The Importance of Video Testimonials
Customer testimonials help convince leads to convert to sales. They answer questions regular marketing tactics can’t. It’s a none on one conversation from real life users that advertising can’t imitate. Often times a company’s web page offers written testimonials but these are burdened with tons of information and finding the most useful parts can be boring and overwhelming. By combining the power of video with actual customer testimonials, companies can create an engaging conversation between past and future users.
Video testimonials offer a human side to the company and relate emotions through experience. The connection between what a potential customer is looking for and the face and voice of someone who has experienced it from their point of view can be the deciding factor. Hearing from people with the company has its benefits but hearing beneficial information from someone like them goes a lot further.
These video testimonials can also be used as research for the company to understand how their products have affected people’s lives be it positive or negative as well as the many details that can be improved on or highlighted.
Creating video testimonials as an advertising format should be broken down in the same story arc as any script. Establish a setting by stating who the person is, bring in the conflict by explaining the problems they faced, and complete it with a resolution by describing how the problem was solved with the product. They can always be spiced up with sound effects and video reenactments or creative editing by multi-angle camera setups in the interviews. Adding a musical score that lets the viewers feel a sense of danger during the conflict and a soothing music that plays once the problem is resolved is also a brilliant way to shed optimal light on the story line.
By avoiding to produce your own customer testimonials you and your company are at risk of the YouTube generation blending their own formats of these without your consent. People will still have a say-so by making their own reviews online but if you have a well produced version, it entices new viewers to watch yours instead or at least first. For this reason, you should also consider creating a few testimonials that are less positive about your product. Describe the current drawbacks it faces and since you have the floor as the video producer add annotations or comments on how you plan to solve these for future product updates.
The old adage “the proof is in the pudding” really comes true with this as 90% of marketing professionals agree that video testimonials are the most effective at converting leads into sales. The mere use of the word “video” in an email almost doubles click rates and reduces unsubscribing rates by a quarter. Plus, testimonials are often much cheaper to produce than scripted productions with hired actors.
It’s certain that many of your customers would love to be part of a video testimonial as they might have a huge affection for your product and an interesting way of phrasing their opinion. Also, average people want the chance to be on camera and be seen. Doing that at a professional level with an actual production team will really make their day and leave them praising this experience and your company with word of mouth advertising for years to come.
Deciding which of your customers to select for these can be a bit trickier. Coordinating with a video production company can help tremendously as they will know whom to select to best put a face to your company and to sway which markets you are targeting. As always, you need to know the audience you are trying to market to and relay this information to the production so they can create the best solution to market this. If your target market is young wealthy professions then the production will cater to an image that best suits those desires. If you are marketing to families with young children then setting up interviews with individual family members and footage of them with the children is the obvious choice. To extend beyond the interview footage, a production company can record B-roll of these engaged in their active lives so the editor has a more interesting storyline to work with and the overall video product is much more engaging.
It is a nice courtesy to offer some form of payment or retribution for the testimonial but some will be thankful just to be selected, transportation and a meal is the very least that can be done for their time. Either way, make sure to have them sign legal forms of consent. These are standard forms but essential for any type of filming. Let them know where their image will be seen so they can be prepared and watch it themselves.
If your company features any type of events such as a booth at a convention or festival then hire a production crew to accompany your representatives. Don’t forget the waiver forms. They can capture small interview impromptu interview segments to create a clip roll of testimonials. This is a wonderful way to get feedback of all kinds as well as to select from a pool of possible candidates for longer video testimonials.
You can create a marketing strategy of directly delivering video testimonials. The best idea is to send these via email to leads aka your email subscribers who have yet to make a purchase. Another idea is to add small clips of testimonials into a video ad that breaks from the spokesperson to see what real customers think.
Make sure to have questions prepared about the product and their experience. Even professional actors go blank in front of the screen sometimes. Those being interviewed should have ample time to prepare if possible but sometimes a spur reaction can be the natural ingredient your marketing recipe needs.
Video testimonials provide essential research for your marketing department and product development; they give the chance for real customers to share their experience and be part of the team. Most of all they show potential customers why and how your product can be a grateful addition to their own lives in a way no artificial story line can.