Video case studies, or video testimonials, are a powerful way to engage your B2B ecommerce site visitors and promote your products at the same time. Using them will add credibilty to your site as well as to your products.
Not sure about how to start creating a case study video?
You’re in luck! Here are my top tips for creating a video case study that will attract new customers, engage site visitors, and help convert visitors to customers.
- Choose a customer with great things to say about your products and company. A no-brainer, but it has to be said. You can edit out the occasional odd statement, but the overall tone should be extremely positive.
- Choose a customer with a compelling story. In the world of B2B, compelling means focusing on the direct results experienced from using your products. Numbers–percentage increases in sales, dollars saved, customers attained–lend credibility to the video.
- Select a professional videographer to shoot the video. This is not the time to whip out the ol’ camcorder or hire your best friend’s little brother (unless, of course, your best friend’s little brother is a professional videographer). Work with a pro and be sure to ask for samples of the videographer’s case study work. Video case studies are very different than commercials, nature footage or sports video–so experience with them is essential.
- Write a script. Make sure your interview follows a well-crafted script of questions that you have shared with your customer ahead of time. “Winging it” leaves too much to chance–and knowing what questions are coming will put your on-camera customer at ease.
- Keep it short. Video, especially online video, needs to be short and sweet if you want your viewer to watch the whole thing. Plan for a finished video run time of no more than 3 minutes, tops. Yes–3 minutes. Trust me. Shorter is better.
- Shoot the footage. You’ll need 60 minutes of time to complete the on camera interview plus time to shoot supplemental b-roll footage. Most people are intimidated by a video camera, so allow for extra time to reshoot as needed.
- Cut it down. With 60 minutes of rough footage, you’ll need to be ruthless in your editing. (Note: A good videographer should send you rough footage with all the obviously useless stuff cut out.) Piece together the story using the run time counter as a reference.
- Edit, edit, edit. Once you get the rough draft, it should be easier to feel the “flow” of the story. Ruthlessly cut out anything that doesn’t make the story stronger. If you are waffling on whether to keep it or cut it, cut it. You want actual footage to be no more 2:30 before introduction, closing screen and transitions.
- Let it marinate. Step away from the 2nd draft and come back to it with a fresh perspective. Ask yourself what the key take away is for the video. Does it tell the story you want it to tell? If not, make changes.
- Get others’ opinions. Once you are sure you have the best video possible, show it to people who have never seen it before. Ask them what they feel the main point of the video is. This will be a telling moment–if they miss the point, your customers will too. Edit as required. Repeat this step until it’s perfect.
- Get the client’s approval. Submit your final version for approval by client. Be prepared for minor changes. Get the final approval in writitng and save the email, just in case.
- Proceed with the final version.
Bonus tip: Get your on-camera interviewee to sign a waiver to use the footage. Your videographer should have a standard one that states the person agrees to be video taped and that the footage can be used without compensation or approval at a later date.
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