The Lowdown – The client testimonial video is king!
If you know your onions when it comes to content marketing and what constitutes quality content then you’ll no doubt know that one of, if not THE most effective type of content when it comes to converting is the client testimonial video.
“Customer testimonials have the highest effectiveness rating for all types of content marketing, with a rating of 89% (WebDAM)”
Here at Sync or Swim Productions we offer specific testimonial packages purely because of how effective they can be and after filming a fair few we have come up with 3 do’s and don’ts on how to get that testimonial setup and how to really make it work for you.
DO one! – Pull all the strings you can to get one done.
No seriously, just get one done. Go to your best, most happy (and possibly photogenic) customers and offer them something to get in front of the camera to give you a testimonial. Whether it be a discount on their next purchase or even something for free. Their words on camera will be absolutely priceless to you.
DO two! – Make them comfortable.
As I’m sure you can imagine, being in front of the camera can be pretty intimidating, so make sure you give your client plenty of time to get comfortable. They may want to recite something that they, or you, have scripted before. This can work but can also come across as quite scripted if the delivery is off. Just take some time and let the client settle into their groove, it will be worth it.
DO three! – Try to keep it short.
Did the client wax lyrical for 5 straight minutes about how great you are? Brilliant, now get over yourself and trim that down because no one is going to watch all of that. In today’s age of constant distractions and goldfish-like micro attention spans long videos that promote don’t have much of a place. What you want to do is make something IMPACTFUL and ENGAGING! The longer you stretch our the message “We’re great!” then the more diluted the message becomes. Make it effective by keeping it short!
DON’T one! – Scrimp on production
Yeah, yeah I know. Obviously I’m going to say that right? I run a professional production company and all I care about is getting you to pick up the phone and open your wallet. Hold your horses hypothetical reader! All I’m saying is just put a bit of thought in to this side of things. Phones and tablets can get some great video results. Just clamping the device so it doesn’t move will already make a huge difference. Having a cheap looking video will make you look like a cheap company and not in a good way. Its really as simple as that.
DON’T two! – Forget about what they’ve done for you.
This ties into “Do One” but after the video is done and posted online then thank the customer and make them feel valued. If you’re a B2B customer then tweet out at your client and possibly big them up to send some business their way through your gratitude. A good testimonial should bathe everyone in a positive light, not just your business.
DON’T three! – Forget about the video
One of the worst things you can do is just pop the video online, share it once and then forget about it. This is a conversion weapon you have here! Make a plan to share it often (not too often) so you are always showing potential customers what you can offer them. You could even make short form teaser cuts or even stills with quotes that you can share again and again. Using this method you can get a lot of mileage out of one production.