Over the last 10 years, I have had the pleasure of producing a large number of customer testimonial videos for a variety of businesses. They are a popular choice of video for businesses simply down to how effective they can be.
When it comes to marketing, a business needs to find a happy medium between “right hooks” – their next big profit making marketing campaign – and “jabbing” – more general content that builds relationships with customers and engages them. ‘Jab, Jab, Jab, Right Hook’, written by New York Times bestselling author Gary Vaynerchuk perfectly explains just how to achieve the winning combination of jabs and right hooks.
When customers share their experiences they tap into our desire to trust others and follow the crowd. When we see other people using a product/service, we are much more likely to take the plunge and buy into that product/service too. Testimonial videos allow you to sit back and let the customer do all the talking for you.
With innovations in technology putting the internet at the touch of your fingertips consumers can access a wealth of information about your business immediately without stepping into your shop or store. With everything from price comparison websites, product demo videos and product specifications readily available, customer testimonial videos can be an important marketing tool.
When a consumer is surfing the web and comes across your video, seeing other people buying and positively reviewing your product, the video will provide them with the reassurance and proof they need to buy it.
However, simply putting one of your most loyal customers in front of the camera to freely share their amazing experience with your business won’t work. There is a way to make customer testimonial videos and there is a way not to make customer testimonial videos.
I have discussed the dos and don’ts of customer testimonial videos in a previous blog, so if you’re interested in discovering how to do these videos correctly, check it out here.
If you want to discuss customer testimonials in more detail and how we make them, please contact me.
Here’s a customer testimonial video we created for Hands on at Work: