You Need Video Testimonials on your Website

  |   Aug 16 2016   |   Posted in: Informational Address, Business to Business


Video Testimonials

Before we begin let’s look at some numbers and then we'll move on to the fun stuff. 

  • 92% of consumers believe recommendations from friends and family over all forms of advertising. Nielsen
  • 64% of marketing executives indicated that they believe word of mouth is the most effective form of marketing.  American Marketing Association (AMA)
  • 90% of consumers admit their buying decisions are influenced by online reviews. Marketing Land

Those numbers are pretty powerful right?  You are probably asking yourself, "what can I do to get people talking about my company?"  The more important question is, why aren’t marketers trying to do the same?

Putting your company on social media is a good start, I don’t think I need to convince you of that.  With the sudden rise of social media, marketers have been focused on accumulating followers over connecting with them and why wouldn’t they?  It’s quantifiable.  They can say, “we must be doing a good job, we got 100 more likes today,” but are those likes converting into sales?  I’d rather have 100 customers than 10,000 followers… Doesn’t the old saying go a bird in the hand is worth two in the bush?

What you need is your customers advocating for your brand.  They picked you for a reason, right?  So let’s hear (and see) that reason.  The most effective type of videos for marketing are testimonials.

There's nothing us marketers love more than bar graphs.

So why do they work so well?  Here's why:

  1. Authenticity:

Since your customer is the one doing the talking, the testimonial doesn’t sound all salesy.  As we know, as soon as someone feels like they are being sold to their defenses immediately rise.  A video testimonial or review puts your prospective customers in a room with a happy past or present customer.  It is one thing to talk about how great your own company is; it is another when your customers do it for you.

  1. Trust:

Once people see the positive experience outcome of working with you, they are more at ease to trust your product or service.  Let your customers share the trust you already built with them to prospective customers.

  1. Benefits:

This one is my favorite.  The best part of a testimonial is hearing what the customer values most from their experience with you.  Sometimes it’s something you didn’t expect or realize.  After going through some of our own testimonials I realize that without being prompted our customers mention benefits that I wouldn’t have thought to promote.  Being so close to your own company it is easy to miss the little things that make it a pleasure for your customers to work with you. Video testimonials bring to light the things that make people choose you over your competition.

  1. Professionalism:

Present your company in a clean, polished video.  Being a video snob, I recommend using high-quality video for your testimonial.  My stomach turns when I see a letterboxed video on YouTube.

Letterboxed video

This. Is. Not. OK.

If you don’t have an in-house production team, hire one.  Especially if you have remote customers.  Don’t represent your company with poor quality video and audio.

  1. Share-ability:

Testimonials are essentially word of mouth marketing facilitated by you.  Drive the conversation by starting one in a video testimonial.

We couldn't afford him for this blog post so here's a meme instead.

To sum it all up, video testimonials are the most powerful tool in your video marketing strategy.  Although it takes a little bit of time to get the right testimonials, they become invaluable assets to you and your future customers looking to work with you.  Take a look at a recent customer of ours, Tom DeForge of Lean Value Solutions:

Thanks Mike!

Need a testimonial for your company?  Contact us today and we will help you get started.

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