Video testimonials can be a touchy subject. Some businesses love them and want to use them all the time. Others don’t want to touch them with a 10-foot pole. The reason for this polarization is pretty simple: Bad videos can cause your business some harm. Good ones are great, but they can be difficult to pull off.
The best video testimonials…
1. Build Trust
Trust is pretty much the holy grail of business. If your customers trust you, they’ll buy from you. If they like your products, but they don’t trust your company, they’ll buy from your competition. Building trust is vital if you want success, but how can a video accomplish that better than a written testimonial?
Actually, a video testimonial does a few things differently than a written one. First of all, it can show your product in action (if you choose to include that). This isn’t something that’s recommended if it’s a straightforward item, but if it’s new or difficult to explain, then a short clip of the product in action can take the place of a long, confusing verbal or written explanation.
Additionally, if you want to produce maximum effect for minimal effort, you can use written and video testimonials in tandem. WebpageFX shows exactly how to combine written and video testimonials. They’re well integrated, but the reviews still have a specific place. This prevents them from clogging up the rest of the site for people who aren’t interested in them, but makes them easy to find for anyone who does want to see them.
2. Put a Face Behind Your Product or Service
A video testimonial isn’t a sales pitch. Instead, it’s just an honest review from another customer, just like the person viewing it. The more the two people have in common, the more familiar they are, and the less scary this purchase becomes. All of a sudden, the fear of over-spending or getting a bad fit isn’t so overwhelming. After all, it worked well for this person — who’s just like the viewer — so it stands to reason that it’ll work for him or her, too.
The other aspect of this is that you suddenly have a person talking to a person. There’s a human element, which adds an immediate impulse for people to cooperate and empathize. A human face is always more compelling than cold print, which can’t evoke the connection that a video can. Having a face — and reminding customers that the corporation is made of people — makes people more willing to buy.
3. Demonstrate Results
A visual representation of your product, coupled with an endorsement, can be a powerful marketing tool. Because of how technology has evolved, you can show a video any time. It can be used to kick off your sales pitch, as an introduction for a conference or just posted on your website for potential clients to view at their leisure, such as AmniSure does.
One of the most common ways for the average consumer to view product testimonials is on YouTube. This is a powerful feature, and many companies have started to utilize v-loggers with large audiences. The most common method is to simply find someone who posts videos in your genre, send them a free trial and ask that they post an honest review.
If you want the most for your testimonial, look for a specific sort of review. That means you need ones that give specific results, how much money you made or saved them, how much sales increased or the amount of increased productivity. A general, glowing recommendation is great, but it doesn’t give the person a reason to buy. The more reasons a testimonial provides, the more effective the video becomes.
Videos are an excellent way to get customers excited about your merchandise. They can be powerful when used correctly, but if they aren’t, you won’t notice any increase in sales. Be thorough when you make a review — choose good people and ask for specifics. Above all, promote the videos that are the most authentic. That’s what will make a connection between your product and a potential buyer.