Attract leads and fulfill sales and marketing goals.
Work with your sales and marketing teams to understand what your prospective buyers care about when it comes to conversion rate optimization and who your case study should target.
- What specific language resonates well with your target audience?
- Is there a particular metric that your target audience can easily understand and be impressed by? For example, does leading with We doubled conversion rate on a sales page work better than We made Client A $500,000 last year?
- Work with sales and leadership to identify any particular industries or buyer personas that your case studies should focus on.
Partner with sales, client services, and support teams to identify satisfied customers who can provide case studies and line up your first interview.
Select customers who may appeal to your target persona and choose more than one in case your first choice declines to participate. Contact customers and ask to partner with them on a case study.
Provide additional value to customers for agreeing to a case study like promotional exposure, a link to their website, or free services.
Prepare for your client interview by studying your client’s website and speaking with your internal team to understand the customer’s use case and results.
Focus questions on the narrative associated with the case study. What was the business challenge they faced before working with your team? What was the outcome of the project? Ask about the emotional impact and what the results enabled their business to do.
Conduct and record your client interview.
Record the case interview so you don’t have to rely on your notes and can, with your client’s consent, use clips in video case studies.
Ask follow-up questions, and ask your client if they have assets you could use in the case study—screenshots from Google Analytics or a payment processing tool that could show the dollar impact of your work.
Obtain permission to use your client’s story.
This is an important step. Depending on your company’s stance, you may be able to obtain this during a recorded interview, or may want to ask for a written confirmation via email or even a short agreement—discuss with legal counsel if you’re not sure.
Find a compelling angle and a narrative for your case study. Start with your headline and a hero number that is eye-catching to pull readers into your case study.
While flashy numbers in your case study are great, the use of storytelling to bring it to life will make a good case study great.
Include data-driven visuals to aid in your storytelling.
Conversion-focused case studies, in particular, can benefit from charts or graphs. Focus on visuals that can show the before and after, show actual changes you made, and bring your client’s business to life.
Publish your case study. Announce the publication with a press release, website announcement, or social media post.
Add your case study to your website or landing page. Make sure it is easy to find from your website’s homepage and navigation.
Promote your case study across multiple media channels. Include a link to it in your newsletter, in email marketing pieces, on social media, or your website and landing pages, and in printed sales material or even retargeting ads.