"Strive not to be a success, but rather to be of value."
- Albert Einstein
In this great article on '20 Impactful Statistics About Using Testimonials in Marketing', l want to draw your attention to Statistics #14 #16 and #20.
#14: 85% of consumers said they read up to 10 reviews before feeling they can trust a business.
#16: 39% of consumers said they read reviews on a regular basis to determine whether a local business is a good business.
#20: 88% of people trust online reviews written by other consumers as much as they trust recommendations from personal contacts.
Now if the above statistics are just for 'written reviews', you have to ask yourself how much more of an impact can a video testimonial make and increase these percentages? You see, video marketing alone has the potential to create deeper engagement with your customers, creating trust and connection, therefore leading to sales. And I say 'potential', because not all videos are made the same. We can't expect to throw any video up and think that it will instantly bring us amazing results. Like any form of marketing, we still need to ensure that our video marketing is well thought out, and that we understand our objectives in using video as part of our overall marketing strategy.
So today, apart from bringing to your attention to the importance of, and how much of a difference that video testimonials can make, I'd also like to make you aware that your approach to what a testimonial video looks like can differ. The type will depend on your objective and the message you're wanting to convey.
If you watch the above video, you'll get an idea of what I mean. The video uses a slightly different approach. This client testimonial video I created back when I was solely doing photography in my business. And in this video, what my beautiful customer Paula, is doing, is relaying her experience of having a 'Day-in-the-Life' Family Photography Session...so it's all about the experience...not me or the product, but what in the end, the product or service brought her and her family in the way of experiences to cement their memories, and what was most significant to her.
Having video testimonials of your customers telling the world about their great experience using your service or product is one of the most powerful forms of video you can include as part of your arsenal.
The easiest place to begin with testimonials, is with a happy client, and just after they've used your services and have expressed their satisfaction. So when your customers share their great experiences with you, why not take that opportunity to ask them whether they would consider doing a video testimonial for you. And make it as easy as possible for them. If you're talking with them in person or you happen to be there if you're delivering a product or service, you could video a testimonial using your mobile phone. At the very least, you could video them with just your phone or even on your laptop. Or if you're prepared, take along a mobile phone tripod and bracket and a lapel microphone so you can easily and professionally create a 30 sec-1 min testimonial video. And if you want to make it more engaging, plan out the questions to ask your customer or ask them if they could give feedback on or around specific topics, in order to get the desired information you want your audience to know. It's about putting people at ease and asking the right questions to elicit the best response.
Here are some questions you could ask for or information you could use for your customer testimonials:
- Ask your customers to say their name, and if it's another business, what that business is and what they do. If they're an individual, just there name and any information that might be relevant to provide context.
- Ask them to state why they used your products or services--what was their reason in the first place for using your services (they may have had a bad experience some where else).
- What was your overall experience using our product or service?
- How happy were you with our customer service?
- Was there any particular thing that really stood out for you or made a positive difference for you?
- What do you think makes this business different?
- How did you find (insert owner or employee)? How would you describe them/him/her?
- Would you recommend (person or business name) to your friends, family or colleagues?
There are all types of questions you could ask. What you need to remember is to ask questions that elicit a specific response that you want your audience to hear. Because when you ask a question, most people will use the same or similar words in their response, so really think about the kind of words you want your customer to use in their response.
The reason why customer testimonials are so impactful, as in the above article states, people trust what others have to say about your business, rather than you saying it. When a recommendation comes from someone who has already used your services, it instantly allows your audience to gain trust. "If somebody else has used them before, then they must be good and I'm not going to get a raw deal and I'm going to be treated with respect, and get great service." Testimonials are a way that your potential customers 'qualify' you or your business before they spend their hard-earned dollars.
The other option is to commission a video production company to create a professional video testimonial that will not only have high quality sound and video, but they should be able to help you plan around what questions to ask to get the desired answers. Professionally created videos also allow you to add in more bells and whistles, such as your logo, either as a static logo or animated, text, background music and also you could add in custom photos that highlight your business and the specific product or service your customer may be talking about in your video. So this way, it's a more comprehensive customer testimonial with a polished finish.
What I've done today, is to show you an example of two customer testimonials that aren't created by a professional video company. These have been created with what the business owner had on hand (the only addition is that the end result was achieved using post-processing sofward to create a more professional appearance). It's to show you that to get started in video, you can start simple and work your way up, if that's all that is currently in your budget to do.
Well I hope this post has stimulated some more ideas for you if you are considering video marketing for your business. And remember to look out for next week's post where we'll be talking about how you can effectively use INTERVIEWS to showcase your business!
If you have any questions, please feel free to leave a comment or email me at email@example.com and I'll be happy to help!
Ciao for now...
Kerry :) x