How to Make a Case Study Video that Converts

Case study videos are one of the leading forms of content used by business owners and marketers to generate leads and to increase conversions, but there’s more to creating a case study than just sharing a customer’s story and calling it a success! Learning how to make a case study video is an important step for any marketer or business owner, but figuring out how to create a case study video that actually converts is even more important! Anyone can share a customer’s success with a prospect, but knowing how to make case study videos that are informative, educational, and most of all inspirational requires a level of professionalism that generally requires some practice.

At Beverly Boy Productions we work with clients worldwide to produce case study videos that convert across a variety of industries. To learn more about some of the case study videos that we’ve produced for clients, or to get started with case studies for your own business, give us a call!

Follow these steps if you’re wondering how to make a case study video that converts.

Always Set SMART Goals 

First and foremost, when you’re learning how to make a case study video that converts for your business you need to focus on setting clear and SMART goals. You need to be very specific in the goals that you wish to achieve with your case studies, which means you’re going to have to go beyond just setting a goal of “generating leads” or “increasing customers,” for your brand. 

While these are generally the idea behind the production of case studies, you’re going to want to be sure to set SMART goals that are:

• Specific
• Measurable
• Attainable
• Realistic
• Time bound 

By setting SMART goals, you’ll have a way of tracking whether or not your case study project was truly a success.

Know Your Target Audience 

You can’t appeal to everyone, so you’ll need to choose a target audience that’s most important for your case study video. If you have multiple audience groups, consider producing more than one case study video so that you can target each audience appropriately. Whatever you do, don’t attempt to convince everyone at the same time because in doing so you’ll probably struggle to convince anyone at all!

Instead, make sure that you’ve narrowed down your target audience personas so that you can choose customers to focus your case study video on based on those who are going to most closely resonate with your prospects. 

Follow A Sequence with Your Case Study Video Script

Knowing how to make a case study video requires you to understand the sequence of a case study when it comes time to write your script. The sequence generally begins by highlighting the customer, NOT your product, and it discusses your customer’s problem, what solutions they may have attempted prior to finding your business, how they found your business, and what your business was able to do for them. In other words, the sequence should tell the story of the relationship that you have built with your customer and the benefits that your customer has experienced as a result of finding and purchasing your products or services to solve their problems.

Remember, convincing your audience is all about sharing a story with them that they can relate to. This means they need to relate with your customer which is technically the character of your story, and they need to feel connected to the story itself. If they don’t empathize with the customer and their story, the case study isn’t going to convert.

Make Sure You Pick the Right Customer for the Job

You likely have many satisfied customers, but you may only have a handful that directly relate to the audience that you’re targeting for the purpose of creating this specific case study. It’s important to screen your past, satisfied customers and to find a customer to share their story based on those that are most likely to relate with your target audience.

The more your customer appears to have similar background needs, problems, and thought processes as your target audience, the more the audience will empathize with them and want to hear what they have to say about your brand. 

Ask the Right Questions 

With your customer decided, and an understanding of how the case study video sequence should go, it’s time to ask the right questions to gather the data that you need to be able to share the story. This means you’re going to need to ask a lot of questions about who the customer is, what their background is, and what made them consider your products or services, and it also means that you’re going to need to ask questions that will help you build the story around the value proposition of your brand.

Learning how to make a case study video that converts really requires a very distinct ability to interview people so that you can create a story that flows in the direction that is most suitable for your project. While you’ll incorporate b-roll footage along with your interview footage, it’s important to have plenty of interview on camera and to have plenty of focus on questions that are going to best resonate with your audience to deliver the details that are important to achieving successful value proposition of your brand.

If all of this sounds like quite the challenge, Beverly Boy Productions can help! To learn more about how to make a case study video that converts for your brand, give us a call!