In many consumers’ lives today, time is the most valuable resource. With so much content competing for customers’ precious time every day, it’s harder and harder to get noticed. Demonstrations aren’t enough; videos must show what consumers gain and prove it. Case study videos do exactly that.
We’ll show you how to create powerful case study videos that convert leads, and give you examples of compelling videos that get noticed and get shared online.
7 Steps To Create Powerful Case Study Videos That Convert Leads
Step 1: Planning
The first step to make powerful case study videos that convert is careful planning. Video case studies take time and resources, and a thorough video marketing strategy will ensure you are using your resources effectively.
Your planning step should address;
- Who your audience is.
- Your message, takeaway, and tone.
- Your budget.
- Where and when your video will appear.
- How your video fits into your marketing plan.
- Who will be in the video and how to approach them.
- What you will need to produce the video.
Step 2: Choose Your Case Study Video Type
What you will need will depend on the type of case study video you want to make and the goal of the video. There are many options here;
- In-depth case study interview: Conduct an interview with a long-time customer, discussing how they found your business and benefits they’ve received. This is often used in a testimonials page on your website.
- A big event case study: This video shows customer perspectives upon completion of a project or event.
- Consumer-generated case study: Give your customers a camera, some basic direction, and ask them to tell about their experiences. The Red Cross Stories series (above) is a good example.
- Before and after case study: Film a customer’s experience when they first contact you, and after you’ve provided your goods or services.
- Informational demonstration: Someone who uses a product or service can give the most reliable testimonial.
Step 3: Find Your Hook
Only 37% of viewers watch a video all the way to the end. That means your initial hook should be powerful and clear; it should reach a customer on an emotional level to break through immediately.
Wells Fargo captures attention in the first two seconds with the inspiring story of a paralyzed child defying limitations.
While deeper emotional connections are more memorable and inspire more sharing, your video doesn’t have to invoke tears to get attention. Your hook might be an impressive statistic, a question, a joke, or a problem a customer can relate to.
Step 4: Determine Your Message
The key to creating a powerful case study video that converts leads into customers, or your audience into leads, or unknown users into audience members, is to convey a compelling message. It should show a benefit a customer gains from working with you, not a sales pitch.
In their award-winning advertising campaign “She Runs,” Nike didn’t mention how comfortable or durable Nike shoes were for women. They demonstrated that running empowered women. The effect, in customers’ minds, was: Empowerment = running = Nike.
You don’t have to have Nike’s marketing budget to convey a powerful message. You might be simply solving a problem or providing an experience; ending office frustration with an organizational app, bringing families together with a terrific restaurant experience, or making adventures possible with outdoor apparel.
Step 5: Assemble Your Resources
With a marketing plan and video outline in mind, you should know what you will need to produce your video. This might mean you need a videographer and video editing software. You might need a microphone, extra lighting, and a comfortable interview space. Or you might use a web app like Boast to capture your case study, and you may only need a smartphone or computer.
Step 6: Approach Your Best Customers
While you may automate requests for reviews or testimonials, make this case study request personal and talk to your preferred customer directly. This person (or people) should come to mind immediately; they should be enthusiastic about your business, and have had an exceptional experience.
To make your customer comfortable, give them all of the details. Reward or compensate them for their time if necessary. Make sure you are honest, straightforward and follow testimonial rules and laws.
Step 7: Lights, Camera, Action!
Now that you have your plan, format, customer, and camera in place, it’s time to film! With all your pre-planning done, this step should be easy.
Remember that videos seldom go perfectly on the first take, so make sure you and your customers have plenty of time. Be patient, don’t rush, and remember that your goal is to create a powerful case study video that converts, not an ordinary interview.
Don’t be afraid to try a case study video plan more than once, or work with multiple customers. Creating a compelling and emotional case study video might seem uncomfortable at first, but going out of the box will pay off when your video drives conversions and customer attention.