How to Film Case Study Videos that Convert
Must-Ask Questions for Corporate Testimonial Videos
Creating and sharing corporate testimonial videos can be a reliable, impactful way to grow your business. These videos showcase your client's experience in their own words and voice, allowing your business to build trust and make a human connection before even speaking to a client. Even more, B2B customer video testimonials shorten the consideration stage of the sales cycle, increasing your company's ROI. Bear in mind, however, that the operative part of these videos is that they are genuine. Instead of writing a script, you will need to prepare a list of questions that highlight the client's experience. This week, we're diving in to the must-ask questions for the best corporate testimonial video.
1) The Backstory: What was the Pain Point?
Like all videos, corporate case studies tell a story. Where you start that story can have a significant impact on how viewers connect with your video and company as a whole. When preparing questions, make sure they take interviewees back to the very beginning of their pain point. Not only does this set the stage for their story, it also invites viewers into it. When the context in which the interviewee came to your company is clearly illustrated, it allows viewers to see themselves as the client. For this part of your B2B customer video testimonial, we recommend asking questions such as "What problem were you looking to solve?", "How was that problem negatively affecting you/your business?", and "Had you previously tried other services? Why didn't they work?".
2) The Process: What Services Solved the Problem?
Once your case study video establishes context and pathos with potential clients, it's time to showcase your company's solution. While you don't want to bog viewers down with excessive jargon and painstaking detail, this section can focus on the more technical aspects of solving the client's problem. The corporate interview should guide your client to explain the what, where, and how of working with your company. Make sure the process is illustrated clearly and honestly, so potential clients know exactly what to expect and have faith in your services. We recommend asking "What made you choose our company?", "What services did we offer?", and "What was the process of working with our company? How long did it take?".
3) The Outcome: How Your Business Saved the Day
The backstory is set, the process has been explained, and there's just one thing left for your corporate case study video production: The outcome. This section showcases the results of your services--both the solved problem and how your clients feel about working with you. Potential clients are far more likely to select a business that they feel will be easy and uplifting to work with, as opposed to one that yields the same technical results but doesn't make the right human connection. Outcome questions can focus more on the less tangible aspects of your services. We recommend including "How has this service/relationship made your job easier?", "How has it positively impacted your clients?", "What was the best thing about the service?", "Would you recommend our company and to whom?", and "Is there anything else you'd like to add that we haven't covered?".
Angela Wolf Video offers corporate video production services near Philadelphia, PA.
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