one of the most effective ways to connect with your customers and help them better grasp what differentiates your product or service. This is especially important for niche companies or very technical products.
What are the best PR case studies
A PR case study’s major advantage lies in the value it provides. The best case studies demonstrate to your potential customers how you were able to solve a common problem for an existing customer. It needs to identify the challenge they faced, what other options did they explore as a solution, and why they ultimately choose you in the end.
The PR case study should also describe in some detail the solution provided by your company, illustrating the measurable results. This helps prospects visualize how you will also be able to solve their most pressing problems. Well-written, engaging case studies that follow this template provides the social proof necessary to convert prospects into sales.
The benefits of a PR case study
Additionally, PR case studies are great resources that can benefit your entire industry. Especially if your product or service is solving a common industry problem. The advantage here is twofold: you’re able to demonstrate your business’ capabilities and industry expertise, while showcasing your competitive advantage.
As the old adage goes, “people do business with people they know, like and trust.”
Building brand trust is a critical part of any marketing strategy. It is also the foundation on which successful and profitable customer relationships are built.
PR case studies are also great sales support tools. They can also boost the effectiveness of your content marketing campaigns when repurposed into blogs or social media posts.
Writing a PR case study
The format of a PR case study is fairly simple and generally consists of three major parts: the problem, solution, and results. What you do within these sections is what separates the wheat from the chaff.
Here’s a quick look at what you should and shouldn’t do when developing your case study.
Conclusion
By regularly producing thought-provoking and insightful case studies, you’ll be able to increase your conversions and sales by illustrating how your product/ service is the optimal solution.
If you’re interested in seeing how it’s done, check out one of our case studies here: