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best practice case study

We are promoting and showcasing the best examples in recruitment and retention where initiatives and schemes have successfully improved the diversity of the workforce, in particular the representation of women, disabled people and those from minority ethnic backgrounds. Our best practice case. Case studies are the life blood of effective marketing. A good case study tells your next prospect how your business helps others succeed. Use this case study template to plan and structure your case study. When you are ready, you can choose to get a copy writer to create the case study, or create it your self. Mar 22,  · Follow these eight tips below to ensure that your case study strikes the most effective balance for success: 1. Research and Prepare. This may seem obvious, but many companies will get so excited at the prospect of having a case study, that they will sign off on the first customer that agrees to participate, though they may not be the best.


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Among the many methods of marketers today, the written case study remains a tried and true practice to attract new customers. On the other side of the equation, evidence shows that buyers are still looking to case studies, too.

The marketing tactic ranks as the third-highest type of content influencer for purchasers at small business and large enterprises alike, according to Eccolo Media 's B2B Technology Content Survey Report. Fifty-six percent of enterprise-level purchasers and 23 percent of small business owners said case studies influenced a technology purchase of theirs in the past six months.

Moreover, the report concluded that in general, buyers overwhelmingly prefer traditional written case studies to those presented as audio, best practice case study, video, one-page summaries or Microsoft PowerPoint slides. Need more convincing of the best practice case study of written case studies? Think back to the last time you made a purchasing decision of a new tool at work.

Did the story of how one of their customers, either told with a few lines of copy on the homepage or as a plus word piece of content elsewhere, influence you? That kind of story influences my teammates and me, and its for that reason and stats like those above that at Zapier this year—our third in business—we've made publishing case best practice case study a priority. We launched our library of over a dozen Zapier case studies last week, following months of work gathering customer stories, asking for KPIs key performance indicators and editing what could've made for 1,plus blog posts down to something scannable in less than a minute.

But our work doesn't stop here. What we released will be tested, tweaked and improved upon in the coming months. Getting it out to the public was priority No. On top of tracking clicks, watching sign-up rates and asking for customer feedback, we're taking a deep dive in the many ways in which we can improve upon what we've published. To do so, I've put myself in charge of collecting tactics, proven practices and lessons learned from expert case study writers, such as authors Casey Hibbard and Steve Slaunwhiteand best in the business content marketing companies, like HubSpot and Kissmetrics.

Here are 25 effective tactics, grouped by three common sections of a case study—the customer, the solution and the benefits—plus perspectives on formatting and marketing this type of content.

Some marketers say a shorter case study is better, others proclaim the benefits of long-form content. Consultant and blogger Debbie Weil writes that a reasonable word count is words. On the other side, Kissmetrics co-founder Neil Patel has helped herald the success of long-form content for marketing. Inhe found that longer copy on his homepage yielded him a higher conversion rate and longer blog posts earned him more social shares.

He backed up his encouragement by noting a Moz study that showed higher search rankings for long-form content, too. Marketer Drew McLellan calls case studies the marketing version of Aesop's Fables, they're stories that are told to make a point or teach a lesson about the value of your product, best practice case study. Describe how the challenge was overcome tell of the battle.

Sum it up give it a happy ending. Smith summarizes:. On the The National Center for the Middle Market site, journalist Erik Sherman laid out what he sees as the "fairly strict formula" for a case study:. There may be other structures that could work, and experimentation can be good, but only so long as all these points are covered at a minimum in the final piece.

Another way to look at it is to think of case studies as stories told from the perspective of a happy customer, best practice case study. These kind of stories, says Slaunwhite, are hard to resist reading.

Hibbard, who wrote the book Stories that Sellsays there are two types of audiences: readers and skimmers. In Weil's write-up on case studies, she calls subheadssuch as "The Challenge" and "The Solution", "signposts".

And just like a city keeps its signpost format the same, so too should your case study library. In her case study mistakes ebook, Hibbard offers another approach: don't listen to the experts. Including herself. But the most interesting stories usually take a more creative path. Instead, she encourages you to think about the personality of your audience and consider what best practice case study resonate with them most.

Here are three alternatives she recommends:. See the "Label the Customer" top below. Readers who want to know more can click through to a complete version that goes into more detail. Eye-catching headlines aren't only for your blog posts, they should be used on your case studies page, too.

Selecting what type of customer—marketer, small business owner or data scientist—to profile is a major task in itself, one that involves first understanding who will pay for your product. This post won't attempt to tackle this part of the case study writing process, but I best practice case study you to read Hibbard's ebook, Making Your Customer Success Stories Work for Youwhich outlines this initial task in detail.

If you've already selected what type of customer you're profiling, be sure to heed Hibbard's next advice, too: interview the best spokesperson s.

Your next task is to get that customer's attention and have them agree to spending one to two hours on the phone with you, telling you how they use your product and reporting the results they've experience. At Zapier, we send out an automated email invitation every Wednesday asking customers who best practice case study a certain app usage condition to participate in a case study.

In the plain-text email, best practice case study, the customer is asked to fill out a short form with questions such as, "What results have you seen since using Zapier? Since implementing this automated request and retrieval process in December, more than customers have submitted their stories for case studies. If you don't have the tech team to configure a custom drip campaign to customers, check out products like IntercomVero and Customer. Another method to build a list of case study candidates is to offer incentivesboth to customers themselves and your sales team.

Hibbard, who runs a case study consultancyencourages leaning on your salespeople, too. If your sales team is making the asking, Graham says of Hibbard's advice, identify the appropriate best practice case study to make the ask, such as around a sales meeting or during a traditionally slow quote.

Other methods, such as offering an award for the best use of your product, are present, too. A second way that's employed at Zapier is saving favorited tweets to a Google Doc and then reviewing those tweets later, searching for customers who could be well-positions for a case study, best practice case study. This process is easy to implement as saving favorited tweets can be automated with a Zap. After a customer's initial interest in case study participation, Hibbard recommends sending the person a " Leave-Behind " doc.

This attachment outlines best practice case study five items:. Hibbard also recommends supplying your customer the final approval form to use the case study upfront, Graham shared. Sharing this approval form before taking up one to two hours of their and your time will be beneficial to both parties.

And it'll make sure when the time comes to have their PR and possibly legal team sign-off, there are no surprises. If approval isn't given, then you should scrap the case study.

Really, that's what needs to be done says marketing consultant John Spindler, best practice case study. Readers want to see how you helped real people in real companies solve real business problems," Spindler writes on his blog. Which undermines your credibility," he writes. Stuck with a customer case study you can't share?

His encouragement comes from a study in which half of the participants were told they were more likely to vote since they had been deemed politically active, and the other half weren't told anything. Though this label was, in reality randomly handed out, those who received it had a 15 percent higher turnout than the other group.

Instead of saying, "our online marketing services led to these results," be specific about your product or service, Kristi Hinesa blog marketing professional, encourages on the Kissmetrics blog. Though it'd be impressive if your product solved the customer's problem percent of the way, best practice case study, it's not likely the case. It's an understandable impulse, but you need some basic honesty in a piece like this," Sherman writes.

Never pretend to have done more than you did. Instead of ambiguous phrases like "cut time in half," Hines calls for using real numbers in case studies.

Make the "clear as day," she says. When presenting a case study, show what you product has done on average for your range of clients. Of course, he admits, it's OK to brag a little about your home run, best practice case study, but don't deceive them into thinking it's the only result of using your product.

If that's on your mind, you're on track. But that's not all you should be keeping an eye out for from the customer's use of your product. Not all impressive results come in number form, says Sorenson on the HubSpot blog. If the end result is impressive and you know your prospects might find these results important, share them through direct quotes that you visually call out within the case study content," she write, best practice case study.

On her blog, Hibbard uses the example of a Twitter customer story that showed how a tweet helped saved a man's life. No KPI needed best practice case study. In her interviews, Hibbard says she likes to ask the following question to possibly pull out an anecdote result: "Can you think of a specific time or example where the solution made a difference for you? Customer quotes are essential to best practice case study case study, used both in the copy and for marketing purposes.

Here are the three key type of quotes recommended by Hibbard on her blog:. In the same vein, best practice case study, on Articulate's company blog "Bad Language," the marketing firm warns against using what it calls " frankenquotes ", These are PR-written quotes "made up of spare body parts sewn together," explains Articulate CEO Matthew Stibbe. Another way to make sure your customer is fully onboard and to solidify your case study of their results as factual is to best practice case study their contact information.

So far, this post has only covered written case studies, best practice case study, but best practice case study far more that can be done. Just as you're able to turn a blog post into other pieces of contentso too can you turn a case study into a video, infographic or SlideShare presentation. Beyond writing and re-purposing your case studies, comes marketing. This post won't extend into this part of the process, but I do recommend these two posts for a bit of inspiration:.

Here are two Zaps that help some companies ease the workload of case study marketing with Zapier automation. Do you have a case study tip to share? Whether its on your process, writing style or marketing practices, we'd love to hear about it in the comments below.

Credits: Woman in restaurant photo courtesy Plantronics Germany via Flickr. Cover of Aesop's Fables by Delana Bettoli. Photo of Steve Slaunwhite from Twitter. Casey Hibbard photo from Twitter. Approved photo courtesy Daniel Kulinski. Baseball photo courtesy clappstar on Flickr.

Danny Schreiber lives in Iowa, runs marketing at Zapier, and likes to run, read up on process and productivity, and try his hand at cooking.

 

Best Practice - Diversity Case Studies | Royal Society

 

best practice case study

 

We are promoting and showcasing the best examples in recruitment and retention where initiatives and schemes have successfully improved the diversity of the workforce, in particular the representation of women, disabled people and those from minority ethnic backgrounds. Our best practice case. Mar 22,  · Follow these eight tips below to ensure that your case study strikes the most effective balance for success: 1. Research and Prepare. This may seem obvious, but many companies will get so excited at the prospect of having a case study, that they will sign off on the first customer that agrees to participate, though they may not be the best. Case studies are the life blood of effective marketing. A good case study tells your next prospect how your business helps others succeed. Use this case study template to plan and structure your case study. When you are ready, you can choose to get a copy writer to create the case study, or create it your self.