Case studies provide your manufacturing company an incredible opportunity to showcase your expertise, product value, and customer service. While testimonials are great, case studies go a step above by highlighting a customer story from start to finish. Continue reading to learn some key tips to make your case studies stand out and resonate with your prospects.
- Write About Your Most Relatable Customer Story
Do you have a clear understanding of who your ideal prospects are? Check out our blog Why Developing Buyer Personas is Invaluable for Manufacturers to get a crystal clear vision of the ideal prospects you’d like to close as customers. When your prospects read your case studies, the goal is to have them resonate with the story.
To do this, we suggest highlighting an industry-specific need the customer had and explain how your product or service was the solution. Ultimately, you want your ideal prospects to read the case study and say ‘I have that same problem’ or ‘If they helped XYZ Company, they must be a trusted industry supplier.’
- Don’t Cut Out the Details
Unlike a testimonial, a case study is meant to be in a long format. An excellent case study really allows your audience to get to know your customer, understand your company’s relationship with them, and fully explains in detail your work together.
Make sure in your case study that you explain the challenge your customer had and how you helped them with their unique goals and challenges. If you and the customer went back and forth with a few design iterations before landing on the final part design, don’t cut that out. Allow your readers to see the full picture and understand all that went into the project. Need help writing content? Our experienced writers are available to help.
- Legitimize the Story with Metrics and Visuals
To have an effective case study that your prospects will read and engage with your company, it is essential to include metrics to legitimize your story. Did you create a product in record time? Include in the story how much quicker you got your solution to your customer. Did switching their product manufacturing from another process to your process save them money? Include a quote from your customer talking about cost-savings.
Include tangible results so your readers have a clear understanding of what you could do for them. When you are done writing your story (and it’s been approved by your customer to go live), don’t forget to add customer-approved high-resolution visuals or videos. Photos, infographics, and videos are a phenomenal way to enhance your story and get your message across to prospects.
Are you saying to yourself, this is great but I’ll never be able to get my customers to participate in case studies, don’t fret. Check out our blog, How to Convince Your Stubborn Manufacturing Customers to Participate in Case Studies for our tried and true tips to get them to say yes!
Concerned your staff of engineers can’t write? Not to worry. Our experienced writers will help you unlock the content vault. Since 1993, we’ve developed blogs, case studies, white papers, press releases, literature, and eBooks for business-to-business manufacturers. Give me a call: Rob Felber (330) 963-3664 or RobFelber@FelberPR.com