Testimonial video production is a process that can yield tremendous results. By posting a customer testimonial video on your website, not only are you leveraging the power of word-of-mouth advertising, you’re also presenting social proof that you can deliver on your promise. When viewers watch client testimonials, they can see that a past customer of yours is happy with your service. When taken all together, your prospects will start to trust you and your offer. Let’s take a look at why testimonial video production is so important.
Leveraging Word-of-Mouth Advertising with a Customer Testimonial Video
We all know how powerful word-of-mouth advertising is. When a customer tells other people about how wonderful your product or service is, those other people warm up to the idea of potentially making a similar purchase. However, the traditional word-of-mouth advertising model is slow and largely out of your control. With video client testimonials on your website, you can speed up the process and take control over the entire testimonial video production.
For example, with a customer testimonial video, you no longer have to wait for customers to tell their friends. Instead, you’ll record client testimonials and place them prominently on your website where your prospects can easily view them. In addition, since you control the testimonial video production process, you can provide a script for each customer testimonial video or carefully edit the client testimonials for maximum impact.
Client Testimonials Deliver Social Proof
Each customer testimonial video on your website serves as social proof that you can deliver. While word-of-mouth advertising does the same thing, that social proof usually takes place outside of your realm. In addition, the people hearing word-of-mouth recommendations may not be suitable prospects. With testimonial video production, you now have a way to prove your capabilities to an audience that’s already interested in learning about them.
Your prospects are prospects because they’ve arrived at your website looking for information about your product or service. As they are exposed to your messages, they may be interested but also slightly doubtful. Your client testimonials can ease those doubts by proving that you did deliver on your promises. What’s more credible, an advertisement touting the benefits of your products and services or a customer testimonial video featuring a satisfied customer who has the same problems and needs as your prospects? Let your customers build trust on your behalf by starting the testimonial video production process.
What Makes a Customer Testimonial Video Effective?
As you begin the testimonial video production process, it’s important to understand what makes client testimonials so effective. By understanding this, you can choose remarks that build trust and reflect well on your product or service.
The most effective testimonial video productions include the following:
- Relatable people – Select customers that your prospects can relate to. For example, if you’re marketing a product to executives, your customer testimonial video should feature a business professional. If you’re targeting young adults, your client testimonials should be from young adults.
- Specific examples – An effective customer testimonial video is loaded with specific examples, not vague murmurs of greatness.
- Benefits – As part of the testimonial video production process, provide a loose outline of some of the benefits your product or service delivers and make sure that your client testimonials mention those benefits.
Throughout the testimonial video production, keep benefits firmly in mind and focus the entire production around those benefits. Doing so ensures that each customer testimonial video is as effective and credible as possible.
How have you approached testimonial video production? Which client testimonials are the most effective? Share your thoughts in the comment section below: