The Importance of Customer Testimonial Videos
For business owners in today’s hypercompetitive world, providing high-quality services and building a satisfied and loyal customer base are critical strategies for driving growth and continued success.
But here’s the catch: Conveying the quality and integrity of your company to potential customers is no simple task. It requires expert content marketing strategies and reputation management.
One of the most effective marketing techniques is customer video testimonials, which are far more valuable and beneficial to your business than written reviews.
In this post, we’ll break down everything you should know about customer testimonial videos, including best practices, actionable advice, and expert tips on how to gain the most benefit from this powerful marketing tool.
Let’s get started!
What Are Video Testimonials, and Why Are They So Effective?
A video testimonial is a short video of a customer sharing their experience with a business and the benefits they gained from its product or service.
Many discuss how the company positively impacted their life, achieved a goal, or helped them solve a problem. So, you could have a video of a customer explaining how your contracting business helped them.
Here is an example of a testimonial video that we produced for on of our customers:
We’ll let you in on a secret that every successful marketer knows: The most compelling, persuasive, and genuine marketing messages come from a satisfied customer, not an advertising campaign or salesperson.
You already know it’s important for your business to have an online presence bolstered with positive reviews from satisfied customers.
But, do you know just how important it is? Consider the following statistics:
- 77% of consumers have been motivated to make a purchase after watching a video testimonial
- Almost 80% of consumers will watch video testimonials to discover more about a business
- Two out of three consumers are more likely to make a purchase after viewing a video testimonial
Furthermore, why are testimonials in video format more effective than traditional written reviews? Here are the facts:
- Companies utilizing video marketing get 66% more qualified leads annually
- 65% of marketers agree that videos help them build awareness for brands
- 57% of marketers increased conversions using video marketing
It’s simple: People place more trust in what real-life customers have to say about a business than they do based on promotional or marketing content.
Also, visual content is easier to remember than written content. Potential customers will retain a whopping 95% of video marketing content to just 10% when reading plain text.
What Components Make Great Customer Testimonial Videos?
Like any other marketing strategy, creating high-converting customer testimonial videos requires more than just filming a customer talking about why they like your business.
The best videos have the potential to:
- Create social proof
- Increase conversions
- Evoke emotional appeal
- Build trust and credibility
- Persuade potential customers
Note: You don’t need high production value and expensive equipment to succeed. The most crucial factor is the customer’s ability to tell a genuine story that fosters an emotional connection for viewers.
3 Reasons Why Video Testimonials From Customers Are Powerful
Next, we’ll discuss why video testimonials from customers are such powerful marketing tools for your business:
1. Video Testimonials Evoke Authenticity and Provide Social Proof
To succeed as a business owner (particularly for service-based companies like contractors), you need to communicate with your target audience and build trust.
People give more weight to the experiences of a company’s past customers, especially compared to advertising and marketing content.
Video testimonials provide that “social proof” customers want and give a face to your business. They also demonstrate your value in customers’ opinions, helping build your base of consumers.
2. Videos Are Highly Successful at Converting
The primary benefit of using video over written content for customer testimonials is that it converts.
According to one study, using video testimonials from customers resulted in an ROI (return on investment) between 50 to 500% for 72% of marketers! ROIs increased even more when combined with social media marketing.
Video testimonials create a sense of trust in potential customers, motivating them to choose your business over another.
When you’re working in a service-based industry like contracting, gaining new customers is critical to success.
3. Videos Improve Exposure
One of the best benefits of using customer video testimonials is increased exposure. Video content isn’t just memorable; it’s also highly shareable.
That means people who view your videos can share them across social media and other platforms, increasing visibility and solidifying your company’s presence as credible and trustworthy.
For example, let’s say you film a video testimonial from one of your plumbing customers. He then happily shares it on Facebook with family and friends, who form a first impression of your business as a trustworthy provider of high-quality services. All those shares are potential customers waiting to be converted.
How To Utilize Customer Video Testimonials To Maximize Results and Increase Exposure
While the first place you might think of putting a customer testimonial video is on your website, it’s by no means the only one.
Ideally, you should leverage every available resource and platform to share such videos and gain the most exposure and benefits. Here are six ideas to help you get started:
- Publish customer video testimonials on all your social media profiles
- Use video testimonials as the basis of an advertising campaign
- Include video links in blog posts and other types of content
- Create an entire website page featuring testimonials
- Send video links to testimonials in emails
- Include links to your testimonials in customer estimates and invoices
Best Practices When Creating Customer Testimonial Videos
Now, we’ll give you our expert advice regarding best practices for your customer testimonial videos and tips to ensure you create high-quality, genuine, and successful content.
1. Invest in Quality Equipment or Hire a Professional
Yes, we told you earlier that you don’t need to spend a lot of money to create a great video testimonial, and you don’t. However, better footage will improve the quality of the videos you produce. If you don’t want to purchase equipment, try renting it or hiring a professional agency to help you.
2. Outline a Clear Structure and Ditch the Script
Nothing is as disingenuous as a canned, forced-sounding script. Your customers should speak naturally about their experiences with your company.
Ask questions and have them respond accordingly. Remember, you can edit out anything that you don’t like in post-production. You should have an introduction, middle, and conclusion:
- Intro: The customer explains who they are and what they do, including their main pain points. They establish why they needed your company’s services.
- Middle: Next, the customer should discuss why they chose your business over other competitors.
- Conclusion: The customer explains the positive impact and difference your services made in their lives. How did your business solve the fundamental problem? Finish with a strong call to action.
3. Know Your Story
Before you film, outline the main topic and develop a clear storyline.
Be sure to include an emotional hook or compelling points by asking honest questions to evoke authentic emotions in the subject. Avoid rambling, meandering, or vague conversations.
Instead, the customer’s story should be cohesive, simple, and easy to follow and understand.
4. Demonstrate Clear Benefits
Another essential component of a customer testimonial video is demonstrating tangible benefits to future customers.
Discuss your customer’s pain points and how your business helped solve them and benefited their life in real, impactful ways. This part of the video occurs during the conclusion.
5. Keep It Short and Concise
While customers love to watch video content, they also have a short attention span. Therefore, your video should be short and concise. We recommend aiming for two or three minutes.
6. Include a Call to Action
Include a strong and straightforward call to action at the end of the video. Tell viewers precisely how they can contact your business, whether via phone, email, social media, etc.
7. Include Text and Graphics
The best video testimonials include professional-looking graphics and text. For example, you may want to place an image of your company logo and name on the intro scene.
Or, place a small frame at the bottom of the screen with the customer’s name and your company phone number. You can also use text or graphics to ensure a smooth transition between scenes.
Invest in Your Business & Future Success With Contractor Growth Network
As you can see, utilizing customer video testimonials can provide measurable benefits for your business.
Using video content for customer reviews strengthens your company’s exposure, builds trust and credibility, and increases conversions. However, getting started can be a challenge.
At Contractor Growth Network, we know many contractors don’t have the time to invest in their digital marketing, reputation management, and SEO.
Thankfully, you can count on us to provide years’ worth of expertise, skills, and professional knowledge.
To learn more about customer testimonial videos and our professional video marketing services, call Contractor Growth Network at (980) 449-4384 or fill out our contact form and book your consultation now.