9 Easy Tips to Create Powerful Video Testimonials

Filed in Business Management, Sales & Marketing, Technology by on September 22, 2015 1 Comment

tapingvideoinhomeBeyond the slick brochures, vibrant photography and even fancy infographics, the most effective form of content marketing is a customer testimonial. This, according to a recent study by WebDAM, a leading marketing and brand management company.

However, not all testimonials are the same. Having any kind of positive testimonial is great to feature online, but reading someone’s comments is a lot different than seeing the expression on that person’s face.

Videos testimonials create a much more powerful experience for prospective clients. By watching a satisfied client express his or her true emotion and excitement about the home building process, the viewer is likely to feel even more comfortable about taking the next step.

Check out these nine tips on how to create powerful video testimonials.

  • Go beyond the “What I Love About my Builder” format. Gather testimonials on a variety of topics, such as the buyer’s experience during the financing process or what they like most about their neighborhood.
  • Ask buyers to submit their own videos. Create a social media contest encouraging buyers to submit a creative video on what they love about their home.
  • Select the right medium for each video. A smartphone can be great for capturing spur-of-the-moment testimonial to post to social media. For videos that will be posted on the company website or featured on the sales floor, invest in the help of a professional videographer.
  • Choose the right videographer: someone who can accurately capture the company’s brand identity. If budget constraints are an issue consider hiring local film students at a fraction of the cost.
  • Don’t just post the videos to the testimonial Web page. Give them prime placement on the home page to boost views.
  • Post the videos to social media. A company’s Facebook followers only see a small fraction of its page posts. But videos on Facebook have a much better chance of being viewed and shared with others.
  • Utilize video testimonials in email follow-up campaigns. Videos in emails have been found to boost open and click-through rates. Consider sending prospects an email showcasing videos of current buyers discussing their experience building a new home.
  • Include a call-to-action at the end. A simple, “Click to request more information on this community,” or “Get answers to your financing questions,” can increase lead capture rates.
  • Measure the results. Keeping the videos on YouTube makes it easy to track views and sharing. Check back regularly to see which types of videos your prospects connect with the most.

This article originally appeared in the September/October issue of Sales + Marketing Ideas magazine. It has been modified for the blog.


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  1. Meagan says:

    There are so many things to keep in mind about testimonials for a company. I love these tips. I agree with the social media or home page. You want something you spent time creating (and money if you used a video professional) to be seen and have a return on investment. Thank you for sharing!

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