Customer Testimonial Video: Convert LEADS into CUSTOMERS

Customer testimonial videos utilize your existing customers to close new leads. But how can you ensure your testimonial video ACTUALLY converts?! Checkout our A-Z breakdown of the STRATEGY behind successful customer testimonials.

Find the Right Customers for a Video Testimonial

In this video, I’ll share how to produce a video testimonial that actually converts. The first thing you need to do: identify your top three candidates for this video testimonial. Who are your customers that you have provided the most amount of value?  The other thing you’re looking for is which of those customers have an amazing, unique story number. You want this video to be about them and their story and how your product or service has helped impact their growth. Reach out to your candidates and remember to make them feel special. They’re doing you a favor by producing this video with you. I would let them know that you’re gonna give them a special edit just for them to use throughout their social media channels without mentioning your company name. So what does that mean? They get a free video by doing you a favor.

This helps them buy in and show up with a big smile in their face and tell their story, which also happens to involve your product and service shoot the testimonial at their location. You want to make sure that they’re a 100% comfortable being in this video. Make sure the story is about them, not you. If you sold somebody a car, the story is about that person and how that car has helped them get to and from work has helped them get to their kids’ baseball games. There’s a lot more impact in that story than about the dealership and the best deal that they got.

What is that one pain point that you really, really solved for this individual? How have you impacted that customer? What did you really solve with your product or service?

Create a Compelling Story

What is moving or inspirational about their story? You want the person to be as authentic as possible during your video shoot in order for you to get the most out of your customer.  Make sure you do a pre-interview with that customer. Ask them all the right questions ahead of time to really understand what are those pain points. Make them feel comfortable on camera, like they’re having a conversation as opposed to being drilled with a bunch of questions.  They’re going to be a lot more authentic on camera.

That authenticity is really gonna help you convert those future customers. Once you’re finished with the pre-interview, if you feel that your candidate is not the right person to represent your company, don’t force it – go on to the next candidate. There is going to be a better story out there, and you want that story to really resonate. Once you’re finished with that pre-interview process, if you feel there’s nothing there, don’t waste your time and money and just move on to the next candidate.  Make sure your videos are short and sweet.

Illustrate an Emotional Connection

You want to get to the point quickly, but you still want to emotionally connect and let the story resonate. One of the biggest issues I see is people throwing in the kitchen sink. They’re trying to highlight all the different products and services that they have into one video. One of the best strategies I have seen from one of our clients is creating testimonials specifically to the product and geographical area for their customer.

Testimonial Video Production Details

Data is very important. Make sure that you have numbers to help support what you, your product or service has done for this customer. Ask them the questions. How much have they grown since they started working with you? Do they have any hard figures that they could share to get your point across? Details matter when you’re shooting at your customer’s location.  Make sure you get the a right B.  Make sure you get those visuals that are gonna help support your story.

Graphics, music, lower thirds, text on screen…these are always features that you could use to elevate your production. Think about it. If you’re willing to invest the time, money, and energy to produce a piece that really connects with your future customer, they’re going to want to do business with you.

Think about where that video testimonial is being shown in the funnel. It’s all the way down. It’s the buying decision. This is where they’re going to make that decision. If they’re going to buy from you or your competitor, once you’re done with the post-production process, make sure you send that video to your customer. Let them sign off on that video before you start showing it to your new prospects. Don’t forget to reach out to True Film Production learn more about the strategy behind video. Thanks for watching and keep inspiring.