Elements of a Case Study: Building Brand Trust
How to set up the strategy? ╸
Any type of content you share should come with a plan. The customer journey itself is part of a bigger marketing plan, after all. Therefore, the first step to building a case study is establishing where you are going with it.
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Of course, you want all the benefits that come with this material, but it is even better to define the main goals. Do you want to generate more leads, or maybe nurture the ones you already have? Assist the sales team or orient the public to take the initiative?
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All of that can happen, but if you decide exactly what is better for your company at the moment, you can make the entire content leading up to that specific result!
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What is there to know about storytelling? ╸
The main character is, of course, the client in which the study is being based up. If you can’t or don’t want to use their real name, you can still give it a backstory and, if possible, even a personality. That is what’s going to make the narrative plausible and appealing, with a strong emotional connection.
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The scenario is the situation in which your client was before meeting your company’s solution. Remember to make it realistic, so that anyone who reads it can imagine it happening to them.
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With that all set, the story should fluidly be constructed. You will present a challenge in the first chapter, then move on to the solution found by the character, and finally, the results leading up to a happy ending.
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Why do you use relatable testimonials? ╸
Once you get a chance to interview someone for the case study, choose the interviewee wisely. Who is the person most capable of telling valuable info about the time before, during, and after the use of your services? And who is the person that most resembles your target audience? Once you cross those lines, you will have found the perfect testimonial.
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Therefore, when the conversation takes place, don’t forget to ask about both aspects that brought you to that person. You do need data, facts, and comparisons, but you also need to make the readers feel like they could be giving that testimonial themselves.
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Why should you always use reliable data? Even though storytelling is a major part of the process of writing a case study, it can not be mistaken with the average storytelling applied to other marketing strategies. Data is used in all situations, but case studies require a lot of specifics — not to mention you are talking about an existing client, and they will know if something is off.
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How to choose the right channels to promote your content ╸
Although it can — and should — be posted on your website and social media, a case study may be way more effective if spread to other channels as well.
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For starters, send it to your sales team, along with a description and guidelines about the best circumstances to use it. Other coworkers should also have access to it, especially if they are frequently in touch with clients and potential customers. A link for the content can be placed on their emails’ signature, for example.
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THANK S! Any questions? You can find me at: ╸ +1(909)441-1414 ╸ support@cheapestes say.com ╸ www.cheapestessay. com
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