November 19, 2020How To
By the year 2022, 82% of consumer traffic will be from videos.
One of the most effective ways to capitalize on this trend is by producing customer video testimonials. They help to promote your brand and build trust with potential buyers. But, how do you get around to asking for them?
This is one area of your marketing strategy that you can’t ignore.
Does Your Company Need Video Testimonials?
Having customer reviews or testimonials on your website is non-negotiable. Potential customers get so many emails and targeted ads these days it’s difficult for them to take your word for it.
Instead, they want to hear directly from previous customers who purchased your products or services. This is the reason why review sites like Yelp, Wirecutter, or Foursquare have become so popular. On top of that, shoppers also like to see product reviews at places like Amazon or across social media.
Everything you put on your website should seek to build trust with potential customers. You absolutely need video testimonials.
The top three most effective video types include tutorials, demonstrations, and customer testimonials.
Online users are more likely to watch and remember videos. From a marketing standpoint, placing a video on a landing page can increase conversion rates by 80%.
Advances in technology have made it easier to make customer testimonial videos without paying for an expensive production company. Good quality videos can be shot with smartphones or a DSLR camera.
Here’s How To Ask for Video Testimonials
Now that you understand the importance of having these on your website, let’s discuss getting a video testimonial.
Be discerning about who you select to be featured in a testimonial. The experience should be recent enough for them to remember. They should also be enthusiastic and comfortable in front of a camera.
Video testimonials can be used by any industry. Real estate agents, for example, often approach clients about giving them a review to boost higher on Zillow.
They intentionally select clients who connected with them and had a positive experience. Once their story is told on video, the realtor shares it across social media and on their website.
Realtors will have scripts to follow when requesting video testimonials. They usually do it in-person or over the phone.
“I’ve long told agents it’s one thing to tell everyone how great you are, but it’s quite another to inspire others to tell everyone how great you are. Nothing is a better testimonial than seeing the smiles on your clients’ faces as they speak about their experiences with you.”
How do they convince clients to do a video testimonial? Realtors will ask specific questions about their experience, remind them of heroic moments, or offer incentives (gift certificates, discounts, or cross-promotions).
How Long Should a Video Testimonial Be?
The first big decision you need to make is whether to hire a production company or do it yourself. Both options are fine but it’s really up to how much time and money you have to invest. It also depends on whether you produce B2B marketing or B2C. Certain industries may expect a more polished look.
Don’t make your video any longer than 30-60 seconds. The average human attention span is under 10 seconds. If you want to go longer, change camera angles approximately every seven seconds. And add additional footage or graphics to break up the action. People can lose interest quickly.
Here are some tips for shooting a testimonial yourself:
- Shoot horizontally for better placement on social media and web
- Have the camera level with the subject’s face
- Use a tripod or secure surface to avoid shakiness
- Keep the camera 3 to 5 feet away for a better picture and sound
- Give your subject the questions ahead of time so they can prepare
Craft your questions to be focused enough on your products or services, yet open enough where an authentic conversation can develop.
You may also want to consider editing the video before publishing it. Most smartphones come with basic video editing features. iPhones, for example, come with iMovie software. Many free apps can be downloaded.
If a designer helped with making the video, he or she could use more advanced software to cut the video. Make sure to correct the color, light, and remove any sections that don’t work. You also have the option of adding music, graphics, or voiceovers.
Tips for Getting a Video Testimonial That Converts
The best videos are ones that tell a story and connect emotionally with a viewer. Focus on doing both of these things with your video testimonials. Try to find an interesting story that highlights your customer’s life and how you helped them.
Written testimonials are less personal because you only see words. Plus, some customers have started to question whether reviews are real or if a company paid for them. Videos, on the other hand, show you a real person. This human element makes it easier for people to connect and begin to trust your company.
Another benefit of video testimonials is how they go more in-depth than long chunks of text. Online users often skim blog posts and skip over reviews if they’re poorly written.
We said earlier that you can film testimonials yourself or hire an expensive production company. There is actually a third option. Online programs like Vidmat make it easier for you to record and collect video testimonials.
Starting Asking for Testimonials
Whether you’re doing it yourself or using a third-party, now is your chance to start asking for customer video testimonials.
You’ll be shocked to see how they result in higher web traffic and more sales. Testimonials are the most effective part of your website.