Case study videos with your happiest clients are powerful tools to convert prospects into sales

My heart sinks every time a business owner says to me: ‘oh yeah we’ve had videos made before – they sit on our website and do nothing.’

If you’re not using your business promotional videos proactively, then you’re not using them effectively. And no, I don’t mean using them on social media or in blog posts.

I’m talking about sending them directly to prospects who are somewhere in your sales pipeline, and have expressed some interest in working with you.

And for me, the best kind of video to get them moving down that pipe (especially if they’ve got stuck somewhere along the way!) is a case study video with one of your clients.

Here are the five best opportunities to proactively use customer testimonial videos in your sales process.

 

1. Send a case study video to someone who has made a website enquiry

When someone has just browsed your website, they’re likely nowhere near to buying from you yet – even if you have the best copy in the world.

In fact, you’re probably not the only company they’ve sent a message to.

Sending a case study video in your email response shows them exactly how you’ve helped others in their position – instantly building credibility and helping you stand out from the other companies they may have contacted.

One of my clients, Logic Resourcing, actually found that producing case study videos with their clients encouraged prospects to get in touch in the first place – as the video showed them to be a specialist in that prospect’s industry.

 

2. Follow up on a cold lead with a testimonial video

Communication can go on a real go-slow with some prospects.

Whether you’ve tried to set up a video meeting and it’s gone quiet, or you’ve got no response to your bespoke proposal, then reconnecting using a video case study can re-kindle that flame.

It provides a reminder of the transformation you deliver, helping remind prospects why they needed your services in the first place.

 

3. Include case study videos in your bespoke sales proposal

Of course, your proposal is far less likely to get ghosted in the first place if it includes authentic video testimonials from your clients.

That’s because proposals are about trust as much as they are about pricing.

A well-placed client story reassures your prospect that choosing you is a safe, proven decision – and it does so in a way that feels natural, not pushy.

 

4. Feature a video testimonial in your sales pitch / presentation

Not all sales happen online – but that doesn’t mean your in-person pitches can’t also benefit from a powerful video case study.

Dropping in a short, relevant case study video during a meeting gives your prospect proof in real time.

It also breaks up the “sales talk” and makes your pitch more engaging and memorable.

And don’t worry about if the audio tech fails – we make sure all of the videos we produce are provided with branded subtitles. So whether you’re presenting to a room of two or 200, your message will be heard loud and clear.

 

5. Keep your email contacts warm through case study videos

Not every prospect is ready to buy right away – but staying front of mind is key.

Sharing a case study video in your email ‘keep warm’ strategy provides genuine value while subtly reinforcing your credibility.

It keeps your audience warm and positions you as the obvious choice when the time to buy arrives.

Momentum People are another client I’ve produced video testimonials for – this time with their learners on their specialised medical training courses.

They love using email lists as a way to keep in touch with companies they’ve previously provided training for, and found that learner testimonial videos were a fantastic way of conveying why their offering is unique.

 

So yes – case study videos are great for your SEO, and should definitely feature on your website. But that’s not the most effective way to use them as part of your sales process.

When they’re instead used proactively like this, they become one of the most persuasive tools you have for winning new business.

Interested in learning about how we can produce video case studies for your business? Get in touch for a free video marketing review.