Why Your Video Marketing Campaign Needs Customer Testimonial Videos
Advertising executive William Bernbach once said, “Word of mouth is the best medium of all.” With a customer testimonial video, you can harness the power of word-of-mouth marketing by building an ad directed at your target audience. You know your company is fantastic, but having that validated by someone outside your company is an even more powerful marketing strategy.
People are influenced by what their friends, family and colleagues think. Customer testimonial videos are especially useful for B2B marketing, where potential customers can see what similar companies are using.
While you may have written testimonials on your website, even featuring a nice picture of your customer, a video can better forge an emotional connection with your audience. Seeing the person in the video speak excitedly about your product and share their story will help build trust around your brand.
A good customer testimonial video will:
·Introduce the customer and the company they represent
·Explain the problem the company was having
·Explain how your company helped them solve their problem and the results they saw
·Why they continue doing business with your company
The right spokesperson sends the right message
The impact of your testimonial vide will vary depending on who you select as your spokesperson. Consider a speaker representing well known and/or trusted brands that will help you build trust with potential customers. A company that has been a long-time customer or who has a compelling story about using your services is an excellent candidate. Be sure when selecting the individual speaking in the video the speaker is clear, engaging and a reliable representative of both their brand and yours.
Customers will be incentivized to participate because they love your product and want to share their success story, of course. If they need a little more of a push, remind them that the video campaign will also provide advertising for their business, at no extra cost. Win win!
Authenticity drives trust
Testimonial videos are so powerful because they don’t feel fake; they capture a customer’s genuine excitement. While you may have some talking points (based on the tips for a good video listed above), resist the urge to create a script for your customer. Instead have a conversation on camera, asking questions that elicit the story of how your company helped this customer. The conversation doesn’t need to last long – maybe a few minutes – but should have enough material to create a shorter or longer video as needed.
A video for all stages of the sales funnel
Testimonial videos are great to use at the middle of the sales funnel, but can be used at any stage. By filming with your customer for a few extra minutes, you can use answers to cut different videos depending on how you plan to use them. When interviewing the customer on-camera, ask them questions aimed at the different sales stages, for example, “How did you learn about us?” or “Why did you decided to trust your business with our company?” The answers may surprise you, and lead to some great video content.
For help creating a testimonial video or TV commercial strategy for your brand and company, say hello
to Spin.
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.
Wave TV Commercial, Customer Testimonial, "Binge Watching"
Wave TV Commercial, Customer Testimonial, "Roberto's"
