You’ve heard the stats: it can take anywhere from seven to 12 touchpoints to close a deal, so how can you get potential customers over the line? Enter the case study video, or testimonial video – giving your prospects the social proof they need to get started.
What is a case study video?
A case study video is a type of video production that illustrates the work you’ve done for previous clients, and the results you’ve achieved. Common types of case study videos include customer testimonials, but there may also be project walkthroughs or animated infographics.
The best case study videos tell the customer’s story, including the challenges they came up against, potential objections to a sale, and what they gained from working with you. We can produce these with:
Review Videos
Ideal for ecommerce, these are similar to user-generated content (UGC) but more polished. Think ‘unboxing’ videos with more production value.
Testimonial Videos
Great for service-based businesses, these involve an interview with happy customers, who can discuss their pain points and the way you solved their problems.
Case Study Videos
These may comprise other material such as footage of a site or event, animations, graphics and interviews. They’re great for producing a compelling narrative, supplemented with strong visuals to showcase what you’ve accomplished.
The benefits of effective case study videos
Producing a successful case study video is no mean feat. You need to pick the right interviewers, choose an appropriate setting and have an in-depth knowledge of your client’s project. That’s where a good video production company comes in.
Our job begins long before the cameras start rolling. We can help you source an interviewer who puts interviewees’ minds at ease, as well as asking the right questions and producing the best visuals. Then once everything is polished and edited, it’s time to think about distribution.
It’s this stage where we can see the real benefits of good case study video production. For example:
- A compelling video humanises your clients. Prospective customers can put a face to a name and see the genuine impact your products or services have had on them.
- Visuals help to bring a written case study to life – for example, B-roll footage around factories or an event can help people imagine what they’ll get from working with you.
- Video content is endlessly shareable, from hosting it on your website to LinkedIn, sales presentations, email newsletters and much more.
- Social proof is the next step in the content marketing funnel. You might be telling potential clients how great you are, but what about the customer’s experience?
A case study video is one of the most effective marketing tools in your arsenal, offering a call to action for those who need that extra convincing. Your sales team can use these to augment presentations and overcome objections. It all comes down to the right formula.
How to make a business case study video
Not all videos are made equal – which is why you should work with the professionals to stand out. The strongest case study video examples follow these prompts:
Step 1: Choose the right clients
It might be tempting to pick the most exciting client or go for an individual that you get on well with. But remember, we want to use case study videos to push up those conversion rates, so it’s important to select a relevant project.
Choose the client that best fits your target audience. Here you can share their success story and show your prospects how you could achieve the same for them – hitting those pain points and solving their problems.
Step 2: Make your client feels comfortable
Your client might be your best friend, and that’s great. But if they’re not, and more importantly, if they’re camera shy, they’ll need convincing. Don’t take too formal an approach with it. Your interviewer should aim to build a rapport with the individual.
Ask them questions off screen, get to know them a little and even try to make them laugh. The best video production companies are almost invisible, making for a natural, flowing conversation.
Step 3: Address their objections straight away
Your final edit should hit customer objections. Remember, if this video is being shared on social media, you may only have seconds to grab a user’s attention. Common objections we see are budgets, so start with a quote from the interviewee:
“I was concerned about the costs of working with X, but I have seen five times the return on investment.” This doesn’t need to be filmed first but should feature prominently to address worries.
Step 4: Leave no stone unturned
Remember that while you’re making a broader video, you’re also looking for soundbites. These may be used in text-based case studies, or as snippet content for socials. So if you’ve asked a question and you’re not sure you’ve covered everything, ask again but rephrase it.
You’re not forcing information out of your client, but covering all angles and encouraging organic conversation. Remember to reinforce it with key stats like marketing metrics, sales etc.
Step 5: Keep it human
People buy from people, so don’t make it too polished. A good way of reminding customers that you’re human is to use outtakes at the end. Again, this reinforces the face behind the brand and makes it more approachable.
How long does it take to do a case study?
The time needed to produce a video case study can vary hugely. You need to consider your setting, choosing the right client and looking at individuals’ schedules. If you’re capturing other footage such as drone shots of a factory, you’ll need to account for this as well.
Then there’s the editing time. The filming itself should take no longer than an hour with each person, which will likely be edited into seconds-long clips. Working with an established video production company can save you hours sourcing teams, giving you a complete project within a few weeks.
How long should a video case study be?
Case study videos don’t need to be feature-length films. Anywhere between one and two minutes is ideal, giving you enough time to cover the key facts and figures without repeating yourself. Ensure you address objections, pain points and the all-important results – perhaps with time for one or two outtakes.
Where can I use video testimonials within my overall marketing strategy?
The great news is that video case studies can be used at every point of the funnel. You might be pushing an awareness campaign on social media, or guiding customers through their evaluation in a sales presentation. Repeat customers can even see your most recent work in email newsletters.
For more tips on how to use video testimonials at every stage, read our full-length blog here.
Attract new clients with a video marketing case study today
Whatever your industry, a video case study could be the final asset that pushes your customers over the line. Using this social proof can back up word of mouth claims and bring your creative vision to life – instilling trust within your prospects.
If you’ve got something to shout about, we’ve got the means to produce it. Contact Seven for video case study production today.
