With consumers facing a myriad of products, services, and options, it is important to find reliable reviews and testimonials from other real consumers before we swipe that card or make a purchase. No one likes to go to a new restaurant and come out disappointed, thus making Yelp and Zomato valuable resources to help us make our buying decisions. As a seller, your potential customers have a similar behavior – they do their research well.
Typically a lead reaches your website most likely because they are in urgent need of an answer to a question they’ve had for some time, or they are in search of a solution to a problem that they have on their hands. These prospective customers are trying to see if you can provide them with the best solution to their dilemma, without bringing up new fears or objections. And this can be given through the use of a well-executed video testimonial.
Testimonials in general provide your prospects and leads access to the experiences and opinions of your previous clients regarding the services you provide. These are mostly written, but with so many written false testimonials nowadays, they can only convince a few people. Testimonial videos, on the other hand, work differently.
Why Testimonial Videos Perform Better
The problem with written testimonials is that it is hard to associate them with real human beings. By opting for testimonial videos instead of written testimonials, a significant and exponential increase in leads turning to customers is observed. But why is this so?
Because people respond better to other people. Videos contain the essential non-verbal cues that emphasize the opinions of the one doing the testimonial. These are the body language, the facial expressions, and tone of voice that show overall passion for the product or service being reviewed or featured.
Sometimes when you come across written testimonials on a sales website, how likely are you to believe what’s written in it given the fact that it is published on the very website that sells the said product. For most people, it may seem fabricated and biased towards making the consumer click that buy button. Fact is, you’d never really know if it’s real or not.
Here’s where videos come in. Seeing the person expressing his or her views can convince you that this is real. If they look like they’re telling the truth, chances are high that the testimonial is reliable. Of course, we’ve all seen those phony and staged video testimonials, like those in television commercials. These staged videos are very ineffective because it’s easy to see if the words are memorized and spoken, or if they come from the heart.
It may be hard to know for sure, but our senses often tell us what’s genuine and what’s not. Getting real testimonial videos from real customers can be very effective, but there is more to be done to maximize their impact.
Picture Yourself as Your Audience
In order to produce the most valuable testimonial videos, you must know your target audience. Once you know and understand the type of info your audience needs to hear, you can let this guide the narrative so that its efficacy is maximized in compelling your new prospects to buy.
You will want to come up with a few profiles of your expected customers. Chances are, your business caters to more than one, so make sure to develop a persona for each. It has to be specific, and as close to reality as possible. Each persona has to have a name, an age, a job, hobbies, interests, and a life of its own. They are who your videos need to speak to, and preferably, you need to have a video for each.
Within each video testimonial, there are three very important questions your prospects are most likely pondering at the time they got to your site. You need to pay close attention to these, and if you can hit all three, then your video would be extremely swaying and persuasive, thus giving your business a boost.
Question 1: Do they have expertise in what I need?
These customers are constantly looking around your site for clues, and proof that you do offer what they are searching for. Since they are looking for the best solution to their problem, the best way to go around it is to provide a video showing a previous customer finding a solution to the same problem. This helps your future customers know that your product or service is exactly what they need.
Question 2: Will they be able to help someone like me?
This is the part where the buyer personas you created come into the scene. Once you have them written down, deliberately focus on past customers that fit in line with them. By showing your target audience that there were past customers just like them who were able to solve similar problems, these new prospects will be more associated and will take the testimonials by heart.
They will conclude that you can help them since you have already helped a customer just like them.
Question 3: What will the outcome look like?
This is most likely the most important question needed to be answered by a testimonial video. The main reason why consumers take time in doing so much research before buying a product or service up-front is that they don’t want to waste their time and money on a solution that is not effective or doesn’t solve the problem.
When your testimonial subjects talk about the result of the product or service you provide with real gusto, your prospects are going to be really inspired to go on with transacting business with you.
Testimonial videos are important “word of mouth” tools you can influence. Even if new customers have never heard of your brand before, by simply watching your past customers, they will build trust towards your product. If they get answers not just by you but by real people like them, you are exponentially increasing the chances of gaining their business.
Wes McDowell is the head of web strategy for The Deep End Web Consulting. In his off-hours, Wes enjoys blogging about all the latest internet marketing trends and tips to come across his desk.