How-To: Video Testimonials
Do Video Testimonial Scripts Actually Work?
To script or not to script, that is the question. There are a few schools of thought on whether or not to use a video testimonial script. Some businesses choose not to use one. They prefer organic testimonials, allowing clients to speak freely and see what comes out of it. Other businesses choose to use a script because they're looking for longer video testimonials, and they believe their clients need guidance to keep the video on track. Unsure about which camp you're in? Here's how you decide...To script
Creating a script can work to your advantage if you plan on using longer testimonials. It's a way to keep the content on point, and prevent rambling. You'll want to start with key information, the details that are relevant to other prospective clients. Begin by having your client state their name and location. This is important if you're a local business, looking to build your client base in a specific area. Even if you're not based in one location, it's still important for clients providing testimonials to include as much information about themselves as they feel comfortable, so viewers trust who they're hearing from. From there, you have quite a few options for formatting the video testimonial script. You want to avoid writing it out word for word. Viewers will be able to tell if the person in front of the camera is reading a script verbatim because it tends to sound robotic and forced. A great alternative is to use bullet points, or a brief overview that allows them to fill in the details. Before you sit down with your client about filming a video testimonial, come up with the areas you want the video to cover. This is especially helpful for a longer video, as we mentioned earlier, because it keeps them on track, and away from rambling off topic.Not to script
If you choose not to use a script, the best plan of attack is to keep the testimonial short and sweet. If you're shooting for a 20-45 seconds worth of video, it's easier to accomplish this by asking your client a question or two. Make sure to keep your questions as direct as possible. Avoid questions that will yield a yes or no response. Instead, preface your questions with phrases such as "describe" or "tell me about". Unlike longer, scripted video testimonials, you want to avoid hitting too many points if your content is going to be on the short side. Again, map out what you want them to cover, and stick with a few questions about their experience with your product or service. If you plan on creating a longer, 45 second - 2 minute video testimonial without a script, the same applies. Always begin with what you're looking to get out of the video. Depending on your client, how comfortable they are filming themselves, and your ideal video length will all impact whether or not you choose to stick with a script, or let clients speak freely based on a question or two that you use as prompts. As always, choose the option that lends itself best to what you want to get out of the videos. Over time, you can always re-group and adjust accordingly.Do Video Testimonials Really Work For Your Business?
Video has really come into its own as an online powerhouse for businesses. Thanks to increased access to the web with the use of phones and tablets, consumers are spending more time online before making purchasing decisions. Whether you’re selling a product or service, the question of investing time into utilizing video testimonials should also be paired with whether or not they’re effective. So, do video testimonials really work? Short answer: Yes. According to Invoto, over 90% of shoppers cited video as an influence in their purchase decision. Let's explore why. Consumers have been tuning into video more and more as each year passes. As we mentioned above, a lot of it is thanks to the portability of devices, which has made it possible for so many online shoppers to view videos from other consumers that detail the advantages of choosing one business over another, or what need a product satisfied. Consumers can now take their browsing on-the-go and businesses have tuned in to the opportunity for exposure that this connection presents. The secret behind the appeal of testimonials is the credibility boost they provide for your product of service. Consider sites like Yelp, where consumers are able to present their experiences for others to review before making a purchasing decision. This kind of feedback has become wildly popular because it allows direct communication among consumers. It’s no longer enough to rely on text reviews to speak for the strengths of your business. Consumers like to generate the conversation and want to feel connected to your brand. The best way to do that is with video that will allow them to hear from others like them rather than paid actors through an expensive marketing campaign. It's also important to know that content is king. While these videos are creating the necessary connection with consumers, they are also easily shareable across multiple social media platforms. That means that one video has the power to make the rounds on Twitter, Facebook, LinkedIn, tumblr., and other sites that your target audience frequents. One video alone can reach so many consumers, spreading the word about your brand and the quality of your product or service in a way that text testimonials won't be able to accomplish. Keep in mind that videos also go along way in smoothing out any fears the consumer might have while making their purchasing decision. Choosing to invest time and money into your business isn't something that's taken lightly. If you place video testimonials on the main page of your website, you should also be placing them on the page where they are making their purchase. Through trial and error, as well as keeping a close eye on the data, you can play around with testimonial length, content, and where to place them in order to address these fears and turn your leads into conversions. The real advantage in asking for, displaying, and sharing video testimonials is the amount of creativity and limitless possibility they offer. It's up to you to play around with what will work best for your business. Don't be afraid to try new things, to push your business so it can fulfill its potential and bring satisfied customers along for the ride!Establishing Credibility And Personalizing Your Marketing With Video Testimonials
In case you missed it, last week we discussed 3 simply ways for getting video testimonials. We even provided a guide for recording the best content. You learned how to approach clients for content through your website, email, and social media. Then, you learned how to guide your clients through the filming process in order to receive the best testimonials. Now it's time to look at what exactly these video testimonials are doing for your business, specifically when it comes to establishing credibility and personalizing your marketing campaigns.Conquer Buyer Skepticism With Credibility
Share candid, user-generated videos that will convince even your toughest sell. Think of the buyer who’s on the fence and just needs that little push to make an investment in your business. They’ll respond to the sincerity of the testimonials, especially if the video addresses a problem that they’re currently trying to solve. Keep this in mind: written testimonials are often suspicious to potential clients. They’re hesitant to trust positive reviews, believing they may be written by staff members. By providing potential clients with a credible consumer who’s in front of the camera - instead of a hired actor - you’re highlighting what your business has to offer, using someone they can connect with and trust.Strengthen Your Marketing Message
Testimonials are easily shared on multiple social media platforms. One testimonial can make the rounds on Facebook and Twitter and can even improve your search engine rankings. These videos are cost effective, and when paired with your marketing strategy and circulated around your social media properties can achieve amazing results. They can add a unique element to your marketing that can't be achieved with stylized, expensive campaigns. These testimonials can resonate and be a critical factor in the decision making process. Videos are perfect for adding credibility to your business. Testimonials add a personal element to your marketing campaign. You’re combining these elements and sharing your business on multiple platforms, to millions of people. Without both elements, the effort to get your business out into the world and noticed may be lacking. Both ingredients are necessary - and attainable - with user-generated video testimonials.3 Simple Ways For Getting Video Testimonials
In a perfect world, every satisfied client would immediately go out and devote days on end to passing out business cards and singing your praises. Ideal, but not likely. So why not use video testimonials instead? Here's the problem: the idea of asking your clients for video content can be intimidating. How do you go about it? When do you ask? Never fear. It's easier than you might think. In fact, it boils down to leveraging 3 avenues that are readily available to you – as well as your clients:
Email
This is another simple way to ask for a video testimonial. Email enables you to ask your clients in a friendly manner, without the added pressure of a real-time conversation. It also benefits your client because it gives them time to consider the details, prepare what they’d like to say and record a video when they're ready. Here’s a great example you can use for getting a video testimonial via email:
Social Media
People who follow you on Twitter and Facebook stick around because they like your company. Either they've had a great experience, or they're looking to you for their future needs. If you've already provided a client with excellent service, there's a good chance they'd be willing to share their experience with others. And if they haven’t used your service before, they'll be exposed to what real clients are saying about your business, and be more inclined to further explore doing business with you. Here’s a great example you can use for getting a video testimonial via Facebook:Website
You can display a simple call to action directly on your website. Just include a highly visible button or link at the top of your site, asking clients to share their experiences through a video testimonial. You can also include a call to action in a blog post as well. Here’s a great example you can use for getting a video testimonial on your website:Remember: the best time to ask for a video testimonial is after a successful experience. Makes sense, right?
You’ll want your clients to be enthusiastic and upbeat when recording videos. So, ask them when they're still glowing with happiness and satisfaction. That way, others can feel just as energized about what you're offering when they view the content on your website or social media properties.Hacking Your Best Customers
This guest post is brought to you by Outright.com, the simplest way to manage your small business finances online. Sign up today for a less taxing tax time! Are you looking for a way to increase sales? Advertising, press releases and all the traditional trappings of sales and marketing are all well and good, but are you utilizing the resource right under your nose? Your customer list. Do you know who buys from you the most? And who spends the most money? (If you use Outright, you can access your Best Customer Report through the Reports Tab.) Knowing your best customer can provide you with clues as to how you should proceed with your marketing. After all, people have bought from you in the past, so they like you for some reason, right? Why not leverage that info into future sales? Who are Your Best Customers? To begin utilizing your best customer report, you need to know who they are in the first place. We often have pre-conceived notions of who our best customers are, but if you’re an eCommerce seller who makes a large number of sales, repeat customers may slip through the cracks. You could be huge in Boise and never even notice. On the other hand, even if you’re a service provider who makes a more manageable number of sales, you may not realize which clients are patronizing your business the most until you’ve sat down and taken a good hard look at your numbers. Leveraging Your Best Customers That’s all well and good, but how in the world does this info help with marketing? How can you actually use customer info to change your business and bring in more sales? What’s contained in this business report is exactly what you don’t know right now: who buys your stuff, what stuff is moving the quickest and in biggest numbers, and even bits of info WHY they’re buying your stuff. Obtaining all of this is info like placing your business under a microscope. Here are a few other ways to leverage your Best Customer Report:- Ask your best customers for a referral to their friends. Chances are that if they love you so much, they’ll have friends or colleagues who will feel the same way.
- Ask your best customers to create a testimonial video for your website and marketing efforts.
- Create a bundle of products and services that often sell together. You may end up with the ultimate upsell to your current customers.
- Are your customers in a certain geographic area? Maybe you didn’t realize that your knit hats are popular with surfers in coastal areas. This way you can target advertising to certain zip codes and even coordinate drop shipping so you can potentially lower your shipping costs.
- Create special marketing incentives for your best customers. Give them discounts, special previews of new items and services, or access to a private part of your website. Nothing creates brand loyalty like treating your customers like they’re special to you.
How Long Should Video Testimonials Be?
As more businesses begin utilizing video testimonials, many are asking how long the content should be. We've provided some great tips to get you started so you will receive the kind of content that will do the most for your business. But the question of how long each video should be still comes up, probably because there are several different ways to identify how long your video can or should be, versus when viewers will tune out. Content length can mean the difference between seeing an increase in conversions or having viewers navigate away from your page. Above all else, it's important to keep in mind where potential clients are in the buying process when they're viewing the testimonial. Each stage represents different questions and concerns from the viewer, meaning you can have some wiggle room with the length of each video testimonial. Here's how it breaks down... Introducing the audience to your business These are the videos that will introduce the world to your business. They should be relatively short. There's no need to go over the 30 second mark and go into great detail at the introduction stage. The purpose of the video is to let your target audience know that your business exists and what it can do for them. This content should be a tool in developing a connection with your viewer. Intro testimonials will usually go on the main page of your website or blog and should feature someone who is friendly and engaging to discuss what your business is all about. Catching their interest Now that you've introduced your business, it's okay to go into more detail. You can use testimonials that explain how you were able to assist your client, or what need you met. It's your chance to let someone else brag about your business while being honest and informative. At this stage, would-be clients are looking to know more about what you do. Keeping video at, or under, 45 seconds is ideal. As videos get longer, it's even more important to recognize whether or not viewers will remain engaged by what's being discussed in the video. Look critically at testimonials you plan to use and ask yourself if they would keep you interested in your business. Decision making process By this point, you can use testimonials that are longer, but you still don't want content that's longer than it needs to be. In all three stages it's best to use video testimonials that address where you viewers are in the buying process, without losing their attention. This stage represents the point where your lead is most interested in what you do. They are more willing to look at longer content to satisfy any last-minute questions or concerns they might have. These videos will do best on the page where customers are signing up for a service or clicking through to make a purchase. Video testimonials will work best for your business when you keep the viewer in mind at all times. Remember, it's not as simple as asking for testimonials that will make your business look good. You'll have plenty of time to display content that will talk up what you do. Consumers aren't known for having great attention spans, so the trick is asking for and receiving content that gets straight to the heart of what you do while keeping them engaged.Identify Your Best Customers To Attract Even More
This guest post is brought to you by Outright, the simplest way to manage your small business finances. Sign up today, integrate your small business financial accounts and get back to doing what you love best – running your business! 
Are all your customers equal? Sure, each person who comes through your doors (virtual or not) is special in some way. However, there are definitely some customers who make a much bigger impact on your business – either through your wallet or the joy you experience working with them. You see them day in and day out buying stuff and even talking to you on social media or through email. Some of them are so close to you they’re more friends than anything. You know they’ll be around for a long time and want to reward them for their dedication. This is precisely why you need the Best Customer Report provided at Outright. Outright is a bookkeeping app for small business owners. It tracks your income and expenses, and slices and dices that information into handy reports – like the Best Customer Report. This particular report helps you figure out which of your customers have been around the longest and who’s given you the most business over a certain period of time. From there, you can… 1. Nurture the Relationship After you know who's your best customer, you’ll want to nurture this relationship even more. While you don’t want to seem like you’re “sucking up” by any means, you want the customer to feel wanted and special. They’ve been providing you with business and there’s nothing wrong with pointing out how awesome you think they are. Simply acknowledging them can go a long way. However, you may want to go a little further. One way is to give them a break on future orders – perhaps you can provide a “top customer discount” or send them coupons in an email. Not only does this give them incentive to buy more stuff it will increase customer loyalty and also minimize the chance that they leave if something goes wrong. 2. Figure Out Their Type Why does that particular customer keep coming back to buy more and more each month from you? What traits do they possess that may be in other customers, so you can expand your market and business? Is there a niche there you can exploit for more sales? Starting with your Best Customer report you can find commonalities. Are your best customers in a certain geographic area? Are they a certain age? Do they all love Canadian football? You can then use that information to try and figure out if others like that customer will also flock to your store, potentially giving you even more long term customers. 3. Improve Products and Services Best Customer Reports can provide information to you in all aspects of your business. For example, you may have long wondered what people tend to flock to in your company – what are people buying from you the most? After you figure out your best customers, you can go over their history and find this very info out quickly. Using this you can accentuate the very products and services you provide to customers that you know sell well. If you know your best customers tend to hire you for graphic design over website creation, for example, you can put more emphasis on the graphic design portion of your business to bring in more clients. And since Outright integrates with your eBay, Etsy, Amazon and other marketplace accounts it can also quickly show you which products your best customers consistently buy. Do you know your top 3 best customers? If so, what do they all have in common?
Are all your customers equal? Sure, each person who comes through your doors (virtual or not) is special in some way. However, there are definitely some customers who make a much bigger impact on your business – either through your wallet or the joy you experience working with them. You see them day in and day out buying stuff and even talking to you on social media or through email. Some of them are so close to you they’re more friends than anything. You know they’ll be around for a long time and want to reward them for their dedication. This is precisely why you need the Best Customer Report provided at Outright. Outright is a bookkeeping app for small business owners. It tracks your income and expenses, and slices and dices that information into handy reports – like the Best Customer Report. This particular report helps you figure out which of your customers have been around the longest and who’s given you the most business over a certain period of time. From there, you can… 1. Nurture the Relationship After you know who's your best customer, you’ll want to nurture this relationship even more. While you don’t want to seem like you’re “sucking up” by any means, you want the customer to feel wanted and special. They’ve been providing you with business and there’s nothing wrong with pointing out how awesome you think they are. Simply acknowledging them can go a long way. However, you may want to go a little further. One way is to give them a break on future orders – perhaps you can provide a “top customer discount” or send them coupons in an email. Not only does this give them incentive to buy more stuff it will increase customer loyalty and also minimize the chance that they leave if something goes wrong. 2. Figure Out Their Type Why does that particular customer keep coming back to buy more and more each month from you? What traits do they possess that may be in other customers, so you can expand your market and business? Is there a niche there you can exploit for more sales? Starting with your Best Customer report you can find commonalities. Are your best customers in a certain geographic area? Are they a certain age? Do they all love Canadian football? You can then use that information to try and figure out if others like that customer will also flock to your store, potentially giving you even more long term customers. 3. Improve Products and Services Best Customer Reports can provide information to you in all aspects of your business. For example, you may have long wondered what people tend to flock to in your company – what are people buying from you the most? After you figure out your best customers, you can go over their history and find this very info out quickly. Using this you can accentuate the very products and services you provide to customers that you know sell well. If you know your best customers tend to hire you for graphic design over website creation, for example, you can put more emphasis on the graphic design portion of your business to bring in more clients. And since Outright integrates with your eBay, Etsy, Amazon and other marketplace accounts it can also quickly show you which products your best customers consistently buy. Do you know your top 3 best customers? If so, what do they all have in common?[Infographic] How Our Customers Use Bravo - Updated June 2012
Over the past few months we've received a few inquiries about which of the solutions Bravo provides are most popular. The answer? A great excuse to create an infographic, of course! After mining some data, here's what we came up with for your viewing pleasure: 
Want to embed this infographic on your website? Simply copy and paste the HTML below: User-generated video
Want to embed this infographic on your website? Simply copy and paste the HTML below: User-generated videoRecording The Best Customer Testimonial Videos: A Painless Guide
According to Leslie Bradshaw, COO of Guide, 89 million people are going to view 1.2 billion online videos - today. With those numbers in mind, it's well past time to incorporate video content into your business' online presence. And if you aren't recording video testimonials just yet, what are you waiting for? Thanks to the widespread use of smartphones, laptops and tablets, it's never been easier to record 30 or 60-second testimonial videos. In the online world of likes and sharing, video content can really make the rounds - and make a difference for your business in the process. And with the fast-paced nature of social media, video content can easily be shared and streamed on other websites and social media properties, providing additional (and free!) exposure. Trust us, we get it. Jumping in front of a camera and doing a pitch might sound nerve-wracking, but it can be painless as long as you properly prepare. Before practicing that “serious face” in the mirror, try to follow these simple, straightforward tips:1. Create a short script
You’ll want to have a short, to-the-point script available so the main points of your video can be nailed-down without too much fumbling. And don’t forget – if you fumble slightly, that’s okay. It makes you human, and the viewer may actually connect a bit more if you’re not perfect in your delivery.2. Establish credibility right from the start
When you introduce yourself, you’ll want to establish some credibility. And the sooner you can do this, the better. Why should the viewer listen to what you have to say? What is it about your background that makes you qualified to speak about the product or service? Keep those two questions in mind while you’re preparing your introduction.3. Outline the product or service in a tidy, efficient summary
Whether you’re recording a video testimonial for a product or service, you’ll want to summarize your experience in less than a minute. Be sure to mention how the product or service has benefited you or your business. How has it helped you? Has it saved you money? Has it cured your headache? Or maybe it’s created efficiencies for you and your team? All of this should go into your script. Sounds easy, right? Here's the challenge: don't read directly from the script! It’s harder to connect with the viewer if you’re staring down at a sheet of paper (or if it’s obvious you’re reading something on your screen. Instead, go over the script until you're comfortable pitching it in a conversational manor. Then, ditch the notes!4. Find a well-lit, quiet space to record
Try to get away from screaming kids, or TV noises coming from another room. While setting up your recording device, try to find your most flattering angle. No one wants to see up your nose, or make eye contact with your chin. Be mindful of your angles, and you’ll do just fine.5. Use a one-on-one, conversational tone
If you're not used to speaking on camera, you may be nervous at first. That’s normal. But just remember that no one is expecting an Oscar worthy performance. You want to be engaging, focused, and speaking as if you're having a one-on-one conversation with the viewer. Even if you make some small mistakes, your audience will be more forgiving if you remain engaged, calm and conversational. As long as you stick to your script and focus on the points you need to drive home, the video will turn out just fine. And if you find yourself deviating from the script or spending too much time rambling, re-focus and get back on track. Always remember: when it comes to video testimonials, brevity is key! Has providing a video testimonial given your business a boost? Leave us a comment and let us know!Student Video Testimonials: 3 Helpful Ways To Maximize Your Campaign
What's the top priority for your school's marketing strategy? If it doesn't include video testimonials with your students featured front and center, you have some adjustments to make.
Today's students aren't going to connect with scripted, stale video testimonials. When they're exploring your website and social media accounts, they'll probably gloss over testimonials that are written out. When they're looking at potential schools, making a decision that will impact the rest of their lives, they'll want to hear directly from other students. Until they visit in person, the content you put out on your website and social media platforms is the only glimpse potential students will get into life on campus. Here are a few ways to make sure your video testimonials will ensure a great first impression:Know what to ask
Students are excellent to work with while creating content because, generally speaking, they're full of ideas, enthusiasm, and creativity. All of these things make for great video, but it's important to remember to rein them in. A video testimonial that spends ten minutes jumping between how great the grounds are, to which washing machine to avoid in the laundry room isn't as helpful as a video that has a clear focus.Consider asking the following questions so the video will maintain its focus:
1. What initially interested you in attending this university? 2. How would you describe living on campus? 3. Which resources have been most helpful during your time here? 4. What are some of your favorite places to hang out on campus? Notice that each question touches on a specific aspect of your university. Think about what you'd like to highlight about your school and form questions from there!Who you want in your video testimonials
- Students: This one goes without saying, but it's important to know what you want from current students before you ask for a video testimonial. You'll want to key points that will give perspective students a point of reference. Consider it a profile of your average student. These profiles can include information such as their program, life on campus, clubs or other affiliations around campus, and graduation. You can collect quite a few of these testimonials, ranging in program and other student demographics. Each video should be used to speak to a different student experience.
- International students: These videos touch on a unique experience while providing some excitement to prospective students. Traveling to another country while attending school is a way for students to see new parts of the world, make friends, and immerse themselves in a different culture. Allow students to speak about their experiences so far, and what they've enjoyed most Also, if the student agrees to it, you can also film multiple videos, depending on how many languages they speak. If you feature videos in other languages, you can appeal to a broader audience while highlighting the amazing, educational opportunity.
- Alumni: Testimonials featuring alumni can go a long way in easing fears. Whether it's anxious parents or an unsure student, it's always best to have videos of older, successful adults who can address any worries that might come up. You can ask how their time at school prepared them for life after graduation, or ask them to touch on the importance of the connections they made while in school. Selecting a school is a huge decision for parents and children, let alumni do some reassuring.
The Success Behind Video Testimonial Conversion Rates
You already know that a solid online marketing strategy relies on staying tuned in to consumers. There's also buzz surrounding video testimonial conversion rates and what they can accomplish for your business. What is it about these videos that have the power to seal the deal? Here's the secret:Social proof
Social proof is a psychological phenomenon that occurs when people look to the behavior of others to decide what is correct in their decision making process. It's natural to look at the habits of those around us, making sure we're not doing something out of the norm. This extends to wanting to know what others have bought, and whether our decision is a smart, socially accepted one. This is advantageous for marketing purposes because consumers can be reassured in a variety of ways. From Facebook likes and shares, to positive Tweets - consumers are watching, checking out how fellow consumers react to product or services before they make their investment. Instead of pouring obscene amounts of money into campaigns meant to craft a careful image, brands are now at the mercy of consumers and the opinions they hold about products and services. Scary? Not really. It just means you'll need to be on your toes, do more to anticipate what their wants and needs are, and make sure they know that you value them as part of the conversation. Consumers now control the conversation surrounding the brands they frequent, which is how video testimonials will come to your aid.How video testimonials are doing the most
Video testimonials provide a name, face, and voice for your brand. The key thing is that the voice isn't coming from you.As consumers lead conversations about where their money is going, they don't want you to explain what your product or service can do for them. It's been proven that consumer reviews are nearly 12 times more trusted than the professional marketing efforts your brand puts out.They've heard those pitches before, and they aren't nearly as effective as video testimonials from other consumers. According to Social Media Today, over 90% of consumers agreed that video was a factor in their purchasing decision. These video testimonials aren't just powering conversions, but also keeping consumers on your site. Rather than clicking away, they take the time to look around, perhaps even making a larger purchase, or building more trust in your brand as they spend time getting to know what you're about. As always, the key to using video testimonials to increase conversions is the content of the testimonial. If you're relying on actors, or even worse - your own team members to provide them, you'll do way more harm then good. Consumers look at body language, facial expressions, and can determine whether or not they're looking at a fellow consumer who believes in your brand. If you take shortcuts and rely on your own team members, or fake testimonials, conversions will suffer. Keep it genuine. Use the relationships you develop with clients to leverage testimonials. Remember, consumers are the ones doing the talking. It's up to your brand to facilitate the conversation, and watch the results unfold.To Embed or Not to Embed - Which is Best for Your Business?
This guest post is brought to you by Formstack, a powerful form builder that requires no coding knowledge whatsoever. Many web apps market their ability to be embedded in your website or opened in a new tab. For example, YouTube videos can be shared by copying and pasting a few lines of code into your site, but you can also link to the video on YouTube itself. My company, Formstack, allows users to create an online form, which they can either drop into their site via generated HTML or open on its own page. Consumer-focused apps (like YouTube, PayPal, Bravo and many more) offer users this flexibility, but how do you know which option is most appropriate for your marketing goals? Here are a few tips for deciding whether to embed your content or link it to a third-party page:Embedding Your Content
The Pro: Better Branding - By embedding something on your existing website, whether it be a form, a video, or a payment link, you are seamlessly integrating this app with your branding. Users can interact with the app without leaving your site, making your brand look more user-friendly and professional. It also drives traffic to your site, since users have to visit to fill out the form. The Con: Might Require Additional Coding - With some content management systems, it’s quite simple to drop in a few lines of code and manipulate your site to accommodate this new content. However, some systems are more user-friendly than others. You might find that, when you go to embed external content in your site, it might not be as simple as you thought. Extra coding might be required to position the content in the way you imagined. Might be best for:- Contact Signups. Embed a contact form in your website for a quick lead generation opportunity.
- Larger Campaigns. If you’re running a larger marketing or sales campaign with multiple tabs and pages, embedded content will reinforce your message by keeping users on your site.
Linking Your Content
The Pro: More Shareable - If you don’t need to send your user to your website, a single webpage with the app you need can be very effective. Oftentimes, you can still customize the logo or colors on the page to align with your brand. The Con: Might Confuse Users - By directing your user to a third-party page, you might risk confusion if the user was expecting to see your website. For example, if you direct users to a Bravo video microsite for a contest you are hosting, make sure you include strong content that reinforces your brand. Might be best for:- Contests and Smaller Campaigns. A straightforward page, with no links other than a call-to-action (like a payment button), can ensure that your users won’t be distracted by other links on your website.
- Multi-page Forms. If you have a form that will direct users through multiple pages, it’s sometimes best to open it in a separate tab. This type of form sometimes includes additional coding to integrate the way you want it to.
Using Video Testimonial Feedback To Boost Customer Service
Have you heard from consumers lately? We know that online users have an appetite for video, but what you do with video testimonial feedback from clients can mean the difference between quality customer service, and interactions that leave consumers less than dazzled. If you're using video testimonials, usually paired with text, to facilitate conversation among consumers - you're on the right track with your marketing strategy. But what about the feedback that's being provided? Are you taking it and using it to make needed changes? What about any negative comments you receive? These are all things that should be taken into account, and discussed as a team. Here's how to go about it:What are video testimonials accomplishing?
We touched on this earlier, but if you're receiving and posting video testimonials, they should be boosting confidence in your brand. Prospective clients will connect with the person in front of the camera, and will trust what they're saying about your product or service. As a bonus, video is also excellent at making the rounds through sharing on social media sites. All of this is great for your business, now and in the long-term. But what's the next step?Take in feedback, especially negative comments
No matter how hard you work, or how on top of your game you are - your business is bound to have dissatisfied clients, or encounters with consumers who are not happy about their experience, for one reason or another. It doesn't mean that your business is awful, and you should wallow, or linger, on the comments. Instead, it is essential that you take a proactive approach to criticism. If you're not already, it's a good idea to keep track of every piece of feedback you're receiving. This includes video testimonials, comments on social media pages, and interactions with clients. It's up to you and your team to keep track of what's being said about your brand. Rather than allowing small criticisms to snowball on social media accounts, be on the look-out for opportunities where you can address problems before they get out of control, and other consumers get it on the negativity.What can you do?
Bring feedback into meetings. Set aside time where you intentionally bring up feedback, good or bad, and focus on what you can improve upon. Consumers want to feel like they're being heard, and considering the money and time they put into your product or service, you should want to be listening to see how you can give them a better experience. Work to bring about change as a team. One person alone can't approve upon customer service - it has to be a team effort. Tips- Don't just focus on the bad comments. It'll be a downer, and might lead to low morale. Celebrate successes, too!
- Follow up with clients when they have a complaint or issue, whether it's with their overall experience, or the product or service. Instead of venting their frustration on Twitter, you can work with them to resolve it. This will ensure they continue to have a positive association with your business.
- Turn feedback into real change. It's invaluable, and if you're not taking advantage of what consumers are telling you, you'll definitely regret missing out on the insight.
Video Testimonial Page Design: Less Is More
There are no firm rules for video testimonial page design. We talk about the process of getting the testimonials and the value of what video can do for your business. They are all important aspects of your online marketing strategy. Once you've received video testimonials, and you've edited them so they're an appropriate length and quality, it's time to display them. It's exciting because you can finally show off the finished videos, placing them strategically on your website. So, how do you display them? What'll look best - and more importantly, what will nudge consumers in the direction of making a purchase? We've found 3 sites that do an excellent job with video testimonial page design. Here's how they do it: First up, we have Pronto Heating & AC 
What they do well: Video testimonials are front and center when you click on the page. If you're designing the space for your testimonials, make sure they're easily accessible. Testimonials that are all the way at the bottom of the page aren't going to generate as many clicks. Consumers aren't known for their patience, and that includes scrolling for video! Also, text testimonials are included. Video has the capability to establish connections and build trust with consumers. It's also easy to share and can make the rounds, something that text can't do. But there is something to be said about still including text on your testimonial page. Consumers will skim text in addition to viewing video testimonials. Including both will appeal to a wider audience with varying preferences, which Pronto Heat does. Next, Time To Hire 
What they do well: Their video testimonial page design is sleek. They provide an image that is sharp and attention-grabbing. Above it you can see their logo and contact information, which is a must so viewers know how to get in touch. At the center of the page, consumers can easily access a series of videos with a few clicks. Most importantly, Time To Hire has the right idea about video positioning with their video testimonials located directly above a button that reads, Get Started Now. When consumers are at the point where they're asked to click through, or consider committing to a product or service, is when video testimonials do their best work. They'll put consumers at ease and make them view your brand as one to be trusted compared to competitors. Finally, we have Easy Storage Solutions 
What they do well: They're an excellent example of less being more. Beneath the contact info and logo, they use a plain white background to display video testimonials. Also, selling points are listed beneath the videos, using bullet points to keep the information tidy. Easy Storage Solutions' page highlights the fact that a clean, neat design can be the most effective. Rather than cluttering the page with too many images or too much text, the information and video testimonials are organized so consumers can easily scroll through and watch or read. Video testimonial page design shouldn't include clutter, or anything that can distract consumers. It might be tempting to jazz up the page that's showing off client videos, but keep in mind that the video will do an excellent job speaking for itself. When you're putting together a video testimonial page design, there are a few different routes you can take. We highlighted some positive aspects of what other companies are doing, and now it's your turn. Just remember that you're highlighting the videos, and if you choose a design that can make them the center of attention on the page - you've got a good start!
What they do well: Video testimonials are front and center when you click on the page. If you're designing the space for your testimonials, make sure they're easily accessible. Testimonials that are all the way at the bottom of the page aren't going to generate as many clicks. Consumers aren't known for their patience, and that includes scrolling for video! Also, text testimonials are included. Video has the capability to establish connections and build trust with consumers. It's also easy to share and can make the rounds, something that text can't do. But there is something to be said about still including text on your testimonial page. Consumers will skim text in addition to viewing video testimonials. Including both will appeal to a wider audience with varying preferences, which Pronto Heat does. Next, Time To Hire What they do well: Their video testimonial page design is sleek. They provide an image that is sharp and attention-grabbing. Above it you can see their logo and contact information, which is a must so viewers know how to get in touch. At the center of the page, consumers can easily access a series of videos with a few clicks. Most importantly, Time To Hire has the right idea about video positioning with their video testimonials located directly above a button that reads, Get Started Now. When consumers are at the point where they're asked to click through, or consider committing to a product or service, is when video testimonials do their best work. They'll put consumers at ease and make them view your brand as one to be trusted compared to competitors. Finally, we have Easy Storage Solutions What they do well: They're an excellent example of less being more. Beneath the contact info and logo, they use a plain white background to display video testimonials. Also, selling points are listed beneath the videos, using bullet points to keep the information tidy. Easy Storage Solutions' page highlights the fact that a clean, neat design can be the most effective. Rather than cluttering the page with too many images or too much text, the information and video testimonials are organized so consumers can easily scroll through and watch or read. Video testimonial page design shouldn't include clutter, or anything that can distract consumers. It might be tempting to jazz up the page that's showing off client videos, but keep in mind that the video will do an excellent job speaking for itself. When you're putting together a video testimonial page design, there are a few different routes you can take. We highlighted some positive aspects of what other companies are doing, and now it's your turn. Just remember that you're highlighting the videos, and if you choose a design that can make them the center of attention on the page - you've got a good start!What Makes A Good Video Testimonial Question?
So, you're ready to begin receiving video testimonials from clients. Awesome! Now you begin the process of figuring out what makes a good video testimonial question. Trust us, coming up with the what to ask is a lot less difficult than you're probably thinking. Here's the key: Instead of tormenting yourself over asking one perfect question, consider where you plan on placing these videos. Chances are, you're not just going to use one video and place it on multiple pages of your website. If you make asking for video testimonials part of your closing conversation with clients, you'll end up with multiple testimonials. The good news is that each video can focus on a different aspect of your business. You're probably thinking - that's the problem, how do I narrow down questions so I'm asking the right thing? Before you consider what to ask, go back to thinking about where you'll be placing the videos. We have three questions to get you started, and put prospective clients at ease.What problem did the product or service solve?
This question will go a long way in putting consumers at ease. Video testimonials that address any concerns they'll have about investing their money, do well on the page where they're making a purchase. Consumers want to be reassured that you'll deliver on what you promise, and you're worth investing in. Allow satisfied clients to put them at ease. Also, the question is direct. It has a clear focus, which will yield better results from clients who might be nervous on camera. Instead of asking clients a vague questions about their experience with your business, keep it focused so they stay on point.What feature stands out?
Rather than asking a satisfied client to highlight every great feature that your product or service has, stick to one. Again, it keeps them on point. Testimonials that ramble on and lose focus will require editing, and that's something you want to avoid. This question is also great if you've just introduced a new feature that you want to draw attention to. Even if you ask two clients about the same feature, you won't receive the same answer. Ask what they thought about the feature you want to highlight, and you can display both, each answer providing different insight to prospective clients.Highlight customer service
This isn't a particular question, but it's a line of thinking that you'll want to pursue. The importance of providing quality costumer service, and having prospective clients hear about it through your website and social media, is vital. If you have a client who had a particularly good experience, whether it was with troubleshooting, or just their interactions with your staff, ask about it for a testimonial. Don't be afraid to address any issues that might have come up. This is an instance where you're in control of presenting how the issue was handled. Instead of waiting to do damage control when a problem is brought up through social media, you can address it and show how it was taken care of. It looks good to prospective and current clients to see you being proactive, and taking an interest in the quality of their experience. Just remember, before you do any asking, you have to have an idea about where the video testimonials are going to go. From there, it's a matter of asking satisfied clients questions that will put prospective clients at ease. If your questions are focused, and address multiple facets of your product or service, you're on the right track.3 Good Video Testimonial Questions To Ask Your Customers
We have 3 good video testimonial questions to get your business on the right track for exploring new marketing efforts. It can be a little overwhelming to just dive in to video, so we've got you covered on what questions to ask and why you should ask them.First up: Address the challenge that brought them to your product or business
Question: What challenge/problem did the product or service solve? This question is an important one as well as a great starting point for video testimonials. It addresses the basic reason consumers are coming to you. Without a problem of some kind they wouldn't be seeking you out. It gives something for viewers to relate to. If they're in the same industry, they'll most likely relate to the problem of your customer. This means of identifying with the problem of the speaker is pretty important in terms of establishing that your business is the one they need to help them. It's also an opportunity to put any fears to rest about investing in your business. Consumers need reassurance that you're going to be able to provide the kind of service that's worth investing in. The response you receive to this question will go a long way to put them at ease about choosing to work with you over choosing to spend their money with another business.Next: Getting a little more in-depth
Question: Which feature(s) were your favorite? Let's say you roll out a new feature that you're excited about. You want to spread the word and highlight it to your clients and prospective clients. A great way to go about that is to include a question, including follow-up questions about which features your client liked best. If they're as enthusiastic about it as you are, you can display the video testimonial alongside news about the new feature. That way, you're not the only one bragging it up! Even if you aren't unveiling or looking to spotlight any new features - it's still important to ask! If you ask each client who records a video testimonial, you'll never get the same answer twice which will highlight a variety of positive It's another way of highlighting what prospective clients have to look forward to when they work with you.Finally: Bring it all together
Question: Why would you recommend the product/service? By asking this you're allowing a satisfied client to do what testimonials do best - talk up your business based on their experience. Similar to the second question, the beauty of asking this to each client is that you'll always receive a different answer. Some people will be glad to talk about an awesome example of how great your team is at troubleshooting, or how your product or service was able to solve their problem quickly and efficiently. Each answer is equally important and can be displayed according to the answer you receive. The more experience you have asking for video testimonials the more comfortable you'll be coming up with new, interesting questions to add to your staple questions. Always keep in mind how each response will appeal to prospective clients and where you can place them on your site - and you're well on your way!3 Smart Locations To Place Your Video Testimonial Recorder
Now that you've made the decision to receive video testimonials, where are you going to place your video testimonial recorder? Rather than making satisfied clients hunt for a link or page where they can access the recorder, it's better to place it in multiple locations that make sense. Here are 3 smart locations for your video testimonial recorder:Social media
Placing your recorder here is a must. Think about the type of engagement your brand is doing on Facebook. If you're connecting with your clients by providing relevant information, or addressing customer service concerns - you're setting the stage to receive great content! You're also making it easy on clients. By allowing them to access the recorder via social media, shoot quick video that gets delivered to you, you're upping the chance they'd be willing to do another testimonial in the future. No one wants to go through a complex process. So bring your testimonial recorder to them, and watch the great results pour in!Website
Where do you receive customer feedback on your website? There can be a negative association linked with feedback. The ghost of customer service gone wrong can linger for any brand, so why not replace that negativity by re-vamping your customer service, and including a link to your recorder? This placement, similar to on social media pages, just makes sense. Good or bad, feedback is valid and important. Strive for good feedback, but also keep the bad in mind so your brand can do better.Blog
Your blog is a great place to call for video testimonials. Chances are, if you don't promote the fact that you're looking for testimonials, you aren't going to get many. It's up to you and your team to get in the habit of reaching out to clients for content, but reminders via email and blog posts can serve as a great follow up or reminder. Make the announcement on your blog, including a link to the recorder. That way you can share the post on social media and spread the word about your new campaign! It's up to you to play around with placement, and make the decision about what seems to be working best for your brand. It's a good idea to keep track of which locations bring in the most video testimonials so you can determine what is and isn't working, and go from there to adjust accordingly.Does Video Testimonial Recorder Placement Really Matter?
Is your video testimonial recorder in the best location? If you're unsure, taking one look at your numbers will tell you all you need to know!What to look for
If you recorder isn't easy to find and use, your numbers are going to reflect that. If you're looking at the number of testimonials you're receiving, or lack thereof, recorder placement can have a lot to do with that. Lucky for you, it's a pretty easy fix!Best places for your video testimonial recorder
So, your numbers aren't looking so great. Maybe you're even a little confused about why. Filming a video testimonial is easier than ever - so what's the problem? Usually it's an easy fix, as is the case with recorder placement. There are a few places where your recorder will attract the most attention and be easiest for users to find and use.Website
Placing a recorder on your website is a no-brainer, right? If you have an area calling for feedback, you can place the recorder there and watch the testimonials roll in. Plus, it's pretty easy to direct customers to your site when you're speaking with them. Simple, easy for them to remember and find later.Blog
Your blog is a great place to call for video testimonials. Using your blog as a boost is great while you and your team to get in the habit of reaching out to clients for content. Reaching out and including reminders via email and on your blog can serve as a great follow up. Make the announcement on your blog, including a link to the recorder. That way you can share the post on social media and spread the word about your new campaign.Social media
Placing your recorder here is a must. Think about the type of engagement your brand is doing on Facebook or other platforms. If you're connecting with your clients by providing relevant information, or addressing customer service concerns - you're setting the stage to receive great content! You're also making it easy on clients. By allowing them to access the recorder via social media, shoot quick video that gets delivered to you, you're upping the chance they'd be willing to do another testimonial in the future. No one wants to go through a complex process. So bring your testimonial recorder to them, and watch the great results pour in!The takeaway
Playing around with your recorder location is the only way to figure out what'll work best for your brand. What works for some isn't guaranteed to pan out for you, so don't be afraid to change things up and find out what you should stick with for a successful testimonial campaign.Easy Video Testimonial Lighting Tips For Your Next Campaign
Video testimonial lighting probably isn't your number one concern while you're gearing up for your first campaign. You've got enough on your plate, right? Here are our tips for the best video testimonial lighting - and one less thing for you to think about!What to consider
What does a video with bad lighting say to you? Think to the last one you saw. If the lighting wasn't so hot, it probably lead you to believe that it was low quality, too. Let's take it a step further. If that video was attached to a brand, how would that impact your view of the product of business? Lighting might not be your first priority with testimonials you're filming or receiving, but it's the little details like lighting and sound quality that really make or break a video.How to achieve great lighting
Natural lighting is always best. A lot of offices and other spaces with fluorescent lighting aren't ideal, and can look harsh or wash people out on camera. No one's expecting you to drag in expensive, rented lighting for each testimonial. The main thing goal of your lighting set-up is that it allows viewers to see the face of the person speaking. If their face is in the shadows or not easily visible for whatever reason, consumers are going to have a hard time making that connection, which means the testimonial isn't doing its job effectively. If the lighting in the space where you're planning to film leaves a lot to be desired, you can relocate to another room. If that's not an option, it's probably a matter of arranging lamps and other light fixtures at your disposal. It'll take a bit of playing around to figure out the set-up that works for video. As a general rule, avoid positioning yourself or anyone else directly in front of a light source, otherwise they'll be mostly in the shadows. Instead, set your light source off to the side, which will allow the light to distribute evenly.Practice makes perfect
The key to getting it right is practicing and playing around with what you have on hand. There's no need to blow your budget by investing in expensive lighting equipment when you can make a few simple, easy adjustments with what's at your disposal.Getting Creative With Using Video For Marketing: Our Tips To Get Started
You've decided to start using video for marketing. Welcome aboard! Now the question becomes, where do you go from here? The jump from making the decision to bring video into your marketing strategy, and making it a reality requires you to take the time to do some planning and decision making. Here's where you need to start:What are your goals?
Every marketing initiative needs a set of goals. To start, consider what you're hoping to achieve with video marketing. What can it do for you that your other efforts can't? Make goals clear from the beginning. That way you'll have benchmarks along the way to determine the progress you're making. This is also important because you want to make sure your expectations are realistic from the start. Rather than shooting for your videos to go viral, consider the kind of long and short term impact they can have if you aim to connect with your audience by providing content they'll enjoy and want to share. Going viral is a bonus!What's your budget?
Similar to any overall goals, it's necessary to be completely upfront about budget from the beginning. You don't need a huge budget to make your video campaigns a success, but it does mean you'll need to be mindful about where that money's going. With video, you need to consider how much reach you can get without paying for it versus what you'll need to pay for. Other considerations include the amount you're looking to pay for video software, and what it can do to make your campaign experience easier. There's no need to overspend, as long as you're realistic about where you're at.The learning process
Maybe you're already a video marketing expert. Which is great news for you, your team, and the campaigns you're going to be running. Chances are, you still have some things left to learn, which is okay! It's important to know going in that you're going to make mistakes. Campaigns aren't going to have the turn out you thought they would, you're going to think you're messing up, even when you're not. Take a breath. Regroup. Commit yourself to learning from your experiences. No one is automatically a marketing expert. So take it all in, and then make the effort to look around at what other brands are doing, and what you can learn from other blogs and websites.How to keep things going forward
This one gets talked about a lot, but it doesn't really mean much if it isn't implemented. At the core of any great campaign, or successful marketing efforts is a great team. Video marketing campaigns do well because of the inherent creativity that video calls for. You have to go through the process of drafting ideas, re-working them until you come up with the right formula. Coming up with ways to make the logistics work, and get your boss on board with what you're proposing. Without a team that's on the same page, and motivated to work together to get things done, the creativity is going to suffer. One person can't hold up an entire team, or push them to run an awesome campaign. But it's important to be mindful of how we're operating within our team. Start with you. Focus on how you conduct yourself, and how you can strive to be a positive force behind campaign efforts. It's not the answer to every problem that will crop up over the course of your campaign, but it's a really good start.Goal Setting For Your Next Video Testimonial Campaign
Goal setting for your next video testimonial campaign can be exciting. There's a lot to learn the first time around, and another campaign means you can apply what you've learned. Here's how to go about goal setting:What's realistic?
Looking at previous campaigns is the best indicator for what you can expect out of your current efforts. It's always good to stay positive and set the bar high for what you want to achieve. But are you setting it too high? The only way to know for sure is to sit down and take a look at previous campaigns. If your numbers were lower than you would have liked, figure out what went wrong. A lot of us can struggle with simply getting in the habit of asking for testimonials. If that's the case, call your team together to have a discussion about ways you can do better. Once you figure out what wasn't working for your campaign, ditch it! Don't hang on to ideas of what should work if they aren't doing anything for you.Charting progress
Do you still have date from your last campaign? If you do, you're in luck. You'll be able to come up with realistic goals in terms of testimonial reach and impact, while deciding how to go forth with your new campaign. If you don't have any data to compare to, make a commitment to do better this time around. Get in the habit of tracking your progress, so you can understand how things are going every step of the way. Plus, it never hurts to have numbers to back up what you might already know!The takeaway
Be realistic about goal setting. Video testimonial campaigns are exciting, and you should be optimistic about where you're headed. Just don't try to do too much too soon. Establish clear goals, with the understanding that you'll grow and accomplish more with each campaign.How to Ask Video Testimonial Interview Questions That Complement Your Message
How do you ask video testimonial interview questions that complement your message? It's easier than you'd think to steer your testimonials so you receive content that you'll actually be able to use. Once you have your message nailed down (who it's targeting, how you want to go about it) you can start drafting questions that will kick off a successful testimonial campaign.Video placement
The success of your testimonials has to do with where you plan to place it. An introduction to your brand, something quick, stating who you are and what you do, should be shorter than a video talking about a cool new feature that you're trying to highlight. Instead of coming up with a series of random questions or prompts for testimonials, consider compiling a list of questions based on where you'll be able to place the responses. Video can strengthen the areas that might be lacking on your site, providing content that allows viewers to connect with you and get to know your brand better.Getting the best responses
How you ask is just as important as what you ask. Start by making your client comfortable with the process. Reassure them that whatever they have to say will be great, which can go a long way in putting them at ease about being filmed. Beyond that, you want to make sure your questions are framed the right way. Instead of: Do you like our product/service? Try: What problem was our product/service able to solve for you? Ask questions that require more than a yes or no response. It'll generate more conversation, and also accomplish more than a simple, one word answer. If you find that you're not getting content that you can use on your site, check and see what you can improve. It's good to go back and make adjustments on your end, rather than expecting your clients to know what it is you're looking for.How Your Video Testimonial Campaign Can Improve Customer Service
A video testimonial campaign is only meant to display how great you are. Right? Not necessarily. In a perfect world, all of your reviews would be glowing. Every customer would walk away feeling great about your brand and what you do. So what happens when someone walks away from an encounter and decides to vent how they're feeling? Here's how you can take negative video testimonial feedback and turn it into a positive.Learn how to apologize
What's your gut reaction to criticism? Whether it's aimed at you, or they have some negative words for the brand, your initial reaction is telling. Getting defensive is pretty common. How many times have we watched brands screw up, only to go on the attack? It never seems to accomplish much, or go over well with other consumers. It shows an unwillingness to accept criticism, and that isn't a good look for anyone. Instead, sit back and listen to what's being said. Once you understand the situation and what you could do on your end to make it better, apologize. If your brand doesn't handle it well on the first try, amp up the apology. It's a skill everyone should have. Realize that you have more at stake than your ego. It's the reputation of your brand and the potential for word to get out that customer service isn't a priority.Implement what you learn
The best way to show that you've learned from any negative feedback is to prove that you're making steps to change it. Rather than getting defensive or glossing over the things you don't like, address them. Acknowledge that your brand is constantly evolving, and that you strive to do better by loyal customers. If you're sincere in your efforts, they'll be able to tell. Rather than making promises you don't intent to keep, it's up to you to make customer service a priority. Video testimonials are great for promoting what you do best. Part of that should encompass taking care of your customers, being willing to adjust in order to make sure you're living up to what your brand is all about.Improve Your Video Testimonial Conversion Rate: 3 Simple Tips
We have 3 tips that'll give your video testimonial conversion rate some help. Figuring out video placement and what works best for your brand takes a little time and willingness to adjust based on results. It isn't an exact science, which can be a good thing, allowing you to craft a strategy that works best for you.Placement
When we talk about making adjustments to improve your video testimonial conversion rate, the first thing we take a look at is video placement. First and foremost, does your placement make sense? If you've placed a product demo video on a page where a transaction, or other stressful point for consumers, is taking place, you might be missing the mark. A testimonial that serves as a demo belongs on a page that's giving an in-depth look at your product or service.Addressing the fears of your viewers
A video testimonial that addresses fears that consumers have should be placed in areas that cause stress. Generally, whenever you ask them to provide personal information, and the purchase point are two areas that cause the most anxiety. Providing testimonials that vouch for what you do will put consumers at ease about investing their time and money with you. Go ahead and take a look at the placement of your videos. Even if you think you nailed it, it's always a good idea to go back and check every so often, just to compare any adjustments you've made to your number of conversions.Ask for what you need
Instead of receiving a handful of testimonials and calling it a day, it's better to stay in your routine. Continue asking for testimonials as you roll out campaigns and wow clients with new feature updates. That way, you're capturing feedback that touches on all the cool stuff you're doing as it's happening. It'll ensure that you have fresh video to place on your site and share through social media, rather than relying on the same handful of videos.Improve Your Video Testimonial Conversion Rate With These Simple Steps
Are you getting the most out of your video testimonials? If you want to improve your video testimonial conversion rate it might be time to take a look at video placement. Sometimes we grow complacent with our successes and end up going too long before we re-evaluate our strategy. Asking for and receiving testimonials is a great start to a new marketing strategy. But where are you going to put them? Placement is a huge deal. Content that fits on one area of your site might not do as well in another. Let's take a look at how to evaluate and get the most out of your video testimonials.Homepage
Q: What subject matter will do well here? A: Your homepage should serve as an introduction to who you are and what you do. It'll be the first look prospective clients will get and we all know how important first impressions are. It can mean the difference between wanting to see more of you and clicking elsewhere. Keep it simple. You'll want a clean, uncluttered design where your video can take center stage and speak for itself. Do you have a testimonial on your homepage? If so, what is it discussing? This isn't the place for an in-depth product demo. Like we said, it's an intro. Video testimonials that are featured on the homepage should stick to an overview of what you have to offer prospective clients. Save the more complex stuff for other pages!Showing off your product
Q: How do I effectively showcase the product? A: What's the likelihood that you'll buy a product if you don't know how it works? Not likely, right? Use testimonials to get an inside look at the product; what problem does it solve? How does it work? Addressing these questions can cut down on the number of returns and overall dissatisfaction. Having a solid understanding of what you can do for them makes it more likely that they'll stick around and consider investing in your brand. Video that features satisfied clients discussing your product are great at inspiring trust. The connection between consumers is a vital one. It can mean the difference between working with you or tuning in to what your competitors are doing.Easing anxiety
Q: How do I ease anxiety that consumers experience when entering personal information and making purchasing decisions? A: Entering personal information and making purchasing decisions are both anxiety inducing for consumers. This is a point where they'll startle easily and click away if they aren't put at ease. It's up to you to provide testimonials that will keep them on track by reducing anxiety. Let testimonials do some bragging on your behalf. If it was as easy as you doing the work to talk up your brand's best qualities, marketing would be a breeze! But it isn't. Consumers rely on the opinions of others to make sure they're making a wise investment. Provide the reassurance and watch out for a higher number of conversions.Improving Your Video Testimonial Campaign: Our 3 Tips
Even your best video testimonial campaign can use a little improvement. Whether you struggle with organization, need some help defining your goals, or knowing when to adjust and when to stay the course - we have some tips for to help you out!Get organized!
Lack of organization can be the downfall of an otherwise successful campaign. It's great to dive into video marketing and see how it can jump start awareness for your brand, but your video testimonial campaign won't reach its full potential without some organization on your end. This can include everything from keeping an eye on the subject matter of the content you're receiving so you'll know where it can be used, to staying on top of how other staff members are doing with asking and acquiring testimonials. Organization doesn't have to be painful or overly difficult. It's mostly a matter of staying in-tune with your campaign to make sure everything is going smoothly.What you're looking for
What are you looking for, in the broadest sense, from your campaign? A lot of us are good at coming up with an end result. Improving your conversion rate while promoting brand awareness are both important and pretty easy to come up with. More than that, you also need to have an idea of what you're looking for in terms of testimonial content, including which aspects of your product or service could benefit most from the testimonial of a satisfied customer. Before you kick off your campaign, it's a good idea to sit with and consider the full scope of what you're looking for. Knowing your end goal is key, but having a good idea what you're looking for altogether in the campaign is equally important.Knowing when to adjust
Part of being organized and knowing what you want is keeping an eye on the data as it comes in and knowing when and if you should make adjustments. It's common to want to adjust prematurely. If a campaign isn't an instant hit, or the numbers don't match your expectations right away, the impulse is to assume that you're doing something wrong and need to re-work your strategy. The reality is that it's better to wait and stay the course before making any quick changes. Results won't be instantaneous, and making several rapid changes to shake up the campaign can do more harm than good, especially when you're trying to look back later and figure out what worked and what didn't.Making The Most Of Your Video Testimonial Page Design
Making the most of your video testimonial page design is not as difficult as it might sound. Promise! All it takes is a little consideration, and a bit of tidying to keep viewers focused on what you want them to be looking at.Putting the focus on video
You want your pages to look top notch. Understandable, given the amount of traffic you're hoping to draw by placing video there for viewers. But how do you know when looking great crosses the line into being too busy, or detracting from the video you place there? The key has to do with looking at your page and taking stock of what you notice first. It's awesome to have your logo displayed prominently, or text that drives home your message. But you also have to be wary about what's drawing the eye of folks visiting your page. A cluttered, or otherwise distracting page can do more harm than good by taking attention away from what should be the foal point.Organize content
Placement is actually a pretty big deal for your videos. You wouldn't put your intro video where a demo belongs. (If you did place your videos in a way that doesn't make sense, go ahead and change it now. No judgement.) Try to keep video organized based on where it belongs. This will require you to look at things from the perspective of your viewer. Take the time to imagine what they're feeling from the moment they first click onto your page, until the time when they're making a purchasing decision or otherwise responding to your call-to-action. You'll get a sense of appropriate video placement by thinking along those lines, rather than putting up video wherever you have space and hoping for the best!The takeaway
Keep your video testimonial page design clean. You want to keep the focus on the video content, so that means cutting down the clutter. Additionally, make sure there's a sense of organization to your video placement. Group testimonials together by subject matter, and find un-related videos a home that makes sense, rather than trying to cram everything onto one page.Making the Most of Your Video Testimonial Page Design
Making the most of your video testimonial page design is mostly a matter of how you're looking to present your brand. We know how important first impressions are, but what about once they decide to stick around? The look and overall organization of your testimonial page can do a lot to help or hurt your campaign.Ditch the clutter
First things first: Keep your page uncluttered. Sometimes we give in to temptation and end up doing too much on one page. Keep it simple; easy to read and with some appeal at first glance. Choose a layout that doesn't crunch everything together, or overwhelm visitors with too much color and text. If you're not sure about how the page is coming together - ask! Get a fresh perspective about the layout and feel, rather than feeling unsure or putting something out there that you aren't happy with.Pair text with video
The videos on your testimonial page are what you're looking to highlight, right? But that doesn't mean that text doesn't have a place with your video testimonials. The debate about using text or video for testimonials has been settled in favor of video. We know that people are responding, sharing, and enjoying video more and more when they're online, but that doesn't mean that text doesn't have it's place on your testimonial page. Rather than solely relying on text, in this case it's simply a matter of using it to compliment the videos. If you check out other testimonial pages, you'll see that sticking a small blurb of text with information about the testimonial, like identifying information about who's speaking, is a great way to go. Video will remain the center of attention, with text lending a helping hand by giving viewers the option of doing a quick scan before watching testimonials.Starting Out: Your First Video Testimonial Interview
There are a few things you'll want to keep in mind for your first video testimonial interview. It's good to set the tone early, to start reinforcing good habits which can make a big difference in the success of your campaign.Get into the habit of asking
It's impossible to receive testimonials if you're not asking for them. Work on making asking a natural part of your routine with clients. Some people express apprehension about asking, unsure of the kind of feedback they'll receive, or if their clients will be up for it. The truth is that the majority of clients are going to want to help you out if they're happy with what you've done for them.Have your questions ready
Asking questions for testimonials takes a little more effort than randomly tossing them out and hoping for the best. Instead, consider your questions before the interview. While you're drafting them, start thinking what you should be asking in order to receive video that'll put viewers at ease while telling them a little about what you do. Consider framing your questions in a way that'll require further explanation. Bad question: Was our product/service able to meet your needs? Good question: How did our product/service meet your needs?Make them feel at ease
A way to make your clients feel at ease during the video testimonial interview is to have everything ready on your end. If you keep things flowing smoothly with good questions and put them at ease about speaking on camera, it'll go much better than if you're unprepared. If you're unprepared and fumbling, they'll pick up on your nerves, and that's something that will show up in their testimonial. Having everything all set to go beforehand is the best way to prevent nerves from getting the best of you and your client.Checking the results
Once you have the first testimonial under your belt, check it over to see what the results look like. More than likely, it'll be fine. Testimonials are brief, to the point, and don't have to be Hollywood quality to be effective. If anything does seem off, consider it a learning curve for the next one. Issues with sound or lighting can happen, and have easy fixes. Don't sweat the small stuff. Congratulate yourself on getting the first one under your belt and move on to the next one!The Do's and Don'ts of Video Testimonial Interview Questions
The do's and don'ts of video testimonial interview questions are pretty simple. Mostly, it comes down to knowing how to work with people who aren't used to speaking on camera in order to achieve great testimonials that feel natural to viewers. It's a learning process for you as you're getting started and the people you're working with to receive the video. Here's how to make it happen!Don't: Ask, "Do you like our product/service?"
Do: Ask questions that require more than a yes/no response.
Testimonials work so well because consumers like to hear from one another. Instead of asking questions that receive a clipped, short response, consider asking questions that allow for some explanation. Think up questions that touch on the specifics of what you do - what you're best at, and why you're the one that consumers need to turn to when they need your product/service.Don't: Expect a perfect testimonial each time
Do: Remember that people aren't used to speaking on camera
Nerves get the best of us all at some point. Some people are better than others at speaking in person or on camera. No matter how great your questions are, it can feel weird to speak on camera if you're not used to it, which is why it's so important for you to remember that not every testimonial will knock it out of the park. Weird lighting, odd background noise, and other mishaps happen. The great thing about testimonials as opposed to big budget video, is that consumers are way more forgiving of goof ups when they're coming from one of their own.Using a Video Testimonial Script: Pros and Cons
There are different schools of thought on using a video testimonial script. Some people find that they help, at the very least, get whoever is filming the testimonial feeling more comfortable. Those who don't use them cite the lack of trust that can arise in viewers when they watch a testimonial that feels too polished. Let's talk a little more about the merit of both ideas.Pro
Everything that needs saying will get said. If you have a specific idea of what you want, starting with their name and other identifying info, down to the details of what they're saying when they praise your brand. A video testimonial script can work well for those who are unused to being filmed. It will keep them from getting too jittery, or blanking on what they wanted to say. This'll make the process smoother. Rather than having to stop and start filming, which could make them more nervous, it's usually easier to get everything done in one take.Con
Some brands find that using a script makes testimonials sound stale. Forced, even. They prefer for the testimonial to happen organically, even if that includes mess-ups from the speaker. They're less worried about having a perfect, smooth product because viewers are pretty forgiving about mistakes in video testimonials. The slip-ups that might make you worried about the quality of the video actually make them seem more down-to-earth to viewers.Meeting in the middle
Neither view is wrong in its way of thinking. There are positives and drawbacks about each decision concerning the use of a script. As usual, it's really most important to discover what works for your brand, or on an individual basis. There's no reason why you can't offer a script for someone to use as a template if they seem nervous, and then not use scripts for other clients who seem more relaxed while they film. It can be a case by case decision, instead of drawing a line in the sand for or against using a video testimonial script.Video Testimonial Lighting: 3 Tips For Best Results
The key to great video testimonial lighting? The answer rests in a variety of factors, and we have 3 tips to make sure your lighting is at its best.First and most importantly - viewers need to put a face to a testimonial
How else are consumers supposed to make a connection if they can't see who's speaking? The success of video testimonials, as opposed to just using text, has everything to do with seeing the face of the speaker and making a connection. Viewers want to see people who look like them. Forget models or paid actors - they want the real deal, flaws and all, which is why lighting is such a huge deal. If the lighting is too dark and shadowy, consumers might unknowingly view the speaker as untrustworthy. If there's a pesky glare, the video could be off-putting enough that they click away. It might seem like a small detail, but the truth is that even the most simplistic videos will benefit from the right lighting.Use what you have to your advantage
Most of the time, indoor lighting leaves a lot to be desired. But there are a few ways to manipulate your surroundings without having to pull out professional equipment. First, find a room that lets in natural light. Even if it's only a little, open the blinds and let it in. It might seem natural to park yourself in front of the window and begin filming. Instead of sitting directly in front of a window, which will produce a silhouette or completely blot out your face, sit so the light catches you from the side. In most cases, using a window or single overhead light won't be enough. It's best to haul in a few lamps and set them up around before filming. The extra help from smaller fixtures will also go along way in combating harsh overhead lighting.Test it out
You're probably not going to master lighting on the first try, and that's okay! Working with lighting can be tricky if it isn't something you're used to. Our advice is to go through a trial-run or two. It's better to work out the kinks and make sure the lighting isn't too harsh or shadowy beforehand, rather than filming a flawless testimonial only to realize your face isn't visible. A few test runs will go a long way in making sure you're lighting is set. It's normal to experiment and adjust accordingly, and it will ensure you have the kind of results you're looking for!Video Testimonial Lighting On a Budget
Your budget doesn't have to take a hit when it comes time to consider video testimonial lighting. A lot of us have preconceived ideas about how much we'll have to invest in our campaigns. The good news is that campaigns are way more affordable than you might think, especially if you have the right tips to pull it off yourself.The importance of good lighting
How will viewers make a connection to the person speaking to them if they can't make out their face? The point of using video is to establish a connection. It facilitates dialogue between consumers that's more effective and trusted than text. But that trust won't really come into play if the lighting is shadowy, which tends to have the opposite effect, making the viewer feel suspicious of whoever's speaking.Use what you have
The good news is that lighting doesn't have to eat up your budget. The trick is figuring out which rooms and other spaces have decent natural light to begin with, and building off that. Most indoor lighting can leave a lot to be desired, which is why it's important to pick your space for filming carefully. There are several ways to manipulate your surroundings without having to pull out professional equipment. First, make sure it's a space that lets in natural light. A little is better than none, so throw open the blinds and let the sunshine in. Also consider where you'll be sitting in relation to the light source, natural or otherwise. It might seem natural to settle yourself in front of a window and begin filming. More is better, right? Not entirely. Instead of sitting directly in front of a window, which will produce a silhouette or blot out your face, sit so the light catches you from the side, which will highlight your face. Most of the time, using a window or single overhead light won't be enough. Setting up a few lamps around the room before filling can do a lot to offset harsh overhead lighting.The takeaway
Consider how lighting can build trust in testimonials. A video that casts someone in shadow will automatically make them seem suspicious. Find a room with natural lighting, but also add to it with the use of lamps and other light fixtures. The most important thing is simply being aware of how the lighting will shape video before it's been filmed, rather than after. It's a good idea to do some quick test videos so you can adjust accordingly when it's time to film the real thing.What Your Video Testimonial Conversion Rate Is Trying To Tell You
What is your video testimonial conversion rate trying to tell you? Hopefully, it's good news. If not, there are a few easy fixes for you to keep in mind.Why testimonials work
Social proof is a term used to describe the need for us to look at other people, and their behavior when we're going through the process of making a decision. We do this, generally without realizing it to make sure we aren't doing something out of the norm. It happens with all sorts of decisions, and is especially relevant when we apply it to purchasing decisions. Social proof is important because it drives home the fact that consumers can be reassured about their decisions. Through social media likes and shares, to positive reviews and testimonials - consumers are watching, checking out how fellow consumers react to product or services before they make their investment.Going strong or needs improvement?
What does social proof have to do with your conversion rate? Everything, actually. Video testimonials are successful when they put viewers at ease about committing to you and your brand. Reasons they have a high conversion rate:- They're believable: The people they're watching don't look like actors reading from a script. They're real people, someone the viewer is connecting with.
- You've placed the videos in locations that make sense: Locations that get a lot of traffic, or areas where you need to reassure viewers who could be facing pre-purchase anxiety are important and will make or break the success of your video.
- Variety: The testimonials aren't just saying the same thing over and over. One video might hit on a new feature you've recently introduced, while another talks about great customer service.
Why Your Video Testimonial Conversion Rate Matters
Your video testimonial conversion rate is capable of telling you a lot if you're willing to listen. Numbers don't lie. They show that displaying video will influence buying decisions in a positive way. Buyers like knowing the ins and outs of what they're buying, and video is able to deliver that in ways text can't. It's a good little boost to see that video is doing great things for your brand. If conversion rates are up it's a good indicator that your content is spot on. You've got testimonials that viewers respond to. Your call-to-action isn't being ignored in favor of clicking away to another site. All good things! If your conversion rate isn't where you'd like it to be, it doesn't mean that video has failed your brand. Mostly it means that it's time to look at what you're doing and adjust for better results.What questions you're asking
In life, there are no silly questions. That's what our teachers tell us, anyway. And a lot of the time that's true. But there are okay questions we can ask for clients filming a video testimonial, and then there are great questions. Great questions: Why would you recommend our product/service? What was your favorite feature of our product/service? Why? How was our brand able to meet your needs? Ask the great questions. It's the only way you'll get the kind of video content that viewers are going to want to watch.Video placement
Where are you putting your testimonials? If you have a video about customer service where a product demo should be, consider that your placement needs work. Look at where your viewer will be in terms of mindset and the buying process when they watch it.Video length
Don't turn viewers off by having video that goes on and on. And on. The rule of thumb is 45 seconds, tops. That keeps it limited to answering one question so you don't cover too much. It's okay to bend the rules if appropriate. A demo is going to take longer than a video about why your brand is so great. Just make sure the length doesn't go overboard. Simple and to the point is the way to go.Call-to-action
Include a call-to-action. Don't leave viewers hanging at the end of your videos. You've given them information, so it's up to you to let them know what you want them to do with it. You don't have to bombard them with links to get them to act. But that doesn't mean you shouldn't be including any at all. More than just providing you with a pat on the back or the knowledge that video testimonials are working for your brand, conversion rates can also point out what part of your strategy might need work. It's definitely valuable to check in and see where you stand based on the numbers.3 Answers to the Most Frequently Asked Questions About Video Testimonial Page Design
For anyone new to video testimonial page design, it can be overwhelming to bring together something that looks pleasing and also functions in a way that's beneficial for viewers. There are a few common pitfalls that crop up at one point or another, and how you can address them.Question: How can I make my videos stand out?
Answer: There are quite a few ways you can keep the focus on videos you're displaying!
The number one way to draw viewers to videos is to be deliberate in your design. What does that mean? Basically, you're going to need to keep your design clean. I know you've probably got a lot of great things to say, but this is about letting video do the talking for you. You'll want the page to include colors and logos that provide brand continuity, but don't go overboard with adding too much flash, so it detracts from where the focus should be. Decide how you want your video layout to look. Do you want them all at the bottom of the page, so viewers can easily transition from one to the next? Do you want a video opener near the top of the page, as well? You have so many different options, it's good to look at what you think will best show off your brand and keep visitors on track. Don't be afraid to play around with the layout while you're trying to find what works.Question: Do I still need to include text?
Answer: You're going to want to keep it around.
You might be thinking, Why do I need text if I've made the upgrade to video? The key here is that you're not using text alone. Pairing video with text can accomplish a few things. First, it can provide a quick preview for each video, and what the testimonial is going to cover. It's helpful to visitors, who might be looking for a specific topic among your videos. You can also take statements from testimonials and display them as quotes on multiple pages. Video is still going to establish that connection between consumers. That doesn't mean text isn't useful to what you're trying to do, when it's actually capable of really helping your efforts.Question: Why am I not seeing results?
Answer: Let's look at what you're doing and decide what changes can be made.
The first thing to keep in mind is that results won't be instantaneous. We all set ourselves up for failure when we expect changes, even proven ones like the use of video, to happen overnight. It doesn't work that way. Impatience can lead to blunders like making unnecessary alterations to your page design or overall testimonial strategy. Beyond that, in order to figure out what could potentially be turning visitors off requires you to look at your page design from their perspective. Are videos accessible, displayed prominently? Is the page design cluttered or busy? It can help to get a second opinion. A little outside perspective can usually bring up issues you might not think of. At the end of the day, it mostly comes down to keeping your design clean and efficient, while trying out what appeals to visitors.5 Questions for Video Testimonials That'll Capture the Best Responses
Asking the right questions for video testimonials can play a crucial part in garnering the responses you're looking for viewers to hear. While there's no such thing as a bad question, sometimes there is a better way to phrase it. The ideal questions are ones that'll require more than a yes or no response. Video testimonials give clients a chance to talk up your brand - so let them! It doesn't look so great when you try to do the bragging, so utilize the opportunity to have other consumers hear how great you are, by asking the kind of questions that will allow clients to explain, in detail, why they love you and what you do.The opening question
Q: What was the need or problem that you had before you started using our product or service? What makes this question great? For one, it goes right to the core of where your value lies. It addresses the problems that bring consumers to you each day, looking for a solution and finding the insight that keeps them coming back. Without a problem or need, you wouldn't be doing what you do. It also allows for consumers to recognize themselves, or their problem, and take an even greater interest in what you do. It'll become easier for them to imagine introducing your product into their life.Digging into the details
Q: What product feature(s) did you like best? Q: What are two other benefits of this product? Q: Would you recommend this product? If so, why? These questions provide more insight into your product and what it can do. Consumers want to know as much as possible about what they're potentially investing in, and that includes any bonus features that might sweeten the deal. If you have testimonials that can easily answer these questions for them, you're making their research and decision-making process that much easier!Highlighting customer service
Q: What was the process like working with our company? We all know the importance of quality customer service. We talk, write, and shout it from the rooftops enough that it should be the standard across the board. But the truth is that good, consistent customer service can be pretty rare to come by. Consumers are tickled when brands go out of their way, or go the extra mile to improve their experience because it's so rare for them to feel like they're the priority. So, if your brand is consistently nailing customer service - make sure it comes up in a few testimonials! Draw attention to what you do well and let consumers know their experience is your top priority.Bonus
Q: Is there anything else you would like to add? Give them a chance to add anything they feel is relevant. It might surprise you, in a good way, when they bring up something you hadn't considered. That's what testimonials are all about, after all. Allowing consumers to view your product and brand from a unique angle, one that doesn't include a carefully crafted sales pitch. It also shows your clients that you genuinely want to hear whatever it is they have to say, and that's always a positive for both of you.5 Things You Should Know About Asking For Video Testimonials
Asking for video testimonials doesn't have to be a nerve-wracking experience; filled with wondering how you should go about it, when, and whether or not your client will say yes. It's something that'll get easier over time and even become second-nature. Here's what you need to know when you're getting into the swing of things!1 The majority of your clients will be more than willing to talk up your brand
A decent amount of the trepidation that comes with asking for video testimonials has to do with the fear of being shut down. What if one person says no? What if they all say no? The truth of the matter is that you're way more likely to get a yes than a no. For one thing, they're your clients. You not only provide a valuable product or service; if you're doing things the right way, you have the kind of customer service going that makes people want to help you in return. The other reason? In general, people aren't going to have to go out of their way to record a testimonial. You're not taking up a ton of their time, or asking for anything other than a quick video where they introduce themselves and talk about one thing you do well. Simple, time-friendly. The fact that it's not going to inconvenience them makes it that much more likely that they'll help you out.2 Asking via email has several advantages...
What's so great about email? A few things. First, you're giving clients info they can reference repeatedly. When you send a message asking for a testimonial, giving an outline of how you'd like it set up, including length and potential questions, they can look at it while they're responding to you, and again when they go to record what they have to say. It also simplifies things on your end. It only takes a few minutes to set up a template so you have a pre-made message to send out to each person you're asking. The template can always be updated and tweaked, depending on the client and situation, so you have it ready to go at a moments notice.3 ...vs asking in person
Which isn't to say that asking in person is awful. It's not. In fact asking in person is a great way to go if you have an established relationship with the client. It also makes people feel special which isn't always the case with email, as practical as it is.4 They're going to require some prompting after the initial asking
So, the asking is out of the way. Job's done, right? Wrong. Once you ask and get the go-ahead, it's time to make sure your client knows what you're looking for from their video. One of the worst mistakes you can make is not being clear enough and failing to communicate what you're going for. You want video that's quick and honest to avoid content that drags or requires editing. That means having an idea well in advance of the goals for each video and overall. Otherwise you're potentially wasting a whole lot of time by receiving video that doesn't really suit your needs.5 Asking isn't a one time thing
As you begin accepting video from clients and then sharing and displaying them, you're going to get savvier at figuring out what viewers like to see - which is great because asking for testimonials isn't a one time thing. Consider how many new features and updates you make over the course of one year and what a great opportunity it is for clients to speak up about what a great job you're doing. It's best to get into the habit of asking, become comfortable with striking up the conversation or shooting an email to your loyal customers because you can't make anything happen if you don't at least start there.Are Video Testimonials Effective? You Be The Judge
The big question: Are video testimonials effective? With 64% of online buyers more likely to purchase a product after viewing a video, I think the answer is a safe yes. That's also a little too much power to ignore, so let's explore why they're so effective.Consumers see themselves in the speaker
Testimonials allow viewers to hear from fellow consumers. They see themselves, and their problems, reflected, which gets them in the frame of mind to consider how the brand can provide a solution. This form of connection between consumers does what other forms of advertising cannot; viewers are allowed to see things from the perspective of a fellow consumer. They aren't listening to the brand about what makes them so great, or why they should invest their time and money. Consumers get to hear it right from the source, which offers the kind of credibility that brands shouldn't be passing up.Easy to share
Part of the appeal of video marketing is the shareability, right? Text can get passed around, but it's not as eye-catching as video. Consumers are likely to dismiss a wall of text, deeming it too long to bother. But a video that answers their questions or prompts them to want to learn more is easy to consume and pass along to friends and family through social media. Brands that also display social media buttons with testimonials are giving consumers the chance to keep on spreading the word. Maybe the viewer isn't the one looking to use the product or service but a friend is looking for suggestions. It's easier than ever to pass along a testimonial to help a friend or family member out. You just have to give them the option to make it happen.Bragging up brands
It's great when clients can talk up what a brand does and how they do it. If the brand tries to do the same, they come off as arrogant and actually make it a little harder for consumers to trust them. After all, what brand is ever going to say they're awful at what they do? The best thing a brand can do is hand that job over to clients who are more than happy to record a quick testimonial, talking about how great the brand is and what they can do for others.Asking Video Testimonial Questions the Right Way
The first rule of asking video testimonial questions is to put your interviewee at ease. If they're not used to being filmed, which is the case for a lot of us, it can be a little nerve-wracking to sit down and answer questions. Rather than making them feel put on the spot, there are a number of things you can do to make the experience an easy, comfortable one.Assess your space
When you're preparing to conduct a video testimonial interview, you should take a look at your work space and see what could use improving. Making changes to lighting and seating make sense, but how about changes that'll make your guest feel at ease? If your space is cluttered, or could use a good tidying, now's the time to take care of it. No one wants to walk into a space and have their attention diverted by dust or clutter. Put in the effort to clean up and make it inviting, so both of you can focus on the interview questions.Keep conversation going
In this situation, you're the pro. Speaking on camera can give people jitters, so it's up to you to keep the conversation going. Make it easy on them by asking your questions, but also understanding that they might be nervous, and making small talk to put them at ease. Ask if they're comfortable, or could use something to drink. The testimonial is the focal point of the meeting, but you also need to make them comfortable in the process, so it's an experience they'd be willing to repeat.How to ask
The best questions are ones that don't invoke a yes or no response. Video testimonials are all about viewers hearing descriptions of what your loyal consumers like best about your product or service. So, give them the chance to brag about you! If you're a little unsure about what exactly to ask, here are some potential questions:- Why would you recommend the product/service?
- Which feature(s) were your favorite?
- What challenge/problem did the product or service solve?
Common Brand Storytelling Mistakes and How You Can Avoid Them
There are a few common brand storytelling mistakes that you've probably seen even from some of your favorite brands. In order to avoid the same fate and end up telling a story that falls flat with your audience, here are some things to avoid when you set to work.Lack of structure
Every good story has a beginning, middle, and end. The beginning is when we're pulled in and set up for what's going to happen. We are introduced to our main character, or who/whatever we're going to be following. A problem emerges toward the middle, so the end can explore how the problem was solved and potential aftermath. Without some kind of structure, or flow, to the unfolding events, viewers are going to lose interest or be left feeling confused by what they're watching. Set your viewers up to receive the message you're trying to get across by creating a clear series of events for them to follow.No emotional appeal
Part of emotional appeal means conveying your story effectively. Beyond that, are viewers going to connect with how the story's being told? Whether or not they become invested in the what you're showing them has to do with a variety of things, including the character you're presenting and the way you set the mood and tone. Once you understand the story you're going to tell, the details like character, sound, and the scenes you're going to use to get your message across all need to be nailed down. If you don't have much experience with connecting with consumers this way, my advice would be to check out your favorite brands and see what they get right. More than being able to tell a story, it's figuring out how to do so in a way that hits home and sticks with consumers so your brand is linked to that story in a positive way.Misrepresentation
The entire point of telling your brand's story is to show consumers who you are outside of traditional salesy marketing. The absolute worst thing you can do is put together something that misrepresents what your brand is and where you want to be headed.How Long Should a Video Testimonial Be? The Answer Might Surprise You
The golden rule
How long should a video testimonial be? The golden rule about the length of video is to err on the side of caution and keep it short. Most people will tell you that 30 seconds or less is ideal, otherwise you risk pushing the attention span of your viewers. 30 seconds gives your client enough time to identify themselves and really hit on the one topic they're going to discuss. If they go on beyond that time-frame, not only are you potentially losing the focus of your viewers, but the testimonial might begin to drag on, or end up with a rambling quality. Sticking with a short time limit can be best all around because it cuts down on any discomfort that your clients may feel when faced with recording what they have to say.Breaking the golden rule
As always, rules are made to be broken. In general, it's good to stick with shorter testimonials, for all the reasons listed above. But are there exceptions? Absolutely. Usually, a given testimonial will focus on one aspect of what your brand is great at. Going further, it focuses on a very narrow aspect instead of a broad concept, which would take longer to discuss. But what if you're looking to highlight a particular customer service interaction, something that might take longer than those precious 30 seconds to convey to viewers? Time to break the rules. If you want to have testimonials that cover a lot of ground, you can give yourself room to play around with length. That doesn't mean every video should be 3 minutes long so clients can shower you with rambling praise. It means that some stories might take longer than others, and that's okay.Another way to look at rules about length
Video testimonials should only be as long as they need to be. In most cases, that'll be on the shorter side. But it's okay to feature testimonials that are a little longer, if they're hitting on points that are going to be of interest to viewers. So, while there technically are rules about this sort of thing, it's okay to play it by ear. Use your judgement, and get the kind of testimonials that are worth your viewers time.How to Conduct a Video Interview
Things to keep in mind when you are considering how to conduct a video interview:
Think about some of the great interviews you’ve watched, whether it’s a pro or from a lesser known interviewer. What makes it compelling to watch? Usually you’re learning something new or hearing someone share a unique perspective about a topic you’re passionate about. There are other smaller details that that we might take for granted. Where is the interview taking place? Does the conversation flow easily or is there any awkwardness to the exchange? A lot of it has to do with pulling all of these aspects together and evaluating what you need to work on to pull off interviews that nail your objective. Here are a few tips to get you thinking about how to conduct a video interview.Run a few test rounds on your own or with the help of a friend
Sound and lighting are two of the biggest concerns when you’re conducting a video interview. Poor sound quality that forces listeners to strain to follow the conversation will have them tuning away, and they definitely won’t be in a rush to share it with anyone else. Similarly, lighting can cause more trouble than the more obvious problems. Obviously you want viewers to be able to see the environment where the interview's happening, but more than that, they want to see your faces. If your face or the face of your subject is in the shadows or obstructed by a glare, the trust of the viewer is going to plummet. There’s a connection happening, trust building, when you can see the faces and suss out the emotions playing out.Creating the right kind of environment
No one wants to see an interview happening in a cluttered space. Tidy up any stray papers or other unnecessary items. Leaving any junk around will distract viewers and make your brand come across as unprofessional. Also, if you’re inviting the interviewee into your space, you want them to feel comfortable and at ease. They should be walking in to a clean room or office, with minimal distractions. Otherwise you’re not going to make such a great impression, which can also tank the interview.Know your stuff
Once you’re comfortable with the technical stuff on the lighting and sound end, it’s time to roll up your sleeves and get to know as much as possible about the person you’re interviewing. Their basic background info and details about the subject matter of whatever topics you’re taking on in the interview are important. But it’s also good to check out any other recent or past interviews to see which questions and topics come up the most. You want your subject matter to be fresh and interesting. If there’s a specific question they receive repeatedly, avoid it, or find a different angle to explore and go for it. No one likes answering the same handful of questions repeatedly. Chances are, there’s other, better, stuff you can be asking about and exploring during your time with them. Which leads me to my next point.Ask the missed questions
A lot of times, there’s something newsworthy that’s happened that you’re looking to ask about. If your interviewee has done any other recent interviews, there’s a good chance that they’ve already been asked about it. If you go on to ask the same question that they’ve already received, you’re likely going to get the same soundbite, which isn’t as valuable as a fresh tidbit that can be passed on to viewers. Instead of going for the same question from the same angle, try to look at what they haven’t spoken about. This means planning your questions thoughtfully and approaching the interview so you can learn something, instead of having them give you tidy snippets that sound like they’re coming from the company website.The goal of the interview should be for you to create an interesting dialogue, no matter what the subject matter is, which will allow your audience to learn something valuable.
While it’s important to go into an interview having done your homework, it’s also vital for you to allow yourself to do some of the learning along with your viewers. Don’t be afraid to explore new topics or subject matter that you haven’t mastered. Your viewership will most likely be right there with you, wanting to know more and glad that you chose to dig in and tackle the topic so they come away with a new understanding of what you discussed.You’ll pick up more tips and tricks as you go
The biggest tip about conducting a video interview is that you’re going to learn as you go. You can look in to the tech end of things and play with what’s in your budget and what you want to work with, but the details that make interviews great are going to come with time and experience.Organizational Storytelling: Why It Works
Organizational storytelling can be such a naturally occurring thing, that we don't always take the time to stop and acknowledge that it's happening. Stories happen around the water cooler, during meetings, and training. They happen without us thinking about it, as we pass on knowledge and lessons from one person to the next.Marketing and storytelling are a perfect fit
Storytelling has always had a place, front and center in marketing. Marketing crafts the story, something that aligns with brand values. It's the story that pulls people in, and conveys what your brand is all about. A lot more than meets the eye is happening when we engage in storytelling. Stories can challenge our beliefs by making us assess what we feel to be true. Or it can comfort us, and confirm the ideals that we value. Stories have the power to transform and communicate ideas in new, relevant ways. Finding the story for your brand isn't a simple matter of sitting down and deciding what you want it to be. It takes time and a lot of thinking about how you want consumers to understand your company culture, and where they fit into what you do. Company culture is tossed around a lot as a buzz word, but in practice, it's the decisions and overall goals that set you apart from other brands, which is no small thing.Storytelling and leadership
What better way to connect with your team than through telling stories? There's a lot that goes into being a leader, from inspiring your team when they're feeling a little uninspired, to helping everyone shift directions as your brand does so. Rather than ordering people to adapt because they have to, storytelling allows you to connect through tone and intent, and to convey a bigger picture. Storytelling has become popular in the workplace because it's such an integral part of so many cultures. As stories are passed through families to preserve a way of life, or meaningful events, the same is taking place in organizations, to bring teams together through sharing that taps into our emotions. Depending on how you choose to use it, organizational storytelling can wield a lot of power. It's up to you to tap into something naturally occurring to decide how to get across who your brand is, and bring your team together.Pay For Video Testimonials? The Ugly Truth, Revealed
Where does the temptation to pay for video testimonials come from?
By now I think we're all familiar with sites that promise testimonials for a low price. They try to hook you on the ease of the process, which involves a total stranger giving your business a glowing review, so you can place it on your site. So, what's the appeal? I guess it's easy enough to hand over the cash for instant results. But what's the downside? First, let's take a look at what makes traditional video testimonials, the ones that actually come from loyal clients, such a powerful part of your marketing strategy.Why testimonials work
One of the key elements behind the success of video testimonials is the social proof that's at play. Social proof is a psych term used to describe the need for us as consumers, and in other areas of our life, to look around us before making a decision. We like to check in with what the crowd's doing - to make sure we're not making a bad decision that goes against the norm. This is especially true with purchasing decisions where we're investing time and money. Video testimonials provide reassurance. If other consumers have made the decision to stick with your brand and are willing to record a testimonial about it, that significantly diminishes the possibility they'd be making a mistake if they did the same. They also work well because it shows that you're committed to hearing from clients. It's a rarity these days that brands are proactive with customer service and making them feel like their experience and how you can keep up the good work or do better, is important to you. Allowing this process to play out among consumers has a proven track record of success which doesn't include introducing testimonials that are paid for into the mix.The truth about purchasing video testimonials
The truth about making the decision to pay for video testimonials is harsh, but I think you can handle it. The truth is that it shows a lack of effort, an unwillingness to put in the time to strike up that conversation and ask for video, and the follow through to make sure you're asking the right questions so the video that goes up on your site, or gets shared, is doing what you'd like it to. A concern that I've heard expressed is, What do I do if I don't have enough clients right now to fill that need for testimonials? You work with what you have. If that means waiting it out until you get to the point where you have enough clients who have been with you for awhile, who would feel comfortable giving you their support, then that's what you do. The solution here isn't, I'm just starting out so I better pay for testimonials to get the ball rolling. Your efforts should be focused on maintaining excellent customer service and building up your client base instead of using fake testimonials because you think they'll help get you ahead. When it comes right down to it, paying for testimonials is dishonest. There's nothing of value in these videos because they're not actually reflecting the experiences of your clients. It doesn't play into what makes actual video testimonials a hit, and it will really bruise your brand's image once consumers start calling you on it. Which they will. Plenty of businesses make the mistake of underestimating consumers, who have a finely honed sense of when they're not getting the whole truth. In the same way that we can tell when text testimonials have been planted, same goes for video. It's not worth the risk of turning off consumers who might have otherwise chosen to invest in what you do. Paying for video testimonials is a lose-lose for your brand and consumers.Some of the Best Questions for Video Testimonials May Surprise You
The best questions for video testimonials aren't always the most obvious. They aren't necessarily the ones that draw out the lengthiest answer, or require the most thought. Sometimes the best questions are the ones that we don't initially think to ask. Here are a few - and why they're so great!How long have you worked with us?
This question should yield a pretty straightforward response, which will vary by client. The great thing about it is that it allows brands to show off video testimonials from newer clients - likely to be energized about the product or service they've invested in. At the same time, videos from loyal clients who have stuck with the same brand for a number of years are going to highlight the value in prospective clients doing the same.What issue made you seek us out?
Asking about the problems that make clients turn to a brand for help gets to the heart of what they do and how they're able to do it better than anyone else. Presenting not just one problem, or maybe similar problems phrased in a variety of ways will strike a chord with viewers, who should be able to relate to at least one issue that's raised. They should be able to see themselves, or something that'll get them thinking along the lines of how their lives would be easier if the product or service was introduced.Is there anything you'd like to add?
Brands should never underestimate the surprising results this question can bring about. The way a brand views the product or service they offer is going to differ from how each client does. That means that every answer offers some new insight, or a different way of viewing things, which can really resonate with viewers, who might also have their view altered.The Art of Effective Brand Storytelling
Brand storytelling has always been an important way to communicate the values and backbone of what your brand's about. The curiosity of consumers who want to know more about what they're investing in is natural and has been around as long as brands have been putting themselves out there. Some bigger brands pulling of great storytelling include Coca Cola, Allstate, and Chipotle, with its highly effective Scarecrow campaign. A lot of what makes brand storytelling powerful is the emotion it's able to convey, often creating awareness so we look at a brand in a new way, or cementing ideas we have about what's important, and what drives them. It isn't salesy or spammy. Instead, we're compelled to watch and find out more based on a few important factors that draw us in. Taking a few tips from the bigger guys, here's how effective brand storytelling comes together:Who's the character?
Your character needs to pass the Why should I care? test. Consumers need to feel some sort of attachment to the person placed in the starting role. Sometimes that means creating a buyer persona, someone who looks familiar to your audience and provides a perspective that rings true to them. Whatever point of view you're using, the bottom line is that your audience needs to connect with them emotionally and actually care about what's happening to them.Have some structure
You might not be a seasoned fiction writer, but you know the basics, right? There's always a beginning, middle, and end to every story. Same goes with brand storytelling. What happens in the beginning sets up who your characters are and the setting. The middle will introduce a problem and any potential solutions, while the end wraps things up and shows how the problem was taken care of.Emotional appeal
Make sure the sequence of events allows your audience to not just follow along, but take interest in how things are unfolding, so they'll stick around and also take something away from the ending. Emotional appeal comes not just from the message of your story, but other elements you infuse, including imagery and music choice. It's one of the magic ingredients to your storytelling that'll allow for your audience to become invested in what's happening and solidify your message. Chipotle's Scarecrow campaign is the perfect example if you're looking to get an idea of how emotional appeal can be pulled off with sometimes subtle, but important, details.Be true to your brand
One of the top mistakes of brand storytelling is a lack of clarity or consistency about the message they're trying to put out. There needs to be long-term thought and strategy behind storytelling, rather than simply putting something clever or interesting out there for the sake of attracting attention. Don't let the point of the story you're telling get away from you in favor of some meaningless attention.The Best Customer Service Stories Reveal What Clients Really Want
What do the best customer service stories have to teach us? A lot, if we look close enough. Customer service is a bit of a nightmare for a lot of brands. Without a cohesive strategy and the right training, more than a few customers are going to have a rocky experience, which is the last thing you want happening. Our best customer service stories show us what's important to our clients, which includes feeling listened to, a friendly attitude, and actually having the problem taken care of.Attitude is key
What makes a great attitude? Friendly, upbeat. Ready and willing to help. It makes a huge difference in customer service. Keeping your team interested and invested in what they're doing means rewarding and encouraging their performance behind the scenes. Without acknowledging a job well done, you're letting your team start feeling unappreciated, which will show through in their work. Give them incentive to keep doing a great job, and you'll continue seeing results.Do clients feel listened to?
If you've ever had an issue that needs solving from someone else, a big concern is knowing that you're being listened to and that the problem is taken seriously. An important part of that, from the customer service end, means asking questions to clarify the situation. When your team is faced with a problem, they should be asking follow up questions to make sure they understand the issue fully. A few simple questions can guarantee that the customer will come away understanding that your brand is committed to really helping and not just shoving their problem under the rug.Wrapping up the exchange so everyone walks away feeling good
There are a lot of variables that can play out during a customer service exchange. For instance, there are the customers who will never be satisfied with the outcome, no matter what hoops your team jumps through. Others are disappointed with a glitch from your product, or a promise they feel that your brand didn't keep. And in some cases it's a matter of smoothing over a mistake another team member made. No matter what the circumstance is, the outcome to shoot for is wrapping the exchange up so everyone can walk away feeling good about the resolution.The Biggest Trends in Video Testimonial Stastics We've Seen This Year
We spend a lot of time getting hit over the head with video testimonial statistics, and other proof that video's capable of doing more and more with each passing year. The reason it's still such a prominent topic of conversation is because not everyone's on board yet. I get it. Altering your strategy, or convincing your boss that it's another step toward reaching consumers in an organic, efficient way, isn't always easy. There's nothing wrong with turning to what you know works for your brand. What is easy, is getting stuck in routine for the sake of sticking with routine. Looking at video and how you can connect in new and exciting ways with consumers, can mean breaking out of that comfort zone with the immediate question being - is it worth the discomfort? Based on the stats we're seeing, video isn't ready to start slowing down, and the trends we're seeing deserve consideration as you craft your strategy. Here's what the stats have to say:Video testimonials increase sales by 600%
600% is nothing to scoff at, right? So, what is it about video testimonials that drives these results? First, consider what video can do compared to text. Text testimonials have been the standard, allowing consumers to check in and see what their peers were saying. It's become a common practice to check up on everything from restaurants to household produce reviews, just to make sure they're investing wisely. The problem with text is that it lacks the ability to really put a face to a name. Many brands have been caught red-handed putting up reviews on their own sites, which seriously underestimates how easily consumers can sniff out fake reviews. Unlike text, video testimonials shows real people who are willing to put their name, face, and time into supporting your product or service. The authenticity allows conversation to take place between consumers, with your facilitation, but without the salesy feel that can be a turnoff. Testimonials allow consumers to take stock of who you are, from another angle, one that's beneficial to your brand when it comes time to weigh whether or not they'll invest with you.Web visitors stay twice as long on pages with video
Video testimonials, and the ease in which they gain trust and insight into your brand and what you do, aren't the only video powerhouse out there. No matter how big or small your brand is, it's pretty simple to begin collecting testimonials. As long as you have customers and a willingness to ask if they'd like to say a few things about your brand - you're well on your way! But there are many other types of video you can build into your strategy and use to paint a clearer picture for consumers who are just tuning in to who you are. Product demos, answering frequently asked questions, vlogging - all are different, unique ways of sharing information and keeping viewers interested in what you have to say, in ways that text can't.Video appears in 70% of 100 top search results
It's no surprise that video dominates search results, considering how fast it's taken off, and how many videos are viewed each day around the world. If you're looking to up awareness around your brand (and who isn't?) then incorporating video is one of your best bets. Like any strategy, it requires you doing your homework, and coming up with a plan that fits your audience and needs, something sustainable for you over the long-term. Putting up one video isn't going to bring about a surge of awareness surrounding your brand, but if you stick to creating content that's relevant and fresh, your audience will respond. That response, which includes comments, sharing, and cross-posting, will allow you to improve your search engine ranking, making it easier for you to be found.The Impact of Storytelling in Organizations
When we look at storytelling in organizations, we're mostly operating on the influence of a cultural norm that's been around since the beginning of time. Stories, whether they're casual and humorous, or informative and meaningful, serve a variety of purposes, which can be easy to forget since they've become such a natural part of how we interact and communicate with one another. Telling these stories can accomplish quite a bit, especially if they are shared between a brand and viewers, often allowing viewers to see that brand in a new light, or consider issues that are brought up, in a new way.Showing the human side of a big organization
As far as companies go, IBM is pretty well known. But the release of A Boy And His Atom in 2013 brought attention to IBM in a new way.Only a minute long, it not only made it into the Guinness Book Of World Records as The World's Smallest Stop-Motion film, it also made us see the human side of IBM researchers, with the follow up movie about how it was made.Sharing knowledge that relates back to brand core values
I've mentioned before that Chipotle's The Scarecrow accomplishes exactly what it sets out to do through pitch perfect storytelling. Instead of focusing on what makes the story effective, which includes everything from music to character choice, it's also important to note the type of story they're telling, and why. In this case, Chipotle is attempting to shine a little light on their views of the way things are in the food industry, showing disillusionment and sympathy toward the treatment of animals and the way food is processed and prepared. Through the Scarecrow's point of view, which is also Chipotle's, we're shown the way things are vs, the Chipotle way, putting the brand at the head of a movement for better food, thanks to a different approach to the way we view food. The story conveys a lot about the brand, and is able to some up the values it has become known for, which means mission accomplished in terms of how effective the storytelling was.Revealing a common thread
5 Hour Energy's 2:30 Horror, is set up like a movie trailer. The heroine, who drinks their product, escapes that 2:30 tired slump that claims the rest of her office mates, making them lethargic, zombie-like, and incapable of carrying out their jobs.In this case, the genius behind the storytelling is the the fact that viewers can relate to the 2:30 Horror that is so accurately likened to an outbreak of zombies. If we were unfamiliar with that mid-afternoon fatigue, the video would've flopped. Instead, views soared, and it went viral, all thanks to the common thread that we can all relate to in one way or another. By no means is this an exhaustive list about how to effectively tell a story. Instead, it's a small sample, showing what brands are capable of when they stay true to their message and kick their creativity into overdrive, with amazing results.The Worst Way to Handle Your Best Customer Service Story
Let's talk about the worst ways to handle your best customer service story. When you've had a successful customer interaction, one where you both walk away feeling good, you've done your job, right? Not quite. Don't get me wrong - the fact that you've made the customer happy is huge. According to Leading on the Edge of Chaos, reducing your customer defection rate by 5% can increase profitability up to 125%. That's no small thing. But what happens once the interaction is done and you're both prepared to go your separate ways? What not to do: Not following up after a great encounter What to do: Leverage good interactions The best time to ask for a video testimonial, or other endorsement, is after a positive encounter. Some brands get stalled at asking, afraid they're going to be turned down. Testimonials are quick and painless - even for the most camera shy. They don't require a great deal of effort, just a well-lit place to film and a few talking points about what your brand does best. And the truth is that many consumers are going to be more than happy to throw their support behind your brand if you've gone above and beyond to help them out. What not to do: Only discuss the bad customer service stories with your team. It's how people learn, right? What to do: Understand what went right - and pass it on! There are so many examples of customer service gone wrong. Whether it's happening in real time, right in front of you, or being broadcast on social media. There's a lot to learn when things go wrong. It's easy to pinpoint a policy or practice that needs changing. A different learning opportunity presents itself with your best customer service stories. Instead of working to do damage control, or go into panic mode from a bad interaction, you're looking at the chance to lift your team up with praise for the work they're doing.Tips for Creating a Customer Success Story Template
What's at the heart of a customer success story?
Creating a customer success story template is an important marketing tool for any business. Customer success stories detail the experience of one customer. They can touch on the challenges that your product/service can solve, while addressing any concerns that might come up, including budget and time. Done correctly, it'll provide a glimpse at what customers can come to expect when they make the decision to work with you. Which is why it's important to work closely with your customer on this. Using their story effectively means getting the details right which will further promote credibility. If you take shortcuts, meaning the story isn't true, it isn't going to sound true, which won't do you any favors with prospective customers.What your template needs
The best way to make sure you're including everything you need in your template, is to adopt a storytelling method. So, what makes a good story?The problem
The problem is pretty central to any customer success story. Without it, what's driving them to work with you? This part of your story begins with your customer facing a situation in which they're facing a problem, or unsatisfied with other solutions they've tried.Theme
The theme is the central point that runs through the success story. It should be part of the narrative to suggest other options presented to your customer and why they didn't work out, and why their final choice was the right one.Solution
The solution provides an opportunity to go into detail. Since it's a success story, we know that things worked out in the end. But how did the customer get there? Include details about features that helped them reach the solution, giving you the chance to highlight features and other aspects you want potential clients to know about.Results
Explain how the outcome benefited the customer. You can include unplanned benefits that were a surprise and delight to the customer, while re-iterating what it was that pleased them about working with you. An effective customer success story takes the reader through the problem, finding a solution, and explaining the results in a way that reach out to potential customers, letting them know that you offer just the thing to handle the problem they're facing. The great thing about them is that they can be shown off anywhere. Success stories make an excellent addition to your site, marketing material, and wherever else you think they'll be effective in getting the word out about what you have to offer.Tips for Realistic Corporate Storytelling
What exactly does corporate storytelling accomplish? Done correctly, it shows consumers, and clients who have invested their time, money, and energy into your brand that you're not just talk, but actually believe and stand by the core beliefs of your brand. Unsure how to go about brand storytelling? Here are some tips:Understand the fundamentals of a story
All stories have a beginning, middle, and end. Most of us are familiar with the setup thanks to high school English classes. But what about the other aspects that take a story from average to extraordinary? Character is a big one, and is the main reason consumers will either feel a connection to the story you're telling, or tune out. There's also a matter of plot, which includes the problems and conflicts that'll arise, and how they'll be solved.How well are you conveying your values?
Stories need to convey more than the basic plot. There's always an undercurrent, or more obvious theme happening when we share information this way. So, what does your story have to say about your brand? The worst thing you can do is get off track by straying from values and the core that makes your brand everything it is. If you find yourself deviating from that, it's time to stop and reflect on where you want to be headed vs. the message you're sending to consumers if you stray.Using Brand Storytelling to Tell Consumers Who You Are
Brand storytelling gives you the opportunity to connect with consumers through a medium that's been used forever, but has evolved with technology. Storytelling has always been used to convey ideas and values, and to pass them on from one group to another. It's only natural to incorporate storytelling in order to convey messages about what drives your brand, what's important to you, and how you wish to be perceived.Why are stories so powerful?
Stories give us the ability to use characters, settings, and conflict to convey something to our audience. The message is different for each brand, but it's usually something that'll give more insight into what your brand values, and why you do what you do. The best stories usually don't hit people over the head with their message, and still manage to convey it with careful choices about who's telling the story and how the audience will relate and respond. Now that we're using video, and social media to share these stories, there's a bigger opportunity for your story to resonate with someone who will pass it along, so it's able to reach more people than ever before.The pitfalls of brand storytelling
The worst thing brands can do is sacrifice values and message for entertainment. There are plenty of funny videos out there that rely on shock value or controversy in order to up the number of clicks. If your strategy is to get a lot of hits, or potentially go viral with a video that doesn't actually represent what your brand stands for, what are you actually accomplishing? The best thing brands can do is use storytelling that compliments your message and how you're representing yourself in the present, and how you plan to in the future. Storytelling for the sake of clicks or exposure doesn't mean much unless it sticks close to a consistent message.Using Customer Service Stories for Training: The Real Takeaway
Using customer service stories for training is a valuable part of making sure your support is at its best. It's easy to beat employees over the head about customers always being right, but providing thorough training with real scenarios that have happened or will likely happen will better prepare them for what to expect. We've all been on the receiving end of a fantastic customer service interaction. It's the one that you tell your friends about that night or mention when you're on the phone with family. It's impressive when it happens and it even throws us off a little because we're used to lackluster, or downright bad customer service. So, what makes for great customer service? Here are a few of the elements that come together, which you should highlight with your team.Feeling listened to
When you have a problem, you want to know that you're being listened to and that the problem is taken seriously. An important part of that means asking questions. When your team is faced with a problem, they should be asking follow up questions to make sure they understand the issue fully. It'll save time and frustration, and make the customer come away knowing that your brand is committed to helping in any way you can.All about attitude
Upbeat and friendly, ready to help. Those are just a few of the components that make up a winning attitude in customer service. keeping your team interested and invested in staying on top of their game means rewarding and encouraging their performance behind the scenes. Give them incentive to keep doing a great job. If their only motivation for their work is a pay check, without a company culture that highlights the important of top notch customer service, you're not going to have nearly as many instances of great customer service.Tone
The tone in these situations should be respectful, without being too formal. It can be the little things like asking how the customer's doing, that set the tone in a great way. Make sure you highlight that the tone should be consistent. No matter who your customer speaks with, the tone should be consistently friendly and professional, especially if they have to speak with several members of your team during the exchange. Above, I mentioned just a few things that make up great customer service. Let me give you a personal example of customer service gone wrong. I recently called my internet provider to shut off my service. I was moving out of my apartment with plans to travel, making the service unnecessary until I settled into a new place. During the call I was put on hold and transferred a number of times. Once I was finally put in contact with someone who could help, I was then questioned extensively about my decision, which felt like another hold-up in the process of accomplishing what I needed to. I went in to the phone call expecting a pretty quick exchange and it ended up eating a good chunk of my time while I was shuffled around. It was a simple request, one that I'm sure an internet provider gets all the time. So why did it take so much time and fumbling? To me, the experience addresses the issue with the customer service model being used by a lot of brands.The problem wasn't with tone, attitude, or feeling like I was being listened to. Instead, it was the inefficiency of the system in place.
The best thing you can do for your team is to have an effective model in place. Training using the latest customer service horror stories is a good model of what not to do, but having efficient procedures in place so the customer experience is the best it can be will do a lot more when they go live with customers. If you feel like your customer service could be doing better, do everyone involved with your brand a favor and make those meaningful changes that will improve overall experience. Otherwise, you're setting your team up for a hard road, when it doesn't need to be.Video Testimonial Benefits: What No One is Talking About
When you get right down to it, there are plenty of video testimonial benefits for you and your brand. What's not to love about allowing clients to brag up what you do? But there's one benefit that isn't discussed as much, which you should definitely take into account when you decide to incorporate video into your marketing toolbox.Showing off your product in new ways
We all know that testimonials are great for your brand because it takes the usual salesy feel out of the conversation. Consumers respond to traditional advertising efforts, but feel much more at ease and less likely to tune out when you cut through the sales talk. Instead, with video testimonials, consumers are the ones interacting; by watching videos, commenting, and getting to know your product through the eyes of someone who they instinctively trust. We talk about how great it is for your brand to shine through testimonials, but what they can do for your product or service is also worth mentioning and thinking about! The awesome thing about letting testimonials do some of the talking, or showing, is that the videos can often touch on things you might not even think of. Everyone on the inside is used to looking at your product through one lens, while users and clients will be viewing it in an original, thought-provoking way. That's why you shouldn't miss out on asking for testimonials that highlight new features, or an exciting service you're rolling out. If you ask a select few clients to preview the changes you're making, it'll make them feel valued, like they're being let in on a secret, while getting the word out for you.Video Testimonial Tips: Expectations vs. Reality
There are some video testimonial tips you're going to want to keep in mind when you add video to your marketing strategy. Whether we like to admit it or not, we all go into projects we take on with preconceived ideas about how things work and what'll work best. It's no different with adding video testimonials to your gameplan. To spare you some of the headache a lot of us go through, here are some tips about your expectations versus what reality's going to look like.Expectation:
Ask the same questions to get great results.Reality:
Learn how to ask questions that'll yield the results you're looking for, but don't stick to the same questions for every interview. The point of video testimonials is that they'll each cover new ground. One might touch upon how and why customer service is being done right, while another will brag up a cool feature that other consumers will want to hear about. Repeating the same questions means you're going to have testimonials that only touch on a limited number of topics, and might also begin to sound similar.Expectation:
The more testimonials per page, the better.Reality:
It's better to be selective and make sure the right videos are displayed prominently. There are plenty of different ways you can design your video testimonial page; from layout to color, it's all about carrying the signature brand style over so the identity instantly clicks with consumers. What it shouldn't be about, is cramming as many testimonials as possible into one space. Instead, they should be organized neatly, by subject or in the order you'd like viewers to watch them. Filling the page with testimonials that are out of order and unorganized isn't going to make people want to watch them. It's going to be a turn-off and have them clicking away.Expectation:
Every testimonial is a perfect fit.Reality:
Some testimonials just aren't going to work. And that's okay. Everyone loves video testimonials because they aren't overly scripted and they don't give off a salesy vibe. Instead, they're pretty quick and to the point. Consumers are pretty forgiving about testimonials where the speaker fumbles or the lighting might not be the greatest, but sometimes a video is too of course for it to be a good fit to display. And that's okay. Most of the people filming and watching them aren't professionals, so it's okay when minor mistakes happen. Maybe the sound is off or they get off topic. But if you don't like the look or feel, for whatever reason, it's okay not to use it. You don't have to, and shouldn't, use every video that comes your way. It's okay to be selective, and to be honest about how much viewers will forgive and when it's better just to scrap the video.What We Get Wrong About Brand Storytelling
Brand storytelling is all about engaging consumers with stories that reflect on your identity and values. So, what happens when these stories don't quite hit the mark? It can mean turning away consumers who are confused by the lack of clarity. Here's what's usually to blame. Picking the wrong character Every story needs a lead character. The person who's going to carry the action and, in this case, make viewers care about what you're telling them. Your main character should draw some kind of emotion from consumers, whether it's a reflection of who they are, or someone who seems trustworthy and likable, it makes all the difference in the world. In order to make sure you've got the right character to convey what you're trying to get across, always ask yourself how this character will come across to consumers, and if you'd find them effective if you were the viewer. Lack of structure All stories follow a similar structure. There's a beginning, where consumers are introduced to characters and plot, a middle, which features the problem and potential solutions. Finally, the end. Where some sort of resolution takes place. By the end of the story, a message should have been given, which consumers can receive and mull over. Whether your video is funny, or goes for the heartstrings, there needs to be some order in the way it develops, otherwise you risk losing viewers, or the message. It takes a little time to develop a plot and how it's going to deliver what you have to say without hitting viewers over the head with it, unless that's what you're going for. Your best bet is to bring your team together to go through ideas, with an understanding of what you have to say and figuring out how to say it in a way that's entertaining. Does your story align with your core message? Every brand has an image they're looking to project. Does your story fall in line with that, or paint you in a way that's going to counteract the way you've framed yourself in the past? It's easy to tell stories that go for shock value, and it can sometimes lead to more views and shares, but what about actually showing who you are? The key is to not just entertain, but make sure people come away from your story knowing more about who you are, and hopefully connecting with what they've seen and heard. The worst thing you can do is to sacrifice making those connections for meaningless clicks. Remember, no matter what story your telling, at the end of the day, it's all about getting across who you are and what makes your brand special and worth trusting.Wondering How to Ask for a Video Testimonial? Here Are 3 Simple Ways
Need some tips about how to ask for a video testimonial? We've got you covered. Once you have a good idea about who you'll be asking, you have a variety of ways to get the job done.Using email to get in touch
Shooting an email to a newer client is a great way to broach the subject. Emails aren't intrusive, and give the person you're asking plenty of time to think it over. There's none of the rush or pressure to answer that can happen when the asking happens in person. It also gives them time to consider what they're going to say, and to re-read the information you provide, if they need a refresher.Asking in person/over the phone
Hands down, the best time to ask for a testimonial is after a successful encounter with a client. There's a very good chance you're going to get a yes if everyone is walking away happy. Asking this way, or over the phone, lends itself well to clients you've had a working relationship with for some time. That doesn't mean you can't ask relatively new clients for a testimonial this way, just that it makes sense to approach someone this way if you've worked together longer, and know one another better. It means that you're probably comfortable interacting in person and over the phone, and can chat a little less formally about what you have in mind for the testimonial.Displaying a call-to-action on your blog or website
It's always good to have a reminder on your blog or website. You can alert visitors that you're open to hearing what they have to say, and they might just approach you to create a video testimonial if they become inspired. This probably isn't going to turn out to be the approach that lands you the most testimonials, but it's good to have your bases covered. While you proactively seek out clients through email and in person conversations, it's still worth getting the word out and potentially getting people to act by putting it in the forefront of their minds.Wondering How to Make a Video Testimonial? Here's a Simple Checklist
Wondering how to make a video testimonial? You're in luck. Here's a checklist to consider so you can guide clients on filming their first testimonial.Environment
The location for each testimonial can actually play a crucial factor in how the speaker's perceived. For example, how might a cluttered, poorly lit room be received? Not so great, right? The speaker might come off as incompetent, or innately untrustworthy if their face is in the shadows. Testimonials should be filmed in a quiet, tidy space. It can be anywhere from an office to the kitchen table. What matters is that it's a spot where they won't be interrupted. Great natural light is a bonus, but if the space is lacking, it's pretty easy to grab a lamp or flip on the overhead light and play around with what's going to show up best. The biggest tip I can give is to encourage a test run before the actual testimonial is filmed. It can be as quick as sitting down and saying a few words and then playing it back to check the sound and lighting. That way, when it's time to film, they know that all of the elements have come together, and won't have to go through the hassle of filming more than once because they had to make multiple adjustments.What to say
It's awesome if you're faced with eager clients wanting to talk up your brand. But there is a downside to letting them try to tackle more than one topic in a given testimonial. It can lead to rambling, which means editing, which you want to avoid. There's also a good chance that the video will lose focus, which might end up confusing the viewer. The rule of thumb is to ask that they stick to one topic; whether it's a customer service interaction that went really well, or a new feature they're excited about - keeping it specific to one topic will keep them on point.Length and script
The best video testimonials are as long as they need to be. Too vague? How about this: As mentioned above, testimonials should zoom in on one aspect of what a brand does well. That means a brief intro about the person speaking, and then getting right to what it is they've decided to touch on. Videos on the shorter side shouldn't really need a script. If someone's nervous about what they're going to say, encourage them to practice once or twice. They only need to let people know who they are, hit their point, and finish. You can also provide a script template for them to look at, so they can get an idea about what you're looking for. But you want to avoid having testimonials that feature clients looking away to read what they've written. Keep it brief and you shouldn't have too much of a problem!3 Authentic Testimonial Video Examples to Inspire Your Next Campaign
Picture this: You're thinking about taking the leap and integrating video testimonials into your marketing strategy, but you aren't sure where to begin or what exactly makes a good customer video testimonial.
Sound familiar?
We can't stress it enough when it comes to capturing authentic customer testimonials – details make all the difference (which largely depends on asking your customers the right questions as well.)
To help inspire your next campaign, here are three testimonial video examples that demonstrate how important it is to showcase the opinions of real customers:
1. Skinny Girl Tea
Yes, it's easy to be skeptical when it comes to companies with products that claim to drastically improve any aspect of the physical appearance – especially weight-loss products.
But this engaging customer review about Skinny Girl Tea has managed to establish credibility and stand out amongst the competition.
What we liked:
How often have you seen something on TV or in an ad, only to discover it looks very different in person? The customer not only had the actual product in-hand, but she also opened the package to show viewers exactly what it looked like.
When applicable, ask your customers to record their testimonial with the product to provide added credibility and authenticity. There's nothing worse than when the "what you see is what you get" expectation doesn't hold true!
2. Medical Care Alert
We want assurance that the product or service we're considering can really deliver on what they promise, right? And when it comes to products that could help save lives, like the Medical Care Alert bracelet, you want to make sure they do just that.
What we liked:
What did we like about this testimonial? It's simple – this is an honest testimonial about her experience with this life-saving device.
Purchased for her mother, the customer was able to provide value by sharing her experience using the device thus far.
Encourage your customers to take an anecdotal approach when recording their testimonials. Not only will this be more engaging for viewers, but since it's hard to "fake" an authentic customer story, this will also help build trust with those who want to learn more about your product or service.
3. Fiverr
If you're a freelancer, there's nothing worse than sitting and waiting for that next gig to appear.
The Fiverr Automatic Seller software attempts to shorten the sales cycle by automating the delivery and messaging process on Fiverr, a popular on-demand freelance marketplace.
What we liked:
While there's value to a video testimonial from a customer who just purchased your product or service and can't stop raving about, it always helps to have testimonials from long-time customers as well. This customer states right off the bat that they've been a user of this software for two years.
However you decide to promote your campaign, make sure you're targeting your loyal customers so they can share their long-standing experience with your brand. A new customer can provide that initial first impression with your product or service (which is still key!) and help establish credibility with prospects, but a long-time customer who can discuss their on-going relationship with your organization can often speak greater volumes.
The competition is fierce nowadays, and utilizing video testimonials can make all the difference when it comes to making your product or service stand out, appear genuine and trustworthy.
Separating yourself from the pack doesn't have to be a challenge if you have happy customers willing to speak about their experiences. So why not let them do the talking?
3 Common Misconceptions About Getting Testimonials from Customers
Getting from Point A to Point B can sometimes seem like an intimidating process when it comes to achieving your business goals – especially when asking your customers to vouch for your product or service.
But despite what you may think, actually getting testimonials from customers doesn't have to be a daunting task.
Here are three common misconceptions that we'd like to put to rest:
1. "My customers won't be willing to invest the time to do this."
Yes, this can be true – but only if you go about it the wrong way.
For instance, think about those (often pesky) online surveys we're prompted to fill out after making a purchase. Even if you're over the moon about the product or service, how likely are you to fill it out if there are 20 open-ended questions that are all mandatory? Probably not as likely compared to a survey with half the amount of questions!
Be sure to ask the important questions, but simplify them in a concise way. This will ensure you get the most valuable feedback and responses, as well as demonstrate that you value your customers' time.
2. "My customers won't participate without some sort of incentive."
Offers and incentives can definitely entice customers to sing your praises. However, this doesn't always have to be your main tactic when it comes to getting those coveted testimonials.
Keep the idea of offering an incentive in exchange for testimonials on the back burner (especially if you're operating with a limited budget.) We've found that more often than not, customers need little motivation to "go to bat" for your organization or brand after they've had a positive experience.
3. "Written testimonials are easier to get from our customers than video testimonials."
That depends on the customer. While some might be more comfortable writing a text-based review or testimonial, some customers might be more inclined to record a short video if their time is limited, or if they aren't sure how to frame a written response. (Another important consideration: Keep in mind that video testimonials tend to be more visually appealing to prospects than large blocks of text. The more engaging your approach, the better your results.)
Not matter which path you take, be sure to ask the right questions since this will provide the guidance your customers need to submit their testimonials.
What other hesitations do you have about getting customer testimonials? Comment and let us know!
3 Easy Ways You Can Boost Video Testimonial Effectiveness
What's the secret behind video testimonial effectiveness? We know there's a lot of power in allowing consumers to hear from their peers about brands, rather than trying to do all the talking, ourselves. As effective as they are, there are some small ways you can give the testimonials you have a boost to make sure they're having the biggest impact.Keeping it organic
The best video testimonials are the ones that don't sound salesy. There's no marketing jargon, or bland descriptors like, best deal ever. Brands find themselves getting into trouble when they deviate from guiding their clients, about things like how a testimonial should be formatted, to time limits, and start actively coaching them or strongly influencing them on what they should say. The reason testimonials are effective at all is because they aren't like other marketing efforts that come from the inside, where we're in charge of what's being said, and how. Strip testimonials of the fresh, honest feedback that drives them, and the question becomes - why bother doing them at all? Keep it organic by not becoming too involved in what's being said. Let their thoughts, and the ensuing conversation unfold naturally for best results.The right display
Brand continuity - which includes choosing an overall design, layout, and colors that match your brand's presence on and offline is important. Done the right way, consumers will be able to pick you out based on some of those identifiers, alone. You can still keep up brand continuity on your video testimonial page without sacrificing the accessibility for members or your audience who aren't so tech savvy. While it's great to have a page that looks slick and stands out, your page should allow the testimonials to do the talking, rather than relying on a layout that makes navigation difficult and detracts from the power of what your clients have to say.Updating when appropriate
Asking for video testimonials, as part of your marketing tool belt, isn't done when you hit a certain number. You may have ten, twenty, or more videos, but they're only effective when they highlight the journey your brand has been on. If you roll out a new feature or want to highlight a change in your product or service that prospective clients can get excited about - you have to keep asking and keep receiving video that'll effectively discuss and show that growth. Older videos, while still relevant if they touch on awesome aspects of your brand that are timeless, should be balanced with new video, where your brand can shine as it is, instead of focusing on the past.3 Engaging Testimonial Video Examples to Inspire Your Next Campaign
Video testimonials from actual customers bring a level of authenticity that written case studies just can't match. You may think it can be difficult to get quality video testimonials from your customers, or aren't sure what makes a good customer video testimonial to begin with, but the best testimonial videos all have one thing in common—details. As for what kinds of details your customers should provide, here are three customer testimonial video examples that not only include plenty of specifics, they also show just how powerful customer video testimonials can be:
1. Time to Hire
Simple and to the point, this customer describes her experience with Time to Hire, a sales staff recruitment service. Not only does she describe the outcome and results of enlisting this service in detail, but she also provides background into what brought her to Time to Hire. This makes her testimonial appear more genuine and meaningful, since she shares her complete experience with the company from start to finish. Encourage your customers to share additional background information when recording their testimonials. While it may seem minimal, the additional context can significantly help build trust with those prospective leads who want to learn more about your product or service.2. Community Tax Relief
This customer discusses his experience using the tax firm, Community Tax Relief. What makes this testimonial video so engaging is the customer's ability to make his situation relatable to viewers, and how he urges those in similar situations to enlist their services to help resolve their tax issues as well. Instead of asking your customers to say whether they'd recommend your product or service in their videos, encourage them to also specify why. This leads to more detailed responses and more powerful language that can help establish a greater sense of urgency with viewers.3. City Lights
More often than not when it comes to product reviews, the testimonial itself appears forced or scripted. Again, this is another great example of what an authentic customer testimonial should look like, since she discusses what brought her to the City Lights product, her results after several weeks of use and that she'll continue to use the product. This customer also had the product in her hand throughout the video, which made her review seem more real and engaging. Ask your customers to include a shot of the product within their testimonial to provide added credibility and authenticity to their claims. Remember, the more detailed your customer testimonial videos are, the more engaging they'll be. And the more engaging your customer testimonial videos are, the more authentic, credible and trustworthy your brand becomes.3 Engaging Video Testimonial Examples to Inspire Your Next Campaign
We get it – embarking on a video testimonial campaign can seem daunting, especially if you haven't done one before.
And it can be even more difficult to get started if you're not exactly sure how to begin or are lacking in the inspiration department. (Hey, it happens to us all!)
Lucky for you, we like to regularly provide video testimonial examples to help get those creative juices flowing. But we realize that more examples = more ideas to help get your campaign off the ground.
For more creative inspiration, here are three video testimonial examples to reference when developing your upcoming campaign.
1. Solia Flat Iron
When it comes to personal care products, women typically want assurance that the products they're thinking about purchasing will work for them.
And with seemingly limitless options in the market for products like hair straighteners, video testimonials about the Solia Flat Iron can be invaluable promotional tools.
What we liked:
This customer review about the Solia Flat Iron does just that by not relying on praise alone, but with an actual product demonstration.
When applicable, ask your customers to record their testimonial not just with the product in hand, but to actually use it during the video. By doing so, the customer review will seem more credible and authentic since viewers will get a "real-time" viewing of the product in action.
2. StudyOrgo.com
Learning a new skill or field of study isn't supposed to be an easy process, especially when it comes to organic chemistry. Enter StudyOrgo.com, an education service that offers study assistance with their custom suite of tools.
What we liked:
What did we like about this testimonial? It's simple – this is an honest testimonial about her experience with a study aid that worked.
By disclosing what led her to sign up StudyOrgo (failing her first organic chemistry exam), her customer testimonial appears more real, genuine and relatable.
Ask you customers to take an anecdotal approach when recording their testimonials. By discussing their personal experiences in an engaging manner, viewers are more likely to relate to their stories and find the product or service more credible in their claims.
Remember, authenticity is crucial when it comes to customer testimonials, and you want to seize every opportunity to demonstrate that your brand or organization can be trusted.
3. Glasstic
Products that seem too good to be true or gimmicky aren't always likely to intrigue consumers. This product review of the Glasstic Water Bottle shatters that notion, with a first-hand account by a real customer.
What we liked:
This is yet another good video testimonial example since the customer actually included the product in her recording. Positive praise aside, she quickly disassembles the product to show the glass portion, which demonstrate ease of use as well as offers a true glimpse at what potential buyers can expect if they decide to purchase.
Again, always encourage your customers to include the product with them during their testimonial. There's nothing worse than buying something that doesn't appear or function as claimed, and leveraging your satisfied customers' experiences can put that fear to bed.
Edward de Bono once said that"creativity involves breaking out of established patterns in order to look at things in a different way." So be sure to not only think outside of the box when it comes to your video testimonial campaigns, but also to think from the perspective of your target audience.
Prospects want assurance that your product or service can truly deliver, so let your customers assure them for you!
3 Myths About Video Testimonial Scripts: Busted
There are a few myths floating around about video testimonial scripts. The majority of the myths have have more to do with how we choose to approach our use of scripts than anything. Done right, your script won't sound salesy, and it should never be used to tell the person making it exactly what to say. It also doesn't have to mean the person in front of the camera will spend their testimonial making eye contact with the script instead of viewers. It really boils down to the approach you take with scripts, and what you avoid. Here are some of the myths - and how you can use a script more effectively.Myth #1: Scripts sound salesy
Correction: Bland scripts sound salesy. I'm pretty sure we're all familiar with a lackluster script. When you watch video with someone staring listlessly at the camera, repeating a few lines that have obviously been prepared for them, you're not really inclined to believe what they have to say, right? With video testimonials, a script is only as good as the thought you put into it. Instead of focusing on providing a word by word breakdown of what you'd like to hear - focus instead prompting the recorder for simple details like name and city. Putting a name to a face allows viewers to connect with that person, seeing them as another run-of-the-mill consumer. Adding their city can be important if you're a local business, showing how wide your reach is, or that you're trusted by other members of the community where the consumer lives. After that, it should be about the one question or topic you'd like them to comment on in the testimonial, which gives them a starting place, and allows them to talk about how awesome you are - in their own words. What you don't want to do is use a script to fill in exactly what you want said in the testimonial. Which brings me to my next myth.Myth #2: Scripts seem/are dishonest
There's a few reasons scripts aren't so popular, and I think it's worth going into detail about why this myth, in particular, is so damaging and untrue. Scripts that do the talking for your client aren't doing you any favors. The most obvious reason having to do with the ability of consumers to sniff out false testimonials and claims from brands. It's a sense that's been finely honed and has gotten plenty of brands in trouble. Red flags include generic terms like, "best deal ever", and way too much positivity without faces or names to back it up. Those red flags can turn into a lot of speculation, which is going to do a lot to dent your credibility. It's also worth mentioning that scripts aren't inherently dishonest. It's what you put into it, and what you expect out of it that makes a difference. While some testimonials seem dishonest, thanks to a script that relies on buzzwords and other terminology that don't come naturally to consumers, there are very clear cases where video testimonials cross the line into complete and total dishonesty. For example, finding a total stranger, or someone you know, and paying them to sit down and say nice things about your brand is a total foul. Asking someone who isn't familiar for your product or brand to record a testimonial is bad enough, but when you consider using money as an incentive so consumers will only hear fabricated positives - that's pretty low. Not only that, but as I mentioned earlier, consumers are going to have no problem figuring out what you've done, which means, apart from being dishonest, it's also not worth tanking your credibility.Myth #3: The person will stare at the script the whole time, and the testimonial will be awful
There's plenty of video out there that has fallen prey to someone who's recording themselves and relying too heavily on a script. We've all seen it. It's terrible, and not what you want for your video testimonials. But it doesn't have to work that way. We're all familiar with people who aren't too comfortable in front of a camera, or might ramble when they record themselves. A script can be a great way to make them more comfortable; it's something they can go over multiple times, and can make it easier to remember the gist of what they'd like to say. The key being - the gist. A video testimonial script is at its best when it works as a guideline of sorts. It shouldn't be padded with your words, or used in a way that presents the recorder from making eye contact. It should put them at ease, give them direction in the form of a question or prompt, so they feel comfortable saying what they think, in their own way.3 Steps to the Perfect Video Testimonial Length
Video testimonials have long been an effective video marketing tool for a variety of reasons. And sure, shooting video testimonials can be as easy as paying a stranger $5 to read a script and pretend to like a product, but by now we know that the best testimonials are authentic, genuine, and come from real customers. In any case, it's nowhere near that simple, especially when you're trying to determine the perfect video testimonial length. The average consumers attention span is becoming increasingly shorter, and while you already know your video testimonials should be no longer than they absolutely need to be, it's a great idea to find that video length sweet spot that will entice viewers to take action right away. Here's a quick overview of how long each section of a video testimonial should be.1. Give people a quick introduction
There's a very high possibility that testimonial viewers will have no idea about your brand and what you sell, which is the reason they're watching in the first place. Giving them the satisfaction of an introduction is an excellent way to start off on the right foot and instantly connect. Ask the person giving the testimonial to provide a quick overview of the brand, what it offers, and what it aims to achieve. Overall the introduction should be short and to the point. In other words, nothing over 30 seconds or you risk losing the audience to a nap.2. Grab their interest
If your video testimonial doesn't immediately catch the audience's interest, then they're gone. After the quick introduction, the customer should provide some more specific details about their experience with the product or service. This is the place to showcase your product in all its glory. The testimonial giver should brag about how the product or service fulfilled their needs and what they were able to accomplish because of it. It's okay if the person giving the testimonial seems overly enthusiastic, so long as they stay honest and true throughout. This is where finding someone with bold or magnetic personality can really aid your efforts. Keeping the audience engaged is the first step to enabling prompt action. This section of the video testimonial should be under one minute.3. Influence their final decision
The final piece of a video testimonial should contain a little more information about your business, how they can find you on social media, and address any common questions or concerns about the product. The video's ending is extremely important since it's where a testimonial has the power to turn a targeted audience into targeted leads. Leave the video on the right note by reminding the viewers of the consequences of not using the product while remaining personable. Go over key points of the products benefits and then slip in the final call-to-action. This part of a testimonial video should be no more than 30 seconds. That said, the perfect video testimonial length should be under two minutes, and cutting it down between 60 and 90 seconds is ideal.3 Things About Video Testimonials For Business Your Boss Should Know
Having a little trouble reaching your boss about using video testimonials for business? There can be a lot of reasons for their resistance. Sometimes it's discomfort with change, or simply not knowing enough about what makes video testimonials so powerful. Either way, if it's your job to do the convincing, here's what they need to know.Video does what text can't
Text testimonials an only do so much. They don't jump off the page, or offer a glimpse at a real consumer who has taken the time to talk about what your business gets right. The key is that text has its limits. When it's shared, a wall of text is more likely to turn consumers off, compared to video, which they can watch and then share with family and friends on social media. There's also the issue of speculation about whether or not text reviews are written by consumers or your business. Plenty of brands have taken a hit after trying to write their own testimonials, usually loaded with generic praise, which consumers sniff out with ease. Video cuts through that suspicion by connecting consumers with who they want to hear from most - each other.Consumers want to hear from their peers
It's no great mystery why consumers look to each other for cues on where to invest their time and money. If your brand is talking itself up from within, consumers are most likely going to be turned off. Of course you believe in your brand and want them to work with you! That's a no-brainer. While a business that brags about what a great job it does isn't likely to inspire much trust from consumers, when your clients take the time to record a testimonial for you to display, it gets the attention of other consumers who want to make sure they're making a wise investment. Not only that, but testimonials are more likely to hit on the points that are important to consumers: What problem does your brand solve? What do you get right that your industry peers fall short on? Why should other consumers work with you? What notable features come with your service? These are just some of the questions consumers need answered, and who better to get them from than clients who have used your services and have plenty to say?It's budget-friendly marketing
Video production isn't what it used to be, especially in the case of testimonials. Instead of shelling out big bucks for equipment, or having to hire people who know how to use it - testimonials can be recorded anywhere from in offices, at kitchen tables, to inside a coffee shop. It's as easy as utilizing video software, which allows clients to record from their computer, tablet, phone or other device. They can find the link on your website, or download an app and do it on-the-go. The point is that it's not just budget-friendly, which is a huge point in its favor, but it's also user-friendly.If you have to nail your pitch in favor of video testimonials for business down in one line, let it be this:
Video offers creative solutions rather than boxing businesses in. From testimonials to video campaigns - video can accomplish great things and allow you to engage consumers and existing clients in new ways. It can be difficult to bring out bosses around to change, but the truth about what they're potentially missing out on could be the thing to do just that!3 Types of Questions that Lead to Powerful Customer Testimonial Videos
Customer testimonials are a powerful tool to increase the value, success, and longevity of a company. Testimonial videos are vital to assuring your customers that the testimony is genuine and believable, but not all videos are created equal. Here are 3 types of questions that lead to compelling and powerful customer testimonial videos.The Problem
Ask the customer what their life was like before they found the product. What was the problem or need that led to them searching for a solution? It's most beneficial if this leads to a discussion on the how they found your product and the immediate benefits they began to notice upon purchase. Most likely, the people viewing your testimonial video are suffering a similar problem and are already searching for a solution.Features
Have customers define what they feel is the best feature about the product. In addition, customers should expand on why your product stood out among the competition. It's highly unlikely that there is not a product that claims similar benefits already on the market, but elaborating on what differentiates your product allows potential customers to save time and effort testing multiple products.Expectations
It's beneficial to leave a little room in the video for improvisation. Asking an open-ended question about the customer's expectations about the product and the company allows the customer to show off their personality and experience. Some customers may choose to focus on the physical benefits of a product while others will choose to highlight the exceptional customer service they received. Creating genuine customer testimonial videos that potential customers can relate to is vital to ensuring your videos are a powerful marketing tool. Framing your questions in a way that emphasizes the benefits of your product or service while allowing your customer's personality to shine through creates an emotional connection with your audience. Need more help creating engaging video testimonials? Check out our examples of customer video testimonials for inspiration.3 Video Testimonial Examples to Guide Your Marketing Efforts
Marketing is becoming more and more challenging as more companies continue to try new messages to reach consumers. Yet, there's one way to help break through the noise and stand out amongst the competition - and that's by leveraging customer video testimonials. But before you embark on this new journey, it's important to take a step back and learn what exactly makes a GOOD video testimonial. Luckily we have a few video testimonial examples that can help guide your marketing efforts toward improving your brand, selling your product or service, and taking your company to the next level. The most common type of video testimonial is a straight explanation of how the product helps and what it does for the customer's business or life. These testimonials are straightforward, from the heart and have no introduction or conclusion. They simply describe the customers experience directly from their perspective, similar to this video. These testimonials are particularly effective because they seem very real, aren't staged and are more likely to evoke an emotional response because the viewer can sense the authenticity of the customers. On the other hand, another common type of testimonial is the video montage that primes the viewer with powerful images and sounds. Videos like this are professionally made and use special cuts and sound bites to maximize effectiveness. While these videos clearly use a lot of editing tools, they can still be impactful to viewers because of the real world examples and professionalism of the testimonials. The last type of successful testimonial takes another step forward. Not only is it professionally done with various cuts and sound bites, it also includes interesting graphics and a voice over. For this type of video, portrayed on this site, the testimonial is placed at a time of maximum effectiveness within the broader script. These videos feel more like advertisements and are best used for products that are bought spontaneously. Overall, video testimonials are becoming more critical components to digital marketing strategies in order to break through the noise. Try using this strategy for your own business today!Getting Started: 3 Video Testimonial Questions to Ask Your Customers
You know what can be intimidating? Creating your very first video testimonial campaign – especially creating good video testimonial questions to ask your clients or customers.
Luckily we've simplified the account setup process for our customers. But even the most seasoned content marketing gurus can experience roadblocks when they reach that second step of customizing the recorder language.
After all, the way you phrase your questions can not only significantly impact the number of submissions you receive, but also the quality of your submissions.
Here are three examples of good video testimonial questions and reasons why you should ask them:
1. How was your experience with [company name]?
You might think asking this question goes without saying, but all too often the word "experience" isn't included, which can be a critical error.
Why exactly? Asking your customers about their experiences will likely result in more descriptive testimonials and explanations why they enjoyed your product or working with your organization.
2. Which feature(s) were your favorite(s) and why?
Even if you aren't unveiling or looking to spotlight any new features, it's still important to ask! By asking each client or customer who records a video testimonial for their favorites, you'll never get the same answer twice, resulting in more quality, authentic submissions to showcase and promote.
Also, note the last word with this question. Even if you think it might be implied that your customers will explain what they like best about your product or service, don't always assume that they'll go more in depth with their responses. After all, detailed explanations or specifics included in your video testimonial responses can help a prospect decide whether they'll become a paying customer or continue to research other options.
3. What did you think of our [customer support/sales team]?
An often overlooked question in video testimonial campaigns, this question is a critical one to ask since it brings all the pieces together for your showcasing your product or service.
Your brand or organization may be the best out there, but a customer discussing how your team helped to troubleshoot an issue or how your product or service was able to solve their problem quickly and efficiently will better distinguish you from the competition.
Still feeling stuck? Remember to always keep in mind how you want each response to appeal to prospective customers or clients, and this will help inspire new and unique questions to ask when creating your campaign.
3 Ways to Promote Your Next Customer Testimonial Campaign
There's nothing worse than building a solid video testimonial campaign, only to come up short on the number of quality submissions.
And after seeing firsthand what great testimonials look like, you may be unsure how to go about promoting your campaign to encourage maximum participation. That's why it's critical to have a solid strategy in place for promoting your campaign, so you get that quality content from your customers.
Here are some of the best ways to promote your next customer testimonial campaign:
1. Display calls-to-action on your website
This is a critical one, since having website testimonials front and center can make all the difference in converting visitors into paying customers later on.
To get those testimonials, be sure to place eye-catching calls-to-action buttons on customer-facing pages, customer reviews pages, blog posts, or in modal windows. This is a simple and effective tactic to increase campaign visibility and reach your audience.
2. Send out a dedicated email blast to your customer database
While there are several different ways you can integrate your video testimonial campaign in your email marketing strategy, it's important not to take a "one size fits all" approach.
For instance, since all of your customers aren't necessarily going to have the same persona-based characteristics, it may be best to target each appropriately. Rather than sending one email about your campaign to your entire customer database, build sub-campaigns based on service type, product categories, etc., and then send a dedicated email to each segment announcing the appropriate sub-campaign.
3. Get social!
You're probably well aware of the value behind social media, but we can't emphasize enough how important it is to leverage these channels to promote your campaign.
Granted your results can vary depending on the number of fans and followers you've acquired, so be sure to get creative with your messaging, utilize relevant #hashtags, and – if you're budget allows – consider Facebook and/or Twitter ads to help reach those customers who aren't yet active followers.
No matter what your industry, service or product may be, when it comes to campaign promotion, it all boils down to whether you know your audience. This will not only be a key factor in determining how and where you choose to promote your campaign, but it will also help determine the overall success of your video testimonial campaign.
4 Video Testimonial Advantages to Consider
Video marketing is an incredible digital marketing tactic that can reinforce any strategy, no matter the industry or products. Video testimonials, video interviews, and product highlight videos are just a few types of video marketing styles, each with its own unique benefits and advantages. Video testimonials have long been one of the most effective video marketing tactics, as it helps build customer awareness, educate customers about a product or service, and develops trust. Here are four advantages of video testimonials to consider as you begin to plan your video marketing efforts.1. Brand Credibility
Video testimonials give brands the ability to not only show off their products and prove their worth, but it's also a chance for a business to convey their underlying goals and mission, helping prove that you genuinely care about the particular problems faced by your target customer. The last thing you want to happen to first-time visitors is for them to be confused or unsure by your product. Video testimonials can help eliminate any confusion about how a product or service works by proving its effectiveness and helping your brand build credibility in the process.2. All-Important Human Touch
It's difficult for consumers to look at an online brand and its products the same way they look at brick and mortar stores that give them an in-store experience. Because of this, and because the in-store method of buying goods is the established way to purchase items, consumers tend to put more trust towards the in-store experience. You can change their minds with a well-executed video testimonial. Video testimonials give brands an opportunity to put a face on their business, whether it's done by loyal customers, employees or the company's CEO, video testimonials help humanize a brand and gives consumers an easier way to relate.3. Garner Interest
Creating a genuine and engaging video testimonial combined with a powerful sales pitch makes using video testimonials an excellent way to create interest in a brand and what they offer. Testimonials are one of the most clever ways to pitch a product or service without being overtly sales-orientated.4. Leverage Yourself As A Leader
It's important to showcase video testimonials that cover each of your products or services and their features and benefits. This not only makes your entire brand seem more trustworthy and transparent, but it also brings a brand a certain level of respect, and through consumer respect a brand can leverage themselves as industry leaders. People respect a company more when they're given genuine reviews through video as opposed to just typing up an article. A review article can be written by anyone, including the company itself, which is why being able to leverage yourself as a trustworthy leader is one of the most powerful video testimonial advantages there is.4 Ways To Help Your Video Testimonial Conversion Rate
Is your video testimonial conversion rate not looking so hot these days? We know that video has a lot of marketing power. According to ReelSEO, consumers who don't watch the video are still "converting at a significantly higher rate" than shoppers viewing a page without video. Why the success? In the case of video testimonials, it stems from you allowing consumers to connect with each other. To hear more than the usual salesy stuff from people who they can see themselves in when they're figuring out what makes your brand worth investing in. So, what happens if your video testimonial conversion rate isn't doing so well? Does it mean that testimonials just aren't for your brand? Before you jump to conclusions, there are a few factors you should look at. More often than not, it's only a matter of making some minor adjustments to get you back on track.Knowing your audience
One of the fundamentals of great video, or connecting with your audience, in general, is knowing them on more than a surface level. You probably have the basics down - highlighting the demographic you should be focusing on. But if you're missing the details, there's a very good chance the testimonials aren't going to hit home. These details include everything from the problem your brand's going to solve for consumers, to what you can give them that your competition's lacking. When they're viewing the testimonials you're displaying, they need to not only connect with the person speaking - what's being said also needs to resonate enough to mobilize them. The only way you're going to get that kind of content in your videos is by knowing your audience, which will allow you to ask clients who have agreed to record a video the right questions.Placement
How are you displaying your testimonials? If you don't have a plainly visible link - there's your first problem. Consumers shouldn't have to hunt or wade through clutter to find them. Another common issue is the visual appeal. The page itself should have a tidy, simplistic design to keep the focus on content. It's a great idea to use colors that match the logo your brand's known for in order to keep up continuity.Make them relevant
Keep your videos relevant. Not just the topics and questions, but also make sure they reflect what's happening with your brand. Rolling out a shiny new feature? Great! Invite clients to test it out and record their thoughts. New initiatives, campaigns, feature updates - have the potential for great video testimonials. If you don't continue asking clients, and instead stick to the same handful of videos, you're going to miss out on showing off the great work you've been up to.Trying to cover too much ground
Video testimonials that attempt to cram in every detail about why your brand is great are doing more harm than good. Video that tries to hit too many points tends to lag. Or worse, the recorder will begin to ramble and go off on tangents that have nothing to do with the topic at hand. It's best to keep the focus on one thing - one aspect of what you do well and why your client thinks it's worth sharing in a testimonial. Don't try to make one video do the work of five. Keep it focused and keep viewers from clicking away in confusion.5 Actionable Video Testimonial Tips
Because of the increasing popularity of social media and review sites, having customers voice their honest opinions of a brand's product or services in a natural way is an integral part of an effective digital marketing strategy. But it's not just their voices. Your customer's faces, personalities, stories, emotions, and achievements are all things that can't be captured in an article or blog post. But user-generated video testimonials, on the other hand, provide a perfect way to show prospects how well your product or service works by offering authentic testimonials straight from the mouths of current customers. Need actionable video testimonial tips that you can easily apply right now? No worries, we have you covered.1. Draw prospects in at first click
Make a positive first impression on new consumers by inserting an engaging video testimonial on your website's homepage.2. Make your video testimonials easy to find on your website
If your product or service just happens to be truly awesome and you've accumulated tons of video testimonials, make sure to add a way for visitors to sort through those videos using keywords. This is an excellent tactic for brands who offer multiple products.4. Use captions
Play around with engaging video captions to entice visitors to actually play the video, such as a compelling quote from the reviewer. Mix it up to find the type of captions that garner the most views and yield the best results.5. Insert a call-to-action in every video
The purpose of video testimonials is to show off the true value of a product and how it can help people solve their problems. Make it easy for potential customers by inserting a call-to-action directly linked to your products, web pages or landing pages. Calls-to-action can be embedded on the actual video using a stylish, clickable annotation, or by simply inserting a link directly below the video. Use both tactics for optimal results.5. Get social!
Don't just hoard all of your testimonials on your website! Submit them to Vimeo and YouTube, and share them on your social networks. (Bonus tip: If you first submit the video testimonial to YouTube and then use the embed code to place the video on your website, the video will instantly be indexed and found by Google.)5 Benefits of Video Testimonials That You May Not Know
According to Business 2 Community (B2C), communicating your customers’ successes can be the strongest marketing approach out there. Nothing sells your product, service, or organization better than than promoting the positive experiences of your existing customers or clients. Video testimonials are a prospect's mental guarantee that they are about to make a good buying decision by investing in your offering. Think about it. How many times have you been hesitant to make a decision concerning a matter of importance, only to be influenced by the favorable experience of another? Buying a car, choosing a real estate agency, purchasing an insurance policy, a power tool - you name it. Chances are good that at one time or another, an outside influence helped to push you over the buying decision edge. But the key to video testimonial success is in how you deliver said testimonials to your prospects. It’s estimated that Americans watch more than 1.3 billion videos online every day. This staggering figure demands that video should be a staple in your marketing arsenal. Therefore, recording your customers’ experiences on video is the way to go. Need more convincing? Here are five key reasons or benefits of video testimonials that you should consider:Mainstream
Today, video is quickly becoming the primary media by which people are receiving their information. Be it on YouTube or on your webpage, people prefer to watch video over reading [a form letter] or just listening to audio (e.g. radio).Credibility
Regardless of the quality of the video (you do want it to look as good as possible, however), having a person appear in person on video lends a tremendous amount of credibility to what they're saying.Connection
Humans are social creatures and we tend to connect with faces. When your customer appears on a video, the viewer is more likely to make an immediate connection with them and take them at their word about how and why your product or service is the best.Entertainment
Video has a certain entertainment value and people like to be entertained and are more apt to remember what was said and why. You can’t stress enough the importance of entertainment.Longevity
What goes on the internet, stays on the internet. Unlike expensive radio and TV spots that have to be purchased over and over again, videos, especially those on YouTube, are forever. Once uploaded, your customers’ success remains until you take it down and there are generally no costs associated with your testimonial videos remaining available for as long as you want them to. As you can see, there are many benefits to video testimonials, as it's a powerful marketing tactic that can last for years at little or no cost to you. (For help in creating your testimonial videos, contact us today.)Choosing Great Testimonial Videos: What You Should Keep In Mind
Testimonials are, perhaps, the best way to convey to your potential clients the true value and quality of your product. More often than not, a user-generated video can seem far more trustworthy to prospects than anything your sales or marketing team can create, because testimonial videos create an authentic connection between a prospect and the person giving it. However, not all testimonial videos are created equal. Some will be more effective than others in driving results, i.e. new customers or clients. We've discussed in the past different ways you can coax and lead your clients to provide you with the highest quality testimonials. But once you've gathered a number of testimonial videos, you're going to have a choose which ones to feature most prominently on your website. You could select a few at random, but an informed decision will be much more prudent and will likely have better results, right? A great testimonial video will have a number of factors which set it apart from the rest:It backs up the claims made by your marketing.
Choose a video that highlights the specific features of your product or service that you've also promoted in your marketing efforts. The words of your customers should always align with your messaging.The best video will come from someone your core consumer base can relate to.
You know your demographic. So be sure to feature testimonials from people in the same income bracket, the same cultural niche, the same age range as your consumer base, or with any other demographic information that's relevant to your brand.Comparison to other products or services is huge.
Featuring testimonials that specifically compare your product or service to the competition has its benefits. For instance, it adds even more credibility if the client has tried the other option(s) mentioned in the testimonial footage before discovering you! Following these guidelines, take care in recording how different featured videos affect your customer conversions. And don't be afraid to experiment and see what works best for you!Good Customer Testimonial Videos Make A Difference
Marketing is the primary way companies are able to make a profit. And since society progresses as technology progresses, if companies can't keep up with evolving marketing methods, they're more likely to lose out on potential business. One of the most popular ways technology has progressed is with videos such as video blogs, or videos containing customer testimonials. In the past, it was common to see text-based customer testimonials featured on their websites. Due to the progression of technology, video testimonials are becoming a more popular and engaging alternative. There are so many products on the market that are just placebos, so people tend to be skeptical before purchasing a product or service. One of the many things people consider before taking the plunge are reviews and feedback from actual customers. Some good customer testimonial examples should include the following:The customer should be energetic, but not TOO energetic.
If they're excited about it, the chances of others getting excited about it are more than likely to increase. However, if their praise is over the top, their testimonial will come off as fake, which leads to...The customer should be genuine and real.
People naturally relate to real stories about real people. Even the slightest bit of exaggeration is easily picked up on. The majority of consumers do not look like celebrities. In that same respect, be sure to feature a variety of customers in order to appeal to the masses. If the customers seem real, the chances are stronger for people to believe in the organization, service or product results.There needs a be a variety of stories.
Everyone is different and everyone has different backgrounds. Therefore, it's important to have many different types of stories. Rule of thumb: A good variety will attract a good variety of website visitors and prospects. These are just a few suggestions that show how customer testimonial videos can be successful. Improvement should always be something you should strive for, though, regardless of sales.How Customer Testimonials Can Improve Website Credibility
Consumers are more skeptical nowadays when it comes to what they see online. For instance, while you may have the best product or service out there, they can be wary of what they perceive as outlandish claims, too-good-to-be-true experiences or prices, etc.Yet despite countless options and competitors to choose from, providing customer testimonials on your website can play a huge role in the overall impression of your brand and, ultimately, influence prospect actions. So what's the driving force behind that next click, download or registration? Let's take a closer look at how customer testimonials (and more specifically, video testimonials) can improve website credibility.1. They're authentic
How often do you surf the web and find real testimonials from real customers? Probably not often enough! The practice of "buying" testimonials is becoming more and more common, and prospects can usually tell when that product review or success story being presented to them is scripted and produced by the company itself, and not from an actual customer in their own words. So why not provide an easy-to-use tool for customers to capture and submit their own personal experiences?2. They showcase your expertise and proven reputation
Your visitors want confirmation that what you provide is not only better than the rest, but right for them. Give them the opportunity to read or watch testimonials from satisfied customers or clients that can vouch for your organization's expertise and reputation. The more you can demonstrate your value, the more likely you are to see an increase in conversions.3. They help establish trust
These factors for improving website credibility lead up to one of the most important aspects of all — trust. If your website visitors don't believe what they see, they're very likely to disappear with the click of a mouse. Customer testimonials can improve upon the believability factor since the evidence is front and center for prospects to read or view. Bottom line: Your website visitors want to know you're "for real" and can deliver what you promise before they make a commitment. Now it's up to you to prove it.How to Create a Video Testimonial Without Investing Hours of Time
There's plenty to be said about how to create a video testimonial - but how about creating testimonials that aren't a drain on time? Here are some tips on how to do it the easy, and right, way.Choosing the right setting
Knowing ahead of time, the type of environment a video testimonial should be recorded in is key. If you're at an event or engagement with peers and are able to grab a testimonial on-the-fly, it's okay if it comes out looking a little rushed because you're mostly going for a quick clip in that type of situation. But ideally, testimonials should be recorded in quiet, well-lit spaces. In an office, at home - wherever it may be, it's important that it's quiet so viewers can easily make out what's being said, and well-lit, so the person doesn't come across as suspicious.Recording convenience
Recording video testimonials would be a huge hassle if it involved lugging around expensive equipment to pull one off. Can you imagine all the time it would take, as well as the cost? Now they can be recorded on a phone or tablet, from anywhere, or easily accessed through a click-through link on a website. There are plenty of options, which is a great way to cut down on any time crunch.Knowing which points to hit
Narrowing down the focus of each video is an important way to save on time - and frustration! Testimonials, as a rule, shouldn't be long-winded. They're meant to introduce the person, speaking, which will give insight into why what they have to say matters, and then move on to give the testimonial in under a minute.One testimonial shouldn't be doing the work of five.
Rather than trying to say too much, and cram too many points into one testimonial, limit the focus to one point that can be explained without the temptation to go off track and blur the initial point being made. It'll save a lot of time that would otherwise have to go to editing, and makes for better video!How to Make a Customer Testimonial Video The Easy Way
It goes without saying that you have a lot going on. Why not take down some tips about how how to make a customer testimonial video the easy way? Keep the process simple and pain-free for you and your customers, and not only will it yield great results, but it'll make customers more likely to work with you again, should you ask.
Knowing when to ask
One of the best tips for leveraging customer testimonial videos is to be proactive. It's great to get in the habit of asking for them, but you should also make it easy for customers to come to you. If you don't have a space on your website for customers to come to you with feedback, what are you waiting for? You're missing out on the chance for them to come to you, for them to let you know the ins and outs of their experience. That point of contact can be a great time to follow up, asking if they'd like to record a video that'll let other people know what you're able to do for them.If you're seeking out customers for testimonials, here's a few basics to keep in mind:
How long have they worked with you? If the answer is less than at least a few months, it's probably too soon. Make sure they've been with you long enough to have a clear idea of what your service can do for them, and why you're the best at what you do. Have you asked them to preview a product/service update or new feature? If not, again, you're missing a great opportunity! Asking a few longtime customers to test out your latest update ahead of its release not only makes them feel valued, but their thoughts will make for a great testimonial.Providing guidelines
Instead of getting into the great testimonial script debate, keep it simple and offer guideline, instead. Scripts catch flack for making testimonials sound manufactured. Guidelines, on the other hand, address the structure of the testimonial, and how you'd like them to go about it. This can range from asking them to state information like their name, age, or location at the beginning of the video, to including a time limit. Guidelines aren't meant to tell your customers what to say or how to say it. That defeats the entire point of having their real, fresh perspective. They can make it easy on you and your customers by giving them a rough outline of how to format what they have to say. That way you won't be receiving video that needs timely edits, and customers will find the process easy, and one they'd repeat.3 Must-Follow Video Testimonial Guidelines for Your Upcoming Campaign
The impact of a video testimonial cannot be underestimated. For one thing, a whopping 65% of those who make up the viewing audience are visual learners, according to a Purdue University study. But not all testimonials are created equal. Some video testimonials are more believable, and therefore are more valuable to the marketer who leverage them to help generate business. So, just what makes the difference between a good or not so good testimonial? Here are 3 video testimonial guidelines you should reference when planning your next campaign.1. Genuineness
Sincerity, honesty, and humanity are all important characteristics for any video testimonial. People who are seen as “real" and not putting on a show are viewed as believable. Some people are naturally more relaxed and authentic, even when the cameras are rolling; whereas others may tend to be overly stiff and want their words to be perfect and polished. To ensure the delivery is more credible, avoid using word-for-word scripts, although the person should have some idea of what they may say (more on that next). Advise the person to visualize the camera to be someone they know -- like a friend or loved one they are communicating with. Lastly, let the person know that, above all, you want their honest assessment of your product, service, etc.2. Provide a general outline of the video
Although you don’t want the video scripted or "acted” out, you also don’t want the individual suddenly thrown off kilter by something unexpected. It’s true that nothing in a video testimonial should throw a person off, since they will just speak about what they know. Right? Well, you never can tell what may unnerve or possibly distract the person from their train of thought. So, while you won’t give word-for-word details, present a framework outlining the production and objectives of the video.3. Ensure the video quality is excellent
We’re going for natural, genuine, and unscripted in the content area, but we don’t want sloppy in the video department. In other words, colors, lighting, background – all of this must be harmonized to produce a distinctly exemplary video testimonial. Luckily, the camera quality on most smartphones and computers has improved significantly over the years, so grainy or pixelated footage is unlikely. However, when embarking on a user-generated video testimonial campaign, be sure to ask your customers to record their testimonials in well-lit areas with minimal background noise. Video testimonials have real potential to impact consumers. Making these tips part of your strategy will help ensure you receive quality submissions that can be leveraged to attract new business.Qualities of the Best Video Testimonials
According to a survey of consumer preferences, 92% of people now read online reviews about products and services before purchasing. Furthermore, the degree of trust in online recommendations is fast-growing as more and more consumers use the internet to do their research. In fact, more than three-quarters of them trust online reviews more than personal recommendations. So it's a no-brainer that you should place your best testimonial videos front and center on your website. What the best customer testimonial videos have in common is that they're believable stories about the usefulness of your product or service. Here are some specifics:- The most effective videos are personal, authentic, eye-to-eye statements by satisfied customers. (Tip: Steer your customers in the right direction with these three video testimonial questions.)
- The video format intensifies the testimonial because the customer can see the speakers and judge the sincerity of what they are saying from facial expression and demeanor.
- The written word is generally perceived as less reliable than video.
- The best customer service videos are shot with simple equipment.
- They are most effectively shot in the home of the subject or a familiar kind of neighborhood location far from a studio.
- Viewing the most effective testimonial videos confirms the impression that a quality video can be shot with a cell phone camera or simple small hand-held camera.
- Pieces can be stitched together with simple video software to make a short and powerful statement.
Surprising Video Testimonial Benefits for You to Consider
When we talk about video testimonial benefits - some are more obvious than others. Obviously video is great at doing what text, alone, can't. And with the ease of sharing and getting the word out about your brand from the people who love it the most, it's no wonder that testimonials have taken off. But what about some of the less discussed benefits?One of those benefits is the way testimonials solidify existing and new relationships with clients.
In order to receive video, you have to be engaged and actively reach out to your clients. In the process, you'll be getting to know more about them. In the scramble to keep up with all of the aspects of your brand, those relationships are something that can fall by the wayside. It's important to be reminded that if we're not checking in, in this case, for feedback about testimonials, we should be making it a priority.Not only that, but clients appreciate you wanting their feedback.
They want to know that you value what they have to say. It shows dedication to the customer experience, which is something many brands fall short on. Often, it has to do with fear of hearing something negative, or losing sight of the fact that we wouldn't be where we are without those customers, who we're neglecting in some ways.Testimonials place the focus back on priority number 1: customer experience.
The truth about testimonials, is that the majority of people you ask will be happy to record something for your brand. It's the reason they stick with you, and plan to do so in the future. But what about negative feedback? If you make it clear to clients that you're open to feedback in the form of positive testimonials, it also makes them more willing to come forward if something negative does occur. Instead of Tweeting about it or abruptly closing their account - imagine if they came to you first. If they gave you the chance to look at what happened, address it appropriately, and actively work to make sure it doesn't happen in the future. That's a lot of power, and something that you should strive for. When you open your brand up to accept positive feedback in testimonials, you're also being given the chance to show that you care about the negative as much as the positive. That you view their experience as priority number one at the end of the day. It's the way things should be across the board for brands - and if it's not, testimonials can serve as a great reminder.The Best Kept Secrets About What To Say in a Video Testimonial
There are no set rules about what to say in a video testimonial. Which, if you're just starting out, is both good and bad news. On one hand, if there were, it would get boring pretty fast, right? On the other, that means you need to have an understanding of what viewers need to hear. Here are a few examples of the best things to say, along with the different ways to get them.Sometimes you need to let a natural do their thing to get the best results
There's always a debate about using scripts for testimonials; when to use them, if they should even be used at all compared with an outline, which gives a general overview without sounding forced. Sometimes, though, you need to let the speaker go without direction. Testimonials rely on fresh viewpoints from people who can say things in an enlightening or captivating way. And this might not happen very often, but it's something you'll begin to spot as you get the hang of things. You'll find there are certain people who are born to give video testimonials. They're great speakers, at ease, undaunted with summing up their thoughts and recording them. When you find these people and tap them for a testimonial or longer video, the best thing you can do is let them go and stand back to watch them work their magic. They're likely to come up with things that you haven't considered, to look at your brand from a different angle, which is invaluable and something you'll want to make the most of.Stay away from generic descriptors like great or best ever
That being said - you're not always going to have clients or peers who are gifted speakers. They're going to need an outline, or a question or two that'll serve as a prompt. Your job is to make sure you stay far, far away from generic descriptors for your brand. Words like nice, great, or best ever are so overused at this point, that you're running the risk of viewers thinking your testimonials are fake. If you provide a general script for them to use, make sure you allow them to come up with their own descriptors to detail what you do. You want your clients to say what they really think, in terms that come naturally to them. Using terms that sound manufactured are going to turn off viewers and you risk losing their trust in the process.The Do's and Don'ts for Creating Video Testimonial Scripts
To script, or not to script? That is the question...
The words "authentic" and "script" don't necessarily seem synonymous when it comes to user-generated videos, and many assume that scripting out what your customers should say is big no-no.
Or is it?
Yes and no – it depends on your approach and what you want to get out of the videos. BUT, should you choose to provide a script for your customers to follow, there are a few conditions and considerations to keep in mind so you can steer clear of getting not-quite-so genuine results.
Here are a few do's and don'ts when it comes to video testimonial scripts:
DO give them the questions, but DON'T give them the answers
Don't tell your customers what you want to hear word for word, since they'll likely repeat your script verbatim. While you may think doing so can put some of your more camera-shy customers at ease, viewers can easily tell when it sounds and/or looks like someone's reading from a piece of paper off to the side of the screen.
Give them the question, a brief description and let them do the talking. Remember, the most critical component in ensuring you receive quality video submissions depends largely on the question you ask. This is how you get those valuable insights from customers and establish credibility with prospects.
DO provide talking points to support your questions, but DON'T include sales-y buzzwords
Similar to how looking at a blank page and writing an essay can seem intimidating, so too can recording a video without a jumping off point. Help them get the ball rolling with a few key phrases to support your question and description.
For instance, when asking a question such as "Why would you recommend our product/service?", you can include something in your description to support your question, like "What makes our product/service different/better than the rest (customer service, easy to use, etc.)?"
However, be sure not to encourage customers to use words that don't sound organic or natural, since these can appear forced. A phrase like "best deal ever" can be a red flag to the end user, so words like this shouldn't be included in your script.
Remember, it's all about the intention and approach. Your video testimonial script should always be a guideline used to provide the recorders with direction so they can speak about their experience in their own words – AND in their own way.
Tips For Video Testimonials: 3 Creative Ways to "Ask"
There are plenty of tips for video testimonials; specifically how to ask and receive great video for your site. Some of the more common ways include asking on your blog, and sharing the link to your site where they can record using a video testimonial app. But what about in person testimonials? How can you be sure you're ready at a moments notice when someone has something great to say? Here are my tips so you're never unprepared!Through social media
If your brand is active on social media, you're probably being presented with reviews and comments that would make great testimonials. The key to turning a glowing review into a testimonial is all in the asking. In order to make it happen, your brand should be on top of social media. Instead of asking after a review has been sitting for months, you'll want to get in contact with the person who left it sooner rather than later. That'll mean the testimonials you receive are fresh while showing that your brand is on top of social media and actively interested in hearing what consumers have to say. Reaching out to ask via social media only takes a matter of seconds, and will do a lot more for your brand than just leaving up the text review.At events with industry peers
The golden rule of getting great testimonials at a moments notice? Always keep a recording device, whether it's a hand held camcorder, your phone, or tablet, on hand to capture comments about what your brand does best. These testimonials don't have to be perfect and planned out, and that's the beauty of them. You're surrounded by peers and friends who know your product or service inside and out, and you have established relationships that make asking easy. All it takes it keeping your phone or other device on hand, prompting them with a question or great thought they'd shared recently, and you're looking at receiving pretty valuable video.From the comfort of your office
This way to ask is piggybacking off what I discussed above. It might not sound like the most creative way to go about things, but being prepared from the comfort of your office can get overlooked, and is important in receiving testimonials on a moments notice. Keep your phone or recording device handy so you can say, I really like what you just said/have to say. Would you be okay with saying it for a testimonial? Clients are generally more than willing to shoot a quick video, allowing for you to showcase their fresh perspective with people who are taking their first look at your brand.Triple Your Video Testimonial Conversion Rate with 1 Painless Trick
Once you decide to invest in some video testimonials, you'll have a lot of decisions to make. How will you go about getting these rave reviews? What will you offer your customers in return? And how exactly are you supposed to pick the best video to put on your home page? All of these questions aside, there's one trick that can triple your video testimonial conversion rate, and you don't have to do any extra work for it, either. Of course, there are a lot of things you can't control, like what kind of submissions you might receive from your customers, but there is one thing you can do to narrow down the most likely successes -- even if it's a little uncomfortable to talk about. Without making any judgments about men and women, studies have shown that video testimonials featuring males convert better. In fact, one instance showed that a female-narrated video converted at under 3%, while a male-narrated video converted at over 9%. But it's also worth noting that while male narrators tend to have better conversion rates, this isn't always the case. If you're selling a product geared towards women, it's likely that having a male in your video won't be all that effective. None of this is to say that you're always better off choosing a male or a female. Instead, the key takeaway is that you should always test this variable just like anything else you would split-test in your marketing. Which gender converts better for your business? The answer may surprise you, but the potential return on investment is worth the test!Using Smart Customer Testimonial Page Design to Maximize Impact
We've said it before and we'll say it again: Customer testimonials, if done right, are an incredibly powerful marketing tool because they build immediate trust and credibility in your company and your product. In fact, according to Kissmetrics, over 70% of Americans will look at a product review or testimonial before buying. You have a vested interest in customers liking your product. You are biased. Other customers don't share your bias, though, which lends power to testimonials. Testimonials are free; positive testimonials can help you convert leads; and negative ones can give you valuable feedback. If you're not using customer testimonials on your website, you should add them ASAP -- it's a quick, simple and free way to strengthen your branding and marketing. And while the quality of your testimonials is crucial, so is the page design where these are housed on your website. However, not all customer testimonial page designs are created equal. Make sure you're leveraging this powerful tool in the best way possible, rather than just taking up space on your landing page. Design is important to consider for all aspects of your website, including testimonials. Not only is it important for testimonials to be attractive and easy to read, design decisions can actually impact how trustable testimonials seem to viewers. And when it comes to testimonials, trustability is key. Here are some tips on how to create an effective, well-designed customer testimonial page:Place testimonials near every call-to-action, as well as on a separate "Testimonials" page.
Keeping testimonials visible on every page, especially near calls to action, will help keep visitor confidence high as they browse your site. Likewise, where specific aspects of your product are addressed, place testimonials that speak to those aspects. This will increase the credibility and impact of other promotional content. Always include a separate testimonials page so that interested customers can see, at a glance, what others are saying.Use pictures to boost testimonial credibility.
Consumers are wary of fake testimonials, and the internet is flooded with them. How can you make yours seem more trustable? (Of course, you should never fabricate testimonials.) Since research has shown that images placed next to text information make that information more believable, be sure to enhance your own customer testimonial page design by adding applicable imagery as well. This will help increase trustability and add weight to the "social proof" being offered in the testimonial. To leverage social proof even more, be sure to also feature testimonials that are "person-based," i.e. including a large photo of the reviewer and some basic facts about them (where they live, what their occupation is, etc.). The more real and relatable the reviewer seems to others, the more impactful the testimonial.Keep testimonials short, simple and specific.
Reading testimonials shouldn't require much of a time investment. Use short, concise phrases that are easy for your website visitors to take in quickly. In addition, use testimonials that include specific details about the product. For example, "My conversion rate increased by 47% after implementing this product," is more impactful than "I love this product and would recommend it to all my friends." (Don't forget to include details -- like the reviewer's full name and job title -- to add authenticity.)Place your best testimonials in the center of your home page.
Testimonials really are that important. They should be immediately eye-catching because they have more power to influence potential customers than your website's copy does. This will keep your credibility front-and-center in viewers' minds as they read about your product or service.Consider adding video testimonials.
Video can be even more powerful than text, because there's no questioning the authenticity of the testimonial. Check out these video testimonial examples to get a better idea of what good video testimonials should look like. Because customer testimonials are such powerful marketing tools, it's important that you implement smart testimonial page design tips to make sure that you're leveraging them the best way possible. Bottom line: Add social proof to your product and convert more leads with well-designed, smart testimonials!Video Testimonial Ideas That Lead to Sales Conversions
When you ask customers for a video testimonial, you want to receive an authentic testimonial that increases sales conversions. Easier said than done, right? So how exactly do you make sure that your customers provide you with videos that are not only authentic and natural, but also lead to increased sales? The following video testimonial ideas will help you ask for and receive video testimonials that are informative, interesting, authentic, and specific to your business.1. Forget the script
Instead of asking your customers and clients to read from a script, ask them to share their thoughts verbatim. Video testimonials are more powerful when they come across as conversational and authentic. You want potential customers to have an emotional response when viewing your video and the best way to do this is through a user-generated video.2. Offer prompts
Many customers who love your products or services may avoid leaving a video testimonial because they feel uneasy about the process. They're not sure what to say, so they end up making general comments without going into greater detail about what makes your product or service different from your competitors. To simplify the process, offer prompts to help your customers articulate their thoughts. Make sure that the prompts do not feed keywords or soundbites to your customers, however. It's important that the customers share their own personal experiences and sound unrehearsed when doing so.3. Focus on a specific service or product
One way to create video testimonials that stand out and lead to sales conversions is to steer customers towards a specific service or product. Help guide your customers towards providing a testimonial that showcases the most marketable aspects of your business with questions such as, "What was your favorite part of our [BLANK] webinar?" or "How did our [BLANK] services impact your quarterly sales report?" This is especially valuable when you want to use video marketing to increase sales of a single product or single service. Remember, the more specific you are when providing questions, the more specific your video testimonials will be. Utilizing these video testimonial ideas will ensure that your business has video testimonials that speak to new and potential customers.Video Testimonial Tips: The Key to Effective Storytelling
What makes a great story? What about it caught and held your interest? We have a few video testimonial tips for effective storytelling. In the same way we use stories to pass on what's important, funny, or educational - your brand can be framing testimonials as another means to get your story out into the world.An engaged storyteller
Testimonials aren't meant to be too long, and it's for a good reason. Viewers should be able to get a sense of what your brand does well from a quick, engaging story or anecdote. Unless you want them tuning out or clicking away, the storyteller should be passionate about what they have to share. An audience is going to be able to tell if the person isn't too enthused, or, worse yet, being paid to give a scripted testimonial. They don't have to be a professional, like an actor, to get their point across. They simply need to be engaged with the topic, and it'll show through.Structure
Every story has a begin, middle, and end. Just the basics - it's a formula that's used every time we tell a story, without even having to think about it. In the case of video testimonials, the conflict of the story usually receives a lot of focus. You'll want testimonials which highlight conflicts, or problems in the lives of your clients in order for the testimonial to highlight how your brand was able to solve them. People are looking to you to fill a void or solve a problem; otherwise, why bother investing in you?Sticking to the point
One of the worst things to happen to a good story is rambling away from the main point. In the case of testimonials, this can be a killer. Whether they're discussing your top notch customer service, or your latest feature update - however long the testimonial is, it should always come back to a single main point.The danger of trying to say too much in one testimonial, is that you'll lose the attention of your audience, and end up with ineffective video that can't be used.
It's better to keep the focus narrowed and have one good, if short, story, rather than trying to make too many points at once.
3 Ways to Ensure You Get Excellent Customer Testimonials
Customer testimonials are important for sales because prospective customers see them as honest evaluations of a product or service, unlike a sales pitch or an advertisement that's expected to be biased. One way to get those excellent customer testimonials that are both useful and meaningful is to provide customers with some questions, generally on the business website that ask them to rate certain characteristic. Questions, such as, “Were our personal knowledgeable?” or “Was the service fair, great, or outstanding?” get the customer thinking of why they felt as they did. This evaluation will create much better and more "real" testimonials. You can then follow-up with customers who gave thorough and interesting feedback and ask them to expand further -- on camera. This will allow you to capture some really valuable video testimonials that don't seem rehearsed. Another way to ensure that testimonials are outstanding would be to not simply ask for a testimonial. Often customers aren't always sure what to say when approached with such a wide open request. Asking for a more specific evaluation can end up being much more useful. For example, “Could you describe the most important information our agent shared with you?” or “Would you share the new feature of our widget that you find the most exciting?” encourages the customer to think positively and tell a positive story. Again, reach out to some of your best customers and ask if you could video tape them giving some authentic feedback on parts of your product/service. Timing also matters. If a customer has spent a seemingly endless time at a car dealership and is asked at the end to write a testimonial about the salesman and the selection, nothing worth reading will be written. But, in a few days, a friendly phone call asking how the customer is actually enjoying the new car may be a very positive experience. At that time, the salesman can ask if the customer would submit a written testimonial or, better yet, submit a video testimonial of their feedback. Bottom line: Providing thoughtful questions, specific topics, and asking at a good time are all ways to encourage receipt of excellent customer testimonials. Please contact us for more tips on creating outstanding customer video testimonials.What Do the Best Customer Testimonial Videos Have in Common?
Testimonials are a powerful tool in the marketer toolbox. They allow you to put the previous experiences your customers have had front and center for prospective customers who might be sitting on the fence. And although text-based testimonials are useful, they fail to establish the personal connection that video testimonials are able to create with your intended audience. A video testimonial, however, from an actual customer is incredibly valuable. It allows you to not only show firsthand that your customers have benefited from your product or services, but it also increases brand recognition and credibility. But creating effective video testimonials can be difficult, since you want the testimonial to appear "real" and not rehearsed. So what exactly do the best customer testimonial videos have in common? There are several traits that all effective testimonial videos share.A Genuine Feel
Perhaps the most important aspect of creating a video testimonial is ensuring that it feels genuine to the viewer. If they suspect that the testimonial was nothing more than a friend doing another friend a favor, it will be much less effective. Try not to script testimonials too heavily and allow your previous customers to speak from their personal experiences with your product or service. Although it might seem intuitive to have a plan in place, a micromanaged testimonial will feel forced to your audience.A Personal Story
A customer testimonial needs to do more than confirm that they used your product or service and have positive feedback. What problem, challenge or decision led them to your service? How did they find your product? Why did they choose to buy it? Create a connection with your audience by having your customer relay a personal story of their complete experience with your company.A Professional, Imperfect Production
Professionalism is always incredibly important when creating video testimonials, and the quality of your video should directly reflect the quality of your product or services. Luckily, video testimonial software like Bravo can provide a more professional video production, without losing that authentic and genuine touch. Video testimonials create a simple face-to-face interaction between a prospective customer and a previous customer. Effective video testimonials will relay a professional video, with a genuine personal story that relates to how that customer came across and eventually used your product or service to improve their lives.What Makes a Good Video Testimonial? Secrets You Need to Know
What makes a good video testimonial? When brought together, certain elements have the power to make a statement that'll stick with consumers. So, how does the magic happen? Here's what you're going to need.Concise video has the most impact
Each testimonial has a point to make. Whether the focus is on your brands great customer service, or an awesome feature that deserves a recommendation - each video should focus on one point, and only that point. There's no definitive time limit for success. To put it simply, each testimonial should be as long as it needs to be. Concise video is able to hold the viewers attention. It doesn't wander or lag. Just gets to the point; doing its job with the efficiency that has made testimonials a go-to marketing effort.The real deal
This seems like a no-brainer, but it's worth mentioning! Good testimonials are genuine - simple as that. They aren't paid for or given in exchange for some other form of compensation. The obvious downside of buying testimonials is that consumers can easily sniff out when they're being lied to. More importantly - why would you want to buy testimonials? What is there to gain? Not only does purchased video pose a threat to your credibility, it also isn't capable of showing how truly great your brand is. Good testimonials come from users who know your product or service inside and out - and that isn't something you can buy.Address initial problems and overcome concerns
All buyers have concerns and problems. Which is where you come in. How can you help prospective clients? How can what you offer improve their life? Testimonials should touch on how you were able to solve a problem with your product or service - while alleviating concerns that come up in the buying process. Consumers who are wondering whether your brand is worth the investment of their money and time should have that question answered in each testimonial, no matter what the focus of the video may be.What Makes the Best Customer Testimonial Videos?
With all the video marketing available on the web, what makes the very best customer testimonial videos, i.e. the ones that will really stand out and get your brand the attention it deserves? An attention-grabbing customer testimonial is one with the "wow" factor in three key areas: testimonials from people consumers can relate to, great value demonstrated for the money, and inspiration for how to use your product or service. Whatever your product, a customer testimonial is going to end up lost in the crowd if the person recording it is not one that your intended audience can relate to. An overly polished presentation and flowery, stilted, or ostentatious language are things to avoid to preserve that valuable spark of connection with the viewer. The video testimonials that will stand out in your customers' minds are the ones that will make them feel like they're hearing the opinion of a friend or neighbor rather than a salesperson. (These 3 good video testimonial questions can help you steer your customers in the right direction!) Potential customers also want to know that your product is an excellent value for the money. Rather than making direct comparisons to competitors' products or pricing, encourage video testimonials that instead actually demonstrate that value in action. The best testimonials come from long-term users of your product and repeat clients who can offer real-life examples of how your products or services have benefited them. The final "wow factor" to look for is inspiration for use. Seeing how other people have used and enjoyed your services or products sparks consumers' imaginations. They want to picture themselves enjoying the same benefits! Seeing multiple exciting ways others have used your service or product also increases the perceived value of what you are offering. For the best customer testimonial videos that will stand out in a crowd, you need a customer that other consumers can relate to, examples of the value your product or service has, and inspiration for how consumers can benefit from what you offer. For more guidance, check out some of the best questions for video testimonials for more inspiration on how to encourage these factors in your own customer testimonials!Why a Website with Video Testimonials Will Convert More Leads
We're not telling you anything new: in today's digital environment, your website is and should be the centerpiece of your digital marketing efforts. That means optimizing your website for your visitors is crucial, especially if you are looking for it as an inbound marketing and lead generation tool. And as it turns out, including video testimonials on your site will significantly help you in that regard! Here are 3 reasons why video testimonials will convert more leads.1) Diverse Content
Let's begin with the technical benefit: today's internet users demand an engaging, interactive website. "Walls of text," regardless of how good or convincing that text may be, are simply not enough to convince your users that they should convert to leads, not in a world in which mobile internet usage has officially surpassed its desktop counterpart. Mobile users, and even desktop users who are adopting to similar browsing habits, do not have patience for text-heavy sites. Instead, they require diverse, visual content that keeps them engaged. Images fulfill this criteria, but the best and most engaging form of online content remains video. Websites with this type of diverse content outperform those still based on text a vast majority of times. At the same time, especially in a small business, you may not always have enough visual content to place into your website structure. Testimonials are a great, natural way to insert visual content into your site and diversify your content.2) Social Proof
But websites with testimonials aren't just effective in generating leads because of the type of content. Testimonials offer social proof, giving your products or services an air of legitimacy that they would not receive through mere claims (from your end) about their quality and functionality. Instead, you get to convince potential leads with real customers like them, who have used and benefited from your company. This type of social proof is absolutely crucial in digital marketing. Trust in digital marketing is difficult to achieve, and not just since State Farm introduced its "French Model" in 2012. If you can't substantiate your claims, and aren't large enough to rely on your brand reputation, your users will stay away. Social proof offers a significant remedy to this problem. In fact, studies show that 79% of consumers trust online reviews from complete strangers as much as they would trust personal recommendations from friends and acquaintances. As long as your reviews are believable and come from actual, current customers, websites with testimonials convert a higher percentage of leads than those without social proof.3) Emotional Connection
But that's not all testimonials can do for your websites. By allowing your current customers to get a word in about your company, you also build an emotional connection with future customers, who will feel more inclined to engage with your business (and turn into leads) if they build that connection. Testimonials build emotional connections through one particular method: storytelling. As it turns out, our brains are actually wired for storytelling, which is a rare method of communication that engages all of its parts - from emotions to analytical thought. As you probably know, believable testimonials don't just say "this product is great." Simple, sensationalist statements along those lines get caught in your visitors' BS filters, which is why detailed testimonials that include a specific situation in which your product or service helped a customer are most effective. When praise for your brand turns into storytelling, you know your testimonials will increase your lead conversion. In short, websites with testimonials can help improve your lead generation and conversion efforts significantly. Because they offer you the ability to diversify your content and build an emotional connection by offering believable social proof, your testimonials can be the key that unlocks your inbound marketing success.Why You Should NEVER Buy Video Testimonials
We've said it before and we'll say it again – video testimonials play a critical role in establishing online credibility. And it makes sense, since a testimonial that's visual and auditory vs. text-based can create a more meaningful connection between consumers (a key factor in why online video use has drastically increased over the past few years). But should you actually go the third-party route and outright buy video testimonials to display on your website? Sure – if you want to lie to consumers and damage your brand credibility in the process. Here are some drawbacks with paying for video testimonials:They're not authentic
Consumers today are smart and savvy online shoppers, so positioning paid-for customer reviews or testimonials on your website might not be the best idea. More often than not, your prospects can tell the difference between what's real and what's fake. And if potential prospects detect your testimonials aren't "real" or perceive your message as dishonest, get ready for your credibility to plummet.They're not genuine
How does this differ from the point above about authenticity? Simple – paid-for video testimonials not only lack that "real" factor, they also don't relate well with consumers. Think about it. Are you more likely to respond favorably to an actor singing a company's praises that was obviously scripted, or to an actual customer offering their genuine opinion and feedack? The latter is obviously more likely to resonate with prospects. When it comes to customer testimonials, that connection is what helps drive lead generation.They're not ethical
If the first two reasons weren't convincing enough, you should pay close attention to this one. When you buy customer testimonials, you also risk treading on certain ethical and legal waters. How so? Not only are your risking your brand's credibility by buying fake video testimonials, you're also in volation of a key portion of the Federal Trade Commision Act: Connections between an endorser and the company that are unclear or unexpected to a customer also must be disclosed, whether they have to do with a financial arrangement for a favorable endorsement, a position with the company, or stock ownership. Expert endorsements must be based on appropriate tests or evaluations performed by people that have mastered the subject matter. In other words, if you pay for someone to openly endorse your product, service or business, you're required by law to disclose that financial arrangement. This ensures a certain level of transparency with consumers, which is crucial. Bottom line: Your testimonial videos should always be real and relatable when it comes to positively influencing consumer buying decisions. While it may seem like you can save time by shelling out a few bucks for an well-versed endorsement, your consumers will likely know they're being lied to, ultimately costing you brand credibility. The question now is whether you're willing to take that risk.3 Ideas for Generating Stronger Video Testimonials
Marketers agree: Customer testimonials are the most effective type of video content. A survey by Ascend2 found that over half of marketers list customer testimonials as the most successful type of video they produce, just ahead of explainer videos and product demos. Why? They provide the first-hand feedback about products and services that skeptical buyers demand. Today's customers are savvy, and they can smell a sales pitch from a mile away. What they want are honest reviews from consumers like them. However, producing a good customer testimonial isn't easy. While they're considered the most effective marketing tool, they're also the most difficult type of video to produce. Here are three video marketing ideas to help you produce stronger video testimonials that will influence customers and drive sales:1. Be specific
Ask customers good questions to get specific answers about your products and services:- What's your name and profession (if applicable)?
- What product or service do you use?
- How long have you been using these products or services?
- How did it help you (save money/save time/make more money/do something better)?
- Would you recommend it to your family, friends, or colleagues?
2. Keep it short
Successful videos are concise, usually no longer than three minutes or viewers start to drop off. Generally speaking, shorter is better. A successful customer testimonial might only be 60 seconds long if the content is good and the customer is providing just the right information. If you ask specific questions to get the answers you need, the customer will be able to answer them concisely. This helps you avoid a rambling video that requires a lot of editing, and produces shorter content that's rich with information.3. Focus on results
People click testimonials because they want to learn about someone's first-hand experience using a product or service. If you can, encourage your presenters to share specific results or benefits. Some examples:- A mobile payments company - Have customers provide numbers about how many more sales they conduct using the product.
- A hair salon - Ask clients to talk about how they received above-and-beyond consultation, or show the details they like about the result.
- A moving company - Get customers to talk about the convenience of the move, the speed with which their items were delivered, etc.