Most people think case studies belong on your “case studies” section on the website. You might also send one to a prospective client to show your prowess in their particular industry. But case studies can also be used to generate marketing content for your company.
Use Case Study Quotes in Testimonials
If you completed a successful project with a client, they’re bound to say nice things about you. Those pithy quotes can be used on your “testimonials” section on your website or in other marketing materials. (Ask permission before you do this, of course.)
Look for Patterns in How Your Company is Talked About by Clients
If you have done a lot of case studies for your company, look at them all side by side. If you have a solid company culture and process, the same themes and words and phrases will likely be repeated in each case study. I like to go through and make a list of client-voiced themes, and repeated words. Here’s an example from one such exercise:
Client-Voiced Themes
- Like to meet in person
- Mindful of our time
- Mindful of budget/can squeeze a LOT out/creative with budget
- Excellent at scoping time
- Experts in [their field/technology/software]
- Do a lot of future-proofing
- Very concerned about security/privacy
- Keep current on technology
- Like to collaborate/feels like a partnership
- Aren’t afraid to push back/give reality checks
- Good at bringing development best practices to teams they collaborate with
- Don’t require us to know all the proper “jargon” to work with them
- Guide us with the proper way to speak to OUR partners to get things done
Though most of these are things that any company should be doing (being mindful of budget/time, being experts in their field, etc.), there are a few that surfaced that they could be using more, like the fact that the company brings their best practices to teams they collaborate with.
Words/Terms Clients Use to Describe [company]
- Kind
- Nice
- Efficient
- Funny
- Experts
- Respectful
- Collaborative
- Innovative
- Proactive
- Responsive
- Thorough
- Thoughtful
- Moral
- Excellent communicators
- Honest
- Trustworthy
How to Ask the Right Questions
Though a case study is focused on the (hopefully positive) results of a project, it should also illustrate a company’s good relationship with their client. Relationship information can come up organically during case study interviews with the client. If a client compliments the company, be sure to prompt for more information. You should also purposely probe for relationship information during interviews, with questions like:
- How did you first hear about [company]?
- What was your first impression of [company]?
- Why did you choose [company] for your project?
- When [X] issue arose, what did [company] do?
- Tell me about [company’s] communication with you.
- Tell me about how [company] worked with your team.
- What lasting impression did [company] make on you?
- What would you tell other people looking for [service] about [company]?