In a nutshell, case studies are in-depth stories with real-world examples of how your company implemented a solution for a customer.
A case study is not a commercial, an advertisement or a piece of promotional fluff. It's an in-depth look at what happened when you worked with one of your clients, how you solved their problems, and the results you helped them achieve.
To give you an idea of the end result, here are some examples of case study headlines:
(Do those sound tempting? If so, then your customers are likely to read them too. And they'll see the MSP as the hero).
Although case studies should be less salesy than promotional content, they need to be compelling enough to keep the reader's attention, illustrate the value of your services and include a CTA to move the prospect towards signing up with you.
You know that as a Managed Service Provider, you're a critical ally for any business, and your customer wants to know they're making the right decision when partnering with you. This means building trust in you and your services is vital when persuading leads to sign up with you.
Those leads want to know the results of working with you well before signing up. They don't want to waste precious time and may go online, search for reviews and cross-examine your reputation before they even contact you. Leaving your site increases the risk of them signing up for a competitor and means you might miss out on a customer before you even knew they were a prospect.
A case study lets you take hold of the narrative and allows potential customers to see how your company has helped similar organisations achieve their business goals and overcome challenges. This visibility gives them confidence in your ability to help their organisation.
Case studies are invaluable because they:
Case studies smooth the path by showing off your skills, building that all-important trust in your services, and making it easy for customers to say yes to you.
As an MSP, you know that the value of your services goes way beyond dollars and cents. By delivering a high-quality service experience, you can build your customers' trust and give them a reason to stick with you for the long haul. But how do you get your potential customers to see what makes you stand out from your competitors and choose to go with you?
Too many MSPs focus on the features of their products rather than the benefits of the services they deliver. And those benefits don't have to be measurable, such as revenue or time saved. Just as important on a human level are trust, reliability and security. Don't underestimate the value those can bring and how powerful they are at swaying your prospects. If you want to beat the competition, then demonstrating the value of those benefits is the key to unlocking more sales.
This is where case studies come in. A well-crafted case study helps you build trust by providing clients with evidence of the benefits you bring and how those benefits make a difference in the lives of real people.
Case studies also help you stand out from your competitors. By sharing case studies on your website, you'll offer a potential customer a look at your past work and previous successes - a perspective that many of your competitors may not be able to provide. This depth of content allows you to show potential customers why they should choose you over the competition.
When you show a prospect that your services will be worth their investment, they're much more likely to convert into a long-term, profitable customer.
When it comes to writing a compelling case study, your goal is to guide readers from recognising their problem to understanding what the solution looks like - and how it will apply to them.
Here are the elements that each case study you write should include:
There are a few common mistakes to avoid when creating your case studies. Here are some pitfalls and how to get around them:
Case studies are one of the most powerful selling tools any managed service provider can use. They're an excellent way to persuade your prospects because they show how your services have already worked for other companies, which can help you overcome your prospects' objections to buying.
A case study doesn't have to be long or complicated - it just needs to tell a story about a customer who benefited from your services. Make sure you detail your customer's initial problem, what made it great for your customer, the benefits your company delivered (including metrics where possible), and how you helped them achieve their goals.
Think of them as a tool in your arsenal that proves you're the right Managed Service Provider for your target clients and sets you apart from your competitors. You can use them to:
Case studies showcase the experience of your real-world clients, are far more effective than other marketing content, and generate new business as no other marketing tactic can.
They're invaluable for any managed service provider - so why not leverage case studies and invigorate your marketing tactics today?