Why should you use video testimonials in your marketing?

Video Marketing

Why should you use video testimonials in your marketing? Why are video testimonials such an important marketing tool today?

Table of Contents

How Can Video Testimonials Make You A Leader In Your Industry?

Why Are Video Testimonials Such An Important Marketing Tool In Today’s Business Arena?

That’s the number of people who choose a business based on peer referral!

That’s the number of people who choose a business based on advertising!

*These statistics are provided by Cisco Research.

There’s a huge difference between these 2 figures and every reputable company should be using their past happy clients to spread the message for them. It makes a lot of sense in 2013 to pull back some of your traditional advertising spend and invest a little in getting quality testimonial videos spruiking for you 24/7.

James Farley CEO of Ford said
“You can’t just say it … You have got to get the people to say it to each other”.

More than ever new clients want real social evidence of the competence of the business they are about to engage.

Traditionally people have written testimonials for people or businesses they have worked with, which were then put on their websites or brochures to give them social evidence of a great product or service.

Today however, video is a much more powerful medium to show your potential clients that you have exceeded the expectations of your clients.

Recently we created a video testimonial for a Sydney real estate agent Richard Movsessian, after he had sold a property for his vendor.

As we were already filming the auction, we asked if the vendors if they would mind giving a testimonial about how Richard had gone about getting such a great result for them. The result was so powerful, that Richard has told me that he now shows this (and several other testimonials) when he meets a potential client for the first time. He said the power of someone else saying how great a job he did has resulted in him getting EVERY listing appointment he goes to. Here is their testimonial:

As you can see from this video, there is so much emotion and passion in what they are saying. A video speaks to the viewer on an emotional level that they can relate to. That’s why the most powerful tool you can have on your website today is video testimonials – and lots of them!

It obviously is the biggest ROI (return on investment) Richard Movsessian has made this year. But the great thing is that it will live on, via YouTube and the internet, forever. And the more testimonials he can get the more social influence he will be able to show.

What Are The 4 Steps To Getting A Video Testimonial?

Step 1: Who should I ask for a video testimonial?

Do you simply ring and ask your clients if they will do a video testimonial for you?
The easy answer is yes! If someone has had a great experience with you they may feel they want to tell everyone about the experience. Some people however are very natural on camera and some people get camera shy. Understanding which personality type you are asking for a testimonial will often result in a better testimonial.

Step 2: What should I ask them to say about me or my company?

The next step is having a list of questions that relate to your business and the results you have achieved for your client.
Did you exceed their expectations?
Did you finish their project ahead of schedule?
Did you communicate consistently when working together?

At 1 Minute Media we are able to put together a list of questions that can help get the most natural responses out of your client and effectively translate their positive experience with you on film.

Then send the list of questions out ahead of filming to make sure your client is comfortable with what is being asked.

Step 3: Should I film my happy client myself?

So you are probably wondering if you should buy a camcorder or film your client on your iPhone.
I have seen many attempts at this style of testimonial and unfortunately they are often pretty shoddy.
It’s a real shame to have gone through the first 2 steps and then fall over at this Step.
As your testimonial can be used as a marketing tool for your business, you want to have a video that your potential clients will want to watch, rather than switch off or not watch at all.

The potential pitfalls of a DIY video are:

a) Sound quality

The quality of sound on your video testimonial has to be very good. You may or may not have noticed that when you watch a video on YouTube that the visuals might be good, but the sound is poor. It might be too soft, too loud or uneven sound. Did you switch it off? Getting the sound right is the first step. Utilising a good recording device will ensure that you are off to a good start.

“Quiet on the set”
Make sure that where you are filming does not have any distracting noises, such as a barking dog, droning washing machine, construction site next door or people talking in another room. When your client is relaying an important message, you don’t want this to be taking away from what they are saying.

b) Length of video

At 1 Minute Media our motto is keep it short and sharp. 1 Minute. Or thereabouts. If you point and shoot and your client goes into a whole lot of irrelevant detail, make sure it is edited out. Potential clients might be interested in a certain amount of detail of how you have done a fantastic job, but a 5 minute video about this will likely result in someone either a) not watching the video all the way to the end, or b) not even turning the video on at all. They may think “That looks interesting, but I’ll watch that later” … and then never get around to it.

c) Editing your testimonial

So you have 10 minutes of footage of your client saying great things about you, but you need to get it down to 1 minute. What now? Well, find the best pieces of footage and bring the storyline together so that your key points are covered. Ensure that it flows well and is engaging. Incorporate some imagery that shows that you really have done business with your client, such as footage of the house you built for them, or the photos of the wedding cake you made for them. And then make sure that at the end of your testimonial, that you have achieved what you set out to do … make new clients want to do business with you as well.

Step 4: Publishing your video online

a) So, you have a fantastic video testimonial and your client is raving about you and your services. What now? The next step is to make sure you upload your video to YouTube (great for SEO) or Vimeo. Make sure you tag your video so it can be found when people search for you or your company, and write a description about the testimonial with a link back to your website.

b) Now that you have a link on YouTube you can upload your video to your website.
If you have a testimonials tab on your website where you have previously uploaded written testimonials, you can upload your videos here. You may have to talk to your website developer to get it linked so the YouTube or Vimeo image is visible on your website.

c) Upload your video testimonials on all your social media links, such as Facebook, Twitter, Pintrest, Google+, LinkedIn, your blogs, email signatures etc. Why? Because EVERYONE should know about the great work you have been doing! Social media is a FREE source for being seen and heard, so don’t miss this opportunity.

If you have been thinking about getting a video testimonial for your business and want get them online without any fuss, then give us a call. We would love to talk to you about how we can maximise the use of video testimonials for your business and get people talking.

Call us on 1300 905 205

Bio: As a co-founder of 1 Minute Media, Kathy has been instrumental in producing thousands of strategic videos for Australian businesses.

She has a unique background in education, service & sales, adding depth to everyone seeking to promote their business or organisation through video.