What are video case studies?
We hear about the power of storytelling and how this can be used as a tool for persuasion to engage. When used well and enhanced using video, they can help generate conversions. A story-based structure are typically used for video case studies and are filmed on location and involve interviews with key people within the business.
The London Patient case study video focuses on how Hospitality Action help their people. It also acts as a fundraiser. this case study is also about pioneering science that has helped only the 2nd person in the world to recover from both HIV and cancer through stem cell.
Why use video case studies?
A video case study can also help set you apart from your competition, demonstrating the value you can offer whether this is product or service based. They play out how a common or specific problem can be overcome by using your product or service, providing the solution.
Education is key, the more information you provide your potential customer, the easier their buying decision becomes. They don’t require any of the sales talk or self-promoting publicity found in other marketing.
Video case studies though factual, are more personable and travel much deeper than reviews and testimonials and therefore can be mighty powerful. Their importance has real value as they can provide real and tangible solutions that are evidence based and therefore on-going trust is built. And without any of the sales talk or self-promoting publicity found in other marketing too.
On balance video case studies provide a richness together with other elements of your marketing mix and when engaging with video can increase its magnitude.
Video case study process
Storyboarding – this is critical to have an outline of so that the production can be planned. This would commonly involve liaising with the marketing team or PR.
Opening slates – with branding, helps viewers easily relate to the subject of the case study.
Identifying the problem – Identifies the issue and challenges that your business can solve, commonly achieved through video interview.
The solution itself – A tangible explanation as to how your business can helped solve the solution including any challenges in achieving expected results. Identify value that is added through that process. Video interview and the location/product.
Benefits of the solution – Ensure the benefits are clear and areas that perhaps need further exploration. Honesty of the customer about the solution provided translated in a way that evokes integrity.
Results driven – Metrics should tie back to some form of ROI, whether that’s time-saving, money-saving, revenue creation, customer retention.
Closing slates – Contact details, website or specific web page.
Delivery – Delivered in formats required for your channels.
Case Study Videos
Chapter One at Home – Case Study
Schneider, Wellcome Sanger Institute Case Study
William Murray – Santa Maria Spices Case Study
Hospitality Action, Video of re-branding
Gulf Business Machines Case Study
Banque du Liban, Lebanon Case Study
These videos we have produced and have been used within client case studies
The buyer’s journey and where video case studies fit
Case studies have a specific place which is towards the end of the sales funnel. They feature near the end of the consideration and early in the decision stage of the buyer’s journey. When a customer is deciding between potential solutions, the information they glean from case studies can heavily influence.
However, earlier in the buyer’s journey, the existence of case studies has its place. Customers want to know you’ve had customers using case studies successfully. The details of the solution might not be super important initially, but whether or not you’ve helped a similar company in a similar situation can determine whether someone continues to evaluate your company as a compatible business to work with.
Case Studies help with entering new markets
One of the biggest challenges when entering a new market is the lack of recognition for your company. Being able to enter a market with some case studies already in existence can help you overcome that initial hurdle. It’s important to focus on closing high-fit customers who result in good case studies as your early customers.
The Takeaway
The trust buyers place in businesses and their marketing and sales materials has been trending downwards. According to Hubspot, ‘81% of people trust their friends and family’s advice over advice from a business.’ Case studies are a brilliant method for you to present an external viewpoint on your company while still retaining some control over the narrative. They are best storyboarded, working with the company marketing or PR team.
Even though you’re producing the video case study they are about the customer and not about your business. Your website is about your business offering, but uniquely, video case studies are about your customer and not about you.
Useful, further reading about Case studies can be found at Hubspot
