Having a video testimonial filmed of one of your customers talking about their experience of working with you, and describing the quality of service or product they have received from you is a great idea, and I can’t recommend it highly enough. It is one of the best ways to leverage your most powerful asset – your customers. However do you know what to do with it once you’ve got it? It’s very much like downloading a fantastic piece of software which can do all sorts of incredibly cool things and save you hours of time but unless you take the time to learn how to use it in the correct way, all you really have is yet another brightly coloured app icon on your desktop right?
“Umm… This is sounding familiar!”
The truth of the situation is that the majority of business owners have a video testimonial filmed of one of their happy customers (great idea) and add it to the testimonial page of their website (another great idea) and then that’s it (not a great idea). To be honest unless you already just happen to know how to embed video on your website, which most business owners could be forgiven for not knowing, this process alone could be a little challenging. If you are reading this blog and thinking, “Umm… this is sounding very familiar” don’t be too hard on yourself. Adding a video to your website testimonial page is a very good idea and one you should definitely do. If you have worked out how to do it then well done and if not then absolutely you should find someone who can. Unfortunately though, there is a but.
There is a problem with only adding your video to the testimonial page of a website and it’s a big one. You will only be utilising a very small percentage of the true potential of your video. Not a bad effort but a long way off being a great effort and you will be missing out on some of the most effective and powerful ways to use video to the maximum effect. Put simply – conversion is increased, by adding confidence. Every day the use of video is growing at a staggering rate and you have to ask yourself if your competition has caught on yet. If they haven’t – they will. If they have then how many opportunities that could have been yours are they converting into sales?
Video can help to increase conversion by as much as 300%
Imagine if your video testimonials connected with every single prospect you sent a proposal to. Think about the effect on your conversions if your videos engaged with every email you sent to follow up after a meeting. What if, at exactly the point, that every single visitor to your website, who was interested in a product or service you provide, asked themselves the question “is this the right solution for me?” they were given the proof. Not given the proof by you but instead by your customers. How many of your competitors’ opportunities do you imagine you might then be converting? When you get video to really work for you like this, it’s possible to get conversions to increase by as much as 300%.
As an experienced digital marketer my aim is always to help you market yourself in a way that develops real impact, and I hope this blog has helped add some perspective to how powerful video is when you use it well.