Video Testimonials: Use the Case Study Format
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. "We work with Company X because they're great" may make you feel good, but doesn't give your potential customers any information about why THEY would want to do business with you.
Structure your testimonials like case studies, and use each one to examine a particular aspect of the products or services you deliver - or on a particular type of client. Don't make several general testimonials (customer service is great, people are great, product is great) but instead, make several testimonials that each focus narrowly on something you do well. Then, use that testimonial specifically with prospects who are interested in that one particular thing.
During the testimonial interview, ask your customer several questions that lead to detailed answers. You want a lot of raw material to work with. Don't worry about your interview going on and on - instead, focus on getting great material from your client. And don't be afraid to ask a question again, or to ask it in a different way, to get what you need.
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. You'll probably have much more great material than you need, but remember, shorter is better so shorten, shorten, shorten, and just keep the absolute best.
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.
Take a look at this video testimonial we created for a high-tech firm in the Boston area. It'll give you some good ideas about making your own testimonials.
The bottom line: testimonial marketing is very powerful, and effective, well-made video testimonials take it to a whole new level.