Whether you are just starting your business or you are well
established in your industry…testimonials are key to recruiting and retaining
customers. When we meet with individuals
or organizations, we preach the importance of obtaining testimonials from individuals
who have done business with them.
But the written word isn’t as powerful as it once was. Yes, a great review on Yelp or Google is
beneficial, but the way to capture people today is through video. Video is one
of the most effective content mediums in today’s digital marketing landscape.
However, simply knowing this fact doesn’t do you any good. If you want to
maximize the value of video, you must know how to effectively use it. And today,
more than ever, you’ll want to focus on video testimonials.
The Value of Video Testimonials
In order to fully understand the value of video
testimonials, just look at the two root words: video and testimonial. Video has
quickly become the most effective content medium in Internet marketing.
Whether
it’s a product video, live streaming event, or testimonial, video engages users
unlike any other content form.
Now look at the testimonial aspect. Testimonials – whether
written, visual, or auditory – always hold great value with customers. When
people make a purchase, they want social proof from unbiased sources.
Testimonials provide that.
So, when you combine video with the traditional testimonial,
you’ll produce high returns. Right?
The following
statistics are from Boast, a leader in professional video testimonial
production.
- 65
percent of your audience is inclined to visual learning.
- Website
visitors are 64 percent more likely to follow through with a conversion
after watching a video.
- Online
shoppers are 63 percent more likely to purchase a product if it has
reviews and ratings.
- 90
percent of online shoppers say their buying decisions are influenced by
online reviews.
This is just the tip of the proverbial iceberg. When you
look at video testimonials in action, it’s clear that they provide high
returns, no matter the industry.
Obtaining (Better) Video Testimonials
The problem is that most businesses don’t know where to
start with video testimonials. Sound familiar?
1. Contact Your Most Satisfied Customers
You should be very selective in who you choose for your
customer testimonial videos. You don’t just want any customer to volunteer.
Carefully identify the most satisfied customers and see if they’re interested
in being featured.
This is a chance for you to promote your valued customer and
their business. Who’s going to turn down
free publicity? Just make sure they’re
well-spoken and look presentable!
2. Guide without Writing a Script
There’s a major difference between giving your customer free
reign to say whatever they want and putting a script in front of them. You
don’t want to do either. Ideally, you should give the customer a chance to
speak from the heart, while guiding the direction of their story.
If they are truly a valued customer who is genuinely happy
with the product or service you provide(d), tell them to just explain why. Why would they recommend you to others?
3. Keep it Brief
Nobody wants to see someone drone on endlessly – so keep the
testimonial short. Testimonials should
be two minutes maximum. Anything longer and you’ll notice that viewers will
lose focus and drop off. Anything shorter and you really don’t have time to get
the message across.
4. Choose Good Lighting and Backgrounds
Please make sure you use a good background and lighting. While
having someone shoot a shout out on their phone makes it seem less staged, make
sure that the quality is good enough for people to see and hear clearly. There is something to be said about raw,
man-on-the-street style of video, you want to make sure not all of your video
testimonials are in that format. Invest
in some great equipment and great lighting to ensure a multi-purpose video is
produced. Remember, the last thing you
want to do is film with a shoddy background or poor lighting.
Winning Customers with Video
There’s no question that video is one of the highest
returning content formats in modern marketing. And while there are many
different types of video content, the customer testimonial appears to be the
most valuable. It gives your website visitors an authentic, behin- the-scenes
look at how your products and services work and how much value they afford customers
and potential customers.
If you are unsure how to capture and implement video
testimonials into your marketing plan, contact the experts at SK Consulting. From Concept.
To Creation. To
Implementation. We’re there with you
every step of the way!
