Pitch real-life case studies and gain coverage
Tracking conversions back to your case study
The beauty of online coverage means that after planting your product in the minds of target consumers, they can follow a link back to your website to find out more details about your product or buy from your ecommerce site. Tools like Google Analytics offer you the ability to quantify the increase in your web traffic and track it right back to your case study strategy.
This recent case study featured on Yougen Blog brought hundreds of new visitors to that company’s website and, most importantly, generated thousands of pounds in revenue.
Three steps to writing a great case study
Do your research
Know your audience and demographic. How will your product benefit their lives in particular? Which elements of their everyday lives can your product improve?
Profiling your consumers can help you to come up with the ideal real-life scenario that you can place your product into, built around their own lives.
Detail is key. The essential qualities of a well written product case study include a person, location, occupation and emotions.
A useful tip is to write yourself a list of practical questions for your case study to answer. Where in their home do the family use it? Can it be used while doing something else like lunch at the office? What are the family doing now they’ve saved this time/money? These details are what make it ‘human’.
Include important product information, such as the model name, colour and dimensions, but tie this into the natural setting of your case study family, describing details of their ‘sleepy’ hometown or even the name of the family pet! It may feel like this is an excessive amount of information, but these are the points of which reach into your consumers lives and create a personal connection.
While including real-life details of pet names and village life may seem like trivial information, they give your story credibility. To give your readers even more of an insight, make sure to include photos, videos and quotes from people benefiting. The easier it is to picture a relatable scenario, the easier it is to believe it.
Aim for detail that feels natural. If your case study reads like a sales pitch, it is likely to be regarded just like all the others waiting in a journalist’s inbox, or be dismissed by your consumers. The details are the key to your ‘hook’.
You’re now armed with the information to write a case study which enhances your pitching, coverage and sales. If you’re looking for further inspiration, here’s a great example.
By Philippa Yellop, Digital PR Marketing Assistant, Impression