So you’ve got satisfied customers willing to go on the record to talk about how wonderful you are. Great! Now you have some choices to make on how best to communicate that message. You could do a case study, you could add a testimonial quote to your website, or you could create a testimonial video, in which your happy customer will spend a minute or so singing your praises.
Any of these would be a boost to your marketing effort, but the video may be your best option, combined with a case study.
Videos continue to increase in popularity online.
Why? There’s something more substantial about watching someone recommend a company than just reading a quote – that in these cynical times a visitor may suspect was made up.
Should You Shoot Your Video Yourself, or Hire a Marketing Company?
360 BC Group has shot dozens of videos, including testimonials, for customers of all types and sizes. We have the equipment to create a professional looking finished product, and know how to work with our client’s customers to put them at ease before the camera, and which questions to ask to elicit a rave review.
So if you hire a marketing company, all of this stuff will be handled properly. But if you choose to shoot the video yourself, here are some helpful guidelines to follow.
Keep it Simple
That means no quick cuts, no Michael Bay explosions, and no complicated concepts. Make sure information is presented in a clear and concise manner.
Keep the Video Short
Unless your narrator is Ryan Reynolds or Scarlett Johansson, most people will tune out of a testimonial when it starts to become an hour-long tribute. There is no reason for your testimonial to run longer than 60-90 seconds.
Get the Technical Aspects Right
That means the lighting, the sound, the camera focus and image quality, and anything else that will distract from the message if it is handled incorrectly. Sometimes companies bring a customer in to shoot a testimonial, and find out later that nothing they said sounds clear, or the image is so dim it looks like they’re standing in a cave. When that happens, the customer may not be as enthusiastic about a repeat performance.
Put Your Customer at Ease
Most people do not speak in front of a camera on a regular basis. If your customer appears nervous or uncomfortable as he discusses your company, then what you’ll get is not a testimonial, but a hostage video. Viewers may call offering to pay the ransom. You can avoid this by not simply pointing the camera at your customer and expecting them to deliver something clear and coherent. Talk to them first. Ask them specific questions – what was the problem facing your company? How did we help? What was the result? By doing so, you’ll get a testimonial that is more detailed and valuable than a generic “I really like this company” sentiment. And if they freeze up, remind them of the questions by prompting them from an off-camera position. You can always fix it in editing.