Even in the digital age, word-of-mouth advertising is still the most powerful marketing tool available. A killer website is great and clever Tweets are fun, but the best channel for your message is an actual customer. You’re already providing stellar service and monitoring review sites for feedback, but how can you harness that positive feedback from customers?
A testimonial video will amplify the message from real customers, efficiently establishing credibility and trust in a short but powerful piece. Customer testimonials allow you demonstrate the range of customers you serve and problems you’re able to solve. They’re especially helpful in the middle of the sales funnel for converting leads to clients.
Let’s dive into how to create an original and engaging testimonial video.
Tell a story
A testimonial video should go beyond just having a client say they like your company. Have the client show
why
by telling a story about their experience with your company. This could be about a problem you solved, or a sales boost you provided (see below), but it needs to be a
story
. The story should have a beginning, middle and end detailing the customer’s needs, your company’s solution and the outcome. A true story adds authenticity and builds trust with the viewer
Cakestyle Testimonial Video "Mary", Produced by Spin Creative
Solve a problem
Unlike a video promoting the features of a particular product, the testimonial is about how your company solved a problem. Instead of telling the audience, “Our software keeps your team connected,” let the customer explain how your software solved her team’s communication issues. A testimonial video allows someone else to demonstrate your company’s usefulness and why your services are worthwhile.
Bring the data
You claim that switching to your services will save your clients money, but customers may be taking that claim with a grain of salt. With a testimonial video your client can describe how you saved him 10 percent last year, bolstering your savings claim with authenticity. Work with your client to not only find interesting stories, but also data demonstrating proven results.
Ion Torrent "Proton Sequencer" Brand Film, Produced by Spin Creative
Choose the right voices
When looking for participants in the video, you’ll naturally want to start with staff from your best clients. Instead of going for the obvious CEO or Director choice, try to connect with the employee who best represents your target audience. If you sell office supplies, speak with the office manager rather than someone higher up at the company. Mine your sales team for success stories from their clients and ask them to participate.
Wave Broadband "Roberto's" TV commerical, Produced by Spin Creative
Mix up the format
Go beyond the traditional talking head and create visual interest for your testimonial video. Film the client in action at work, using your product. If comfortable, have the client walk and talk while having your conversation. Have more than one client having a conversation about your business. Take your production and story to a third site, demonstrating how your support of a client helped them support one of theirs.
Harness the power of customer feedback with a great testimonial video. Say hello
and let us help you get started today.
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.
