To build a great relationship with a business partner, laying a foundation of trust is essential. But how can a potential partner trust you if they have no concept of how you work? Case studies can help communicate trust and show your potential partner how they can improve their life science marketing strategy by working with you.
Case studies can be very useful for potential buyers. For instance, a recent report shows that 78% of buyers use case studies when researching purchases. Moreover, case studies belong to the top five content marketing strategies, together with blogs, social media posts, e-newsletters, and events. Especially in the life sciences business, a demonstrable data approach reflects expertise – which is seen as a valuable currency – and elicits trust in potential business partners.
We recently partnered with Medpace, one of the top 10 global CROs, to craft a case study highlighting the success of a brand awareness campaign we had completed together.
This is your chance! Tell a Story
A case study essentially shows potential buyers what you are all about. It tells the story of how a project with a business partner evolved, how your partner benefitted, and what was learned as a result of the project.
A case study starts by stating a challenge or problem your business partner has been having. Once it has been introduced, you can swoop in and showcase the different solutions you came up with. Lastly, your case study will show how your solutions resulted in a successful outcome for your client.
And this is where you get your chance. Show the case study’s reader that you can support them in finding a solution to their problem too! When presenting the results, include images, such as screenshots, testimonials, and statistics. These will provide authoritative information for the reader and show them that you are trustworthy.
Reap the benefits of a case study
One great advantage of case studies is the fact that the audience is very specific. The product offering is already aligned with the target market, so potential partners who read your case study will be interested in the topic by default.
The language, wording, and choice of phrases will appeal to your target audience and suit the business solution they are searching for. Using keywords and phrases can help attract the right readers to your website through SEO, as your case study will rank higher in search engines.
Publishing a case study is your chance to boost your brand’s authority in the life sciences industry. It will allow you to explain the “why” and “how” of your work, which can further prove your competence in the field. This is your opportunity to provide your readers with clear results and an overview of how you work, what you can do for your potential business partners, and how you can achieve a return-on-investment for them.
As we are moving through a time where the internet and social media have made us more careful and suspicious, case studies can offer proof that you are supporting your business partners in the best possible way.
Use this to your advantage: while reading through your case study, your readers are constantly reflecting and comparing the content with their problems. So, at the end of your case study, your readers will more happily engage with a call-to-action offering the reader to reach out for more details or support – employ this strategy!
Publish your case study to shine
Once completed, you can publish case studies in a variety of formats. The easiest format to choose from is a blog post. You can easily incorporate your case study in your blog without adding too much work on top, which is helpful if you are short on time and money. Websites, such as Xtensio can help you create your first case study without much fuss.
Design a webpage
However, if you have the resources, creating a dedicated page for your case study is another way to showcase your abilities and represent your authority within the industry. Also, you are more flexible concerning the design of the page, allowing you to direct the reading flow and include eye-catchers, such as statistics, graphs, or images, more easily.
Create a video
You could also opt for a video-version of your case study. As videos are becoming an increasingly popular medium for content marketing across all industries, presenting a case study this way may allow you to reach a wider audience. You can post them on your website, include them in a blog post, and promote them on social media.
Gate your content
Case studies are commonly published as a downloadable PDF. This allows prospective business partners to save your case study and share it with colleagues in the industry. If gated, it also gives you an idea of those interested in your services.
In fact, gating a downloadable PDF version of your case study can help you collect valuable leads that you can use for reaching out to potential clients. In fact, a recent report found that 57% of buyers are happy to register and share their personal information in exchange for a case study.
Why the right time to create a case study is NOW!
As the life sciences industry continuously and rapidly evolves, we all have to make sure not fall behind. Case studies can be efficient in showing that your business is doing well and staying on top of the game!
Leverage your first case study to proving your capabilities to potential business partners. It can be used in sales pitches, enable you to reach a more targeted audience on social media, or allow you to create extra content in the form of articles, blog posts, podcasts, videos or newsletters.
Ultimately, you will have created a great piece of content that you can present to your industry and prospective business partners – AND it will help you stay ahead of the competition!
Stay tuned for our next blog posts and case studies and be the first to know!
Sources: OptinMonster, Forbes, Curata Blog, HubSpot
Images via Shutterstock.com