One of the most important parts of creating a customer testimonial video to showcase your products is choosing the right customer to showcase. Picking the right customer can help establish trust and
closer to a sale. You want to feature someone who’s been impacted by your products, who truly loves your brand and who can communicate that to an audience.
Here are a few tips on how to pick the perfect customer to feature in your upcoming testimonial.
1. Make sure the customer represents your audience
Potential buyers might not know the customer you feature in a testimonial personally, but they should be able to relate to them and their situation. This should be the number-one goal when selecting a testimonial participant.
Identify the target audience for your
testimonial video, then look for a customer who represents that audience segment the most. They don’t have to be perfect. For example, the owner of a local restaurant might represent potential buyers in the food service industry or small business owners in other industries. The key is to ensure their problems and the solutions you have to offer them are similar in nature.
2. Choose a loyal and long-term customer
Featuring a loyal customer who’s worked with you for the long term is generally more effective than showcasing a more recent client. The reason for this is the time your customer has had to give your products or services a real shot and maybe even consider competing products before deciding to stay with yours. The longevity of a business partnership speaks volumes all on its own.
3. Ensure their story is powerful and authentic
Testimonials are most effective when they are told with passion and authenticity through storytelling. You don’t want to feature a customer who thinks your products are just okay but will stretch the truth in the video. Seek out customers who love what your brand has to offer and who has truly been impacted by the choice to work with your company.
To get your customer’s story across, have them tell it in the video personally and unscripted. Allow the viewer to see their excitement and passion for your products for themselves through honest answers.
4. When in doubt, use multiple customers
If your brand serves a range of audience segments and you’re having trouble choosing one to represent them all, you might want to create a customer testimonial series, instead! Multi-customer testimonials (whether in their own videos or in a compilation) can showcase the breadth of applications for your products and might even be more effective than showcasing a single customer.
Customer
testimonial videos
are some of the most important components of a video marketing strategy, so it pays to make sure they’re done right. If your brand is interested in creating top-quality testimonial videos,
say hello
to the team at Spin Creative.
About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
