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Did you know that 73% of consumers are more likely to invest in a product or service after seeing a video about it? Well, it’s true!
This makes sense when you consider that videos are more engaging and interactive than other content types. Walls of text are a huge no-go, and still images just don’t have that eye-catching quality that videos do.
A testimonial video is the perfect way to showcase your brand and its values in an interesting and memorable way. Read on to learn how you can make video testimonials that get your target audience interested.
1. Understand What a Testimonial Video Is
Testimonials are essentially reviews in video form. In these business videos, a person will talk to a camera about something specific that your business offers. They’ll discuss the features of your business, products, and services in detail to showcase them to the people that find and click them online.
The overall idea of a testimonial is that it will encourage people to feel more confident in working with your business. Those who are more informed about what they’re getting are likely to invest. Since 84% of people trust online reviews, this is a way to draw in new business.
People don’t process a lot of what they read and are likely to skip over walls of text when they stumble upon them online. They’re even unlikely to fully read long paragraphs. On the other hand, people remember most things that they see and hear, so testimonial videos are a new and innovative way to get product reviews.
2. Gather a Team
Just as it takes a village to raise a child, it takes a professionally curated team to create a video testimonial. You need to talk to other experts involved in your business and ask them for ideas on what to include in the video.
These people don’t need to be film experts or even be involved in the overall video-making process. This is simply a way to get ideas about what to include in your testimonial.
Ask them what aspects of your services should be highlighted. Sales teams may have insight into which products are more popular and what people want to hear about them. Figuring out the pain points that consumers are looking to solve lets you determine what you should feature in the video you’re making.
You also should consider asking what aspects of a video appeal to people on different teams throughout your business. Make sure to inquire about this with multiple demographics. See if there’s a pattern to who likes certain types of cuts, camera angles, content, and colors.
3. Get High Quality Video Equipment
Next, you’re going to need to gather the tools required for shooting your video. This means purchasing a high-end video camera with clear picture quality. It also means purchasing professional-level filters, editing software, and sound filtration systems to ensure that your business videos look amazing.
People also need to understand how to use this equipment. This means training people with a pre-existing film background to work for your marketing team.
Unfortunately, getting these experts, cameras, and software systems can be extremely expensive and drain the rest of your marketing funds. It’s best that you ask a professional to help you with this step because they already have these tools. Hiring them to help you won’t just end in a better product but will also save you a lot of money on equipment.
4. Talk to Satisfied Customers (or Talented Actors)
Testimonials are more authentic when you pay actual customers to feature in them. You can say that the speaker is a real-life satisfied client talking about your services. You also will get a more authentic look at the consumer experience and project that to your audience.
Try reaching out to a repeat customer who’s been involved with your business for years. These are the best types of customers to feature because of their loyalty to your brand. They’ll be genuinely interested in boosting your image (though, of course, the payment for services rendered won’t hurt).
If you can’t get one of these individuals, ask people who have left reviews or who follow you on social media.
5. Create a Script
Just because it’s a review doesn’t mean that a testimonial should be 100% unscripted. If you try to dive into a video without having a plan, it’s likely to come out jumbled and disorganized. This will be difficult for viewers to understand no matter how highly the customer speaks of your product.
Additionally, testimonials are an opportunity to highlight the best things about your products. While the customer likely has thoughts regarding this that you should listen to, you and your team also need to incorporate your own insight. This makes a clear and comprehensive script essential.
6. Enlist the Pros
We’re not going to lie- this entire process takes a lot of effort. Testimonial videos may be one of the most important aspects of a digital marketing campaign, but there are experts better suited to it than you are. It’s better that you invest your time in areas like developing core products, innovating new ideas, and building a better business environment.
Experts have tools and knowledge about creating testimonials that no amount of online research will get you, and you can save time and money by hiring them. Learn more about enlisting the top video production agency for help with your marketing campaign.
Get Started and Grow Your Business
Boosting your visibility with your target audience can be challenging. Luckily, creating a testimonial video that showcases your brand makes this a simpler task with far less anxiety than ever before.
Now that you know how to create a top-notch testimonial strategy, it’s time to get cracking. Check out the ‘business’ and ‘technology’ tabs on our home page to learn more about how you can take your organization to the next level.