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.
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.
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.
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.
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.