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When you’re in the market to buy a new product, what is one of the first things you typically do? Read the reviews, right? Validation from an existing customer simply carries more weight than bragging about yourself.

In the business environment, case studies can serve the same purpose. These stories explain how your customers used your products or services, and the excellent results they achieved.

If you are wondering how case studies can improve your company’s PR and help you stand out in today’s competitive business world, here are three ways:

1. Case studies create credibility

It’s great to have a website and collateral material that talk about all the positive things your company has done, but nothing sparks attention in your prospects more than hearing it from those who have experienced your products and services firsthand. There is tremendous value in the words and reviews of your satisfied customers. Case studies create trust between you and potential customers, making your organization a credible source that your audience will turn to in a time of need.

2. Case studies tell a story

Case studies illustrate how your products/services work and how you solve problems for your customers. In a previous blog post, we discussed how well-told, authentic and compelling stories remain the most effective way to captivate an audience and influence changes in thoughts and behavior. Telling your story through a case study can bring your products or services to life and connect you to your audience through relatable situations.

3. Case studies showcase your success

Anyone in the market to invest in your product or service will want to see it in action. Reading case studies featuring other businesses will help prospective clients visualize how you, specifically, can help them. Case studies prove you are able to achieve successful results.

Ultimately, case studies are powerful PR tools for business-to-business companies looking for a way to support lead conversion for new business. Case studies are perfect to feature on all online marketing platforms – website, email marketing, social media and more – as well as in business development efforts and employee communications.