At The Jakes Group, we like to say we are in the business of helping brands tell their stories. And one highly effective way we’ve found to do that is through case studies. A case study is a marketing tool that provides a real-world example of a problem/solution. They answer questions like: “What do you do?” and “How do you do it?” They also take your story a step further by showcasing genuine customer feedback and actual results. With 97% of business-to-business customers citing peer testimonials as the most credible type of marketing content, we believe case studies should be part of every company’s marketing toolbox.
Why do we like case studies? Here are a few reasons.
- By supplying thorough examples of the solutions you delivered for a specific client/customer, you help to create an “aha moment” for your audience. They can better understand how your process applies to their own needs.
- According to Big Commerce, 72% of consumers say positive reviews increase their trust in a business. Case studies allow you to feature those. You are highlighting a real customer and sharing their perspective and feedback.
- They are a win/win for you and your client. You are marketing your collaboration and giving them recognition as well.
- Humans are innately visual learners. Case studies give you a means to share photos and graphics that can help your messaging resonate.
- Case studies are easy to share. You can place them on your website, in email communications and/or on your company blog. You can also print them out and send them to leads directly. A more recent case study format is video, in which a company spotlights a specific project and interviews the satisfied customer about it.
- Case studies provide an ideal format for sharing any measurable results that you helped your client to achieve. You can give specific data that details how your service and solutions made a big impact.
Case Study Spotlight: Goley Insulation
At The Jakes Group, we recently helped Goley Insulation of Dupo, Illinois, to create multiple case studies for their commercial business segment. While Goley has a rich history of completing commercial insulation jobs in the region, they didn’t necessarily have a consistent way to spotlight it.
One challenge commercial insulation contractors must overcome is that a potential lead may choose to do the work themselves instead of going with an insulation contractor altogether. So, Goley wanted to show and explain the difference they make for their customers. By focusing on their process, their solution and the results achieved, Goley could be positioned as an on-site energy performance consultant.
We worked with the Goley team to understand the projects they sought to spotlight and specifically hone into the value they brought to each one. We also conducted interviews with their clients to understand their perspective on working with Goley. By having a third party hold the interviews, the clients could feel more open and comfortable providing feedback and testimonials.
Check out some of the Goley commercial case studies here:
If you aren’t using case studies in your marketing efforts, we think now is the time to start. To discuss whether case studies may be a good lead-generation tool for your organization, please contact us. We’d love to have a conversation.