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Video Testimonials: Use the Case Study Format

Posted by Catie Foertsch on Tue, May 26, 2009 @ 06:53 AM
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Video testimonials are powerful marketing tools, but some are better than others. Here are some tips to help you make very effective video testimonials for your website.

 

  • Effective video testimonials should not be "cheerleader" testimonials that are full of words like "awesome" and "terrific" but give little solid information.
  • Structure your testimonials like case studies, and use each one to examine a particular aspect of the products or services you deliver.
  • During the testimonial interview, ask your customer several questions that lead to detailed answers. You want a lot of raw material to work with.
  • During the editing process, take just the kernels of excellence that give the viewer the important information in a short time frame. Assemble those kernels into a watchable, short testimonial. Two to four minutes is the length you want.
  • Place your testimonials throughout your website. If you have a page that talks about a particular aspect of your product or service, place a testimonial on that page that shows a customer who's very happy with that particular product or service.

The bottom line: testimonial marketing is very powerful, and effective, well-made video testimonials take it to a whole new level.

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Comments

Great post...video testimonials can be very powerful. 
 
 
 
I would like to add that only customers that are genuinely happy and want to say something should be in the testimonials. 
 
 
 
What I mean is...I listed a video testimonial I found on my blog (http://blog.peekproductionsvideo.com) and you could tell they just ask every customer and some say sure...but they are not enthusiastic at all. Their lack of enthusiasm could be felt. This is not the best story teller for how great your products or services are. You need to choose customers that are really thrilled and have something to say.
Posted @ Tuesday, May 26, 2009 8:30 PM by Eric Putkonen
Excellent, pointed video, Catie. Love the direct information!
Posted @ Wednesday, May 27, 2009 9:21 AM by Bruce Tretter
Yes, video client testimonials can be powerful- but should really be used as part of a video case study - which can put the testimonial in context of what the overall project was - which gives you a greater chance to explain your product benefits- and makes the testimonial more relevant.Agree that brevity is essential. Also, as well as putting it on your web site it should be put on a video landing pages so your sales force can use it to share with prospect clients- and then to track as a lead generation tool to see if the video has been viewed, responded to, or forwarded
Posted @ Friday, May 29, 2009 10:33 AM by sean randles
Terrific suggestions, Sean - thank you.  
 
 
 
Eric - in my experience, luke-warm testimonials are sometimes caused by not asking the right questions. Getting a 'quickie' testimonial - as in, tell me in one minute why you like my product' will also lead straight to a cheerleader testimonial that's empty of significant and useful content. In other works, it's usually not the customer's fault. Better to plan in advance what information you want and what questions you're going to ask, and then take lots of time to help the customer feel comfortable. Half an hour of video is generally enough to get great content to edit into a useful testimonial, or as Sean suggests, to use in a case study-style video.
Posted @ Saturday, May 30, 2009 11:27 AM by Catie Foertsch
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