Turn a case study into social media posts that sell

Key takeaways

A case study social media post tells a buyer what you did for someone like them. Use four parts: the customer and their situation, what you did, the result, and the scale of the job. One completed job can supply five separate posts across a month.

• 4 parts: situation, action, result and scale.
• 5 posts can come from one finished job.
• Include one number: time, cost range or result.
• Get the customer's permission in writing first.

What is a case study post?

A case study post is a short account of one real piece of work, written so a similar buyer can see what to expect. It differs from a testimonial, which is the customer's opinion. A case study is your description of the facts, and the two work well together.

• How to create social media content that attracts the right customers
• How to share testimonials on social media properly

What structure should it follow?

Follow situation, action, result, scale. State who the customer was and what was wrong. Say what you did and why. Give the result with a figure where possible. Finish with the scale: how long it took, and a cost range if you can share one.

• Situation: 'A 12-room guest house losing bookings to a slow reply time.'
• Action: 'We took over enquiries seven days a week.'
• Result: 'Replies now go out within the hour.'
• Scale: 'Set up in two weeks.'

• Storytelling on social media for small businesses

How do you get five posts from one job?

Split the job by angle. Post one is the summary. Post two is the problem on its own. Post three shows one decision you made and why. Post four is the result with the customer's words. Post five answers the question similar buyers ask most. Spread them over several weeks.

• The summary: situation to result.
• The problem, as an awareness post.
• One decision explained.
• The result, with a quote.
• The common question it raises.

• Repurpose content across social media channels

Which case studies should you choose?

Choose the jobs you want more of. A case study is an advertisement for that type of work and that type of customer. If you post your smallest, cheapest jobs, expect enquiries for small, cheap jobs. Three strong case studies for your ideal customer are worth more than twenty mixed ones.

• Ideal customer profile for social media: define yours
• Attract higher-value customers with social media content

What numbers can you include?

Include numbers that are true, that you can evidence, and that the customer is happy to share: duration, size, a cost range, or a before and after measure. The Advertising Standards Authority (ASA) expects marketers to hold evidence for objective claims. Do not present an exceptional result as typical.

• ASA rules for social media advertising in the UK

What permission do you need?

You need the customer's agreement to be named or shown, and it is wise to have it in writing. Photos of people and details that identify an individual are personal data. If the customer prefers privacy, anonymise: describe the type of business, remove names and locations, and avoid identifiable images.

• GDPR and social media marketing in the UK
• Use testimonials and case studies on your website

What does this look like in practice?

A pattern we see with UK small businesses: good work is finished every week and almost none of it is recorded. A habit of taking three photos and writing four lines at the end of each job produces more usable content than any brainstorm.

• See client work
• Social Media Marketing for UK businesses
• The right-customer content scorecard for social media

Case study post checklist

Before posting, confirm these.

• The job is the type you want more of.
• Situation, action, result and scale are all there.
• At least one number is included.
• Every claim can be evidenced.
• The customer has agreed, or is anonymised.
• There is one next step.

Next step

Choose one job finished in the last month and write the four lines today, while the details are fresh.