There are plenty of ways to promote your products and services to the customers. Even though there is more stress on digital marketing in the 21st century, traditional marketing methods are still quite effective. A well-researched case study is a good example of how traditional marketing tools can be used for today’s digital market.
If you want to connect with your audiences and show them how your efforts add value to the lives of your customers, producing convincing digital advertising case studies can be a good strategy. However, you will have to comply with several measures while preparing the case study in order to make it more effective.
#1. Go beyond generic storytelling:
Case studies, as mentioned, highlights your marketing effectiveness to the customer and explores the results as well. Through a case study, you need to make the vision of your company clear to the clients and tell a story that they can relate to and understand. Treat it like a story, so that the readers are excited to learn about your journey rather than just skimming through it.
Case studies help explain to your readers how you dealt with a certain problem you have encountered recently. The case studies basically are success stories of your business. This is the reason why developing a case study for a certain solution is often considered a brilliant idea for businesses.
Before you plan and start working on a case study, get permission from your customer to include their story in the case study. Then prepare a strategy for the case study. That way, it will be easier to create a system for preparing an advertising case study. As you engage with your client, determine what kind of case study, you can develop around the project.
Select the top solutions you want to offer to your clients and then develop a typical case study that features those solutions and how one can achieve those solutions with your services and/or products. You need to be specific throughout the story. It helps you create case studies that resonate with potential customers who are going through the same situation as your former clients.
#2. Make it personal:
You must be aware that to make your marketing efforts effective, you need to personalize your content to please your customers. In fact, a majority of the customers now look for personalized advertising. This is why the businesses that use data-driven campaigns that produce content based on consumer interest are seeing better results.
In order to make your case studies more meaningful, you need to look for ways to make the content more relatable to the valuable visitors of your website. When the customers find out that you are able to meet their requirements and your brand truly cares for them, they are more likely to put their trust on your brand in the future.
As you may realize by now, personalization makes your customers feel that they are also a part of your story. It makes them feel important.
#3. Create a proper outline for the case study:
In order to make your digital advertising case study effective, you need to structure it properly. It is important to understand that you need to have a unique approach while dealing with specific case studies. However, the marketing case studies structure remains more or less the same in most cases.
Whether you are drafting a textual case study or preparing one for the visuals, the outline of the case study must include the following elements in the same order mentioned below:
- Introduction to the subject
- Challenges and Objectives
- Supporting Visuals (videos, images) and Quotes
- Future Plans
- Call to Action
While developing the case study, try to provide data that you have gathered in the most concise and accurate way possible. Draft it in a way that it is easy to read and comprehend. Furthermore, you need to deliver an impressive call-to-action bottom that will help the audience learn more about the products and services.
#4. Select an interesting title:
The title is the first thing in your case study that your audience is going to notice. So, you must try to put up an outstanding title for the case study. The title should clearly describe what your business has achieved through your digital advertising campaign.
If it is possible, include the results in the title to grab the attention of your audience who most likely have the ambition to achieve the same results. You must also remember to add your brand name in the title to demonstrate that you were responsible for the success.
A lot of companies use a simple format of “brand name case study” as a title, which is neither interesting nor insightful. You should use the case study title to pique the interest of the potential readers. That way, you will be able to get more readers for your case study.
Furthermore, your title must also include the name of your customer or client. You can add short subtitles and provide brief information about what product/service your customers used to overcome their problem. The subtitle should also meet the expectations of the readers about what is mentioned in the case study. It will be better if you include an overview of what happened.
#5. Add useful information:
Since we are talking about a digital advertising case study, you will have to add authentic facts to support your claims. You need to include real numbers within these facts to make your claims more believable.
Your case study needs to be comprehensive for your readers throughout its content. You must consider using actual numbers instead of generic terms such as “doubled conversions” or “tripled traffic”. They make the case study more engaging.
However, don’t include numbers just for the sake of adding numbers. Make sure that the numbers you are using in your case study add value to your general story. If you are able to use the numbers properly, they can demonstrate precisely where your clients began their journey with you and where they got with your assistance.
Apart from the numbers, you also need to present a crucial piece of study where you describe what measures you took to reach your goals. Provide enough context to the readers who are trying to solve similar problems, so that they can repeat the process.
#6. Add visual content:
Drafting a quality case study is not always enough to solidly impact the readers. You also need to work on the visual elements of the content to enhance the overall impression of the case study.
The easiest way to do that is by exploring different design types and using unique images to gain the attention of the audience. In fact, design can play a pivotal role in the success of an advertising case study.
Add images and leading lines to keep the readers engaged. You need to pay attention to the color as well. Consider using colors for text and images, which is similar to your website color or the customer’s color scheme.
Moreover, you need to work on videos. The videos can have a great influence on the readers. Since videos combine visuals, audio and text – it gives your content an edge over other forms of visual elements.
While using these visual elements, do not forget to weave them with your brand story as the main objective is to convey the message clearly to the audience. Adding relevant visual elements is more important than adding creative elements that serve no use to your brand message.
Bonus point: Make use of the CTA button:
The main objective of the advertising case study is to attract potential clients and convince them to use your products and/or services.
So, don’t end your case study after revealing the results. Continue to engage your potential clients by ending the case study with a call to action that encourages the readers to contact you and achieve similar results as you.
The call-to-action prompts your readers about the next course of action. Apart from suggesting how to achieve the same results, you should also consider including your contact information for the audience. It will help them take the next logical step and engage in business with you.
Quite different from the other traditional marketing tools, a case study actually testifies your work from your clients. In fact, it takes a regular testimonial to another level by showing the client’s journey from the beginning to the end in a narrative format.
At the same time, it gives you accurate data about how to overcome similar situations. It is quite evident why a majority of the businesses still prefer case studies over other marketing tools available in today’s date.
About the Author!
Clara Smith is a senior marketing manager at a reputed eCommerce company in Ohio, US. She is also a part of the team of experts at Allessaywriter.com, where she serves as an expert essay writer to help students with their academic tasks.