A few months ago we talked about long form content and used case studies as an example.
Here we go into more detail and explain how to create these great marketing tools, with a template to help you create them.
Why are case studies so good?
Google loves storytelling and this is a great way to tell your story. You can also fit in lots of relevant keywords without it feeling forced.
Google also loves regular updates. So if you’re stumped for an idea, just go through your list of customers and phone one of them up!
Expand your keywords
You can put in keywords that relate to market sectors or geographical areas you’re targeting too. For example if you’ve just fitted security equipment to a hair salon, you can mention that you’ve used equipment that would work well in other retail situations, offices or homes.
Or if you’re writing about a job outside Tameside you could mention driving through …. (mention areas where you want to get more work).
Convert prospects into customers
But case studies aren’t just about great SEO – they provide content that people will read and act on.
People who come to your site will want to know what you do, how well you do it and what problems you can solve for them. A good case study tells them all of that.
Write about the problem your client had and how you solved it, not just the work you did. You can mention funny things that happened on the job too – it makes you seem human and creates a connection with your prospect.
How to create a case study
Contact a customer and ask them if they would be happy to take part. Ask how they want to do it – you meet them over coffee, do it over the phone or by email, whichever they prefer.
Go through the following questions – some you can fill in yourself so only bother the customer with the ones you can’t answer.
Case study questions
- What was the problem you needed solved?
- What benefits were you hoping to get (how would it change things for you)?
- How did you find us?
- What made you decide to use us?
- What did you think of the work we did?
- (At this point you can ask other questions that are specific to your product or service, the way you work)
- How did you feel about the way things went?
- Was your problem solved? Did you get the benefits you expected?
- Was there anything you would have changed about your experience?
- Could you describe the way you felt when the job was done (or when the service was in place)?
- Would you recommend us to others?
You don’t have to ask all these questions, just the ones that are relevant to the way you work. You can add in your own too.
Tell your story
Take the answers to all these questions and build your story around them. There are no rules as to how long or short a case study should be, although if it’s long, break it up with pictures.
Reel them in!
Don’t forget the call to action at the end!
Say something like: “If you want to enjoy the same …. (mention all the great things your customer said) …. why not get in touch today?”