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Customer testimonial videos help build trust, authenticity and interest. No one sells a product better than your existing customers, but how do you create a great customer testimonial video and market it to your audience? 

How Customer Testimonial Videos Can Increase Your Sales

Long before the days of the internet, televisions and phones, companies would rely solely on word of mouth to generate business. It’s one of the oldest forms of marketing, and it’s still one of the best. Eighty-eight per cent of consumers place the highest level of trust in word-of-mouth recommendations.

Today, however, we have the technology to help us increase the reach of word-of-mouth recommendations. That’s where customer testimonial videos come in, and they’re one of the best tools for your business. Not only are they the most affordable marketing method, but they also increase trust with customers, validate your products and service and sell what you do. 

After all, no one sells your product better than existing customers. They are the ultimate social proof, offering a seal of approval like no other. Usually, they can tell the story better than you, as they have a first-hand experience without any subconscious bias. 

So it’s safe to say that customer video testimonials are vital for evolving your business. But how do you make one and use it to increase sales? That’s what we’re here to tell you with everything you need to know about customer testimonial videos. 

Video testimonials in the food and beverage industry

If you’re a B2B, customer testimonial videos are a no-brainer, and you should already be contacting your clients to get them on board. If you’re a B2C, then your customers can rave about products and help spread the word. 

This is especially true in the world of food and beverage, where customers can review your food products or talk about their experience with food services offered. There are many different approaches, and recommendations about food always hold that little bit extra of weight. 

How to make a customer testimonial video

Every piece of content you make should be about the story, including your customer testimonial video. There’s no need to overthink things like putting a customer testimonial video script in place. Authenticity is key here, but there does need to be a structure in place. 

Ensure the narrative is compelling, with a clear beginning, middle and end. Introduce the problem for the customer, followed by how you solved it and what the customer’s experience was like working with you or using your product or service. Then look at how things have changed for them since using it. 

Simplicity is also important for creating a compelling customer testimonial video. Don’t overcomplicate things with the message and try to keep between three to five points. Finally, round it off with a call to action, with the customer referring the business at the end of the video. 

How to film your customer testimonial video

Once you have a structure in place, you will need to think about how you’re going to film the video. The interview is the primary focus, but try including shots of the product to help bring everything to life and add another layer to the content on screen. 

Create an extended version that expands on the testimonial and can be used as a case study. Doing so will give you extra content to use in your marketing efforts and provide deeper insights into your product and customers.

Again, authenticity is important – don’t fake the reviews, and make sure you’re using genuine customers who are eager to talk about their positive experience with your brand. Include tangible results instead of “fluff” that doesn’t offer any real value. 

You want customers to express their positive emotions, diving into how you helped solve their pain points. To achieve that, you will need to offer more than “I thought this product was great”. Get them to talk about the “how”, paint a picture of the issues, and use statistics if you have numbers to show. 

How to use customer testimonial videos

Once the customer testimonial video is complete, it’s time to put it out there into the world. The distribution is key, and you want to hit the right channels to connect with new audiences and maximise your chances of people seeing it. 

Website

Your website site is an obvious home for a customer testimonial video. People who go to your website will look for social proof of your product or service, and a video only increases engagement chances. You can have a dedicated page for testimonials, and it’s also worth placing them strategically on your homepage. 

Sales team

Customer testimonials are such powerful sales tools, as they offer real-life proof of product or service. Therefore, you should arm your sales team with testimonials so they can share them with potential customers to shorten the sales cycle and establish trust. 

Marketing

There is plenty that you can do with a customer testimonial video when it comes to your marketing efforts. Use them in email blasts, write content around them, release the entire interview for a more in-depth look and share them across social media. 

Summary 

If you want a great return on investment then testimonials are the way forward. They build trust like no other marketing method and offer a real insight into what it’s like using your product or service. And when they’re in video form, they provide a new dynamic, offering extra elements of persuasiveness and personality to get audiences feeling excited about your brand.

If you are looking to create a customer testimonial video and would like support from a video production company, then do drop us a line, as we would love to have a chat.

Hiring a video production company is easy. But choosing the right video production agency for your business is much tougher. With countless production companies to choose from, it might feel overwhelming to find a company that can create the video content you’re looking for, at the right budget and in the right style. But by knowing where the pitfalls are and all the questions you need to ask upfront, then you’ll be well on your way to finding a video supplier that is a great fit for your brand. Below we’ve detailed the top steps to take when looking to hire the best video production company for your business. 

Decide on a project scope

Start off by defining your project scope and what you want to get out of the video. You may be looking to sell more products and wanting video content that can champion their best features.  Perhaps your brand has had a revamp and you’re wanting to reposition it to a new audience or you’ve launched a new app and you’re looking to drive return on investment through a Facebook campaign. Each of these types of videos will have a different scope of requirements, and may require a different sort of supplier, so always kick off with this step first. 

Define your budget

Working out the budget for your video is a key step in the process as this will determine the appropriate suppliers within your price range. Video production costs can vary enormously depending on the scope of the project and the experience of the supplier and so it is important to define what budget works for your business as a starting point.  Base your budget on the outcomes that you hope to deliver with your video, as well as taking into account the amount you feel comfortable investing. 

Decide on the style of your video

The style of video you can choose from varies enormously, whether that’s animation, live video or a mix of the two. Documentary style videos create a more TV-like experience for the audience, whereas a product video animation is more functional and is there to be informative for the viewer. Whilst the video production company can advise on what style may best suit your project, it’s best to have an idea upfront as this will determine the type of supplier you approach.     

Create a clear and concise briefing document

To make sure that you get comparative quotes between suppliers you will need to be clear about the scope of work.. We recommend including the below when reaching out to each video production company to make sure they cover everything in your quote. 

  • Project description
  • The objectives of your video
  • Target audience
  • KPIs
  • Use of your video i.e. website, email, social media
  • Key deliverables, i.e how many videos, aspect ratio, length of videos
  • Style of video required, i.e animation, live filming, actors, voiceovers etc. Include any examples of videos you have found which match your ambition for the project. 

Search for video production suppliers

Start off by looking for a video company with expertise in your sector.  This may be a food and drink focused video production company or a sports video agency. Check out each agency’s previous work, looking for work that is similar to what you’re looking for such as the style, objective of the content or what the video is marketing.  Going by recommendation is also a great way to find a new supplier to ensure that you’re using a supplier that is trusted by your peers.    

Check their credentials are up to scratch

When checking out video suppliers, make sure to take a look at their credentials.  Do they have case studies that can back up the quality of their work or valid customer testimonials and reviews that showcase how great they were to work with? Ask them for examples of work that match what you are looking for to get an idea of whether they would be the right fit for your project. Check out their setup such as team size, location and their skills and always research their capability to understand if they may be able to support in other areas beyond your video production needs, i.e amplifying your video through digital marketing

Ask them how they quote

When gathering costs for the project, be sure to establish what’s included. Some agencies may may not include all costs in their quote such as travel expenses or location fees.  To avoid unexpected costs, make sure you get clear on what’s included. 

Compare the top quotes considering budget and credentials

When choosing between quotes, look out for any major differences between them. This might include things such as the number of day’s filming, how many rounds of revisions you are allowed at the edit stage or whether expenses are included or not. If they’re non comparable then whittle down to your favourite suppliers and ask for revised quotes so you can compare like for like.

For big projects with a large budget, asking the video production companies to pitch creative ideas or asking for client reference calls may also be acceptable, but don’t expect video production companies to do this for all projects. 

If you’re looking for support with your next video project then do drop us a line, as we would love to help.