It can be a struggle to engage prospects who are stuck in the middle of your sales funnel.
Despite your email nurture campaigns firing on all cylinders, they might be unsure if your company is the right choice for them.
Even worse, they might be sold on your type of product, but still shopping around to your competitors, trying to find the perfect match for their business.
To counteract this, you can rely on your customers’ successes and amplify their voices through video testimonials. These testimonials are valuable forms of social proof that will nudge prospects towards conversion.
In a video testimonial, your customer can quickly explain your product, provide an applicable use case, and share how it has positively impacted their company.
This article will examine everything you need to know about video testimonials, including how you can use them to increase trust and revenue for your company.
This is a comprehensive resource. To navigate to the topics which interest you the most, click the links below:
- What is a video testimonial?
- Why are video testimonials effective?
- How to create effective video testimonials
- Tips for successful video testimonials
What is a video testimonial?
A video testimonial is a multi-media marketing asset that features an existing or past customer sharing their first-hand experience and endorsement of your product in their own voice.
Video testimonials are special because they involve a real person sharing a pain point and forming an emotional connection with a potential customer.
B2B companies are developing more video content in order to effectively connect with prospects and share their product’s use cases, reviews, and successes with the world.
In fact, most B2B businesses selected video as the primary form of media within their content strategy.
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Video testimonials are an essential component within any B2B video marketing strategy. They resonate with prospects in ways that product demo videos don’t.
Video testimonials showcase a real-life application of the product paired with an endorsement from an existing satisfied customer.
The best part: video testimonials are shot in the customer’s own voice. This is a key factor separating this type of marketing asset from others. Video testimonials provide a unique view into the product’s validity from customers who are already using it.
For example, take a look at this video testimonial for Celect that features their client, Lucky Brand:
You can see how Celect has impacted multiple departments at Lucky Brand, making this a powerful marketing asset.
Most effective video testimonials follow the same structure as the one you just examined.
Let’s take a closer look at the three main components of a video testimonial and how they come together.
Video testimonial structure
Video testimonials have three distinct parts. To make an effective video testimonial, you need to guide your customer to:
- Outline the problem.
- Highlight the product as the solution.
- Share the results.
It’s that simple!
First, the customer should share the problem that they faced when they realized they initially needed your product. Then, they can share what the solution was, and how it has helped their business.
Finally, they should highlight the outcomes that resulted from implementing your product into their business operations.
By taking those three steps, you complete the story arc and will have a concise, engaging video testimonial.
Let’s take a look at some of the key reasons why this is so effective that B2B companies are increasing their video testimonial production.
Why are video testimonials effective?
Are you struggling to share how your product is different from other products on the market?
Prospects are bombarded with similar messaging tactics from every company in your industry. The challenge for businesses is to set their company apart from the rest — but how?
The easiest and most effective way to engage and capture the attention of prospects is through storytelling. Video testimonials are an effective vehicle to tell a story about your product and how it helped a specific company in their time of need.
Look at this video testimonial for Cato by Brake Masters:
Steve Waibel, Director of IT at Brake Masters, shares how using Cato solved his issue of having frequent network outages. The testimonial walks viewers through the problem and introduces Cato as a solution, completing the story arc.
It also includes a powerful testimonial and recommendation of the product. Approximately 72% of prospects trust a business more after reviewing positive testimonials and reviews.
These types of testimonials are valuable and can increase revenue for the business. Beyond simply converting new customers, testimonials can drive 62% more revenue from existing customers each time they land on your site.
That’s why companies proudly display their video testimonials on their website and campaign-specific landing pages.
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Those browsing a site may stumble across a video testimonial that features someone in the same industry who is experiencing the same problem.
Customer stories provide real-life pain points that were solved by the company. These serve to make the pain and gain real to your prospects, while also explaining your product.
Prospects are seeking this information and can relate to it. However, it’s not just the content that they crave. It’s the medium that it’s presented in as well.
Consumers are looking to watch more B2B video content. More than 37% of viewers will watch a video all the way until its conclusion.
In addition, video testimonials are easy to share with high-level executives that want a quick snapshot of the product and how it will affect their company.
Approximately 59% of executives prefer watching video over reading text when it comes to content consumption.
Video is also impacting the prospects’ decision-making process. 48% are impacted by videos that “reflect the specific product or services they are interested in,” while 33% are impacted by videos that feature recommendations:
Video testimonials are not only effective, but there are numerous benefits that surface when you compare them to written testimonials and case studies.
With a video testimonial, you see the customer and are able to take in their facial expressions, their tone of voice, and the product in action — all components in making the testimonial more personal and real. Written testimonials can be easily faked and lack this level of credibility.
Case studies can tell a story much like a video testimonial, but they require the prospect to read it in its entirety. They can be long, boring, and sit unopened in prospects’ inboxes.
Video testimonials will engage prospects immediately and can be easily shared.
Ultimately, marketers agree that B2B video marketing is effective. Over 80% have seen an increase in their overall sales (80%) after implementing video marketing efforts.
That’s why B2B companies invest time, money, and resources into their video testimonial production.
Ready to get to work? Let’s do a step-by-step walk-through to making your own effective video marketing testimonials.
How to create effective video testimonials
Creating effective video testimonials doesn’t have to be challenging.
In fact, with the right tools and proper preparation, you can create compelling, effective video testimonials that your prospective customers will love.
Follow these four steps to ensure that you are extracting the most value out of your video testimonial efforts.
1. Select the right customer
When selecting your customer, you need to identify your goals for the testimonial. What do you want the testimonial to accomplish? How do you want your company to be viewed?
Typically, video testimonials highlight different product use cases. Look for charismatic customers that use your products in various ways across numerous industries.
The success of your video testimonial lies on the shoulders of the people you feature. The right person will provide your video testimonial with the foundation needed to succeed.
For example, take a look at this testimonial for Botkeeper:
Rob May, the CEO of Talla, is featured in this video testimonial. Rob is responsible for the entire company, which means that he has clout, and his endorsement will matter. Plus, he seems credible and offers an engaging, succinct testimonial for Botkeeper.
By selecting the right customer, you’ll start your testimonial off on the right foot.
2. Outline the shoot
While the testimonial should be in your customer’s own words, that doesn’t mean you leave them to create it on their own.
Work with your customer to understand how they use your product. This can help you prepare the right questions to ask while you’re filming.
Some questions that they should address during the testimonial include:
- Who are you, and what does your company do?
- What was the problem your company was facing before purchasing the product?
- How did the product solve the problem?
- Do you recommend the product?
- What was your deciding factor in purchasing the product?
The last question is key, because it could nudge other prospects who are considering competitors to purchase from your company.
These questions don’t have to be included in the actual filming of the testimonial, but the customer’s answers should be highlighted in some way.
Take a look at FirePower’s video testimonial for GrowthGenius:
It covers all those questions and more, making it an ideal video testimonial that GrowthGenius is lucky to have on their site.
There are plenty of video testimonial templates for you to review and follow to create video testimonials in similar styles.
Once you find the right formula that’s a fit for your company, you can replicate it to continuously produce more videos that move the needle for your business.
By understanding your customer’s experience with your product, you can position the testimonial to maximize their success and yours.
3. Film and edit your testimonial
Now that your preparations are complete, it’s ready to get the camera rolling.
This is one of the most important steps, because you need a high-quality video as your end product. Your testimonial should be appealing, so you don’t want to scrimp on this step.
High-quality doesn’t always mean elaborate. Look at this simple, but polished video testimonial.
You might see that and think, “I could make that!” But you should carefully weigh the pros and cons of whether you should shoot on your own or outsource your video testimonials to an agency or service.
Outsourcing your video to an agency can result in a high-quality video that is created efficiently. However, selecting the right agency can be cumbersome and expensive.
Creating the video on your own will give you full creative control and flexibility, but you’d be making it without a lifeline, and the costs may also steadily increase as you invest in equipment.
If you decide to film it yourself, you’ll not only need a camera, but also a tripod, microphone, lighting, video editing software, and more.
Plus, the actual filming of your video testimonial can be challenging if you don’t have experience. In some instances, it may make sense to contract with a company.
Testimonial Hero is happy to assist in all stages of the video testimonial process to ensure you create a usable, effective piece of content.
4. Share your video testimonial on all channels
Now that you have a high-quality video testimonial, you need to share it with the world.
It isn’t enough to just create an amazing marketing asset. You need to ensure that it’s reaching the target prospects as well.
Share the testimonial on your website and social media channels (Facebook, Twitter, and LinkedIn), and send it to your prospects directly.
Here is an example of monday.com featuring their video testimonial from Serendipity Labs on their product page.
By increasing the exposure of your video testimonial, you will get a high return on investment from all the closed deals that result from it.
Tips for successful video testimonials
Take a look at some of our favorite video testimonials and what made them a success. By using these tactics, you can ensure that your video is impactful and engaging.
1. Tell a story
Similar to a case study, your client should talk about a specific instance or case when your product drove value for their business.
Detailed video testimonials can offer more context to prospective customers who still need to be nudged towards conversion.
With more details included in the video testimonial, the story will be more relatable and applicable.
For example, Northern Tool & Equipment didn’t just immediately endorse BlueTarp and conclude their testimonial. The company shared their experience with other creditors before they made the decision to work with BlueTarp.
This creates a narrative for the testimonial, making it easier for the viewer to relate to and follow it.
2. Use quantifiable data
Encourage your clients to share how your product impacted their company by using specific numbers such as engagements, conversions, or total sales.
Prospects will be intrigued to learn that purchasing your product was a valuable investment for other companies. By showing a positive ROI, they might be inclined to purchase.
For example, this testimonial shows how FineDine increased revenue for Spiros Restaurant and Lounge by 15%.
Data and numbers make the video testimonial more impactful. Use them to get your story to stick in your prospects’ minds.
3. Film multiple angles
Film your video testimonial from multiple angles to showcase your client’s message and business in a dynamic way.
This will make your video more engaging and keep the viewer interested. You can also edit the video so that the customer is still talking while graphs or time-lapses show.
Take a look at this testimonial for Swipely by Tremont 647.
The multiple camera angles and quick cuts make this video engaging for the viewer. This can help increase the total time that the viewer watches.
Conclusion
Video testimonials are effective and necessary marketing assets for any B2B business. Marketers use them to engage prospective customers who are in the middle or at the bottom of their sales funnel.
A great video testimonial can drive conversions and sales for your business.
By publishing them on your website and sharing them with prospects on social media and in emails, you can amplify your customers’ success with your product.
Reach out to Testimonial Hero to learn how you can enlist their team to begin production on your library of effective video testimonials today.
