How to Prepare a Business Case Study Video That Convinces Your Prospect to Buy

Businesses have been creating case studies for decades. They use them to help convert prospects into paying customers, and they’re popular across a variety of marketing channels for increasing conversions. Learning how to prepare a business case study video, that’s as complete and convincing as your written case studies always were can be a bit of a challenge. While video is the chosen format for case studies in today’s competitive world, few business owners have the underlying knowledge of filmmaking that is required to succeed in creating a case study video that is convincing enough to convert the prospect.

The process of learning how to prepare a business case study video is really all about planning. We’ve got some simple steps that will help you to navigate the process from beginning to end.

1. Set Clear Goals that are Conversions Oriented

If you’re going to produce a case study that is going to convince your audience in a way that is conversion focused, you’ve got to set conversion oriented goals. Setting clear, concise goals for your case study will help you to build content that is going to deliver the intended objectives that are necessary for conversions. Start by defining what you wish to achieve with your case study, and then you can shift focus on the “why.”

2. Define the Target Prospective Audience

Whether you want to create a case study that highlights the successes that you’ve had as a B2B brand, or you’re interested in creating something that is going to showcase a specific feature that your brand provides for consumers solving unique problems, you need to know exactly who your target audience is before you begin filming. Don’t just plan to target your entire audience, you should be very niche specific here so that you can tailor the targeting of your case study down to the exact details that are going to make your prospect convert into a paying customer.

3. Define the Target Problem & The Solution Offered by Your Business

Learning how to prepare a business case study video that convinces your prospective customer to turn into a paid client is all about solving problems. Think about your target audience and the real world struggles and challenges that they face. How has your brand been able to help similar clients in the past? What can your business do for the prospect to solve the problems or challenges that they are currently facing head on and how? This is your problem, and the solution, that your business can provide.

4. Choose a Client to Interview Based on Unique Qualifiers

Not just any past client that is satisfied with your brand should be the target of your business case study. You need a client that falls within certain unique qualifiers that you set ahead of the project. For instance, you want to be sure that you choose to interview a client that:

• Is comfortable on camera.
• Is interested in sharing their story about your business. 
• Has hard facts and real raw data to share about how your business helped them solve their problems.
• Is passionate about speaking highly of your brand.
• Has a following online or on social media, or is likeable.

Ideally, you’re going to choose a customer that has core demographics similar to those of your target audience, this way you can build up social proof while you’re focusing on how to prepare a business case study video that’s going to convince your audience, too.

5. Focus on the Story You’re Trying to Tell

While you may consider that your case study is going to be made up primarily of expert testimony and customer interviews, it’s important that you focus on the story that you are trying to tell about your business or brand. While you’re conducting your interviews, you should be focusing heavily on questions that are going to drive the trajectory of the story that you wish your audience to hear and know about. Avoid one way questions that do not allow for the story to be told. Instead, you should be asking questions that are going to drive the story down the path that is most convincing for your brand.

6. Discuss Visual Style with a Professional

Once you’ve handled the planning elements, it’s time to consider whether or not you’ll hire a professional to assist you with the video production. Discussing the visual style that you intend your video to take with a professional, like Beverly Boy Productions will guide the process down the path that is most effective for your business or brand. It’s important to consider hiring a professional that can help not only with the filming of expert testimonials and customer interviews, but also with b-roll footage and with the post-production editing of raw footage to produce the final cut.

Learning how to prepare a business case study video that convinces your prospect to become a buyer is really about your planning and the guidance that you influence on your customer to share their story. Want to learn more? Give our team a call!