Marketing copy is not always the best content format. Incorporating video testimonials from clients, patients, or customers adds a personal and much-needed evidence-based dimension to your marketing endeavors. It backs up your claims with satisfied individuals and organizations you've serviced.
People tend to trust the opinions of others when making choices about how to spend money. This is why testimonial content is often referred to as social proof.
Video Testimonials Help
Do two things your marketing copy will never do
Show You As a Committed Expert
All your marketing copy will do is tell. Testimonial videos show your commitment to past and future clients by telling their stories. You can let users know what to expect when working with your team. Your peers are almost certainly not doing this.
Build Trust Quicker
Words are great... Pictures say a thousand words and the only thing that would beat a video is if your prospective client could have a 1-on-1 conversation with the most passionate person in your organization. Short of having that conversation a video testimonial is the best form of content to let your customers sell your expertise and value.
Videos Can Also Help
By Increasing Engagement + Driving Conversions
Increase Engagement
Video's, in general, increase your website's stickiness. A lot of site visitors are visual learners and prefer to watch a video format over reading lengthy marketing pages with big claims.
Drive Conversions
Video testimonials are a powerful tool to drive conversions by building trust, creating emotional connections, demonstrating satisfied clients, and maximizing reach through search.
From the get-go it felt like EDUCO was working with us and not for us. Throughout everything (website, content, videos, emails) it felt like EDUCO was on the Power team.
EDUCO's Video Production Process
From planning to final cut and everything in between
Pre-Production
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Uncover Objectives
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Concept Development
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Casting - Selecting Subjects
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Location Scouting
Production
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Interview Capture (A-roll)
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Fill Footage (B-roll)
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Styling
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Hair & Makeup
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Art Directing
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Lighting & Audio
Post Production
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Editing
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Color Correction
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Retouching
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Sound Design
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Graphics
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Animations
EDUCO's focus on results and outcomes is what set them apart from other agencies we talked to. It's a commitment that they have to the process and to their clients.
Get The Most Out of Your Testimonial Videos
Where does this content belong
In Your Website Content
One of the best places to use the video is on your own website. You can also remove quotes from the video and drop them after relevant marketing claims in your web copy.
On Your Social Accounts
Be sure to promote your new testimonial video on your social channels. Social rarely leads to conversion, but since so many people are on social it is a good reminder of your brands positive reputation.
On the Case Study Page
If you have a portfolio page for this project it would be a great idea to feature the client's own voice along side your own as you describe the project and scope. The video and related pull quotes can be the exact kind of back up you need.
How to Ask Your Audience For Testimonials
Have a Clear Ask and Don't Give Up
Bring It Up Early
Perhaps introduce the idea during preliminary calls (for example, "We often feature customer stories; if we meet your expectations, we may invite you to participate.") This can prime the pump and give you a touch point to reference back to.
Plan Your Pitch
Why them, and why now? The specifics you share will establish that first bit, but giving the customer a sense of why you’re getting testimonials put together can help them see the value in taking part—and the great outcomes they’ll be a part of.
Keep the Request Short
Longwinded emails are nervous emails, and the customer can smell when you’re scared. Honor their time by keeping your ask succinct. And keep what would be involved to simple 8-10 word bulleted sentences.
Up the Ante
Sometimes it is appropriate to offer something in exchange for this valuable marketing content. Consider offering incentives such as a discounted fee on a future project or upgraded service options. If you choose this approach, ensure to get the testimonial first. As it essentially is the form of payment.
Share Examples
If you have an example video testimonial share it with them. If you don't have them, no big deal, just find some that are similar to the length and type you're hoping to make to give them an idea of the length and quality. Seeing how them might look or come across can help address a lot of concerns.
'No' Is Not 'No' Forever
Sometimes 'No' just means not today. Customers have a lot going on. Consider finding out when their time is not in such demand. Perhaps a video interview is too much time, try lowering the commitment and ask for a written testimonial. Or lower it even more and offer to write it for them. Don't give up and if they say no, be sure to ask why.
This Might Seem Like a Lot
We get it, but all this preparation will be worth it when you get a resounding "YES!"
And by the end of this process, you'll have the most valuable and versatile asset for your sales and marketing efforts.