What could be better than having others (a real customer, just like any other customers you may have) talking about how great your product is?
Customer Testimonials, case studies and other types of third-party endorsements are a great alternative to encourage your prospects to say “yes” to your proposal, to achieve your marketing goals and -ultimately- to increase your sales. Join us in this article and learn 8 killer tips for creating a testimonial video that rocks the web!
Testimonial Videos: The Why
As we were saying, testimonial videos can help you a lot when it comes to building trust and informing your target audience about how good your product is. In this context, we can say that these types of videos work very well for the decision stage of the buyer's journey: remember that at this point, your prospects are aware of a certain problem/need they have, and found you among the most interesting alternatives in the market, BUT are not sure if they should go with you or not. So, testimonial videos are the “push” they need to take that next step.
Before making that key decision, customers tend to pay A LOT of attention to what other peers say. You can think about developing a short video (around 30 minutes long) with a client talking in front of the camera and telling the world how your product helped him/her to solve their problem. You can also develop some customer stories, which tend to be a little bit longer and are usually more comprehensive, to talk about the problem they had, how your product helped them and the results they achieved.
Just for you to have a clear idea, take a minute and watch this video - it represents perfectly the spirit of a testimonial video.
In any case, you have to be very careful and do things right in order to get the most out of this valuable tool. If you don't, you'll miss a great chance of connecting with your prospects in a key stage.
Here we are to help you with some useful tips to make a compelling and catchy testimonial video! Keep on reading!
Creating A Compelling Testimonial Video
Make sure you follow these tips in order to get to an engaging, trustworthy and memorable testimonial video that enriches your video marketing strategy.
#1: Make it human
If you want to get real and lasting results, make sure you make a real video, with real people. Of course you won't place cartoons or animations on screen! What we mean is that you have to give it that special touch and make it pleasant, enjoyable, credible and human. You have to generate that singular identification between the viewer and what they are watching on the screen.
#2: Put it in context
In order to give some context to the viewer, it's very important that you show some kind of geographic location or otherwise the place in which the video is taking place. This helps the viewer to have some “background” about the client and the story you're presenting.
#3: Prepare the questions with anticipation
This will help you to get the most of that instance and get all the information you need for developing a compelling video. Remember that the client (or any other person that will give the testimonial) is investing time to give you a hand, and it's the only chance you have to have them in front of you. Preparing the questions and having a general idea of the main topics you'll cover can also help you to “cross-examine” the interviewee.
#4: Send the questions to the interviewee
Make sure you send the questions to the interviewee in advance. This will help them understand and prepare the points that will be covered, and will help you both optimize the production time.
#5: Scout the possible scenarios
The background, the context and the overall composition of the video will be vital for creating an effective video. Make sure you scout all the possible shooting places / spaces in order to choose the best option for the type of video you want to develop.
In this video, for example, we have carefully chosen the scenario in which it is placed.
#6: Give your interviwee some time to elaborate on the answers
It's more important to have more information than what is needed than to lack information. Give your interviewee enough time to elaborate on every topic and expound on the experience they have with your product/brand.
#7: Include key pain points
It will also be a good idea to include in the questions some key pain points your clients generally have. This will help you to generate that important connection we mentioned in bullet #1: the viewer needs to feel that they could be the one talking in front of the camera, and that that person is going through the same situation/problem/needs that they are going through.
#8: Make the necessary edits
Edit your video so that it is 100% faithful to what the interviewee has said. It's also important to give it the right rhythm and length in order to meet web standards. Make it brief but compelling, smooth but convincing.
What other tips do you consider essential when developing a testimonial video? Share your thoughts with us!