Case studies lend themselves well to video as a format, as they’re a great way to show real emotion from your interviewees.
Unlike other marketing tactics, video allows you to communicate all your businesses great USP’s, with the added bonus of human emotion that’ll help engage your audience.
Follow Bakehouse Productions’ guide to planning effective case study videos.
1. Start with your goals
As with all your videos, the objectives of your case study video need to marry up with your overall business goals.
So whether that’s to attract new customers, improve retention or increase spend from existing customers, for example, your case study video should contribute to those wider aims.
Case study videos are a fantastic way to close sales with customers who are already quite far down the pipeline, so consider empowering your sales team with them to help convert those leads quickly and effectively.
Making sure you know what you want to achieve with your case study video before planning and instructing Bakehouse to produce it, will ensure you can accurately measure your return on investment.
2. Who’s your audience?
It’s likely your business is already using customer personas to help ensure all your marketing activities are targeted and specific, and the same goes for case study videos.
Deciding on which specific buying persona you’re aiming the video at will make sure your video is appealing and effective to that group.
We get it; video production can be expensive.
So it can be tempting to try and create a catch-all video that speaks to everyone within your budget. If you try to make a video to please all of your customer personas in one, it’s likely it’ll actually end up being unappealing to most of them.
Choose which part of your audience you’re trying to reach, then stick to it.
3. Identify the problem & use it
Identifying your audience’s biggest problem and how you solve it is the cornerstone of success for your case study video.
Showing your viewers you’ve solved other customer’s problems, just like theirs, will build trust and convince them to buy from you.
Make sure that problem is the core message of your video – with your interviewees talking about it, and carrying it through to the general story of the video too.
4. Choose the right interviewee
Now you’ve identified the buying persona you’re targeting your video at, along with the problems they experience and how your company solves them, it’s time to select your interviewee/s.
Perform an audit of all your customers, highlighting those who belong to the same persona group as your target audience. The more similar your audience is to the customer featured in your video, the more empathy they’re likely to feel towards them.
More empathy = more trust. And we all know that more trust = more sales.
Now you’re armed with all the tips you need to start planning an effective case study video, it’s time to get to work.
That means either working with your in-house video team – who are we kidding, that’s probably limited to the largest businesses – or instructing a trusted video production company like Bakehouse Productions.
We’d love to talk to you about your case study video, or any other video project you are planning. We’ll help you with the entire planning process before we get to work on the production.
Speaking of case studies, why not view some of our previous work here?
We’d love to hear from you – please call 01482 778185 or email firstname.lastname@example.org