One of the best ways to boost your sales message is to put your customers on camera. When you have prospects on the verge of investing in your product or service, they need to know why you’re great, and coming from you, it can lack credibility. This is where the testimonial video comes in. You can’t compete with a glowing review.
What is a testimonial video?
Put simply, it shows your client(s) talking about your brand, product or service and their experience of working with your company.
When done right, the benefits are endless. Getting the right client on camera who is saying great things about you creates a really authentic message and builds trust with the audience. This confidence in your product or service will often encourage your prospects to take the all-important final step in the buyer’s journey.
If you want to make sure that you’re creating a testimonial that supports your company, follow these 5 simple steps.
1. Cover all the bases
Use the familiar three-act structure (beginning, middle and end) to create a narrative that your audience can relate to. Something like this:
i) Arouse interest by having the customer(s) introduce themselves and what they do
ii) Have the customer talk through a problem that they have experienced
iii) Demonstrate how your product/service has been a real solution to this problem
TOP TIP: The ending should always call the viewer to take action.
2. Build trust with the right people
Authenticity is key, so avoid scripts and marketing spiel. Your potential customers want to see and hear from real people so always keep this in mind when filming. Make sure you involve the right people by choosing a satisfied customer who can easily talk about how your product or service has been of help to them. Highlighting how this can work for others will give your video emotionally-driven authenticity.
TOP TIP: You can share the questions that you’re going to ask on filming day with your participants beforehand, but ask them to just think about the questions rather than write them down!
3. Make it visual
It’s great for the audience to hear what your customers have to say, but visuals are just as important. By including graphics, text and interesting supplementary footage (B-roll) which relates directly to what the customer is saying, you’ll keep your audience engaged.
TOP TIP: Always include captions and subtitles to optimise accessibility, engagement and optimisation on social media.
4. Build an emotional connection
Creating an emotional connection with your audience makes your video both relatable and memorable, which encourages action. Try to evoke emotion through music, video content and by including testimony with a narrative. Ask your customer questions that tap into others’ emotions – being overwhelmed, frustrated, harnessing passion or enthusiasm or delight at the end results.
TOP TIP: Choose a company whose story is most likely to strike a chord with and influence your target audience.
5. Show yourselves in action
Remember that you’re trying to highlight your USPs to get results. Make sure there is a balance between happy customers and promoting your product/service. Always include good examples of your work and position yourself as the solution.
TOP TIP: Having multiple testimonials in one video makes it all the more powerful.
Give us a shout
So there you have it, a customer’s opinion holds a lot of power and a great testimonial video can get you results. Apply these top 5 tips to get a natural sounding, engaging and exciting testimonial. If you would like to create a dynamic and compelling testimonial video please get in touch today.