Convert your viewers into sales with engaging testimonials and case study videos.
You love your brand and you stand by your services, products and staff. You know what you’re doing in the marketplace is genuinely helping your customers and making their lives better. So why aren’t people immediately pulling out their credit cards and purchasing from you?
Almost always, the number one reason for that is quite simply, they do not trust you. Studies have shown that customers trust your other customers over your own brands word. More than 82% of customers make purchasing decisions after watching or reading your reviews.
A customer testimonial video (also known as a case study video, customer story or people profile video) is one of the most efficient content tools at a marketing teams disposal. A strategically crafted testimonial video has the power to convert viewers into customers by letting your success stories talk on your behalf.
Customer testimonial videos dive into much more detail than a written review, and actually show off your product or service visually, for potential customers to see, hear and relate to.
Knowing who to pick from your customer database is all about timing. The last thing you want to do is scare away brand new customers by asking them to jump in front of the lights and camera. You want to ask your customers for a testimonial when the timing is right. As a rule of thumb, you will want to have been working together for at least six months or have helped them in such a significant way they’d be happy to chat about it. Remember, you want to pick raving fans.
You will want to ask only the customers that have given you positive feedback. Do not send a mass email out to your entire database. This is your opportunity to hand pick your raving fans. At Vidsta, we say to pick the clients that give you the most word of mouth referrals, as they are clearly already so good at talking about your company.
Before you think of your questions, start to think about how you have had an impact on these people. Write down all of the ways you believe you’ve helped them. This will form the basis of how and why you’ll ask each question. Another super important thing to consider is attracting people just like these customers. So having a sound understanding of their customer journey is key to creating testimonial videos that convert. Work out who your ideal customer is and strategically have your testimonial talk to the points that will attract people just like them.
We don’t want your clients scripting their responses as often this will take away from the authenticity of the video. Once you have picked your customers and listed your questions, be sure to send the questions ahead of time. 2-4 days before the interview is adequate. Scripts often turn interviewee’s into robots. Dot points are great, as they will jog their memory throughout the interview as the lights and camera can cause people to get nervous and forget everything.
We recommend sending your request for a testimonial by email and include the questions you will ask with a reason why they’d be perfect to interview. Follow up with an SMS as texts often receive more than triple the open rate of an email.
If you’re a business with multiple services, products and offerings, ideally you’ll want a testimonial for each individual piece. This is because when potential prospects do their research, they’re craving content and they’re looking for the right solution to their problem. The more they’re able to consume from your brand, the higher the likelihood of an enquiry or sale.
With any type of content, the best way to win in today’s fast moving world is by creating and posting consistently high-quality content.
In most countries like Australia, New Zealand, England, United States, Singapore and Japan, you can expect to pay between $1200 and $5,000 for a professional customer testimonial video or case study video. Of course you can spend a lot more than this if cinematic quality is your priority, and you’re investing a lot of money into promoting the content. Some case study videos brands have invested between $50-250k on production. Currency specific to each country of course.
One of the biggest impacts on price on any type of production is shoot time. The more shooting days, locations and crew members significantly affects the end price.