Video Testimonials Helps Small Businesses! Do's and Don'ts
In today’s digital world, video testimonials are a powerful and great way to build reliability
and trust for a mission-driven business. It helps to create credibility for your brand because
they show an authentic experience. It has the power to enhance conversion and convince
visitors to take action because it is a testimonial which is coming from a genuine customer
who has used your product.
In some cases, where you have already attracted audience and convinced them to join your
mailing list, but still they are not ready to buy your product or service. Here, video
testimonials are a great way to convince your audience to take action. In fact, it is the most
powerful marketing and sales tools you should include on your website. It provides valid
arguments in favour of your service from real people and justifies what you say about your
business.
Why to use Customer Testimonials Videos?
Customer video testimonials are extremely helpful because they present a real person who
has benefited from your service. It helps a lot when you need to boost brand trust and
they will inform your target audience of how great your product is. These videos work
great in the decision stage because they are meant to close deals. The fact is that
most of consumers look for reviews online before they buy a product, so the best
move you can make is to take advantage of this fact and start the conversation
yourself! Businesses use customer testimonial ads to build and enhance trust so it
should be a must in almost all video marketing strategy.
There are many ways to use video testimonials. You can use customer video testimonials in
several ways like on landing page of your website, social media, webinars, podcast video
ads, etc. Videos have a high retention rate which means people who watch a video
remember as much as 95% of it as compared to the text. Make use of videos for marketing
is the finest thing you can do as your audience is more expected to remember and retain
video content. So, you should always use customer testimonial videos in marketing
strategies. It provides you with a great opportunity to engage with your subscribers and
bring them back. Not all the subscribers are active buyers and they belong to different
funnel stages. Those who haven’t purchased from you yet, send them customer testimonial
videos via email and persuade them to become your customers. Such an email drive can
prove to be a turning point for your enterprise. It is substantial for all type of businesses to
take online reviews seriously and use positive testimonials to build brand image & gain
customer loyalty.
Video Testimonials is one of the best ways to do this. Businesses using testimonial videos
are definitely going to have a top chance of winning over consumers than businesses with
no video testimonials. As you have seen, there are many great reasons to create a customer
testimonial video for your company, but there is definitely a right way and a wrong way to
go about it. Here are some fundamental dos and don'ts that must keep in mind when
putting together your next video testimonials.
 Do create an attention grabbing introduction: Many viewers will stop watching your
online videos if the video does not grab their attention in the first few seconds. To
prevent this from happening with your videos, you really need to create a captivating
introduction that connects with the viewer and allure them to continue watching.
 Do consider production quality: In today’s tech-centric world, recording a video using a
cheap webcam is not going to cut it. This is why every business owners should consider
production quality at the top when creating testimonial videos. You should not keep a
video testimonial with poor sound quality. Also, terrible sound removes all credibility
from video and don’t keep a video testimonial which has poor lighting. If your video
is yellow or pink or not clear, you should reschedule or reshoot in a different
location. Also, don’t try to film this using your phone under any circumstances.
 Do publish customer testimonials: Publishing customer testimonials in video is a
powerful way to strengthen your business’s authority as an industry leader in its
respective niche. Most of the consumers trust online reviews as much as personal
recommendations. You can always publish review in the form of text and another great
option is to publish them in videos. Also, if you are unable to meet the customer
demand and record him or her in person, you may still be able to publish their
testimonial in a video. Video testimonials such as this are highly effective and efficient at
boosting conversion rates and winning over the trust of your target audience.
 Do use a relevant and captivating title: The title can make or break the marketing video.
If the title is beside the point or poorly worded, few people may watch the video. On the
contrary, an interesting and relevant video will encourage and persuade users to click
and watch the video. A fruitful and effective video title should be closely relevant to its
content. Using a proper title is also important and essential for search engine
optimization. If you want your videos to rank top in Google, you need to use a good and
eye catching title that accurately describes what the video is about. Search engines will
butter up your videos, looking at the title and other information to determine an
appropriate ranking.
 Do consider your audience: When creating videos for your business, you need to
consider your audience. In simple words, you should know for whom you are creating
videos. Different businesses have different target demographics. Your videos should be
planned specifically for your target audience’s demographics. So, it is recommended to
think about who is most likely to watch your videos and customize your videos
specifically for this demographic.
 Do Prepare: Preparation is very important and vital. There are many questions that
you should prepare in regard your product or service, for example, what do you
want your final product to look like, do you want your client in front of the camera or
do you want to put together a video full of multiple testimonials.
 Do have questions ready: What do you want your client to say? Asking question
from your users does not always lead to your desired answer. But you should
prepare quote-worthy and event instigating questions that encourage your clients to
ethically recount their experience and represent your services.
 Prepare: Recording a Video testimonials for business without any plans on what your
customer will say is a recipe for disaster. You need to have an idea of what you are
going to talk about when you start the process. Making a script is a great way to
make the testimonial sound stiff and unnatural.
Your customer’s brand and personality are what make the testimonial so effective
and efficient. We recommend businesses to come up with a list of questions to ask
the subject of the testimonial and sharing them before you record the testimonial.
You can also send these questions to the subject of your testimonial so they have an
idea of what you will be asking them when the day comes. You do not have to stick
to your list and in fact, you should not. Be conversational and respond to what your
customer says with follow-up questions.
 Do build emotional connection: If your audience can connect with the emotions of
your testimonial subject, you will definitely have a very powerful marketing tool. This
is why it is very important to get to the emotions underpinning the testimonial.
Finding that one of your customers was frustrated, overwhelmed, or struggling, and
that your product or service helped them get closer to the ideal they would hope for,
is very convincing to potential customers. Remember this thing when you are
planning your questions, talking with your customer, making or editing your video
and throughout the Product description engagement.
 Do add graphics and text: A simple video testimonial can be powerful, but adding
graphics and overlay text can make it even better. It will keep the viewers engaged,
at the same time, it is also a great way to share facts and statistics or highlight points
you want to emphasize.
 Don’t stray away from topic: It’s easy to venture off topic in videos. There is nothing
wrong with being comprehensive, but you should keep your videos on topic. Straying
away from the core topic will only result in a disconnection between you and the viewer.
 Don’t forgot Branding: Even if the prime objective of your video is to sell a product or
service, you should still take benefit of this opportunity by branding your business as
well. For example, you can edit your video to include an overlay of your business’s name
as well as its logo, slogan and other brand elements. As your video creates views, these
elements help to strengthen your business’s brand and that is one of the greatest and
biggest benefits of video marketing.
 Don’t make it too long: Most internet users only watch short videos around 10
minutes. There are few cases in which long videos will work great. However, for most
channels, it is the short videos that offer the greatest and longer results.
 Don’t be boring: Your audience does not need your video to tell them things they
already know. You should always get to the point quickly. You might even feel like
you are dropping into the middle of a conversation, which is good. Build a little
curiosity and tension. It is boring to watch someone that tried to be something they
are not and then the result will be stiff, formal, and awkward. Think about what
captivates an audience.
 Don’t provide the same video testimonial several times: In case, you use different
words in your videos that have same theme, people will not care. If there are various
videos, you should try to have different themes that are based on the abilities of
your business.
 Don’t film against a complicated background: Never use complicated background in
your video testimonials. For example, bookshelves as a background are the worst.
Your viewers will always concentrate on the items in the background rather than
focus on the subject and their testimonial. Hence, keep your viewers focused and
use perfect background.
Conclusion
A Video testimonials for business is a great and powerful way to build the credibility,
genuineness, and reputation of your business. Growing your business gets easier if you
know what you have to do and how to do it. It can assist you to connect with your audience
across multiple channels. Just ensure that you reach out to all the happy customers for a
testimonial video. Also, it is recommended that do not stop making videos even if you do
not see results for the first few months. Give it time and with a little practice you will surely
have better video testimonials that will connect with your audience and turn them into loyal
customers.
Blog Source URL: https://www.feedfleet.com/blog/2020/12/09/video-testimonials-helpssmall-businesses-dos-and-donts/