Yet, a 2018 B2B content marketing report found that case studies, while frequently created, aren’t always persuasive: This is a missed opportunity. Two psychological concepts—cognitive fluency and narrative transportation—can turn yawnsome case studies into hard-working persuasion assets.According to Linked In’s Demand Gen Report 2018, case studies are the preferred content format of B2B buyers, with 79% of respondents consuming them in the past 12 months: They’re also, the report notes, the second-most shared type of content among B2B buyers (after blog posts). In fact, 94% of buyers go online to evaluate what their peers say about a product or service before deciding. Having worked with dozens of B2B companies, I’ve seen way too many case studies consigned to the content graveyard before they’ve even drawn breath. Ignore either one, and your case studies are likely to fall flat.
(One study suggests that B2B buyers are even impact of your business on a customer, you’re going to have a stronger chance of upping your likeability.
Likeability matters because people buy from people they like. The enthusiasm is infectious: Plus, according to the principle of similarity, people like other people whom they perceive as similar.
Here’s a classic example of a text-heavy and overly promotional case study: they want case studies. Case studies have the potential to fast-track buyers through this self-directed journey, combining everything they need to make a decision—social proof, stories, emotional connection, and data—into one document.
Those elements help buyers know, like, and trust your company. Research shows that word-of-mouth marketing is directly responsible for 20–50% of sales.
That’s not to say you can’t tap into the power of social proof.
Use real photos of your customer, their full name and job title, verbatim quotes, etc.And, according to Nielsen, 92% of consumers trust earned media, reviews, and testimonials more than any other form of advertising. Klient Boost’s Dale Cudmore writes that case studies are like testimonials on steroids. If customers are willing to share numbers, data can add credibility.Actual percentages of time saved or dollars earned tell a story of objective success.Congrats if you’re among the 73% of marketers who publish customer case studies to win hearts, minds, and pockets.In a world of fake news and fake reviews—only 37% of B2B buyers trust vendors—genuine customer success stories are precious assets.Fractl’s case studies place metrics front and center: You may not have data to draw on.Your product may be new, or your results may be hidden behind a non-disclosure agreement.And when teams are happier, they tend to play better.Same goes for when someone says that they “love your product,” others are more likely to as well.It could be something as simple as a run away script or learning how to better use E-utilities, for more efficient work such that your work does not impact the ability of other researchers to also use our site.To restore access and understand how to better interact with our site to avoid this in the future, please have your system administrator contact [email protected]