The way we shop for services has changed. As consumers, the digital world has trained us to seek reviews, ratings, testimonials, and case studies before buying.
Think about the last high-value service you bought. Was it bought quickly, without you being exposed to any marketing and with no recommendations from others you trust? We thought not..
Nothing builds credibility and trust with your prospects like a success story featuring your product/service. Case studies need to be a consistent part of your content marketing strategy.
Why you need case studies in your marketing mix
Not only do case studies demonstrate your expertise, they build client trust and give your prospect that all important social validation.
From a SEO perspective, case studies are one of the most straightforward, natural places you can write content around your target keywords. They keep your website content fresh and give you the opportunity to publish in-depth content, all of which is great for SEO.
What makes case studies so influential?
Case studies take a different approach to traditional broadcasting. You are showing your expertise, rather than just telling.
Your firm needs to demonstrate that your service solves a problem. If you can articulate your approach and show how this provides value to your clients then it gives your customers the social validation they need to buy.
Case studies are also key to brand storytelling. A great case study tells a complete story. Readers can see the whole picture from start to finish. A great case study has a compelling story with a problem, a strategy to solve the problem and the journey to resolution.
How case studies help with lead generation
A major benefit of crafting a case study is to eliminate the doubts of your prospects. If they can visualise their success by seeing others’, it supports the value your firm brings.
User generated content – which a case study is – holds great weight with your online audience. Real-world results that come from your customer are more compelling than a brochure you’ve written will ever be.
When your case study is structured correctly, it might just answer many of the questions you frequently get asked by your prospective customers.
Once you gain the trust of a prospect, it becomes much easier to convert them.
Ways to incorporate your case studies
- Create a dedicated case study page accessible from your homepage
- Use case studies in your sales and content marketing material
- Repurpose quotes and sections of your case studies into graphics, snippets as supporting marketing and in your social media
But what about client confidentiality?
First things first, your case studies should never breach your firm’s guidelines and should feel in keeping with how you want your firm to come across online.
Secondly, don’t let client confidentiality discourage you from sharing good news on behalf of your clients and firm.
You may be surprised how many clients will share their story once asked.
Alternatively, there are ways of maintaining anonymity by grouping cases together, leading with results and detailing the process rather than the individual/business.
Whilst client confidentiality can feel like a barrier, there is often a way to showcase your success, and it is so worth it. This simple testimonial increased conversion by 34% so just imagine what a detailed case study could do.
FAQs
What is a case study and why should you create one? ‘Case studies are a powerful tool to increase sales and drive conversions. They provide real-life examples of how your brand helps customers reach their goals.’ Neil Patel.
What is the purpose of a case study? The main purpose of case studies is to show how a product or service has been implemented successfully by customers.
How to get clients to agree to be in case studies.
- Make it as easy as possible for your clients to contribute.
- Asking for 20-30 minutes for you to interview your clients based on their experience is a good way to get buy-in from time poor customers.
- Craft a series of questions, interview your customer
- Share with your customer for sign off once written.
Where can I share my case studies? Social media, a customer success stories page on your website, add them to your proposals, events and webinars.
What is social proof? – ‘Social proof is a psychological and social phenomenon wherein people copy the actions of others in an attempt to undertake behaviour in a given situation’.
Buying legal services is a considerable commitment from your client and isn’t a decision that is made quickly and without research. Building social proof should be a key component to your marketing and business development strategy. Without them, your customers take longer to convert and your firm is harder to trust.
So, where can I start?
If you’ve recently submitted entries to the Legal 500 or Chambers submissions we help a number of our clients recycle this great content into case studies. Contact us here to maximise the work you’ve already done.
