Having a video of your clients recommending your products or services can be a hugely powerful tool, but there are several important factors to consider when creating them.
When
First of all, if you're thinking of making a client testimonial video as the main, central video for your business, you should understand that it's a video for warm leads. We advise making an explainer video first if you don't have one, as it's a more powerful tool for opening up communication with cold prospects and introducing your business.
Client testimonial videos should be the last video in your marketing funnel. When someone has learned all they need to know about your business, and they're thinking of buying from you, that's when they need the final push of hearing from others.
This will address their fear of making a foolish decision, and ensure them that they should trust their gut and go ahead with the purchase. It appeals to our baser instincts - the tribe is buying from you so they can feel safe to buy from you too.
Where
Client testimonials should go in several places:
On your social media feed as a boosted post. This will be seen by people who are followers and hence, are already engaged with your business. This also gives it the chance to get likes, comments and shares to further encourage the tribal instinct. This can also have a secondary effect on your cold prospects, and pique their interest to find out more about you.
On the 'What People Say' section of your website.
Played at the end of a webinar. This should be shown in combination with your call-to-action to do business with you.
How
This is crucial. We recommend creating one 'Success Story' video around each client. This should highlight the incredible client you have, the wonderful journey they've gone on and the lessons they have to share. It should also be subtly underlaid with the fact that none of this would have been possible without your help.
This has several benefits:
Shows that you enable people to have better results in their lives and careers.
Demonstrates generosity by shining a light on and celebrating your client's achievements.
Shows you have a genuine vested interest in your client achieving success beyond your interaction with them.
Creates more content for your business and quantity is highly valuable when it comes to video.
Once you have 4-6 success story videos, you can edit them together into a full client testimonial video. Importantly, however, you should make sure to do 1 crucial thing:
Ask them questions like 'are you glad you worked with [your business]', but don't include the answer in the success story video. That way you can save it for your full testimonials video and you don't have to do any extra shoots.
