The ideal interviewee for a customer testimonial video is someone who embodies the positive impact of your product or service. They should be a genuinely satisfied customer who can articulate their experience in a clear, compelling, and enthusiastic manner on camera. Their story should highlight the specific ways in which your offering has benefited them, showcasing the value and effectiveness of what you provide.
Look for interviewees who are not only happy with their experience but also eager to share their story. Their enthusiasm will be contagious and make the testimonial more engaging for viewers. Additionally, consider the interviewee’s ability to communicate effectively. They should be able to articulate their thoughts and feelings in a way that is both understandable and relatable to the target audience.
When selecting an interviewee, keep in mind the overall message you want to convey with the testimonial. Choose someone whose story aligns with that message and who can effectively represent the ideal customer persona. By showcasing a real customer who is passionate about their experience, you can create a powerful testimonial that resonates with viewers and inspires them to take action.
Frame the Ask as an Opportunity
When seeking testimonials from customers, it’s natural to feel hesitant, as it may seem like the primary beneficiary is you. However, it’s crucial to remember that testimonial videos can offer mutual advantages, and conveying this to the customer during the ask is essential.
While customers undoubtedly discuss the positive experiences they’ve had with your product or service, they also gain a platform to showcase their own interests and industry expertise. This spotlight can leave a lasting impression on viewers who might require their products or services in the future.
By participating in a testimonial video, customers have a valuable opportunity to promote their own brand and mission. When approaching them for a testimonial, emphasize the potential they might miss by not sharing their story and raising awareness about their work.
Remember, a testimonial video is not solely about promoting your business. It’s also a chance to collaborate with customers, offering them a platform to share their expertise and expand their own reach. By framing the request in this way, you can alleviate any concerns and demonstrate the mutual benefits of participating in a testimonial video.
Pursue Case Studies from Multiple People at the Same Company
Persistence is key during the sales process, but it can become detrimental to the customer experience if continued after the sale is closed. Repeatedly asking the same contact for feedback or video content can be perceived as bothersome and annoying.
The key to gathering impactful customer advocacy lies in finding multiple individuals within a company who have been positively affected by your product or service. This approach allows you to create a diverse pool of advocates who can provide testimonials and case studies, showcasing the various ways in which your offerings have provided value.
By having multiple spokespeople, you not only generate more content but also prevent any single individual from feeling overburdened or exploited. Each advocate will have their own unique perspective and experiences to share, enriching the overall narrative of customer satisfaction.
Moreover, having a larger pool of willing advocates makes the process of requesting video content smoother and less intrusive. As individuals are not repeatedly solicited, they are more likely to feel valued and appreciated, fostering a positive relationship between them and your company.
In essence, building a diverse and extensive network of customer advocates is crucial for creating impactful and sustainable customer advocacy content. By recognizing and appreciating the contributions of multiple individuals, you can create a powerful and authentic narrative that showcases the true value of your products or services.
Help Build Confidence in the Customer
Customers may hesitate to share their experiences for a variety of reasons. Some may feel their story isn’t interesting or impactful enough, underestimating the significance of their own journey. Others may simply be uncomfortable in front of a camera or feel apprehensive about representing a brand. These reservations can stem from a lack of confidence, a feeling of being just one among many, or a misunderstanding of their own role in achieving positive outcomes.
It’s crucial to address these concerns and instill confidence in your customers. Emphasize their unique story and its value to both them and your brand. Show them how their experiences and achievements are not only noteworthy but also essential elements of the overall narrative. By highlighting their active participation and contribution to their own success, you empower them to embrace their story and share it with others.
Remind customers that the benefits they’ve gained from your product or service are a result of their own efforts and engagement. Their story is a testament to their commitment and the positive impact they’ve made. By recognizing their role and showcasing their achievements, you foster a sense of ownership and pride, making them more receptive to sharing their experiences through testimonials and case studies.
When customers feel confident and empowered, and understand the significance of their own story, they become valuable brand advocates. They are more likely to agree to participate in testimonial videos and case studies, and their authentic and enthusiastic accounts will resonate with potential customers, building trust and credibility for your brand.
Alternative Methods for Encouraging Customers to Provide Video Testimonials
Build a Video Testimonial Clause into Contracts
During the buying process, potential customers will always try to find ways to lower the overall cost, especially for large purchases or if they are a well-known brand with significant buying power.
One way to satisfy these customers and benefit your business in the long run is to offer a discount in exchange for their participation in a video testimonial. This is contingent of course on the customer being satisfied with your product or service.
As a savvy negotiator knows, it’s crucial to receive something beneficial in return when offering a discounted price. A video testimonial from a customer, especially a marquee customer or larger company, is a valuable long-term investment that can attract future business.
If you plan to offer a discounted price, include the video testimonial clause from the outset. Alternatively, use it as a bargaining tool during the sales process.
Approach Customers at Live Events
Live events present a great opportunity to capture customer video testimonials. However, it’s crucial to strike a balance and be mindful of attendees’ time, especially if the event is your own. People might only have a few breaks during the day, like lunch, to spare a few minutes for a video.
The key is to be prepared and efficient. Have your questions ready beforehand, limit the interview to three to five questions, and keep the entire process under five minutes. Set up your videography equipment in advance so people can quickly record their testimonials.
Instead of asking, “Would you be open to a video testimonial?” try a more engaging approach like, “Do you have 5 minutes to share your success with ‘Product X’ and offer tips for other users?” This approach is less transactional and piques their interest.
Respect their time and ensure the process is as quick as promised. Be organized and prepared to make the experience smooth and efficient for everyone involved.
Always assure customers that nothing will be published without their explicit approval, especially when videos are recorded on short notice.
In Conclusion
Let’s be honest, getting a written testimonial from a client is much easier than getting a video testimonial. Writing something out takes almost no time at all, and some people may be camera-shy.
Furthermore, high production quality requires investment in professionals who can script, film, and edit the video. The more work you put into your testimonial videos, the more impressive they will seem to potential customers.
The extra time, energy, and money required for a video testimonial is a good thing because your competitors are less likely to do it.
So go the extra mile. Apply these important strategies to acquire more customer video testimonials and show your audience the true effectiveness of your product or service.