Video Testimonial Secrets Revealed
Welcome to the next episode of The CMA Soulmate Newsletter where 1025 marketers get better at building Customer Marketing programs and strengthening relationships with customers in less than 5 minutes.
The CMA Soulmate newsletter in sponsored by:
Influitive helps world-class brands like ADP, Cisco, and IBM engage with their customers to drive business value across multiple dimensions. Customer referrals, references, and reviews are now recognized as the most effective way to drive business growth, and Influitive enables this at scale. Visit influitive.com to learn more.
Hi All,
Cool Tech Alert! Testimonial Hero launched a new self capture feature! I’m a big fan of Self Capture and I’ll tell ya why… if done right, you can get a slew of videos for your website, social media, email sequences, etc at scale.
Scheduled case studies are also a great way to get video testimonials. When you book and give them the questions ahead of time and make sure to tell them to be camera ready.
I for one, don’t want anyone there pressuring me to say the right thing. Also, as someone with a sleep disorder, I never know what state I will wake up in. If that morning I’m not feeling great, then I will cancel the video testimonial I have scheduled and waste everyone’s time. That’s why I’m a big fan of Self Capture.
What is it?
It’s when you send a link to your customers and let them self-submit their own video testimonial on their own time. You’re able to give them prompts and direction of what they should talk about. The cool thing about Testimonial Hero is their team of professional video editors do the rest. YES, they will edit it for you for a VERY small fee.
What makes a testimonial great?
It’s obvious that the online world is progressively turning toward a video-centric marketing approach, Tiktok, You tube shorts, etc. This is how people learn now. A great approach for asking someone to do a self capture is to position it as more of an educational ask. Your customers are doing really cool/innovative things. If they are talking about their use case then they will naturally talk about your platform positively. You can prompt them with one marketing-y type question at the end to finish up the video.
Remember, short and sweet
With the attention spans of consumers shortening, it’s a great idea to keep your videos short and to the point.
Get Testimonials the Right Way: Start Early
We've all been told to wait until our customers are head over heels in love with our product before asking for a testimonial and I agree but we should try to get it in the contract and set expectations early.
When you lay the groundwork for testimonials early, you're not forcing your customers into anything. Instead, you're offering them a golden opportunity.
Videos aren't just about your brand; they're a chance for your customers to shine. You're giving them the spotlight to showcase their success and industry expertise. That kind of exposure can be priceless. Make sure your customers see it as a win-win. They're not just doing you a favor; they're getting their moment to shine in the spotlight. ← Make sure you are positioning it that way and make them feel like you are exclusively asking them only.
Gathering Advocacy
Think of gathering customer stories like closing a deal. Sales have to focus on multi-threading (developing relationships with multiple decision-makers on the purchasing side). Just as in sales, having multiple voices vouch for your brand is key. It ensures your advocates aren't worn out from too much drum-beating.
Connect the Dots
When your brand's story intertwines with your customers', that's where the magic happens. It's the personal impact on your customer that matters. You want their story to be incomplete without your brand. That's the kind of customer story that packs a punch.
Homework
Give it a try in October! Create a campaign to capture videos on “What is the scariest thing about not having X in your day to day? Incentivize them with company swag and toss in some Dylans Candy. Note might read “Your spooktacular video has us howling with gratitude! Thanks for being a 'ghoul'-den advocate!" 🦇👻🍬
I know, corny. I love this shit.
At the end of the day, quality attracts quality. So, if you make sure that your video looks and sounds great, you’ll attract raving fans and create customers for life. 🤩
Love your CMA Soulmate,
Leslie
More Digital Resources
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