How to Get More Impact From Your Customer Testimonials

There’s a reason why word-of-mouth is still one of the most effective forms of advertising. Hearing someone recommend the services of a company can go a long way in convincing you to try them yourself. Knowing more about their experience helps establish that company’s trustworthiness.

That’s why customer testimonials are an important component of any business’s video marketing strategy. They depict real people discussing their interactions with your company. They show you have provided efficient service in the past and they can help convince new customers to give you a try, provided you deploy them in the right way.

Here are four ways you can improve the impact of your testimonial advertising. The key is sticking to storytelling — the most engaging way to get people interested in your company’s benefits.

1. Use as Many Specifics as Possible in the Testimonial

A vague “they did a great job, I’d use them again!” does nothing to move someone to use your services. You want your testimonials to tell a story, explaining two things very clearly:

  1. What the customer’s problem was
  2. How you solved it

This can help show a potential customer what you’d do in a similar situation. They need to know you have readily available solutions and people who can carry them out. The more they hear about how you helped, the more likely they are to consider using you under the same circumstances.

2. Include Typical Customers

Your video testimonials should be relatable. You want people to envision themselves as the customer in this story and identify with their situation.

If your clientele is female, between the ages of 25 – 40, then you would may want to think twice about featuring a 60 year old male that happened to purchase your anti-aging lotion for his daughter.

Focus on soliciting testimonies from those who have faced common problems in your industry, not the ones whose unique circumstances inspired heroics.

3. Exercise Selectivity

Just because someone offers to make a video testimonial doesn’t mean you have to use it. In this case, less is more. Make three high-quality videos rather than seven low-quality ones, and they will be more effective. Remember: people are unlikely to watch more than one or two. They should get the general gist of the videos without watching all of them.

4. Keep Them Short

No one wants to sit through a three-minute video extolling the virtues of your company, no matter how fine they may be. A great rule of thumb is limiting testimonial video marketing to one minute or less, or perhaps even 30 seconds. Practice a few times beforehand so your customer is comfortable with what they plan to say. Don’t worry, a good team will be able to edit out stammering and “umms” to make your delivery seamless.

Get Assistance Making the Perfect Video Testimonials

Improving your video marketing strategy through better customer testimonials can help your company bring in new business and expand its footprint. Need help following these tips? Contact PixelFish to get started on videos that succinctly lay out the benefits of using your services to anyone who clicks onto your site. You can also check out examples of past testimonials we’ve done for customers.