Testimonials are impactful both in written and video format. They boost the credibility of your business, remove the doubts of your prospects and open the way for new sales.
In fact, video testimonials have one of the highest effectiveness ratings for content marketing. Why are they so powerful?
The Words Are Not Your Own
Sure, you could say plenty about your business. You could rave about your excellent customer service, brag about the results you get for your customers and so on.
Yet, almost anything you could say would be based on your perception of your business. What really matters is how your customers feel about you.
When they speak sincerely about their great experiences, your excellent customer service and great results, it’s twice as powerful.
Watch this testimonial video of a preschool in Utah that had one of the parents shed light on her experience with Love 2 Learn Academy.
(client testimonial begins at 0:16 - 0:39)
Your Customers Are Relatable
Your current customer base is made up of the same type of people you hope to attract to your company. That means they have the same interests, challenges, concerns, needs and wants.
Ideally, you’d get a diverse group of your most personable customers to speak about those things in relation to your services or products.
A positive testimonial from each of your primary persona types will ensure that there’s a relatable testimonial for each potential customer.
As previously mentioned, written recommendations can be useful and give you the advantages mentioned above.
Yet, they aren’t equal to video; video takes it to the next level. Studies have shown that sales increase by as much as 20% on sites with video testimonials.
Why Use Video Testimonials
Videos put a face to the name, a face to the words. They allow viewers to see the sincerity, trustworthiness and satisfaction of the customer speaking.
Otherwise, all they see are positive comments. But who really knows if they are genuine remarks? It’s hard to tell. Showing your customers on camera can provide reassurance. The more trust you build, the better.
One study found that 85% of people read up to 10 reviews before feeling like they can trust a business.
(Online Reputation Management tool - Social Local)
Imagine how much faster you can gain trust by having real customers vouch for you! In effect, they’re saying, “You can put your full trust in this business. I do.”
How Should You Use Video?
In written form, they often come in the form of short, impersonal summaries of important highlights. How should your videos be different?
1) Choose the right length
30 seconds to one minute is all you really need in most cases. Not too long, not too short.
In fact, customers can probably say a bit more in that span of time than they could in just one or two paragraphs or text. That equals more impact.
2) Encourage storytelling
Ultimately, you want to draw on emotion. You want viewers to connect with those giving the testimonials. So encourage them to be descript.
While they shouldn’t ramble on, they can describe their situation before and after finding your business.
3) Aim for authenticity
Don’t settle for generic comments that have no apparent emotion or sincerity behind them.
Also, refrain from doing too much guiding. Allow your customers to express themselves freely and authentically.
Unleash the Power of Testimonials
Using a variety of authentic, quality endorsements from your most enthusiastic customers can have immeasurable benefits.
Potential customers will develop increased trust in your business and may soon become customers themselves. Will you allow video testimonials to do that for your business?