Educate visitors, help them evaluate your offering, and push them to the bottom of your funnel.
Refer to your customer journey and buyer personas to identify who your MoFu audience is, and what questions they’re asking.
They’re at the stage of researching solutions, and want to understand:
- What your product is.
- Why your solution is different from your competitors’.
- How your solution solves their pain points.
Refer to your pre-existing buyer personas and customer journey to answer the following questions:
- Who is the decision maker?
- What challenges or obstacles do they face?
- What other solutions might they be exploring?
- What are their most common questions or concerns at this point?
Conduct a competitive analysis and make a list of the unique value propositions (UVPs) of other products, services or solutions in your space.
- Set your goals.
- Identify your competition.
- Conduct a competitive usability investigation.
- Compare competitor value propositions.
- Interview your competitors’ customers.
- Run a competitive analysis for design.
- Make a quantitative competitive investigation.
- Run a functional investigation.
Conduct customer surveys, sales team interviews, and other qualitative research to identify gaps in your pre-existing buyer personas.
Target audiences shift over time. You may even find that your target audience actually splits into multiple cohorts when they’re in your funnel. Qualitative research can identify common questions, concerns, comparisons, and details your prospect has when in the MoFu.
Example approaches include:
- Using exit surveys on MoFu landing pages that ask the prospect what they were looking for.
- Installing chatbots on landing pages and MoFu content that allows visitors to ask questions.
- Interviewing your sales team or customer support team to see what common questions prospects have, or what common scenarios they bring up where your product can help.
- Sending surveys to recent buyers, asking them what they were looking for when in the MoFu.
For example, if you’re an HR recruitment SaaS and your target audience has a high turnover rate or has a hard time finding good job candidates, their pain point in the MoFu might talk about how your service finds hard-to-recruit candidates.
Or, if your sales team says your prospects in the MoFu consistently ask how your product is different from numerous other competitors, your testimonial video could focus on your UVP and how other customers knew you were different or better.
Review your CRM and interview your customer-facing teams to get recommendations for video subjects who match your target personas. Look for a customer who has a unique success story, shares your buyer persona’s pain points, and will be comfortable talking on camera.
- Ask your customer-facing teams for recommendations that fit your MoFu buyer personas.
- Review your CRM and find happy, recent buyers who match your MoFu buyer personas.
- Look through your branded social media hashtags to see if any customers are already sharing success stories.
Lead with a key benefit, which may include:
- Highlighting their company, product, and their own expertise to others in the industry.
- Receiving a discount on your product.
- Being invited to an upcoming conference or event.
Provide a release form, a pre-interview questionnaire, and details about the video, including:
- The plans for the case study, such as the case study’s video format and how much time the customer can expect to spend on making the video.
- A benefit for participation, such as backlinks for a B2B client or product discounts for B2C customers.
- A case study release form that grants you permission to film, edit, and distribute the case study.
- A 10-question survey that will help you and the customer prepare for the interview.
Gather equipment and choose a location that’s relevant to the customer. Consider working with a production company, or use an in-house team and basic equipment like a camera, lapel microphone, three-point light kit, and a tripod.
Choose a production method that fits your goals and budget.
For B2B customers, consider using the customer’s own office space as the shoot location. For B2C customers, choose a location that highlights how the customer uses your product. If you’re promoting a line of foundation, for example, you’ll feature a private boudoir with a mirror. Alternatively, if your product is athletic wear, you may choose a basketball court as the shoot location.
Interview the customer on camera and ask questions that highlight the problem, solution, and outcome. Sit next to the camera so the customer can see your face and feel more comfortable, and listen to the customer’s answers instead of taking notes.
Ask open-ended questions that encourage customers to elaborate on their answers. Focus on their interactions with your brand, instead of turning the video into an in-depth look into how your products work. Sample interview questions:
- Tell me what your company does.
- What challenges were you facing when you realized you needed a change?
- Did you try a different solution before using our product?
- What was the deciding factor for choosing our product?
- What was the set-up process like?
- Which of our product’s benefits surprised you the most?
- Tell me what you were able to accomplish that you couldn’t before.
- What metrics were you impressed by? Ask for specific numbers, like in this Google video featuring Hyatt hotels. In the video, the brand reveals how Hyatt was able to reach 70 million users with Google Lightbox ads.
Shoot b-roll footage that supports the storyline and adds visual intrigue to the video. Shoot footage of your customer in their own environment, performing actions that they talk about in the interview.
In most cases, the b-roll footage will include the customers using your product. For example, in this PayPal case study showcasing the Swedish brand Luggerz, we see how the company’s founders use PayPal to make their jobs easier. The footage provides context for the video narration.
Edit the video by assembling clips and adding background music and lower-third text and graphical elements.
Work with a video editor, or use video editing software like Filmora or Final Cut Pro to:
- Assemble footage into a cohesive narrative that includes the situation overview, problem, solution, and outcome.
- Add supplementary footage or images like the old photos at the beginning of a PayPal video featuring the world’s largest online bike store. The nostalgic photos highlight the founder’s background story to perfection.
- Add background music to set the tone of the video. Look for royalty-free or Creative Commons music on sites like YouTube Audio Library, Soundstripe, or Free Music Archive.
- Adjust audio and color to create an engaging experience.
- Add on-screen text for clarity, like a lower-third with the name and job title of each person on screen.
- Consider adding an end frame with your brand logo, URL, and CTA message.
- Trim unnecessary delays, takes, or footage to keep the video as concise as possible. Most case studies that are used as promotional material are under 3 minutes long, but comprehensive case studies for closing sales may be closer to 10 minutes in length.
- Show your edited video to the featured customer before publication.