Every business wants to create more trust with their prospects and potential customers to further drive their conversions and sales.
And not only does every business want to create more trust, they also want a way to do it even faster than traditional ways such as old-school written reviews.
Most businesses know video testimonials help to accelerate the lead generation and sales process, but they normally require:
- Finding time to make that awkward ask
- Creating new workflows to send emails and reminders
- Carving out time on the calendar to even ask for testimonials
What if there was an easier way to build trust fast, and without really lifting a finger?
Now there is - with the power of video testimonials.
But what about making that awkward ask to your customers?
We’re sharing our entire process on how to collect high-impact video testimonials from customers fast, and in a way that makes the process smooth as butter.
Let’s dive in.
The importance of video testimonials: Why does your business need video testimonials?
Video testimonials are a powerful way to showcase the experiences and satisfaction of your existing customers to potential customers.
Trust is one of the core components of the buying process:
Video testimonials build trust and credibility faster than traditional means such as written reviews.
In addition, video testimonials can be more engaging and effective than written testimonials, as they allow customers to share their experiences in their own words and provide a visual element that is crucial from the psychological standpoint of the buying process.
Video testimonials provide the following core benefits:
One of the main benefits of video testimonials is that they help to establish credibility with potential customers. When a satisfied customer shares their positive experience with a product or service, it provides social proof that the business is trustworthy and reliable. This is especially important in today's digital age, where consumers are increasingly skeptical of traditional advertising.
Video testimonials are particularly effective because they allow potential customers to see and hear real people talking about their experiences. This creates a more personal and emotional connection than written testimonials or other forms of marketing.
Enhancing Brand Image
In addition to boosting credibility, video testimonials can also enhance a business's brand image. When customers share their positive experiences with a product or service, it helps to create a positive association with the brand. This can help to differentiate the business from competitors and create a more loyal customer base.
Video testimonials can also be used to highlight specific features or benefits of a product or service. This can help to educate potential customers and demonstrate the value of the offering.
Perhaps the most important benefit of video testimonials is that they can help to increase sales. By providing social proof and enhancing brand image, video testimonials can help to convince potential customers to make a purchase.
Video testimonials are particularly effective in the consideration and decision stages of the buyer's journey. When a potential customer is weighing their options and trying to decide which product or service to choose, a video testimonial can help to tip the scales in favor of a particular business.
Overall, video testimonials are a powerful tool for businesses looking to build trust with their audience and increase sales. By boosting credibility, enhancing brand image, and increasing sales, video testimonials can provide a significant return on investment for businesses of all sizes.
How to get video testimonials from customers
The biggest mistake most businesses make is actually never making the ask.
We’ve worked with hundreds of clients using the exact, done-for-you process we outline below - but the number one thing that holds most back is a lack of execution due to multiple reasons:
- A lack of time or a workflow to handle the process
- Not ready to make the awkward ask
- No in-house video editing team
You have happy clients and customers ready to sing your praises - you just have to unlock the best way to actually get them to agree and record.
And that all starts by understanding when, and how to make the ask.
Here is our exact process for collecting high-grade video testimonials from our client’s customers:
Step #1. Identifying Potential Testimonial Candidates
Before reaching out to customers for video testimonials, it's important to identify potential candidates who are likely to provide positive feedback. Here are a few ways to identify potential testimonial candidates:
1. Look for Repeat Customers
Repeat customers are a great place to start when searching for potential testimonial candidates. These are customers who have purchased from your business multiple times, which indicates that they are satisfied with your products or services. Reach out to them and ask if they would be willing to provide a testimonial.
2. Check Your Reviews
Check your online reviews to see if any customers have left particularly positive feedback. These customers may be willing to provide a video testimonial. Be sure to reach out to them and ask if they would be interested in participating.
3. Identify Your Target Audience
Identify your target audience and look for customers who fit that demographic. For example, if you sell products or services for seniors, look for customers who are in that age range and have had a positive experience with your business. These customers are more likely to provide a testimonial that resonates with your target audience.
4. Consider Your Brand Ambassadors
Brand ambassadors are customers who are particularly passionate about your business and are willing to promote it to others. These customers are great candidates for video testimonials, as they are already invested in your brand and are likely to provide positive feedback.
Overall, identifying potential testimonial candidates is an important first step in the process of getting video testimonials from customers. By targeting customers who are likely to provide positive feedback, you can increase your chances of getting high-quality testimonials that will help promote your business.
Step #2. Approaching Customers for Testimonials
Getting video testimonials from customers is an effective way to establish trust and build credibility with potential customers. However, approaching customers for testimonials can be challenging. In this section, we will discuss two effective approaches for requesting video testimonials from customers: Personalized Request and Incentivizing Participation.
1. Ask at the right time
It is essential to determine the right time to request a video testimonial.
The best moment is when a customer has had a positive experience with your product or service.
For B2B service providers, typically your team is in close contact with your clients and will have a pulse on the relationship.
After you’ve over-delivered value in terms of your service (or even product), you now have a strong indicator that it would be a good time to make the ask.
You should also consider how long the customer has used your product or service.
The appropriate timing will depend on your business, but it is important to only ask for a testimonial after the customer has had enough time to form a strong opinion or fully benefit from your product or service.
We generally recommend our clients make the ask for established relationships where they know the customer or client has had an awesome experience and would be willing to take a few minutes out of their busy day to sing some praises.
2. Send a thoughtful, personalized email
Make the ask via email.
Seems simple, right? Because it is and can be highly effective.
Here’s how to do it:
Start by thanking the customer for their business and letting them know how much you appreciate their support.
Explain the purpose of the video testimonial and how it will be used. For example, you might say that you would like to feature the testimonial on your website or social media channels to help other potential customers understand the value of your products or services.
Provide clear guidelines for the video testimonial, such as the length of the video, the topics that should be covered, and any specific questions that should be answered. This will help ensure that the testimonial is useful and relevant.
Provide instructions for how to record and submit the video, such as using a smartphone or webcam.
End the email by thanking the customer again and letting them know that you value their time and feedback.
Here is an example of an email template to personalize for asking your customers for a video testimonial and getting the conversation started:
Subject: [Name], I’ve got a quick ask
We’ve really enjoyed working closely with you and your team, and [mention a big result / personal outcome from your engagement].
With that being said, I’d love to ask if you’d be willing to give up a few minutes of your time to talk about your experience working with us in the form of a quick video testimonial.
Normally, testimonials are very time-consuming (we would have to be in your office with a camera crew, and make a huge ask for your time) but we are using a service called Simple Testimonial which will allow you to record your thoughts remotely and quickly.
Here's how it works:
1. We’ll send a few quick questions to you that we want to ask about your experience working with us.
2. We’ll schedule a time to connect just for a few minutes at any time that’s most comfortable for you and we’ll collect your feedback via a Zoom call.
And that’s it, super simple.
We’ve kept the questions brief and expect the whole process to take 10-15 minutes max!
We also want to say thank you for your time, and at the end of the process we’ll be offering you one of two options as a way of saying a huge thank you for taking a few minutes out of your busy day:
- A $150 Amazon gift card
- A donation of $150 to the charity of your choice
I know it’s a big ask for a few minutes of your time - but I’d love to know if you’d be interested in helping us to share our success working together.
If you have a great relationship already with the custom, and they’ve loved your product or service - you’re going to see a very high response and agreement rates for leaving a video testimonial for your business.
3. Keep it stupid simple
Everyone’s busy in their everyday lives - so we want to make it super simple for our customer’s customers and not ask for more than a few minutes of their time.
The process of conducting the video testimonial is simple after they’ve agreed.
4. Know exactly what questions to ask
Your customer has agreed to leave the video testimonial - great.
But what questions should you be asking to capture their voice in the best possible light, and to have a high-grade video testimonial to leverage?
The questions and angles you take are going to impact your output.
Video testimonials are a great way to combat common sales objections, as well as highlighting the core pain or problem your solution or product solves.
Framing those questions in the right way is going to allow you to unlock a powerful voice that potential prospects want to hear and see.
5. Incentivizing Participation (Optional)
Another approach to getting video testimonials from customers is to incentivize their participation.
This approach involves offering customers a reward or incentive for creating a video testimonial.
Incentives could include discounts, free products or services, or entry into a prize draw.
When offering incentives, businesses should clearly communicate the terms and conditions of the offer.
For example, the reward may only be given to customers who create a video testimonial that meets certain criteria, such as a minimum length or specific content.
5. Don’t forget to say thanks
We always recommend saying “thank you” to your customers for taking time out of their busy days to sing the praises of your business.
It’s best to write a personalized email and a few quick short-sentences thanking them for their time.
Additionally, we like to take a step above-and-beyond.
For every customer we work with, we provide them with a donation to a charity of their choice as a way to show our appreciation and gratitude for helping your business to further thrive.
Step #3. Utilizing Video Testimonials
Before collecting video testimonials, businesses should ensure that they are compliant with relevant laws and regulations.
For example, in the United States, the Federal Trade Commission (FTC) has guidelines on the use of endorsements and testimonials in advertising.
These guidelines require that businesses disclose any material connections between themselves and endorsers, and that testimonials reflect the honest opinions and experiences of the endorsers.
To ensure compliance, businesses should consider implementing a clear testimonial policy that outlines the criteria for collecting and using testimonials, as well as any necessary disclosures.
Additionally, businesses should obtain written consent from endorsers before using their testimonials, and should be prepared to remove any testimonials that do not comply with legal requirements.
Integration into Marketing Strategy
Once video testimonials have been collected, businesses should consider how to best integrate them into their marketing strategy. One effective approach is to feature testimonials prominently on a business's website and social media channels, where they can be easily accessed by potential customers.
Businesses may also want to consider using video testimonials in their advertising campaigns, such as in television or online ads.
To maximize the impact of video testimonials, businesses should ensure that they are high-quality and engaging.
This may involve editing or enhancing the videos to make them more visually appealing, or using subtitles or captions to make them more accessible to viewers.
Overall, collecting and utilizing video testimonials can be a valuable tool for businesses looking to establish trust and credibility with potential customers.
By taking into account legal considerations and integrating testimonials into their marketing strategy, businesses can effectively leverage the power of video testimonials to drive sales and growth.
Bonus: Measuring the Impact of Video Testimonials
When it comes to using video testimonials in marketing, it's important to measure their impact on customer engagement and conversion rates.
Here are two key metrics to consider:
Analyzing Customer Engagement
One way to measure the impact of video testimonials is to analyze customer engagement. This can be done by tracking metrics such as views, likes, comments, and shares on social media platforms and other channels where the video is posted.
Tracking Conversion Rates
Another important metric to consider when measuring the impact of video testimonials is conversion rates. Conversion rates refer to the percentage of viewers who take a desired action after watching the video, such as making a purchase or filling out a contact form.
To track conversion rates, businesses can use tools such as Google Analytics to monitor website traffic and track the number of conversions that result from video testimonials. This can help businesses understand how effective the video testimonials are at driving conversions and increasing revenue.
Overall, measuring the impact of video testimonials is an important step in optimizing their effectiveness in marketing. By analyzing customer engagement and tracking conversion rates, businesses can gain valuable insights into how well their video testimonials are resonating with their target audience and driving desired actions.
Collecting video testimonials from your customers shouldn’t be difficult.
With a well-defined process, and knowing how and when to make the ask - everything else is made easy.
Still - most businesses lack time and a workflow to properly handle the process and unlock the voices of their happiest customers.
- Video testimonials can help businesses establish credibility, build trust, and increase sales.
- Identifying potential testimonial candidates and approaching them for testimonials can be a daunting task.
- With the right strategies and best practices, businesses can harness the power of video testimonials to build trust and drive sales.
Frequently Asked Questions
What are some effective ways to encourage customers to create video testimonials?
One of the most effective ways to encourage customers to create video testimonials is to make the process as easy and convenient as possible. This can be achieved by providing customers with clear instructions on how to create and submit their video testimonials, as well as by offering incentives such as discounts or rewards for those who participate.
Another effective strategy is to reach out to customers who have had particularly positive experiences with your product or service and ask them to share their story. This can be done through email campaigns, social media outreach, or by offering a dedicated platform for customers to submit their testimonials.
What are some best practices for using video testimonials on a website?
When using video testimonials on a website, it is important to ensure that they are prominently displayed and easily accessible to visitors. This can be achieved by placing them on the homepage, product pages, or in a dedicated testimonials section.
It is also important to choose testimonials that are relevant to the specific product or service being promoted, and to ensure that they are authentic and genuine. Additionally, providing context for each testimonial, such as the customer's name and location, can help to further establish credibility and trust.
How can AI be used to create compelling video testimonials?
AI can be used to create compelling video testimonials by analyzing customer data and feedback to identify key themes and trends. This information can then be used to create personalized video messages that speak directly to the needs and interests of individual customers.
Additionally, AI can be used to automate the video creation process, making it faster and more efficient to create and distribute video testimonials at scale.
What are the risks of using fake video testimonials?
Using fake video testimonials can be extremely damaging to a business's reputation and credibility. Not only can it lead to negative reviews and customer backlash, but it can also result in legal action and fines.
To avoid the risks of using fake video testimonials, it is important to ensure that all testimonials are genuine and authentic. This can be achieved by verifying the identity of each customer, and by conducting regular audits to ensure that all testimonials are truthful and accurate.
How do you ensure the authenticity of customer video testimonials?
To ensure the authenticity of customer video testimonials, businesses should take steps to verify the identity of each customer and to ensure that their testimonials are truthful and accurate. This can be achieved by requesting that customers provide identifying information, such as their name and email address, and by conducting regular audits to ensure that all testimonials are genuine and authentic.
Additionally, businesses can use tools such as video analysis software to detect signs of tampering or manipulation in video testimonials, further ensuring their authenticity and credibility.