Let’s be real: in this day and age, we can all be a little cynical. As consumers, we don’t always trust companies to be honest about their products or services. And we don’t like to be “sold to” anymore in the traditional sense. That’s why client testimonials (specifically, client testimonial videos) are so powerful.
But how do you leverage the power of client testimonial videos as a business owner to build trust with your target audience, enhance the credibility of your company, and increase your conversion rate? As industry experts who have created many client testimonial videos for our own clients (and ourselves), we’re here to show you.
There’s a reason why even world-dominating companies (think Adidas or Disney) invest money in testimonial videos. After all, the statistics don’t lie. Studies have shown that 72% of customers say positive testimonials increase their trust in a business and 88% trust testimonials from strangers as much as recommendations from friends and family. Plus, the use of customer testimonials could generate approximately 62% more revenue for your company.
Of course, in order to start taking advantage of all this information, you first have to actually get testimonials from your clients. And that, surprisingly enough, can be the hardest part. Many business owners hesitate to ask their clients for reviews or testimonials because it just feels… uncomfortable. Some worry that it will give clients the impression the business is struggling. Others just hate to impose.
But you have to get comfortable with asking for testimonials. It’s a completely legitimate business practice that helps more customers discover your business and benefits from your products/services. So always keep that mindset when you ask for testimonials.
Now, the next problem is… who exactly should you ask? You certainly don’t have to ask every client for a testimonial. There are two types of clients that you want to focus on when you’re deciding who to ask for testimonials: recent clients that reflect your target market and repeat clients (read: your very best clients who have purchased from you again and again).
Once you’ve identified a client from who you’d love to get a testimonial, you can make things easier on yourself (and them) by providing them with a standard questionnaire. It’s easy for clients to give vague or generic responses — “love it” or “great company”. The best way to avoid that is by asking specific, thought-provoking questions that will result in interesting, compelling answers — what problem did you want to solve that led you to us, what was your favorite thing about working with us, how much money did our product/service save you?
All that being said, asking clients for testimonials is only half the battle. You still have to use them correctly. And that brings us to…
Like everything else in digital marketing, video is the best format to use when it comes to client testimonials. Why? Well, in short: video testimonials have proven to be 90% more effective than written recommendations. Plus, research shows that viewers retain 95% of a message when they view it in video form (compared to 10% when reading the same message in text).
Client testimonial videos may take more work to get, but they’re more personal, feel far more authentic, and add that extra oomph of persuasiveness and personality. So how exactly do you craft a customer testimonial in video form? Here are three major elements that you want to keep in mind:
Just like other areas of video marketing, client testimonial videos are all about storytelling. The video shouldn’t feel like one long sales pitch for your business. Put the focus on the customer’s journey, their personal story. By building a narrative and taking the viewer through your client’s complete experience, you have a much better chance of converting viewers into new customers.
Don’t stop at generic client feedback or empty platitudes about your brand. To build trust with customers, you want your client to share specific, tangible results they experienced after buying from your company. This specificity can be one of the most powerful elements of a strong testimonial video. By sharing your client’s results, you provide data points and specific numbers for potential customers and help them visualize how your product or service could benefit them. To accomplish this, you could ask your client to share how their revenue increased, the exact number of subscribers they gained, how many new leads they got, etc.
Here’s the truth: the quality of your production matters. Even if you have the world’s best client testimonial, it won’t be as effective if the video is of low quality. You can always produce your video yourself. But unless you have experience in video production and editing, there’s a good chance it won’t turn out exactly the way you want. The best way to ensure a high-quality final product (and take tons of details off your plate… like location scouting, lighting, scriptwriting, post-production editing, etc.) is by hiring a full-service video production team — like us!
We’d love to work with you! For more information on our services, check out our website, or get in touch with us today.