Storytelling in action: 7 tips for creating engaging case studies for tech companies
Author
Remco Guijs
Date
July 3, 2023
Reading time
4 minutes
Thema's
Research shows that case studies are one of the most powerful marketing tools for B2B marketing (source).
It is an effective way to convince potential customers of your added value. Unfortunately, they are still often written in a boring and dry manner. Therefore, we gladly share 7 tips for you to create engaging case studies.
Tip 1: Tell a story
Forget the dry facts! Instead, tell a story. Let the readers get acquainted with the challenges your customer faced and how your product or service helped solve those problems. Use vivid descriptions, bring numbers to life, show images, and let the readers identify with the story.
Tip 2: Use images and videos for visual impact
Case studies can be made even more engaging with visual elements like images, infographics, and videos. These elements help to keep the readers' attention and make the information easier to process. Ensure that the visual elements are relevant to the story you are telling. Clearly incorporate your branding in videos and images, so it is clear that they pertain to your services and/or products!
Tip 3: Make it a Personal Customer Story
Make your case study personal by using the real names and photos of your customers. This builds trust and makes the customer story more authentic. People want to be able to identify with those who have experienced the benefits of your product or service. Moreover, this indirectly makes customers ambassadors for your product.
Example: Instead of simply saying, “A customer from Amsterdam used our logistics solution,” you could say, “Richard, logistics manager at Ahold Amsterdam, found our service amazing!” This makes the story more personal and engaging.
Tip 4: Add Quotes
Quotes are great ways to enhance the credibility of your case study. Ask your clients to provide a short testimonial about their experience with your product or service, preferably on camera. These quotes can be powerful persuasive tools and encourage potential customers to choose your solution as well.
Tip 5: Make the Result Measurable
People are interested in concrete results. Be sure to highlight the measurable results your client has achieved by using your product or service. Think of statistics, such as an increase in revenue, cost reduction, time savings, etc. This helps potential customers understand what benefits they can expect. People always look at what’s in it for me?, so help them see this as concretely and quickly as possible.
Example: Adobe makes clever use of images, icons, and short texts to summarize the message concisely.
Tip 6: Add a Clear Call-to-Action
Don’t forget to include a strong call-to-action at the end of your case study. Encourage readers to click through to a product page, sign up for a newsletter, or get in touch with you. This is an opportunity to generate leads and guide potential customers further in their customer journey.
Tip 7: Share the Case Study with Platforms
Trade journals, magazines, forums, and other websites are often looking for interesting solutions where multiple parties have collaborated. By focusing on an innovation in the case study, there’s a good chance such platforms will be willing to publish the article or video online. Qimarox did this, for example, in Warehouse Totaal.
