The struggle is real for marketers because they are in the midst of a customer trust crisis. And things are only getting worse. Studies show that only 48% of the general population in the United States trust businesses. Earning the trust of customers can be difficult, so deliver what you promise when it comes to your products.
Writing a case study is a great way to do just that. Today, we’re talking to Whitney Deterding, CoSchedule product marketing specialist, who focuses on the company’s case studies. You’ll learn from her that case studies need to resonate with your prospects and have a purpose. She shares best practices to use when selecting customers and avoiding pitfalls. Discover how to craft case studies that move your prospects down the funnel.
Some of the highlights of the show include:
- Case studies need to have social proof to build trust; gives people insight into how great your product or service is direct from the customer’s mouth
- CoSchedule’s Customer Success Team has direct connection to customers; identify which customers should be used in case studies and testimonials
- Sales Team deals with prospects all the time and become aware of problems they face and trends in various industries
- Incent is a common tactic used to get customers to be in case studies; both CoSchedule and its customers reap benefits
- Send personal Thank You messages or gifts to the customers to show how appreciative and grateful you are for their time
- Questions to Ask: What is the problem that your service/product solved? What steps were taken relieve a pain pont and generate results?
- Do research beforehand to help you discover and uncover unique things that a customer might discuss
- Transcribe and listen to interview recordings to highlight quotes and case studies
- Present case studies with the customer’s logo, headshot, demographics, and other items to make it authentic and give readers something valuable to pull out
- Once you’ve done the interview, there’s many ways you can use that information to move prospects through the funnel
- Measuring the ROI of a case study depends on how it’s being used; include a call to action to measure conversions
- Common pitfalls include trying to do too many case studies together - they tell the same story; and don’t control the interview - be able to pivot
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