Case Studies in Marketing: 5 Important Ways to Use Them

Like most investors, you’d most likely do two things when planning to invest in a product or a service. First, you will find out from friends, colleagues, or family whether they have used the product or service. Secondly, you will most likely do some homework or quick online research. Whichever option you choose, the rationale here is to make the best decision.

Arguably, marketing case studies provide the information or proof of customer success. What does this mean if you are marketing products or services for your business or company? You need to invest in case studies to educate your audience. They need proof of quality and assurance that your products or services can solve their problems.

What Are Case Studies?

A case study is a story detailing how a customer was able to achieve, do or solve a problem using your products or services. It provides an analysis of a specific instance or a case where the use of something delivers tangible results. It, therefore, persuades that a given process, product, or service can solve a particular problem.

Undoubtedly, creating and using case studies for marketing appeals to logic and can motivate or give reasons to really make a purchase. Note, however, that using case studies is a process that you need to master if you want to succeed. To achieve the highest possible conversion, you need the utmost dedication and professionalism while using them.

Like investors, buyers or users of products or services would do some consumer research and often look for reliable information before buying a product or service. Interestingly, the majority of buyers often turn to market case studies, just the way you would turn to market research facilities when looking for information to aid your decision making.

Here are 5 Meaningful Ways to Use Case Studies in Marketing

You can use case studies in marketing in several ways. Utilize proven ways to get the most of these great marketing tools. Here are the most common and effective ways you can consider:

Case Studies in Marketing: 5 Important Ways to Use Them

  1. Create a Dedicated Page for Case Studies

You need to have a page on your website for case studies only. It should act as a page where visitors and potential users of your products or services get information. Such a page should be easy to navigate and well structured. You can give it headings depending on what you want to communicate. Notable headings include:

  • Case Studies
  • Success Stories
  • Examples of Our Successes
  • Our Work

You might wonder why the emphasis is on a dedicated page. Well, once you have a page that is exclusively for case studies, you then have a library. That is, in fact, a conversion power that might change things positively for your business. Visitors are more likely to spend their time and refer their friends to such pages, especially if your case studies are great.

  1. Let Visitors Find Case Studies or Links on Your Website’s Homepage

A dedicated page for case studies alone is not enough. Further, you need to ensure that visitors come across links to case studies on your homepage. Let them find one or two videos of happy customers, then show them where to access more of such stories. You should, however, know how to put case studies on such a page. Here are suggestions:

  • Use a slide in your call-to-action section that links to your case studies
  • Include one or two case studies as part of customer quotes or testimonials
  • A note or sentence inviting visitors to view specific marketing case studies
  • A call-to-action that talks about your case studies
  • Within your blog content

Whichever option or way you use, ensure it’s easy for visitors to find a page containing your case studies. You should also make sure that your homepage is easy to navigate and well-organized.

  1. Share Your Case Studies on Social Media Platforms

Social media platforms enjoy a huge following these days. So, one way to leverage case studies is through sharing them on social media platforms. If you can showcase them, especially using the right testimonials and snippets, you get an audience and win more customers. What’s more, you can leverage it for b2b marketing as well. Here are some suggestions that you can adopt:

  • Target relevant groups on Facebook and Twitter with your case studies
  • Create a list of your cases studies and share them on LinkedIn
  • Show your happy customers on your Facebook, Twitter, Instagram, and other pages
  • Share links to your case studies on your social media platforms

The trick you need to note regarding the use of social media is how to target people with valuable information. Ensure that your status communicates and shares good stories that attract the right audience. You can include stats and relevant visual content about your products and services. People will always want to see how they are beneficial to them. You can also ask some of your happy customers to share their stories about your products or services on social media.

  1. Add Your Case Studies To Your Newsletters

Newsletters should not just give updates and news about your products or services. They should also include other relevant additions that can help you attract attention and convince your audience to buy or use your services. So, add any other appropriate things that your audience ought to know.

A link to your latest marketing case studies is a great addition to your newsletter. Doing so will help your subscribers learn what your company or business is doing to solve their problems. Most importantly, it demonstrates your willingness to offer products and services that people love to show off or share with others stories of their usefulness.

  1. Use Your Case Studies to Create Videos

Video content attracts attention and can help pass messages. With improvements in technology, especially relating to the internet, the consumption of video content has been rising tremendously. For your information, people are more likely these days to watch a video rather than spend time reading long texts or stories. In addition, there are other reasons to use video, including the following:

  • Videos appeal to many prospects, including mobile users
  • Animated videos explain everything clearly and are effective in marketing
  • Even the laziest buyers love videos if they look great
  • Social media platforms encourage video content
  • Videos help build trust, and trust can boost conversions and sales

Note that videos are also budget-friendly, in addition to being great for sharing case studies. Great video content can easily ignite emotions and get you the right people without using other methods. You, however, have to ensure that the videos you create are of good quality and carry the right message.


Case studies remain incredible marketing tools if you can utilize them properly. So, create your case studies that make it easy for prospects to find solutions to their challenges. Let them know that there are people who have used your products and benefited in different ways. Most importantly, create attractive and engaging case studies. That is what it takes to succeed using them.

Francis Nwokike

Francis Nwokike is the Founder and Chief Editor of The Total Entrepreneurs. A Social Entrepreneur and experienced Disaster Manager. He loves researching and discussing business trends and providing startups with valuable insights into running a profitable business. He created TTE to share ideas and tips to help entrepreneurs run and grow their businesses.

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