Testimonials from happy customers, who’re probably in the same industry as your new prospects, carries a lot of weight – they’re effectively peer-to-peer reviews, and the power of peer-to-peer reviews really is immense. We think they’re your greatest non-salesy marketing video.
In fact, in a previous blog, I quoted the B2C Community who found that 82% of consumers proactively seek referrals from peers before making a purchase.
It makes perfect sense when you think about it.
Your customers are looking to you because they have a problem or need, and if you can show them similar people testifying that your product or service has solved that same problem, then that’s music to their ears.
The power of testimonials really comes down to positioning and bias.
People are much more likely to buy your products or services if you have positive reviews from delighted customers – rather than you telling them that “you’re great” – which is why everyone, from global brands to SMEs, takes advantage of the effectiveness of client testimonial videos.
Of course, written reviews can be effective, but video testimonials blow them out of the water in terms of showing authenticity, evoking emotional responses in your audience, sharability, information retention and conversion rates.
There’s huge opportunity to be creative with your testimonial videos too. They can be the usual stylistically shot vox pop style talking heads with beautiful b-roll or they can be inventive edits; weaving screen-capture, animation and other elements into an engaging narrative.
The key is to stand out and be engaging, but not sacrifice the trust or believability in what is being said or shown in the video testimonials you’re putting out there.
Here is an example of a testimonial video (here it’s called a case study video, but essentially it’s a testimonial video with proof).
It tells a real narrative of the service that was given, the challenges the company faced, and then how these were met. It’s longer-form as it sits further within the marketing funnel, and is designed to turn already interested parties into a confident buyer.
All video testimonials combine the effectiveness of peer-to-peer reviews with the unbeaten retention and conversion power of video.
So get back in touch with all of your wonderful clients, talk to us about filming it, and put together one helluva client testimonial series to show future customers how happy they would be with you in their life.
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