4 Tips for Effectively Using Case Studies in Your Marketing Strategy


When planning your marketing strategy for the year, don’t leave out case studies.

Telling a story is one of the most compelling ways to convey information, and case studies are one of the best methods to tell your potential customers a story about the value your brand can bring. They may identify with the company’s specific issue or they may pick up on what some of your company values are. Either way, you’re building credibility with your audiences when they are a part of your marketing strategy.

Preparing an effective case study isn’t always easy; you’ve got to think about the most successful solutions you’ve offered that translate well as a story presented to other companies. Here are a few tips that may help you create a case study:

Determine Your Format: Think about the most useful content you’ve produced in the past. Was it visual or text? If it was video, was it animated or live action? The format you choose for your case study should be a good match for your audience and for what you’re presenting. You might consider combining formats, too, such as an infographic with a video link or a video that shows some great graphics that demonstrate how you helped a customer solve a problem.

Identify Your Top Three: Think about your goals for creating a case study, and then identify three things you want your audience to learn or gain from your case study. What should be the takeaways that will lead them to think of your brand in the future or call you first when they’ve got a question or need a product?

Choose Wisely: You probably have some decisions to make when it comes to choosing which customers you will highlight with case studies in your marketing strategy. Make sure the customers you feature have a direct connection with the goals you are trying to achieve.

Celebrate Simplicity: A case study is a quick read, with the challenge, solution and results defined in an easy-to-consume format. It’s not a multi-page deep-dive into a detailed analysis of your customer’s prior situation, followed by a lengthy description of your solution. Make it easy for your potential customers to see themselves in the case study, partly because you’re keeping it general enough to be relatable.

Case studies are an exciting addition to any marketing strategy. Contact us at SJC Marketing and let’s see how we can best showcase your work!