Your brand needs a Testimonial Video. Why? Because your brand is amazing! Your product is the best one in the market. Of course, you’re sure of it, and we trust you!
But what about your prospects? Hm, maybe they don’t know it yet.
This is of course, a problem. You need your customers to believe that your product is the best option that they can find. This is where testimonials come into play.
Testimonials will provide evidence that your brand and product actually work as promised: it solves your customer’s’ problems, and they’ll tell others everything about it!
Actually, customer testimonials are considered the most effective type of marketing content right now. 88% of people trust online reviews by other customers just as much as they’d trust a recommendation from a friend.
But just a text testimonial won’t be enough. Of course, they may be better than nothing, but in fact, video testimonials are much more useful.
Your viewers will feel more willing to believe a testimonial if they’re watching a real person telling their story. Text testimonials are easier to fake, this means, they’re harder to believe.
But video testimonials are more human and real, and they actually create a connection.
When your prospects are about to make a purchase decision, they’re considering different options.
What you need, of course, is for your audience to choose the option you’re offering them! But how can you do this?
You have to prove the value of your product. Your potential customers are doing research, and they need to know why your product or service will be a better option than the others they’re considering. But, of course, they might be skeptical, or not willing to trust you right away.
To prove the value of your product, it’s not enough that you just say it’s great. Your prospects will trust their peers more than anyone else! So, how about letting your happy customers do the talking?
Your testimonial video will be a platform to show how others have benefited from your product, and this way you’ll be encouraging possible buyers to take action.
The buyer’s journey is the name of every step your customers take, from the moment they realize they have a problem, to the moment they make a purchase (to solve that problem).
During this three-staged journey, your customers have different needs. Your goal is to deliver the best video content for every stage, and cover those needs.
Providing the video content that your prospects are looking for translates into an effective inbound marketing strategy!
If you don’t know what is Inbound Marketing, don’t worry! Watch this cool video so you have a clear picture of it:
Not every video works for every stage, and video testimonials are a great example of that. Testimonials work perfectly for the final stage of your buyer’s journey, which is the decision stage.
Why? Because during this stage your customers are almost ready to make a purchase decision, but they need some final help from you, to make the right choice.
Video testimonials do exactly that. These videos work as a way to build brand trust; and they’re also an important validation, to your prospects, from their peers.
(You might find this interesting: How to close sales using online video)
Brand trust, validation, online presence, improving SEO… The “pros” on this list are endless! But, if you want your video testimonial to work, then it must be done the right way. Let’s look at some tips!
You want your video to be relatable and authentic. The key for this is to make it real: nobody will believe a robotic response or a staged opinion.
If you want to get lasting results, you want real people sharing their real thoughts and experiences. This is what you need to generate a connection with your viewers and give your video a “special touch” that will make it credible, enjoyable and human.
With your customer testimonial video, just like any other marketing video, you need to lay out a structure first. This could mean a full storyboard or a general sketch of the takes you need and the order they will be put in.
Organization is important. By planning the structure in advance you’ll be able to film some insert takes as an example of what’s being said during the interview.
(Pst, we have a free slide for you, if you want to get a deeper look at the video production process!)
Are you shooting the video inside of a building? An office in China? On Mars? Give some context to your viewers.
Context will add a new layer of meaning and credibility to your interviewees and your video. This is why it’s important to add some takes that show a geographic location, or the specific place in which your video is taking place.
Look at this example! You’ll see this in action:
The time that you have to interview your clients is limited. You’ll probably only have one chance to interview them, because they’re investing time in helping you! So, you need to make the most of the time you have with them.
How do you do this? By preparing your questions beforehand. This will help you get all the information you need to create the best video testimonial.
But, remember, don’t be tied to those questions. The way to do it is to have a conversation with your clients — listen to the answers they give you, so you can ask follow up questions that might be useful too.
You want your clients to be prepared for the points that will be covered in your video. One way to do this is to send a question list, but in that case they might be tempted to practice too much, and maybe it will sound robotic!
To avoid this, it’s better to send to them a general idea of the topics that you’ll be discussing, so they can prepare accordingly, but not excessively.
As I said before, you only have one chance with them on camera! So, let them speak, let the interview become a conversation. It’s better to have extra information than to have too little (you can always edit that later!).
So, remember we were talking about how your viewers should feel connected with your clients? It starts by including key pain points in the dialogue. Your prospects want to know if these past clients were having the same struggles as them, and if they found a solution with your product.
Create a connection between your brand, your clients and your viewers, by letting your viewers feel like they could be the ones talking to the camera!
Look at this testimonial. Wouldn’t you feel connected with them too?
If you have let your interview become a conversation, and gave your clients time to elaborate their answers then you probably have a lot of footage. Great! You’ve got raw material to edit. But you need to edit wisely:
You have the best customer testimonial video, now what? It’s time to promote it!
First of all, compile all of these videos in a testimonial page in your website. After you’ve done this, share your videos: send the testimonial to your featured customers, and also your other customers if you think they might be interested!
Remember to include a link to your testimonial page in your homepage and “About Us” page; and make it easy to find, remember that it can play a big part in your inbound marketing strategy.
To boost this inbound marketing power, remember to add an extract or summary of the video, including some of your main keywords and pain points. This will improve your SEO ranking, so you can attract more clients in an organic way.
Testimonial videos are your way to go, when you’re looking to gain credibility and build brand trust. This is because your prospects are most likely to believe a customer just like them, instead of just self-promotion from your brand.
To make a great video testimonial, you should aim for natural responses and real clients with real experiences. Also, you should plan everything ahead of time, create a storyboard and a list of the questions you want to ask your customers.
One important thing you must remember, is that your video has to be always of the best quality. If your video is not high-quality, your credibility will suffer, and that’s exactly what you don’t want! So the best thing you can do is to hire a professional team to help you with that.
At Yum Yum Videos, we know how important it is to have a great and professional team, and our clients know this! So, if you want to make the best testimonial video for your brand, let’s talk! We’re always ready to help you.
by Carmen Coto
We want you! To build brand trust (with customer testimonial videos), that is. That’s why at Yum Yum Videos we frequently share new blog posts about how videos can help your brand become reliable and truthful to your target audience.
Customer testimonials are a great way to help your brand build trust. The reasons are simple! People trust other customer’s opinions because:
Take a look at Google Maps’ Business View testimonial video to see what we mean:
Because they are directed to potential customers that are already aware of their problem, have been looking for a solution and are informed about different options, customer testimonials help best during the decision stage of the buyer’s journey.
Yummy reminder: At this point, people will want assurance on the notion that you are the best solution available to their problem, so your efforts must be directed towards that goal.
That’s why happy clients deliver lots of trust! See the confidence Phelps shows about having worked with us in this testimonial video.
There are some tips you can take into account to ensure the best possible result throughout each stage of your testimonial video.
Be ready for the big moment! Before you record your video:
See what a pro customer testimonial video looks like when it’s done!
Now that you have your video, you can add it to your decision stage marketing to boost your sales. If you do so, tell us what you think about your experience! At Yum Yum Videos we are certain a quality customer testimonial video can be the difference between tying the knot between you and your customers or keeping them hesitant.
If you want to know how we can help you take your marketing to the next level, why not give us a call? Just a friendly, yummy chat to see how videos can help your business. ☺
by Maria Victoria González
When planning video content for your marketing strategy, you must do it in a smart way.
This means knowing exactly which types of video content will work for your brand and your customers, and when you should use them to get the best results.
There are lots of different types of video content, and it may be tricky to understand which ones are effective for your brand, and which ones aren’t The trick here is to identify your audience and understand them, and what they really need.
You can do this by tracing a clear path of your buyer’s journey, and identifying exactly which types of video content work the best for each stage of it.
Keep in mind that, to succeed, your video content must be interesting, engaging and of great quality. But also it has to be delivered at the right moment.
Let me show you how! First, let’s talk about the buyer’s journey.
The Buyer’s Journey is the active process your customers go through in order to buy a product or service: from the moment they realize they have a problem, to the final purchase.
It starts when your prospects realize that they are in need, somehow (they have a problem, or a question), and they start researching for answers.
As marketers, our job is to approach the buyer’s journey by focusing on solving our buyer’s problems. By creating great quality video content focused on that…
Because video content is the future (and the present!) of online marketing.
Recent statistics show that 90% of viewers say that videos are helpful in the decision process, and also one minute of video is the equivalent of 1.8 million words!
Yes, you read that right. Video is the golden tool of digital marketing right now, as is one of the most engaging and powerful types of content out there.
So, it’s time to join the club. Having good video content is important, because video is here to stay. But what’s also important is to know which types of video to use and when to use them, and here is when the three stages of the buyer’s journey come into play.
Even though possible buyers may follow a slightly different route, they all encounter the same three stages of the buyer’s journey– awareness, consideration and decision. Your job, as a marketer, is to give your prospects the “fuel” they need to move through these three stages successfully, moving them towards the purchase.
The way to do this is through great quality video content.
The first stage of the buyer’s journey is the awareness stage. During this stage, your prospects are starting to understand that they have a problem that needs to be solved.
They’ve come to you looking for answers, they’re trying to solve a problem or meet a need. Right now, there’s no guarantee that they’ll end up buying from you. But if your prospects find your video content useful and interesting, they will be looking to advance with your sales funnel.
Your job is to provide this useful video content and keep them engaged, to help them go through to the next stage.
There are some types of video that will work better than others.
If your goal is to engage your future customers, then a commercial ad is your way to go. These are videos that share your brand spirit and values with your leads. They use an engaging story and they’re great to create a good first impression.
Let me show you an example.
People love to learn new things, especially now that they’re at the beginning of their buyer’s journey and they’re looking for information that will solve their problems.
Educational videos are helpful and easily shareable, and it’s so easy to make them fun, too. For example, you could make an animated video, like this one:
In the second stage of the buyer’s journey, the consideration stage, your prospects are now aware of their problems. During the awareness stage you’ve used video to make them realize that they’re in need of a solution; now, in the consideration stage, your job is to show them why your products are the best solution.
This stage is, mainly, a point of extended engagement. Right now, it’s the moment to nurture your leads and build trust.
What is an explainer video? It’s a video that introduces your prospects to your brand and your product and lets them know why they need you, in just a few seconds.
They don’t just explain ideas– they make them interesting and easy to understand. Animated explainer videos are great to simplify a complex concept, because they’ll bring focus to what’s important and make it light and fun to watch.
There are various types of explainer videos, like:
A whiteboard animated video tells a story using drawings on a whiteboard. It has three basic elements: the white background, a continuous black drawing and a hand.
A great-quality whiteboard video can be really entertaining. Let me show you an example!
Motion Graphics are a great synthesis tool to explain any complex product or service. It’s a more sophisticated and elegant style of explainer video, but at the same time, it uses colorful graphics in an educational way.
With the use of humor and good quality animation, cartoon marketing videos are great for explaining your business idea to your customers.
They’re not only very engaging, but they also make your audience identify with your animated characters very quickly.
Product videos are a great way to tell your prospects how great your products are and show them in action. It can be a live action video, but also a nice animation can be really interesting; or, if your product is a digital one, you can use a screencast video. Watch this example:
How-To videos are great to answer your customer’s questions, in a fun, entertaining way. Use them as a chance to educate your audience, and be a helpful resource for them.
Let me show you an example!
Oh, the moment of truth! The decision stage is the moment in which your prospects will be, finally, making the actual purchase decision. They’re ready to buy, but this brings up one big question: will they buy from your brand?
In most cases, what your prospects are lacking at this stage is just a final push in the right direction (your product’s direction!). You can do this by delivering the right kind of video content.
About Us videos give you the chance to build trust with your prospects, showing them who you are, who your brand really is and what it stands for.
Testimonial videos and case studies help your prospects connect with your brand’s advocates, increasing their confidence about the product that you’re offering them.
Sometimes, prospects need some form of validation from others before making the decision to buy a product, and with testimonials, you’re giving them exactly that.
Remember, these videos have to be authentic: use real customers, with real and valuable stories to share. If you want some examples, visit our Testimonials page!
Let’s call the Delight stage a “non-official” part of the journey, but still an important one. What happens after you land a sale?
Well, if your customers had a positive experience with their purchase, they might not need so much convincing for coming back; but you still need to provide enough value so they want to return.
Video updates for your customers are an interesting tool to achieve this. If your buyers are engaged, they’re probably following your brand’s social media accounts, so use this in your favor. Whenever you have a new product or service, announce it with video!
Related article: How to Build Brand Loyalty Using Video Content
All this means that you can’t be thinking about video content like a “one-size-fits-all” kind of thing.
Video content must be tailored especially for your customer’s needs, and these needs are not the same in every stage of the buyer’s journey.
So, if you really want to be successful with your video content, you must learn which types of video to use in every one of the three stages (awareness, consideration and decision). And after your customer passed all of the stages, you can still use video content to ensure customer retention.
Remember! If you want your videos to work at their best, they need to be of high quality, and also fun and entertaining.
If you’d like to know more about how to boost your marketing campaign using video, take a look at our free infographic, you’ll find it very useful! Also, if you’d like some help creating the best video for your buyer’s journey, let’s chat!