The use of storytelling as means of persuasion in marketing delivers exceptional results for companies. It allows you to interact and communicate with customers on their level. Storytelling will enable you to let customers know that you are aware of their concerns, thus demonstrating empathy and building a rapport.
If told well, stories will leave customers eager to learn more about how you can solve their problems, serving as a powerful lead conversion tool. This is how case studies work and why they are an essential tool in your marketing arsenal. Case studies use a story-based format to describe how your product and services helped other businesses and customers solve their problems.
They detail your customers’ positive experiences with your brand, thus positioning you as a market leader. Compared to reviews, case studies offer greater insight into your products and services and have plenty of benefits.
1. Case Studies Are Perfect for Telling Your Story
Before making a purchase, customers need to understand what your brand does and whether your services and products can address their needs. Most marketing methods achieve one of those objectives and often not with great effect. On the other hand, case studies are perfect.
They allow you to tell your customers what you do and the value on offer. To top it off, they are accompanied by stories of how other customers in a similar position have used, benefited, and enjoyed your products and services. Stories have been proven to activate the brain and increase retention. This is why case studies are such an effective tool for engaging with customers and boosting sales.
2. Showcase Your Product
Hearing about how good a product is and knowing that it works are two different things. With many companies competing for the same market, products and services vary in quality significantly. Before making a purchase, consumers want insight into whether a product will meet their expectations. This is why 93% of customers will read reviews online before purchasing. They not only tell them about the product but whether other users have found it beneficial. Case studies offer the same but give more insight into the product and customers’ experience, making your products more appealing.
3. Case Studies are Consumer-Centric
One of the biggest mistakes that businesses make when marketing is putting too much emphasis on their products instead of the consumers. Regardless of how good a product is, you will not generate sales if consumers are not aware of the value they’ll get from it.
Instead of bombarding customers with salesy content, case studies focus on them and what they need. By focusing on your customers, the challenges they faced, and how your products and services have helped, you’ll be more likely to convert.
4. Leverage the Brand Power of Your Customers
What other people have to say about your brand and products and services greatly influences potential clients’ decisions. More so when the person speaking about you is popular or a famous brand. If you have such customers under your belt, approach them and ask them if they’re willing to be part of a case study and back you up.
A case study on such a client accompanied by a positive statement from them can significantly impact your demand and brand power.
Read: What Is Remarketing And How Can It Benefit Your Business?
Showcasing Your Products Does Not Have to be Expensive
Other methods, such as creating explainer videos, are also effective at showcasing products and services. However, they are expensive and take time before completion. On the other hand, case studies are just as effective and are cost-efficient, and do not require much time. In a day, you can design and write a good case study.
Andy Bush is President of Bush Marketing. Contact him today at 416-214-4298 or andy@bushmarketing.ca for a discussion about how Bush Marketing can help your website do more for your business.
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