Why you need to have video testimonials on your website
Video has become the most commonly used format in content marketing, overtaking blogs and infographics. (HubSpot, 2020). That is why small business owners and marketers are creating video content as part of their digital marketing strategy more than ever in 2021.
What is a Customer Testimonial Video?
A customer testimonial video is a review video by a customer who has used your product or service and is willing to talk about it, explain their experience and share their views with others.
You can use these testimonial videos in many successful ways as part of your digital marketing strategy. Research shows that 97 percent of consumers consult product reviews while 85 percent of consumers seek out negative reviews before making a purchase.
Video testimonials by your customers do a great job of persuading people to take action.
Below are some of the best reasons to use customer testimonial videos in marketing:
- Video testimonials from your customers make your brand credible and trustworthy
- Customers can explain the benefits of your product or service and their experience using them from a different perspective than the usual “self-promotion” found on websites and in social media advertising
- Customer testimonial videos appear natural and user-friendly. A random person talking about your product is more believable than an advertisement
- There are many cost-effective ways to use these videos in your marketing campaigns
Customer testimonials help build trust
Simply having a customer testimonial area on your website can earn the trust of your visitors. Doing so proves that you have customers willing to endorse your business. The more testimonials you have, the more your visitors will assume that you must be a trustworthy company.
Customer testimonials work like referrals
People tend to trust other consumers over businesses. It is harder to trust a business because the assumption is that their end goal is to make a sale (which is fine, because that’s why the business exists…to make money). Customer testimonials work like referrals, convincing your visitors that they can trust and rely on your business.
Customer testimonials show how your business solves problems
Customer testimonials are very effective in explaining how beneficial your product or service can be in solving a problem of that consumer. A good customer testimonial will include what the customer’s need was and how your product or service solved that need.
For example, if your business is a law firm, a client could explain on video how they were injured in a car accident and needed legal assistance. They could describe how your legal advice helped win their lawsuit and obtain a large settlement.
Video Testimonials can help you create an emotional connection with your viewers
Creating and building trust with potential customers is not an easy task. It is difficult to build brand loyalty through online sales promotions and advertisements.
However, if visitors and followers can relate to the customers in your testimonials, it will be easier for them to relate to your brand. Such an emotional connection can be a powerful tool when it comes to converting new customers. Unscripted descriptions by real customers in video testimonials make it even easier for potential customers to connect with them on an emotional level.
Using videos for marketing is the best thing you can do as your audience is more likely to remember and retain video content. This is why you should use customer testimonial videos in marketing. A customer testimonial video can help you connect with your audience across multiple channels.
It should be noted that there are many different ways to use customer video testimonials to increase sales and revenue beyond just putting them on your website. There isn’t any right or wrong way of using these testimonial videos. You may find that uploading video testimonials on YouTube works better than Facebook or visa versa.
You should work with a digital marketing professional to create a customer testimonial strategy for your business. Then, reach out to a handful of your best and happiest customers for a brief testimonial video. Some may not want to participate in a recorded video but may be willing to write up a brief review on Google, Yelp or another review site.
The key to remember here is to keep making videos even if you don’t see great results immediately. Be patient and let your own customers help you prove the value of your business to others.