You already know the importance of social proof for your brand. But did you know that customer testimonial videos give you one of the best ways to attract leads and increase sales?
No matter your company’s niche, your customers are your brand’s best advocates. After all, people trust their peers’ opinions more than anyone else’s. Therefore, persuasive videos can be a game-changer in terms of deeply connecting with your ideal customers.
Just like how professional video explainers focus on helping customers understand your offer or how company culture videos are about strengthening your brand, Testimonial videos are about helping potential clients overcome last minute resistance.
But that’s assuming you know how to leverage the style to suit your company’s needs.
In this article, we’ll go over some of the important elements your testimonial needs to be effective and explore some examples and lessons you can apply to deliver compelling testimonials for your brand!
Where testimonials fall into is the buyer’s journey
Not all content is appropriate for every part of the sales funnel. Buyer’s Journey – A model of the process a customer goes through when purchasing things – Explains several stages that customers go through before making a purchase decision:
- consciousness: Potential customers at this stage become aware of their challenges, problems or needs and start looking for possible ways to address them.
- consideration: Your potential customer evaluates and compares the best alternatives to meet or solve those needs.
- resolution: Potential customers now have all the information they need to make a purchasing decision.
As you can imagine, creating different types of videos suitable for each stage is essential to get the desired results.
Where video testimonials come into the picture
Testimonials work well in the decision-making phase. Now that the buyer is ready to buy, getting a quality certificate will often do the heavy lifting to nudge them in the right direction (for you direction).
Watching a compelling video about someone like him, struggling with the same challenges, and overcoming them with the help of your product or service is all it takes for most people to finally choose you among their options.
This is why most high profile brands upload some form of customer testimonials to their website or YouTube channel and share it on social media.
If your content is high-quality and well-targeted, search algorithms will help you reach the right people at the right time, which translates to better sales numbers.
Here’s an example to show you what we mean:
Standing out: How to create compelling video testimonials
To build powerful, targeted testimonials that connect with your audience and get results, you need to do more than have your customers talk about their positive experiences on camera.
There is already a conversation going on in your customers’ heads about their problems and possible solutions. Therefore, your video needs to tell a conversion story that answers their objections and addresses any questions about your products and services. A story that shows them what their situation might look like if they buy your product or participate in your services.
But what would it take to make such a client testimonial video?
Make them focus on the customer
Most other types of video marketing content, such as ads or traditional educational videos, center around your product and its features and benefits. Unlike these videos, your testimonials should focus on your clients: their stories, struggles, emotions, and successes you’ve helped them achieve.
In short, a great testimonial is about something other than you or your brand. It’s about how your brand can improve the lives of your customers.
People think about their problems more than anything else. So, watching someone around their age share similar characteristics and talk about the same issues and obstacles can create an instant connection and make viewers pay close attention to what your video is saying.
Focus on tangible results
Have you heard the phrase “Show, don’t tell”?
While most marketing videos tell potential customers what you and your products can do for them, customer testimonial videos Show what your products or services really are an act for others and how they positively impacted their lives.
Tell a story: show transformation
“Marketing is no longer about the things you make, it’s about the stories you tell.” – Seth Godin.
Humans are bound to be captivated by stories more than anything else. This is because stories are what drive emotions.
Storytelling is one of the most powerful resources for convincing potential customers of the benefits of buying your products. Give your testimonials about a powerful story of customer transformation thanks to your product or service.
Build trust, be honest
As humans, falsehood generates instant rejection. This is why credibility is one of the key characteristics of a good testimonial video.
If you haven’t collected enough social proof to create a powerful transformative customer story, don’t make a testimonial video yet. Wait for your best customers to show up. In the meantime, you can use other marketing videos for your sales funnel.
Check out this testimonial video by doTERRA.
A note on collecting good testimonials
If your product or service has really helped your customers overcome an important obstacle in their life, they will be happy to talk about it. However, there are some key aspects to consider when it comes time to sit down with the client and ask them to tell their story:
- Always ask for your feedback on your products or services: Submit a form with basic questions. The answers will help you stay in touch with the client’s needs, wants, and challenges and find potential challenges to meet with you later.
- Find the right clients To your testimonial: These are people who match your ideal customer profile, are happy with how your interaction went, and want to provide a detailed description of their experience.
- Ask them to participateAnd motivate them whenever possible: Tell them that they can help others find excellent solutions to their problems. They do it for free, so respect their time and provide a good experience during production. Also consider offering things like discounts or special deals to sweeten the deal and drive engagement.
- Make it about them: While it’s okay to highlight the benefits of using your products or services, the story and the customer should be the main focus.
- Create a detailed survey With specific questions broad enough to speak freely about their entire experience. Submit questions in advance so they can think ahead of time about what they are going to talk about.
Examples of client video testimonials (and why they work)
Well, you know a lot about the general aspects of creating great video testimonials. But before you go, let’s take a look at some great testimonial examples, see how these aspects play out in practice, and get some key ideas and takeaways you can use for your content!
Hubspot Integration – Customer Success Story
This certificate works for the following reasons:
- Benefits of storytelling: The customer clearly describes their initial problem and how they found a solution using the company’s services.
- The widget uses compelling visuals: It included footage of client-organised events, showcasing specific results by showing how the company was able to work with great clients thanks to the integration of the company’s platform.
- Don’t focus on the brand; Instead, it focuses on the customer’s problems and how the product helped them get a return from their marketing efforts to increase their revenue.
Amazon Seller Certification from the FBA Program
This certificate works for the following reasons:
- Benefit from one of the program’s unique selling points and benefits: It’s about how it led to a huge increase in sales. Shows how this brand can broaden the horizons of a product-based company – Exactly the type of customer they are looking for.
- Includes many customer voices: Instead of the company explaining the benefits of using their services themselves, they use the voices of their customers to articulate it.
- Showing multiple customers the same video can help you strengthen your brand’s view of a particular interest.
Yum Yum Videos customer story
This certificate works for the following reasons:
- Shows the customer journeyAnticipates any objections or questions a client might have about the way the company operates by taking viewers through the entire process of working with the brand.
- You benefit from several benefits at once: Showing the whole process of working together, it mentions the brand’s key unique selling points in different areas, such as quality customer service, creative process, professionalism, and actual results. This way, you can keep your video from confusing your viewer while still hitting several key points at once.
Freshbooks – Sarah, interior designer
This certification is effective for the following reasons:
- The ideal customer targets: By telling a personal story that many women can identify with, they present their product as a clearly effective solution
- Shows actual results Like effective and time-saving organization.
- it’s short: He tells you a whole story, but does it succinctly and without overstaying his welcome.
- It feels natural and original: You laugh and clearly show the target emotions (comfort, peace of mind), which makes the entire video more compelling from a potential customer’s point of view.
Nowadays, social proof often makes the difference between customers going to you or the competition. Customer testimonials can be boring, but they can also be a powerful tool for connecting with your target audience emotionally, creating brand awareness and helping your potential customers become real customers by making that final push.
The good news is that most companies get bored of doing this, so you have an excellent opportunity to stand out above your competition. You can actually Create compelling video testimonials for customers that will help you sell more if you keep these tips in mind.
Guest writer: Victor Blasco is a digital marketing expert, co-founder and CEO of Yum Yum Videos and Yum Yum Digital.