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Successful Case: Why this strategy works in marketing

Nothing convinces a potential customer of the amount promised with his product or service, rather than a real account of the success achieved with other customers. This customer success story is popularly known as a success case or marketing case study. Write case studies, among other contents that are part of [...]

January 14, 2022 · Gustavo Trentini · 6 min read

Successful Case: Why this strategy works in marketing

Nothing convinces a potential customer of the amount promised with his product or service, rather than a real account of the success achieved with other customers. This customer success story is popularly known as a success case or marketing case study.

Writing case studies, among other content that are part of the funnel fund (I'll explain this later) can help you greatly in your business growth. Studies indicate that 78% of B2B buyers use case studies when researching solutions.

Create a success case the differentiating from competitors, solidifies its market leadership with authority and help in the acquisition of new customers. In this article, you will discover the best tips to take your case with the most used formats off the paper.

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What's a success case?

A case of success or case study can mean different things depending on the context. It can be an academic review or a success story aimed at marketing potential customers.

In the context of marketing, a case study is a review that briefly analyzes and summarizes the details of a project, campaign or experiment.

Marketing case studies show the results that other buyers have achieved as a result of using their product or service. Thus, the prospects can glimpse similar success for potential customers.

According to the definition of the main digital marketing platforms “a success case is when companies collect real and inspiring stories from customers who have had significant results when using their product or service and it happens when someone who tested and proved the effectiveness of their brand is willing to show the transformation that it has had”.

It is also when the customer is willing to explain the trajectory he has traveled since he had the problem until he finds the ideal solution.

It's literally someone who speaks highly of your brand of free will.

Creating a Successful Case

Think of your success story to be told as an important marketing material to use as funnel background strategy in delivering content to the customer's shopping journey.

As your company will already be in practice offering a proven solution of success in a given sector, endorsed by your satisfied customer, the case study is considered matador content, which helps in the decision to purchase and close sales.

The important thing before you take it off the paper is to try to answer three questions that will guide the construction of the content:

How did the customer feel at first and how did it feel at the end?
What challenges and obstacles have been faced
How did they feel when they got over them?

Along with the elements already mentioned that shape a success story, there are some criteria for forming the facts. Follow below some important steps you need to follow to create an engaging success case and convert to leads and customers.

Choose the right client

The best case studies leverage the relationships that worked the most.

First, you must establish a plan to select candidates to marry. Your customers should have extensive product knowledge and impressive results. If possible, highlight the remarkable brands you work with.

When contacting the selected customers for the case, it is important to build trust. You want something authentic, then remove the language from the case study of your initial request. Make your potential participants feel special and start by asking them to help you tell your story.

As you advance in the interview process, remember that your customers are busy. Then be prepared. Keep the questions clear and concise, but also open. Conduct the conversation, but allow your participants to openly describe their experience.

Check if the story is real

It is important to have options to turn into a success case, so the more cases you reap, the more impact you cause, the more you spread your brand and the more confidence people will have in your company.

Only, in this eagerness to collect case studies, you may run the risk of spreading a story that is not real. Believe me, whether you like it or not, people can come in who just want to show up, just for the 15 minutes of fame.

You don't have to become Sherlock Holmes, but it's important to talk to the client in advance to see if what he tells you is real. Look for evidence that endorses his speech.

So you protect your reputation and only tell stories that are true.

Tell me an inspiring story

After gathering the facts, it's time to start writing or creating your video. Remembering that cases can be counted in article format for Blogs, video, podcast, ebook, infographic, etc. Do research to understand what format can have the best result within your business model, in search of assertiveness.

To inspire, I suggest using a well-known and applied strategy in the marketing (storytelling), which helps in a good case construction:

A “hero’s journey” It is a narrative sketch in which a hero leaves on an adventure, gets a victory and returns home changed or transformed. This tactic follows a script that allows telling a structured story.

The hero suffers a loss or goes through a serious problem...
The hero tries to solve problems by the usual means and fails...
The hero leaves on a journey and discovers an ally or a new approach...
The hero overcomes enormous odds to solve the problem...
The hero returns triumphant and tells all about his conquest.

What does all this mean? This narrative drives case studies. Identify your most important customers, your goals, your needs and how your company helped them achieve these goals.

Capriche on formatting

No one likes “textão” without attraction, especially if it is a marketing product. As we have already written here on the Blog, many words may not convey your message or, worse yet, scare readers.

The first golden rule? Keep it simple!

Like other Blog content, case studies need not be complicated. When it comes to text size, some experts say 500 words work better while Neil Patel praises the benefits of long-format copying.

Worry less about the count of words and more about telling your story. In addition, like other forms of content, employ effective formatting elements, including:

Headers
Images or graphs with numbers
Lists with bookmarks
Quotations
Bold text

The most important thing is that it is up to you to find out what is best for your type of business and what resonates with your end users.

Include the Facts

This may seem obvious, but a case of success in unfacted marketing is like a car without gas: it will end before you reach your destination. However, however important it is to include facts, it is also essential to show real numbers and real proofs.

Instead of using ambiguous terms, such as “expected result” or “sales increased”, display the actual numbers. You need to show that the data is transparent.

Ultimately, the figures should contribute to their overall history. They'll outline tangible results. And when properly portrayed, the data can show exactly where their customers started and where they ended up with their help. And that's the most important thing for the convincing purchase of potential customers.

If possible, ask for video testimonials for the client who is chosen as a case study to be counted.

Talk strategy

As it is important to include real and plausible data, it is also important to provide a specific strategy. You will want to include a conclusion that explicitly proves how your product or service impacted your customer – and how it helped you achieve your goals.

Instead of simply telling how your services led to your client's final results, tell your target audience exactly how your services impacted your customer. At this point, you've told your story. Now it's time to win new cases.

Disclosure of the success case

After interviewing and investigating your client to build the case study, the next step is to get him to the largest number of people, but the important thing is to distribute the material focusing on the target audience.

For this, there are several marketing channels options. You can create an exclusive page (landing page) to gather all your cases, so everything gets organized in one space and not spread across multiple places.

Or on your social networks, such as Facebook, Instagram and Youtube, especially in video format (we use this format a lot) or image (with a small text together, for example).

You can also enter them in email campaigns or ads on Google and Face Ads. Use the power of text cases on your blog to tell the success stories.

In addition, you can enrich your landing page with case studies, as they function as social proof that your product or service works and brings results.

My tip is to explore as many possibilities as possible and see which one works best for your business.

Conclusion

Remember that the main goal of a successful case is to gain the trust of potential customers and motivate them to choose their business instead of their competitors.

Transforming a case study into a customer success story is done through a meticulous and investigative process and is not done overnight. It involves alignment and approvals between the two parts: you and your selected client.

Now that you know the importance of success and where to start, create visually appealing content that gives your target audience more than just words, but awakens the imagination of what it would be like to work with your company.

They will surely want to reap the benefits of their services and may even turn into the next success story you helped build.

Gustavo Trentini · Nacionalvox

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