Why MSPs should be creating video testimonials over case studies

Originally published on SmarterMSP.com

In the marketing space, we always hear about how important it is to publish case studies.

Case studies are proof that you’re an expert, this is true. But proving you’re an expert as a managed service provider (MSP) is not as cumbersome as many believe.

When I say the word “case study,” you might think you need to collect data, hire a professional copywriter, hire a designer, and spend weeks to produce the case study.

Sure, this will look great on your website, but I’ve got a hot take for you:

Case studies are not super effective for MSPs.

Instead of spending lots of time and money building case studies, focus on video testimonials.

At Tech Pro Marketing – my MSP lead generation and marketing company – we’ve been using video testimonials instead of case studies for years. I can tell you firsthand they are extremely valuable.

In this post, I will explain how you can get started with video testimonials – and it’s easier than you probably think.

The misconception about video testimonials

Video testimonials these days are much easier than in the past.

There’s a misconception that a great video testimonial calls for hiring a professional video crew, sending them to the client’s location, recording the video, and editing it to perfection.

Businesses don’t need to do this anymore.

To some, a professional video may come off as inauthentic and sales-focused. People are exposed to more video content than ever before, and many pay good money on streaming platforms to bypass professionally-produced ads.

Believe it or not, it’s completely acceptable to use raw video content for business purposes.

What makes the content on SmarterMSP.com so great? It’s clearly created by human beings in their natural element. You’re not getting insight from a super-filtered and biased source trying to sell you something – it’s simply a platform where MSP marketing experts share insight to help others.

The same logic applies to raw video content.

How to get a good, authentic video testimonial?

Recording an impactful video testimonial is super easy.

All you need to do is get one of your happy clients on a recorded 10-15 minute video call. This can be on Zoom, Teams, or any other video conferencing platform. Explain what the deal is and make sure they are comfortable providing a testimonial.

More importantly, give them some notice of the questions you’ll be asking.

What questions should you ask for a video testimonial?

Asking the right questions is crucial for any testimonial. But it needs to be done delicately. Ultimately, the most important thing is asking questions your client will be genuinely happy to answer. You don’t want to burden them with a giant list that will take an hour to talk through.

In most cases, these four questions will suffice for MSP clients:

1. What was your situation before you started working with us?
2. What has been the biggest impact of our work?
3. What are the tangible results you’ve seen in working with us?
4. Who would you recommend us to?

Try to give your clients a week’s heads-up (at least) so they can prepare answers. You never want to spring these things on clients.

How long should a video testimonial be?

When you record a video testimonial, there are two things to keep in mind:

1. It has to be convenient for your client. They are doing you a big favor by recording a video testimonial and having it live on your MSP website. Don’t eat up too much of their time.
2. It should be convenient for potential clients to watch. Most of your prospective clients probably don’t want to watch a long video. The goal is to get the point across quickly.

Generally speaking, a video testimonial for an MSP should be no longer than five minutes.

What else should be included in the video testimonial?

The value of your video testimonial goes beyond the answers your clients provide.

The MSP world is all about relationships. You work closely with your clients to keep their technology infrastructure working soundly every day, protect them from cybercrime, and keep them in tune with how business tech evolves.

In other words, you play a crucial role in their success.

This relationship should be abundantly clear in the video. To echo a previous point, this is why raw video content is so impactful. There’s no set, production crew, script, or anything else – just two business partners and the vibe they share.

If people watching the video testimonial can see a great connection between you and your client, it will say more than any case study or professional video. Trust me on this.

What’s the next step?

Asking your clients for a video testimonial may sound intimidating. It’s always a little awkward asking someone to record a video singing your praises, I get it.

Most business owners understand the role client reviews play in a company’s success. This is especially true for MSPs, where the client-provider relationship is so important. Start by approaching your favorite clients. Chances are, they will be stoked to give you a video testimonial.

Are you looking to improve your online reputation this year? I can help you. Shoot me a message on LinkedIn or get in contact through my website.