Every company wants to show off its best qualities. And this is normal! But maybe you have an important question, for example: How to do this in the most effective and appropriate way? How to entice the target audience to order services without being intrusive? What marketing tools should be used, and so on?
All of these questions will be answered in our blog article, where we will briefly and clearly discuss:
- What are marketing cases?
- What are cases in IT?
- What formats are available for presenting cases?
- How and why should cases be written?
- How to make the IT case?
So, reading this content, you've probably guessed what we'll be talking about today. Let's get started on analysing an effective marketing tool!
What are marketing cases?
In simple terms, it is a work report that includes:
- a description of the specific problem;
- the problem solved;
- the proposed solutions;
- the stages of implementation;
- the final result.
We can define the most important functions of marketing cases:
- Getting customers to notice the company's services and products, presenting benefits and features, and promoting the brand.
- Demonstration of the professionalism, expertise, and creativity of the company's specialists.
- Step-by-step explanation of the problem solution in the most understandable language for the target audience.
- Communicating the value of services, justifying costs, and distinguishing oneself from competitors.
- Giving the target audience confidence that their order will be done correctly.
As a result, a good case should answer the following questions:
- Why should I buy something or use a service from this company?
- Can I be certain that I will receive a satisfactory result from an experienced specialist?
- What do I pay for, and how long does the specialist work on my order?
- Is it really worth asking for help, or am I capable of doing everything on my own?
If the target audience concludes after viewing the case: "Yes, indeed, it is better for me to order a service from this company," then congratulations, your case is working perfectly!
What are cases in IT?
In theory, this is similar to marketing cases because it includes a brief description of the problem and a step-by-step solution, but in the IT field. What are some examples of IT cases? This could be a description of the development of:
- a landing page;
- an online store;
- a corporate site;
- a catalogue site;
- corporate identity;
- business cards;
- site and mobile application layout;
- so on.
In these cases, you describe the client's problem, the task, the solutions found, the stages you went through to reach the final result, and the benefit the service provided to the customer. Such a case should be a brief but interesting story of your accomplishments. Believe me, this increases your reputation in the eyes of the client by 100%, because he understands why he wastes his money and what he will receive in the result.
What formats are available for presenting cases?
Cases are typically posted on:
- company websites;
- social networks.
Sometimes it can be posted in thematic magazines, various platforms, forums, and so on.
The following are the most common formats:
- Videos - an effective format because they can convey a large amount of textual and visual information in a short period while keeping the target audience interested. On a real project, the recording can explain the essence of the work in detail and clearly, and each stage that had to be passed to achieve the result.
- Presentations - also an excellent format because slides can highlight both textual and visual information while demonstrating specialist’s professionalism and expertise. Simultaneously, you can use infographics such as tables, pictures, and diagrams to aid in information assimilation.
- Articles - good choice, but the disadvantage of this format is that it lacks clarity because the emphasis is on the text.
You decide where to put it and what format to use. Concentrate on your time, abilities, and objectives!
How and why should cases be written?
You should share your experience at least in the following situations:
- If you want to talk about your services, highlight the points that set you apart from competitors, demonstrate the benefits of your company and what you are willing to offer the customer.
- If you have completed a complex project or solved an unusual task and want to reassure your target audience of your professionalism and creativity. For example, suppose you built a large online store from the ground up, involving all of your company's specialists: designers, copywriters, marketers, and so on.
- If you have tried a new method that has proven to be effective and want to entice customers to order the service.
- If you had a bad experience but didn't draw any conclusions. Every company has failed projects, but they teach us valuable lessons. Every individual and company learns from their mistakes; the key is to analyse them and avoid repeating them. As a result, do not be afraid to present your failures - it is completely natural and causes no indignation in the target audience, but rather demonstrates your growth.
How to make the IT case?
To write a high-quality and effective case, you must plan and think through each stage of the process. The case-creation algorithm is as follows:
Preparing to write a case study:
- Obtaining permission from the client whose project you will showcase;
- Analysis of the target audience's portrait, formulation of tasks and goals based on the creation of a case;
- Determination of the case's topic and format;
- Gathering project information (it will be beneficial to conduct an interview with the client whose project you will demonstrate in order to learn more about the essence of his business, the tasks and goals of the project, why the client chose you, whether the client is satisfied with the result, and how the project benefited him).
The following is the case structure:
- The title is brief and to the point;
- The subtitle is a brief summary of the outcome;
- The most important aspects of the case are summarised;
- Client description - a brief description of the company;
- Goals - the reason the client requested the service;
- The service's solution to the problem.
- The outcomes - how the service helped the client's business.
- The call to action - motivates people to order a service.
Coordination of the case with the client, including the introduction of amendments and additions as needed.
So now you understand what a case is and why businesses use it. As a result, if you don't know how to present your services in the best light, try a case! And, while you're thinking, we'll be waiting for your feedback, because it's the only way we'll know the worth of our work and know we have your support! Thank you for your time.