Nick is the marketing manager for a great company with a social mission.  Part of his job involves getting the message out to people who could seriously benefit from their products.

More than anything, Nick believes in the transformative power of his company’s work.  That’s why he spends so much time writing content, updating his website’s SEO, and reaching out to prospects — he’s passionate about helping as many people as possible!

But even if he knows that his company’s products are life changing, that doesn’t necessarily mean that his potential customers do.  How can he share that message without coming off too strongly and sales-y?

What could Nick do to connect to his audience in an authentic, relatable, and irresistible way?

Recently we’ve been talking about a few ways to improve your marketing strategy by using videos for things like lead generation, landing pages, opt-in magnets, and of course, social media. 

Today, we’ve saved the best for last.  If there’s one tactic that we’ve seen skyrocket sales over and over, it’s testimonials.  And if you’ve been following Creative114 for a while, you know we believe that video makes everything better!

When you combine the power of testimonials with the power of video, you have an incredibly effective — and incredibly easy — marketing tool at your disposal.

Why you NEED to be using testimonial videos

Testimonial videos are basically a superstar marketing tactic.  They can help drive traffic to your site through additional content and SEO, increase engagement on social media, build trust with your audience, and convert leads into paying customers.

Testimonials work so well because social proof is one of the BEST ways to eliminate hesitation and doubts at the decision stage of the buyer’s journey.

In fact, a whopping 92% of customers look for testimonials and reviews before purchasing a product, according to BigCommerce, while BrightLocal reports that 84% of customers trust online reviews as much as personal recommendations.

Clearly it pays to turn your happiest customers into brand ambassadors.  When you get other people to rave about your product, it’s like they’re making the sale for you.

Further, testimonial videos are one of the most versatile pieces of content you’ll have.  You can put them around your website, embed them into sales and squeeze pages, share them across social media, and use them for events, just to name a few.

How to make a testimonial video

There are virtually endless ways to gather and use testimonials.  Here’s one method that will make the process quick and easy.  

1. Invite a bunch of customers to your office or another scenic location and knock out multiple interviews in one day.  The more people and voices you can feature, the more chances you have to relate to your prospect.  (It also helps to schedule specific interview slots so that people aren’t just waiting around.)
2. Create a questionnaire and send it to interviewees beforehand.  For the best testimonials, be sure to ask open-ended questions that relate to your audience’s key pain points, and don’t be afraid to ask follow-up questions during the interview if you need more information.  You can even show interviewees clips of past testimonials or examples from other companies to give them a greater idea of what you’re looking for. Below are 6 questions that you can use:
    
   1. 1. What was your absolute biggest challenge prior to using (Your Company)?
      2. How did those challenges made you feel?
      3. What changed after using (Your Company)?
      4. What specific results can you share as a results of using (Your Company)?
      5. How are those results making you feel?
      6. What would you say to someone on the fence of buying from (Your Company)?
3. Add tracking pixels and use them to target prospective clients.  This might sound like an advanced tactic, but we promise it’s both easy and effective.  A tracking pixel is simply a snippet of code on your website that tracks user behavior and conversions.  Use them to track how your customers engage with your video and what they do next.
4. Link back to a landing page.  If your testimonial video is successful, you should have dispelled your customer’s doubts and compelled them to take the next step.  Don’t leave them hanging!  Include a call-to-action to visit a landing page where they can hit “buy.”

Seriously, anyone can do this with or without a video crew!  All you need is some basic equipment, good questions, and the right people.

Don’t feel bound to this exact process, either.  Get creative!  Ask users to send in their own videos or share a memory via video on social media, host a giveaway requiring a video, or set up a booth at an event for a few quick shoots.

Regardless of how you do it, integrating testimonial videos into your marketing strategy is a surefire way to build trust and close the sale.

Here is a recap of this post:

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Want to make sure that your videos are as inspirational, compelling, and effective as they can be? Check out our four secrets to create to create videos that get results.

We’ll show you how to identify EXACTLY what your audience wants and deliver a message that makes your offer irresistible.