When it comes to B2B testimonials and case studies, what matters the most is what your customer has to say about you. How you conduct the interviews for your video is just as important as the video equipment being used.
Here are some tips on how to make the most out of your interview segment:
Manage expectations: This is probably one of the most overlooked aspects when asking a customer for an on-camera interview. During pre-production, make sure that they understand the project’s scope and that everybody is on the same page. Share your creative brief and interview questions well in advance. Guide them through the process and address all their questions and concerns.
Revise and update results: Even when a customer agrees to participate in your video, it may take weeks to coordinate a sit-down interview. Make sure that by the time the camera rolls their data is up-to-date.
Consistency is key: Make sure that your customer sticks to well-known industry terms throughout the interview.
Leverage rapport: Never underestimate the power of a friendly face. The whole sit-down interview process can be a daunting experience for the uninitiated and negatively affect on-camera delivery. Whenever possible, encourage them to have someone they trust by their side. Make their experience as enjoyable as possible.
Embrace their organizational culture: Be respectful of the way they conduct business. If the project requires you to be on-site, work around their terms. Avoid any unnecessary disruptions and always be mindful of their time.
The most compelling case for your business is having a confident, knowledgeable, and relatable customer talking about your products or services. By following these tips you will foster an environment where your customer will shine on screen.