Testimonial videos are one of the most effective marketing tools you can include in your brand marketing strategy. But creating them is not always simple.
Video testimonials work well when you want to show your expertise and enhance brand credibility in the long run. Studies show that 90% of people trust online reviews from existing customers as much as recommendations from their close friends and family members. If your business is not getting online reviews, you are missing a huge opportunity.
What is a Testimonial Video?
A testimonial video is a type of video marketing in which customers talk about how happy they are with your business’s products and services. Although the format differs from that of a review. In a testimonial video, the reviewer is sharing their experiences in front of a camera. As a result, you can communicate a lot more than just text and images, making the message much more interactive.
Today, videos are one of the most popular types of content that people consume. The majority of people prefer to watch a video about something rather than read a simple text. Here are the top tips to create an interesting testimonial video.
Your Testimonial Video Should Include Customers who Represent Your Audience
Unfortunately, many business marketers have used fake online reviews to manipulate customers’ expectations. However, people are well aware of this, and they can determine whether or not an online review appears to be fake.
You should ensure that the individual you select for your upcoming testimonial video can speak for your target market. Contact your present customers and offer incentives to them to give a testimonial on camera and discuss their experiences with your business or products or services.
Be Prepared
It is a recipe for disaster to create a testimonial video without knowing what your existing customers will share about their experiences with your products or services. When you begin the whole process, you need to know what you want to talk about. However, using a script will result in the testimonial sounding fake or unnatural.
The ability to maintain a balance between being prepared and improvising takes practice. It is essential to maintain the right balance because the video testimonial is a powerful marketing tool just because of your customer’s unique personality and brand name.
Before recording the video testimonial, create a list of questions you want to ask about the subject and share them. Most of the time, it is best to structure the conversation like an interview in which you ask questions and the customer answers. You can edit the recording later to make it look like an interesting testimonial.
Another option is to pass the entire testimonial video production process on to a professional video editing company. The expert video editors there will guarantee you get high-quality, effective testimonial videos, but will come at a cost that may prevent you from repeating the process regularly.
Also, share these particular questions with your customers so that they are aware of the questions you will be asking them. Your question list doesn’t have to be followed, and in fact, you shouldn’t. Start your conversation and simply ask follow-up questions to your customer after they say something. The questions list is only to start a smooth conversation.
Always Focus on Your Why
Concentrate on the Why in your video testimonials. This is the most effective method for video testimonials. Viewers of your video testimonials are not interested in learning about your product features. They can easily visit your website to explore features.
Instead, to create an engaging testimonial video always discuss one customer’s issues and challenges, as well as how your product or service solved their problem. This sort of testimonial video will connect with real people seeking practical solutions.
You should ask emotionally based questions. Before you found our quality product, what part of your business was the most frustrating? Why did you start looking for a practical solution to this issue? What additional options do you have with our product or service? Keep in mind that product benefits, not features, are what your potential customers want to hear.
Build a Strong Emotional Connection
Create a connection with your customers with facts and figures about your business. Your testimonial videos may also include a few numbers, figures, and statistics, depending on your business.
Before the video shoot, you can discuss with the customers you are featuring to talk about interesting data and information that they might want to include in the testimonial video. However, you must first get to the heart of your target audiences before you appeal to their minds.
If your target audience can make a connection with your testimonial video, you will have an amazing marketing tool for branding. That is why it is important to create a solid emotional connection through your video testimonial.
Add a Compelling Call-to-action that Visitors can’t Resist
If you do not have a powerful call to action, you will lose some of your potential clients. The viewers of your testimonial videos should be encouraged to take specific action in support of your brand name. After watching your video testimonial, what do you expect from your viewers?
With a compelling call-to-action, you will be able to direct viewers to the next action and measure the success of your testimonial videos. A simple testimonial video can be effective, but adding appealing text and graphics can improve it. In addition to improving viewer engagement, the added visuals are an effective tool for highlighting key points or sharing statistics.
All of the mentioned tips come down to one important point: creating a video testimonial that connects with your potential customers. You can use advanced technology to create your testimonial video, but if your testimonial video is not creating an emotional connection with your potential customer, it won’t get you any business. Choose a professional video production company to create an engaging testimonial video.
Spending dollars on marketing may not be as effective as creating an engaging testimonial video. What factors affect your decision to buy or how you view a brand? Is it more likely for you to buy a product after watching an online video of customer reviews? If that’s the case, it is time for you and your unique brand to begin creating your own.
Final thoughts
Testimonial videos are an amazing way to enhance your brand recognition, customer retention, and conversion rate. Make sure that your testimonial videos are well-planned, feature real customers, and have an effective distribution strategy to reach your target market.