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Business case studies can have a massive impact on your marketing

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Business case studies can have a massive impact on your marketing, done right.

While they cost time and effort to create, they can be a stellar tactic to draw new customers to your business and help you earn new clients.

Unfortunately, many people aren’t sure how to start when it’s time to write copy for them.

If you’re one of the many individuals who want to learn how to write a business case study, but just aren’t sure where to get started, my simple guide is here to help you step-by-step – another installment of our #howtowrite series!

What is a Case Study?

A case study is a piece of content, published by a company, that outlines their success or effectiveness in dealing with a client. It’s commonly used as a piece of marketing content and can be incredibly useful since it helps would-be clients understand how the agency or professional has excelled in the past.

Virtually every successful online company uses case studies, and Express Writers is no different! Earlier this year, in fact, we published a case study that showcases how we helped a client boost their revenue by 77% after creating some product descriptions for them.

Case studies are more than just a piece of self-congratulating marketing material (this is an incorrect assumption that many people hold about these unique content types), though. In fact, they’re meant less to stroke the company in question’s ego than they are to help would-be clients understand how a given company can assist them.

So, why go to all the time to create your own case study?

If the “what is” didn’t argue in favor already, here are key reasons to spend your time finding out how to write a business case study and putting one of your own together.

Business case studies have many advantages.

Whether it’s a service or a hard-and-fast consumer product, a case study is an excellent way to illustrate it and help bring it to life for new customers. Just like any great novel, a good case study has a beginning, a middle, and an end, with a conflict and a resolution. It’s a wildly effective way to make somewhat complex products real and can go a long way toward improving the way your clients perceive your offerings.

Peer-to-peer influence is a massively important thing, and case studies are wonderful at fulfilling it because they offer the view of a customer rather than a company. While it’s a company that publishes a case study, the entire thing is dedicated to recounting a customer’s experience. Direct quotes, statistics, and more are standard, and these things are fantastic for helping would-be clients to see the value in a company.

We’ve all heard about how critical customer reviews are for conversion rates, and case studies take this one step further. By providing real-life examples of your product at work, paired with glowing customer reviews, they can help new customers feel more confident in your company and take the leap to convert.

Because a company must ask permission from a client to use his or her data in a case study, the inclusion of a customer in a case study often leads to some brand evangelism that can help boost your company’s visibility and improve your conversion rates.

So, you want to write a case study, but you’re not sure where to begin! This guide will help you get started.

When it comes time to write a case study, you might have multiple cases to choose from. The first part of being successful, though, is narrowing these things down. For your case study to succeed, it must contain just the right information, and it’s critical to ensure this from the get-go.

This could be a tight timeline, a complicated issue, low sales numbers, or even a need for entirely new software integration. For your case study to fall into the realm of storytelling, it needs a solution that customers can relate to. A series of substantial benefits. The final component in a case study is the benefit. An excellent case study should feature several benefits that your customers can relate to deeply.

The benefits will be even more compelling if they’re solid statistics like we used when we say we boosted the client’s sales by 77% year-over-year. The more granular, the better in this case.

Now comes the tough part – the writing! While it’s true that writing a case study requires a different set of skills and a different voice than everyday writing, it’s far from impossible.

Depending on your brand and the content of the case study, you can write it in either the first or third person. Either approach will work, and most case studies use a mixture of both.

EXAMPLE: Our client-based case study at Express Writers does this, and it flows quite nicely. If you’re going to use a combination of both the first and the third person, though, be sure that you’re enhancing the third-person parts with direct quotes from the client, as straight third-person voice can sound overly narrated after a while.

The title is a critical component of the case study. To make it as attention-grabbing as possible, include percentages and strong action verbs.

Remember: titles perform better when they are as accurate as possible. That’s why phrases like “by 1,000%” and “doubles yearly revenue” appear in these wide-ranging case studies.

Many people think that learning how to write a business case study involves incorporating jargon and corporate-speak into the writing. Fortunately, this isn’t true. In fact, writing a business case study requires you to keep your language simple rather than making it more complicated. The more you can avoid corporate jargon in your case studies, the better.

In addition to making them more natural and approachable, this will also allow non-customers to approach your case study without being intimidated away by overly complicated case study language.

When you look at the case study titles above, most people would agree that “increased webinar sign-up rates by 1,000%” is the most memorable phrase up there. In addition to the fact that this is a shocking number, it’s also so precise that it grabs reader attention.

With this in mind, follow KISSmetrics’s lead and include real numbers in your case studies. While phrases like “doubled this” or “tripled that” are powerful, they just don’t have the added oomph they need to take your case study to the top.

A case study is not the place to leave out critical data. Instead, write from the beginning to the end and keep it as accurate and chronological as possible. This will help flesh out the entire circumstances surrounding your interaction with the client and allow your readers to understand your impact more effectively.

Since a case study is designed, at least in part, for press distribution, it should be outfitted with your contact information and details. This will allow other companies, customers, and more to contact you regarding the case study, and will help to make the information within it more accessible to other people.

While there are different standards for which information you “should” include in a case study, most sources recommend including your phone number, website, email, and one or two social profiles, along with a short bio. This will provide enough information for interested parties to contact you and can help boost the ROI of your case study down the road.

Don’t forget that every good case study needs a great design, and it can be helpful to bring in a designer to add some visual interest to the piece. Simple things, like using text boxes to pull out key facts, statistics, and quotes, and inputting related graphics and charts can make all of the difference in your case study and should be used liberally to enhance its value and interest.

We can help – our lead designer is familiar with how to take a copy and create custom, beautiful designs in Adobe to match! Check out our case study service here.

Publishing your case study is the final step in creating it. To get the most success from your case study, you’ll want to post it in the places your real audience and prospective customers frequent. This may mean publishing the case study on your blog, reaching out to relevant publishing platforms, or gating the case study and using it to drive email sign-ups for your company.

Alternately, KISSmetrics recommends appealing to different types of learners by breaking your case study into unexpected formats, like a podcast, a YouTube video, or an infographic!

We published ours in a few different forms.

Then, as a landing page.

Writing a case study requires a very particular voice, and if you don’t have the time or confidence to do it yourself, it’s in your best interests to hire someone specifically who knows how to write case studies and has done it before. In addition to making your case studies more efficient, this will also help you create the best possible case study and not drive yourself into the ground as you do it.

No matter how good the writer you hire is, you’ll have to provide them with some specific information about your case study.

Ideally, you should give the author a very clear overview of what you’d like from the case study.

These things are critical for helping your writer create the best possible case study, and they’ll go a long way toward making the process more lucrative and enjoyable for you, as well.

Case studies are an incredibly useful tool and can have a massive positive impact on your content marketing.

While most companies don’t think they can create case studies, learning how to write a business case study is simple, as long as you’re willing to put in some time and work.

In addition to helping your customers understand the benefits of your services, case studies also provide an essential platform for new clients to see your products at work, which can be all they need to convert and become brand evangelists.

Greatly enjoyed this article :), keep up the great writing and I’ll keep coming back for more.

Glad to hear you found this useful!

 

How to increase profits in your business?

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A general rule in your financial success in business is that you cannot increase profits directly, only indirectly. You cannot just say that you are going to increase the profits of your business without some specific strategy.

The only thing that you can do to increase profits is to improve the variables that ultimately determine your level of profitability. When you improve these 10 variables about your business you will increase profits and affect your bottom line.

The process that you use to attract interested prospects to your business. If five out of ten prospects who come into your place of the business end up buying from you and you can increase the number of people coming in from ten to 15, you can make more money and increase profits by 50%.

The process by which you convert leads into paying customers. This is the measure of the effectiveness of your sales efforts. If you can increase your conversion rate from one out of ten to two out of ten, you can double your sales and increase profits.

Improving your ability to sell and convert interested prospects into paying customers is one of the most important things you can do. And there is no replacement for ongoing sales training, both for you and for every single person who speaks to customers, either live or on the phone.

Look at every key result area in your sales process and seek ways to improve a little bit in each area. A small improvement in each key area can lead to an enormous improvement in overall sales results.

The number of individual sales that you make to each customer that you acquire. By increasing the frequency of purchase by 10%, you increase your sales and increase profits by the same percentage. What are some things that you could do to get your customers to buy more from you and to buy more frequently? The size of the sale and the profit that you earn from each. You should be continually looking for ways to up-sell each customer so that he or she buys more each time.

Profit margin is the gross profit that you make form the sale of each product or service. By continually seeking ways to raise the price or to lower the cost of the product or service without decreasing the quality, you can increase profits per sale.

Every dollar you raise a price, if you hold costs constant, flows straight to the bottom line as profit. every dollar you reduce expenses, if you hold sales and revenues constant, also goes straight to the bottom line as net profit.

The amount that you have to pay to acquire each paying customer. You should be continually seeking creative ways to improve your This can impact and increase the profits of your business dramatically.

The customers who come to you as the result of referrals from your satisfied customers. Developing one or more proven referral systems for your business can have an inordinate impact on your sales and your business will make more money

Many companies get into a routine or rhythm of offering expensive services to their customers that they could easily discontinue no loss of customer satisfaction.

Look at the little services that you offer to your customers. Is there anything that you could reduce or discontinue altogether? This is the number of items that you must sell each month to break-even or start making a profit.

You use this break-even point to evaluate the potential effectiveness of any advertising or any other expense that you incur to increase sales. Every expense to increase profits must be seen as an investment with an expected rate of return that is greater than the cost.

In any situation, you can raise your prices by 5 or 10 percent without experiencing any market resistance. If your products and services are of good quality and your people are friendly and helpful, a small increase in your overall prices will not drive your customers away.

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When you practice continuous improvement in all of these areas in your business you will make more money, increase profit in your business and help contribute to your future financial success!

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