Customer testimonials are powerful marketing tools. Word of mouth advertising is one of the most effective forms of advertising, no matter the size or scale of your business. Check out the do’s and don’t of producing a successful customer testimonial video.
DON’T PICK THE WRONG CUSTOMER
When choosing the customer story you want to tell, take the time to choose a happy customer who understands the benefits of participating. It’s also important that their story be able to be easily told visually. Their success story with your company should allow you to show measurable results from using your solutions or services. Particularly if you are in a B2B company, stress the ‘free’ publicity that your customer’s company will receive.
DON’T FORGET YOU’RE TELLING A STORY
Humans are wired to recall stories. Focus on telling your customer’s experience using dynamic cut-ins of your product or service. Have your customer give concrete examples of their situation before your solution and how much better off they are now.
DON’T NEGLECT THE CUSTOMER INTERVIEW
Make sure that the customer interview is the primary footage in your video. It can be intimidating to talk in front of a camera, especially if that person is not accustomed to it. Make the interview a conversation and don’t have your customer look directly into the camera. Sit them at an angle and have them talk directly to you.
Ask them open-ended questions to avoid ‘yes’ or ‘no’ answers. Ask them how your solution contributes to their bottom line.
DON’T IGNORE YOUR VIDEO’S AUDIENCE
You’re not producing an award-winning documentary here. Like it or not, this video will probably not have a rapt and attentive audience. You need to grab their attention and keep it. Introduce the customer’s problem early in the video. Use a nuetral voice and avoid a lot of technical jargon and buzzwords. Tell a meaningful story with the goal of compelling the viewer to act.
DON’T OMIT MEASURABLE RESULTS
Use visuals to illustrate the results your customer saw as a consequence of using your solution. Animations work well here. A visual of rising profits, increased efficiency, reduced costs. These illustrations will resonate with your audience.
DON’T COBBLE A VIDEO TOGETHER
Yes, it’s easier than every to create video. That smartphone you’re probably reading this article on can take a video. Every Mac comes pre-loaded with iMovie. But for you not to lose your audience, you need to match the look and feel of your videos to the rest of your marketing materials.
If you’re producing the video yourself on a tight budget, use a very simple video template in a program like iMovie. Take the time to ensure you have a good interview space with good lighting. Invest in a lapel microphone to eliminate the echo from using your built-in mic. Make-up will help take glares off of skin. Little touches will make a big difference in your final product.
DON’T OVERLY PROMOTE YOUR BUSINESS
This may seem counter-intuitive but too much self-promotion will turn off your viewers. End with a simple call-to-action and an easy way to contact your company.