Direct ads, blogger recommendations, reviews on sites - all of these do not inspire user confidence as much as before. Because these indicators can be customized. A potential client tries to understand what the company is capable of doing, how it works, what results in it can bring to its business. In order to provide this information to the user, the company's business, in addition to describing the services on their site, forms the case.

 

In this article, we will tell you what a marketing case is and why you need it, how to build it, and increase efficiency so that your company can attract leads and increase sales.

 

What is a case and why does a client need it?

A case study in internet marketing is a detailed description of a specific situation and problem solving successfully. It helps a potential client understand how your company is working to achieve its goals and what it can bring to the business. 

Sometimes a marketing decision requires a certain decision. For example, in HR: the candidate is given a description of the problem and the applicant must fix it. A similar format is used in education.

 

Why do we need case studies in marketing?

The lawsuit serves as visual evidence of your eligibility. A detailed description of the solution to the problem is an additional argument. However, what does a marketing case mean for a client? 

●      Shows the benefits that the customer will get by collaborating with you;

●      The argument for your actions. Working on a project would not be like mindless shamanism to the user;

●      Strengthens the brand’s reputation;

●      The answer to the main question of customers: When? Why so much? What is better than competitors?

●      Proves efficiency.

 

It is better to re-post on the company's website, blog, social network as well as keep the case ready for internet marketing on outside sites.

 

Types of marketing cases: scope and format

Marketing cases are distinguished by their scope and format.

 

By format, cases are:

●      Text. The case has been created in the form of an article using infographics, tables, and pictures. It is convenient to post on the site.

●      Presentation. Case in the form of a slideshow with an emphasis on graphic elements. They have little text in them, numbers are often present, and serve as an anchor for the one who presents the presentation. In this case, it may appear on the site as a file for download, but the greater efficiency of attracting potential customers will be by a live display.

●      Video. In the case of the most user-friendly format, but not less labor-intensive. Serious preparatory work is required - filming, sound recording, editing.

 

According to the scope of application, the cases are divided into: 

1. PPC cases. Increase the effectiveness of relevant advertising. The goal of such events may be to reduce the cost per click, target action, conversions, or increase coverage, the number of clicks, and profit in general.

2. CRO cases. Show an increase in website conversions.

3. SEO Cases. Show site optimization.

 

5 Reasons to Write Your Case Study

When might your company or business need to create its own case? It has to have a foundation and we know five. Successful completion of internet marketing can be in one case: 

1. An interesting and challenging project. Show users that you are ready for new challenges and trivial tasks.
2. In a project using creative solutions. Let potential customers know that you can find unexpected solutions to problems.
3. In a project using new technologies and techniques. Prove the ability to grow in time.
4. In a project with high performance. Have you reduced your cost per click by 5 times? 300% traffic increase? Did you bring your site to the top of the search results? No need to be shy, pack your results in one case and show them to customers and users!
5. Work on the project, during which errors were created and corrected. Show that you can learn from failures and deal with their consequences.

 

How to create a case and improve its efficiency?

Writing a marketing case is the tip of the iceberg, with a huge layer of preparation behind it. It is best to think about the case structure at the beginning of the project to record the necessary indicators during the work. What are the components in the case of a high-quality company?

 

The basic structure of a marketing case

Title: Reflects the essence of the problem. Should be short, shiny, and showcasing.

 

Introduction and Baseline: A brief introduction of the client and the start of the business that the case is targeting.

 

Objective: Describe the problem and the expected outcome.

 

Stages of work and solutions: A description of how problems can be solved or goals achieved. Use all visualization possibilities: graphs, tables, comparisons, screenshots, pictures, lists. Describe the difficulties that have been overcome in the process, justify choosing the solution to this or that problem.

 

Results and Conclusions: Take stock of work. The visualization has the same meaning as the previous one since the user should clearly see that you are doing well in the assigned tasks. Complement the results block with customer reviews.

 

Stages of creating a case 

●      Set the goal of the case. Writing begins by understanding what message you want to give to your audience. The more accurately you formulate your message, the more likely you are to attract potential customers. Examples: "We don't give up even the most difficult projects in half", "We know how to resolve conflicts", "We specialize in non-standard problem solving".

●      Determine the target audience of the case. You must understand who you are writing for, who will read, and who is interested in your case. At the same time, it is important to instill trust in users and a desire to use your services.

●      Think about the format and structure of the case. Decide which marketing case format would be more appropriate for your audience: text, presentation, or video.

●      Write a short introduction. Tell us about the customer and his problem.

●      Indicate project indicators. The numbers are important to compare with the case performance index.

●      Describe how you deal with client issues. Step by step and as detailed as possible. Match the story with visual elements like pictures, graphs, tables, and diagrams.

●      Record the final numbers. Share your progress and impress your customers and potential visitors.

●      Write a summary of the results of the work. You can provide useful recommendations from experts and add a call to action.

●      A marketing case can be strengthened by authentic publications, official statistics, and links to modern research. Positive feedback from clients is a good addition.

 

Increasing the efficiency of the case

How to improve case efficiency? Just writing a marketing case is not enough. A claimant user wants to see in front of him a logical and understandable structure, short text, visual support. Here are some tips to improve case effectiveness:

 

●      Create a case with a preview: In addition to the full version, create an infographic for a short text or review. So you can reach the target audience more accurately because an interested visitor will scroll through the preview and the original version will be read-only by those who really need it.

●      Stick to the structure of the case. You should not go beyond your plan, talk abstractly about the moment of work. The details of your actions should be detailed, structured, and logical.

●      Create a beautiful design for your case. Do not use too bright colors and fancy fonts so that the reader does not feel pressured to read the text.

●      Do not overload the case with professional terminology. Especially in the preview. Potential clients don’t need to understand the complexity of specialization, they just look at the starting place, the finish line, and the simple, understandable words in them.

●      At the end of the case, add a call to action and contact information. Build audience confidence in you, attract new customers and increase sales.