Earlier this year we were asked by a client to build up a library of cases studies and testimonials for their business, to provide real-life examples of positive customer experiences – a critical part of gaining buy-in from new prospects! With 98% of people looking online for reviews of a business, case studies and testimonials are powerful tools for businesses to showcase their success stories and demonstrate their value to potential customers.

What’s the difference between a case study & a testimonial?

A case study is an in-depth examination of a person, situation, or event that is used to analyse a particular concept or idea. It will typically include research and analysis of the relevant data and information.

Whereas a testimonial is a written or spoken statement of praise or endorsement, from a satisfied customer of a product/service. Testimonials are usually used to improve the reputation of a business or product.

Which should you choose?

It really does depend on the situation. Testimonials are the best choice to quickly show people the praise you’ve got from past clients or customers and building trust in the brand. Whereas case studies are more detailed and demonstrate a brand’s capability to solve a problem, which is proven by using data and statistics.

When should you use them?

There are a number of ways you can format your case studies or testimonials, including PDFs for email or download, a dedicated page as part of your website or as part of your home page, create blog posts about your case studies,  use videos if you have the budget to do so, use quotes from the case studies on landing pages or social media, create a publication on LinkedIn, incorporate them into your regular email marketing or newsletter, use them in training sessions, the list goes on. But, always remember to make sure it identifies with your audience’s needs and how the issues were addressed.

What are the benefits?

Although they make take some time and effort to put together, case studies and testimonials can benefit businesses in the following ways:

• Builds brand trust and boosts consumer confidence.
• Improve brand awareness and reputation.
• Offers a solution that potential customers can relate to.
• Assist with research.
• Boosts your SEO
• Provides credible evidence that is backed by data

In summary, using case studies and testimonials can help businesses build trust and credibility with potential customers. By sharing real-life examples of how their products or services have helped others, businesses can show that they have a proven track record of success. This can be especially important for businesses that operate in competitive industries or that offer complex or high-priced products.

Additionally, case studies and testimonials can be used to target specific customer segments. For example, a business that specializes in providing solutions for small businesses can use case studies and testimonials from other small business owners to show how their products or services can help similar businesses succeed.