You've decided video testimonials are a valuable asset for your company in the marketing funnel. But, where do you start? Here are five tips to keep in mind as you prepare for the project.
Have a Clearly Defined Goal. What are you trying to accomplish with the testimonial? Is it brand awareness? Is it speaking to customer's pain points? Making sure this is clearly defined before beginning production will help you select the appropriate customers to provide the testimonial(s). Remember, it's not just about finding someone who will say good things about your company, or product. It's about finding someone who will say the right good things.
Know Your Target Audience. Who do you want to watch these testimonials? Understanding this will also help you define who is providing the testimonials. Your audience needs to be able to relate to the people providing the testimonials. An effective testimonial is a relatable testimonial.
Tell a Story. A good testimonial will not only be relatable, it will tell a story. Take your viewers on a journey - have customers talk about their experience before and after using your product. Focusing on storytelling will also help you identify where to place your subjects - choose a location that represents your brand and the customer’s experience.
Identifying customers who represent your target audience and placing them in an appropriate setting will improve your testimonial's effectiveness. Focus on Production Quality: Investing in a good production partner will help you ensure good lighting, audio quality and allow you to use multiple camera angles. You'll also have a more polished final product to deliver.
Keep it Simple: A good testimonial doesn't need to be 2 or 3 minutes long. Having a short and concise message will be easier for your audience to relate to and retain. Focus on the most powerful and important aspects of the customer’s story early in the video. What do you want your audience to hear and know about the customer's journey?
Contact our team at 1708 Media for a consultation and to find out how we can help you produce effective testimonials that engage your audience.
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