Case studies are an important tool in B2B digital marketing. They use storytelling to build awareness and trust.
A good case study gives buyers and specifiers ideas on possible solutions for projects they are working on. They building awareness of your products and expertise, helping to build buyer confidence. They reduce risk for the buyer by demonstrating fitness for purpose and act as a testimonial – someone has previously assessed and used your products and services to solve a similar problem.
The easiest way to gather the information you need is to talk to the people involved in the project and record their recollections and comments. The recording can then be transcribed and edited as required.
A case study doesn't need to be lengthy - the most important requirements are:
take high quality photographs (a picture is worth a thousand words)
explain why your product or service was chosen
include feedback or quotes from consultants, contractors or clients
Working through the headings below will help you structure a compelling case study.
Context - what was the requirement / problem / challenge?
Who was the client*?
What problem were they trying to solve?
Was it a new build or refurbishment project?
* If the client wants to remain anonymous, you can still build a case study by referring to the sector they operate in.
Were there any notable challenges in the brief?
Demanding outcomes / performance criteria
Difficult site
Restricted budget
Tight time frame
Work undertaken - what did you do?
At what stage in the project did you become involved?
Planning - Design - Product supply - Installation
How was the challenge tackled?
What work was done?
What were the steps in the process?
What products and systems did you supply?
Did you provide a standard, customised or bespoke solution?
What services did you provide?
Expert advice
Collaborative design with client and/or stakeholder consultation
Value engineered solution
Site surveys
Technical drawings or calculations
Project management
Installation
On-going maintenance or support contracts
Outcomes - what were the benefits to the client?
Economic value
Increased uptake or productivity
Lower operating costs or whole life costs
Completion ahead of schedule
Environmental
Reduced energy costs (materials recycling, renewables, local supply, improved technology
Health benefits (people, environment, wildlife)
Safety benefits (fewer accidents/lower risks)
Quotes
Include testimonials from clients, contractors or consultants
How to maximise your selling opportunities
Provide in-bound links to supporting pages on your website
Illustrate your projects using captioned illustrations
Add links to related products and services to maximise sales opportunities
Add links to similar projects to build more trust and confidence
And remember to make it easy to read...
Short sentences
Short paragraphs
List key points
Use headings
Check your spelling and grammar
Stay on topic and avoid waffle