Business Tips: Case Studies and Your Business

If you're looking for ways to boost your marketing strategy and improve your reputation, it may be time to publish some case studies relating to projects on which you've worked. A case study showcases a problem that you've been able to fix (or improve) and can add to your professional credibility. Plus, writing a case study is an easy marketing thing you can do for your business-without requiring a lot of effort.

This article explores a few things you need to know about case studies in order to enhance your business marketing (and business planning) effectively.

Case studies are powerful forms of marketing wherein a company partners with one or more of its customers to explain to a targeted audience how the company's goods or services have provided a solution to the customers' business needs. Plus, your case studies become a part of your business' intellectual property, like any copyrighted document.

Case studies can be used to help your online marketing, uploaded to social networking sites, distributed at trade shows, used with direct marketing programs, sent to your email newsletter recipients, and more. In fact, case studies are some of the most effective promotional products you can develop for you business!

Well-executed case study writing produces success stories, and benefits companies in a number of ways. Here's why:

First, it capitalizes on the power of example. Potential customers are much more likely to understand a business concept if they can read an example of that concept in action.

Next, carefully crafted case study writing works in conjunction with other marketing collateral. While brochures are strong advertising tools, case studies are even stronger-they relate factual situations, as opposed to subjective claims.

Finally, successful case study writing targets specific audiences while also reaching those audiences across a broad range of distribution channels. Case studies can be posted to websites, mailed, faxed, and passed out at conferences and meetings.

Careful case study writing involves the customer at all stages

After developing an outline for the study, companies choose a customer (often another company) who fits the profile of the target audience. They choose someone who is satisfied with the company's product or service, and who is willing to speak favorably about the company. Permission is obtained to conduct the case study, and experts agree that it is wise to request high level customer involvement.

A company officer's name on a case study can add credibility. Careful case study writers also keep their customers involved throughout the writing process, often asking for input, and always asking the customer to read the final draft.

Effective case study writing first presents a problem

A detailed presentation of a problem that is general to the industry, and how this problem became specific to the customer, begins a case study. As an example, an economic recession in 2009 prevented many schools from offering out-of-district programs. Specifically, Richmond Public Schools' budgetary restrictions kept them from transporting marine biology students to the coast.

Successful case study writing describes a clear solution

Richmond Outdoors, a company that provides kayak tours of the James River, read about the schools' plight in the Richmond Times-Dispatch and decided to help the schools by offering a fleet of sturdy kayaks at a group discount. This allowed the students to conduct several forays into the river, where they studied a variety of aquatic life.

Case study writers clearly documented this winning solution, adding credibility to the story by including quotes from the schools' superintendent, who praised Richmond Outdoors' generosity and excellent safety record.

Persuasive case study writing documents how the customer benefited from the solution

The best case study writing not only includes positive quotes from key personnel, but also includes specific data that, in this case, reveals how much money Richmond Public Schools saved in fuel by keeping their marine biology program in local waters. Quantifying benefits increases the credibility of a persuasive case study, and, here, won kudos for Richmond Outdoors. This company's quick thinking provided a unique benefit to an unlikely customer, setting the outfitter apart from its competition.

Looking for more business tips and business writing resources? Check out these helpful overviews:

What is a Business Proposal?

What is a Business Plan?

What is Ad Copywriting?

How to Write a Business Plan and What Financial Data You Should Include

How to Categorize Your Business Expenses for Taxes