Client Testimonial Videos: Why and How to Make Them for Your Business
If you are looking for ways of increasing your conversion rate on your website, client testimonial videos might be the solution for you!
A client testimonial is a personal review of your product or of the experience a client had with your services.
Strategically showcasing client reviews on your website increases your value in the eyes of a potential client. Studies have found that displaying only 5 reviews can increase the conversion rates of a product by 270% (Source study PDF: Spiegel Research Center).
Collecting plenty of positive customer reviews will help your business.
If you have already been sharing client testimonials in written form, you might want to start doing this through a video format as well. It’s more powerful and effective.
Why Use Video Testimonials?
Video is Way More Engaging than Text
A survey found that 44% of customers prefer to learn about a product or service by watching a short video, comfortably beating text-based content (13%) and sales calls (6%) (Source: Wyzowl).
Video testimonials offer an engaging and captivating medium for storytelling. Compared to written reviews, videos allow viewers to experience and empathize with the emotions and enthusiasm of your satisfied customers.
Written text engages only the sense of sight, while video engages both the sense of sight and the sense of sound, making it the superior visual medium.
When combined with a heartfelt testimonial, a video can leave a lasting impression on your audience and encourage them to take action.
2. Build Brand Credibility & Trust
When a satisfied customer takes the time to speak on camera about their positive experiences with your product or service, it adds credibility to your brand.
Written reviews can be faked. In fact, in 2022 alone Google blocked or removed over 115 million policy-violating reviews (Source: Google).
A video testimonial of a client, on the other hand, is harder to fake and is easier to tell when it is not genuine. Most likely, if a business takes the time to create great quality video testimonials, is because it cares about its clients and also wants to show the world how much.
Video testimonials prove your company's ability to deliver on its promises and demonstrate that real people have found value in what you offer. This enhanced credibility and built trust can sway potential customers who might otherwise be hesitant to try your products or services.
Potential customers are more likely to trust the opinions of past customers, making video testimonials a potent tool for building trust in your brand.
3. Handle Objections
Video testimonials can directly address common objections that potential customers have.
For example, if price is a common concern, a satisfied customer in a video testimonial can explain how the value they received far outweighed the cost.
By addressing objections in this way, video testimonials can help alleviate doubts and encourage potential customers to take action.
When potential customers see others like themselves achieving success or satisfaction, it validates their decision to consider the product or service, reducing objections related to uncertainty or fear of making the wrong choice.
How to Make Effective Video Testimonials
Choose the Right Customers
Select customers who are genuinely enthusiastic about your product or service and can articulate their experiences well. Choose the customers who had the most impactful changes due to working with you.
Extroverted people will also be great for this, but if you only have a few clients you might not be able to be as picky. Work with what you have.
Ask Open-Ended Questions
Scripted answers sound unnatural and most people can pick up on that.
Instead of scripted answers, ask open-ended questions that encourage customers to elaborate when sharing their unique stories and perspectives.
Open-ended questions are questions that cannot be answered with a simple “yes” or a “no”. Yes-or-no answers won’t be useful when it’s time to edit and put your video(s) together.
Examples:
Non-open-ended (closed) question: “Did you enjoy working with us?”
Open-ended question: “When did we start working together?”
Highlight the Transformation and Problems You Helped Your Client Solve
Emphasize the before-and-after transformation that your client experienced to highlight the value your business brings.
Ask clients to describe where they were in their business or life before they started working with you.
Ask clients to provide specific examples or metrics that demonstrate the impact of your product or service on their business or life. Tangible results and real-life stories are more compelling than vague statements.Examples of tangible results are follower social media growth, income growth, lead generation growth, back pain relief, etc.
By highlighting your client’s transformation you will also be speaking directly to your potential client’s pain points.
When they see that you were able to help someone with the same problem they are currently experiencing, they will be more inclined to reach out to you for help.Highlight the Experience of Working with You
The main concern of your potential clients is if you can solve their problems. Their second main concern is if you are someone good to work with.
When you are working with clients you are not only providing a service, you are also providing an experience.
People will pay more to work with a business because it offers a better experience.Create Within Your Budget
Hiring a professional videographer or a video production company will help you create higher-quality visuals. Delegating this task can also save you precious time. We recommend that you do this if you have a budget you can invest in video marketing.
But depending on where you are in your business you might not be able to afford hiring someone to create your client testimonial videos.
Video testimonials, even if created with a phone or through a webcam can still have a great positive impact on your conversion rate!
So do not limit yourself: It’s better to have a video testimonial displayed on your website, even if the quality is not the best, than not to have it at all.
You can later on hire someone to create better testimonial videos once your business can afford to.
Questions You Can Ask Your Clients to Make Great Video Testimonials
Here's a list of questions you can ask your clients when recording your video testimonials (make sure to adapt them to the type of service you provide and skip those that do not apply):
Why did you reach out to us?
What problems were you looking to solve when you reached out to us?
What was your situation before you started working with us?
How did you find the process of working together?
What results did you get from working with us?
What’s the future looking like for you?
What would you say to people who might be on the fence about deciding to work with us?
Video testimonials are a potent tool for businesses seeking to build trust, improve brand credibility, and boost sales.
Showcasing the experiences of real customers resonates with potential customers better and fosters an emotional connection that will make them prefer you over your competitors.
Use the power of customer storytelling to drive your business towards growth and success!
If you’re interested in getting video produced for your business but aren’t quite sure where to start or what you need, consider booking a free 30-minute consultation with us today! Click on the button below to contact New Media Productions and we’ll get back to you as soon as possible.
