Video Testimonials Work Best as Case Studies
Posted by Catie Foertsch on Mon, May 10, 2010 @ 09:00 AM
We've been working with Grafton Suburban Credit Union for a while now, to create videos for their lobby TV screen and to help them understand how to use video on the web. Recently we asked CEO Ed Lopes if he'd do a video case study for us. We could have asked for a straight testimonial. But, by making the video about the credit union, its challenges, and how we provided solutions for those challenges, we're creating a video asset that is MUCH more helpful as a sales tool than a plain vanilla testimonial could ever be. Here's a brief clip that's not in the final case study. In this clip, Ed talks about when "the light went off" about using video at the credit union.
How to create a video case study
When you're working with a happy client to create a video case study, it's important to get a few details about their business so that similar businesses can identify. Then, after the 'who we are and what we do and who's our customer' section, you can ask about the challenges they face that are directly related to your product. After that, ask them to discuss the solution you provided and how that's been working for them. With some products, it's possible to measure success, so if possible ask if they can quantify how your product has been helping them.
Then, edit the video to create the case study. You want your case study to be short - about four minutes max - and you'll have extra video you can also use, like we're using Ed's video clip in a blog post.
Why do video case studies work?
Video case studies work as sales tools because they allow your prospects to see your product or service through the eyes of a business that's similar to theirs or that's facing similar challenges. While it's easy for you to say you solve a particular problem, it's a LOT more convincing if one of your customers talks about the solution you provided.
How to use a video case study
Place your video case study on a dedicated page on your website, and add a text discussion. Your sales force can now use that page as a powerful sales tool. You might also think about placing the video case study on a landing page, and then using it in your lead generation program.
Bottom line
Testimonial marketing is effective because people trust the authentic voice of a customer, and like to buy a product or service that's worked for someone else. Using a video case study is much more powerful than a straight testimonial, because it also gives information that's directly related to the problem your lead or prospect is experiencing.
(Check out the full Grafton Suburban case study here)