Video can be used for so many different purposes in marketing. One of the most effective uses is to present customer testimonials. When your potential customers see a real person describing the benefits they gained by using your products or services, it gives the video more credibility.
People are more willing to take the advance of a stranger, when it appears that stranger isn’t connected to your business. Find out how to use customer testimonials as a part of your marketing strategy.
The first step is to find the right customers. This can be a challenge, but it’ll pay off. You could consider offering these customers a special reward. This could include free products, discounts, or other incentives for appearing in the video. You may even choose to pay them a flat rate for offering their opinion.
You’ll also want to come up with a list of questions. Some businesses prefer to work off of a script. But, you need to keep in mind that these are not trained actors. Having a customer read a script on-camera will come across as insincere.
When coming up with your questions, you’ll want to choose key talking points. For example, you could ask, “what was your first impression of using this product?” The goal is to cover a variety of key points that best highlight the benefits of your products or services.
The next step is choosing a location for the shoot. This shouldn’t be too difficult. If you offer a service that can be seen, such as landscaping, remodeling, or pool installation, you will want to film on-site.
Otherwise, a living room works best — preferably the living room of the customer that you are recording. This will put them at ease and make them feel more comfortable.
When you are ready to film, use a tripod to steady the camera. That last thing you want is a shaky camera. Have the customer sit or stand and then position the camera. Make sure that you get a good camera angle. In most cases, you will want to be positioned slightly to the left or right of the customer.
Before you start recording, have a short conversation with the customer about the key topics that you’ll cover. In fact, you might want to send them your list of questions ahead of time. This will give them time to prepare for the interview. When you meet in person, casually go over the topics, but don’t spend too much time rehearsing — you want the video to appear as natural as possible.
When you start recording, simply ask your questions. Hit record and have a conversation. Don’t think of this is as a detailed interview. You can go away from your list of questions and don’t worry about your voice getting recorded — this will get edited out.
It might also help to ask some of the same questions over again, but phrased in different ways, to see if you get a different response. Record as much video as time permits.
When you get back to your home or office, you can begin editing the video. Try to isolate the key points and the best sound bites provided by the customer. You can compile this with video or images of your product or service.
For a few examples, head over to YouTube and search for “customer testimonial”. You’ll have thousands of examples to give you some ideas.
You’ll also want to share this video with the world. There is no point in creating a testimonial if you don’t share it. Consider uploading the video to YouTube or another video platform and then embedding the video on your website.
You can use these customer testimonials on landing pages, on your product or services pages, or anywhere else that you choose.
As a final tip, if you’re not feeling up to the challenge of filming a customer testimonial, then you can always hire a professional videographer. While this will cost some extra money, you’ll end up with a high-quality video.
I hope you enjoyed this post.