January 10, 2014
Let’s talk about 3 reasons why user-generated video testimonial campaigns fail. It’s not a whole lot of fun to look at our failures but if it means we’re learning and can do better next time, it’s worth doing.
Staff isn’t on board
Unless you plan on running this initiative by yourself (not recommended!) you’re going to need your team to be on board with receiving videos. What does that entail?
First, it means having a clear understanding of your goals in terms of the content you’re looking for. You’ll need to consider where video testimonials will be placed in order to get a handle on what they should be about. Long and short term marketing goals should be clearly established, including the strategy about how you’re going to reach those goals as a team. All of this should be mapped out before you take it to the team.
Video testimonial initiatives fail when team members aren’t on the same page. It’s all well and good to say you’re going to take this on as a team but there has to be follow through. After you’ve outlined goals and how to achieve them, make sure to check in and measure the progress of obtaining videos. That also includes looking critically at the content to see if it will work and whether or not any adjustments need to be made in the questions that are being asked or how they’re being asked.
Which leads me to the next point.
Never underestimate the power of bad questions. A few examples of a bad question include:
- Do you like our business?
- Would you recommend our product to your friends and family?
If you’re wondering why these are awful questions for video testimonials, consider the answers you’ll receive. A question that only yields a yes or no isn’t worth asking. Focus on questions that will require some elaboration.
For example: Why would you recommend our product to friends or family? What problem were we able to solve for you?
These questions will allow them to go into detail about what you were able to do for them. You’ll get exactly what you’re looking for when you get into the swing of things and come up with some solid questions for testimonials.
Content seems like it should be a no-brainer, right? Not quite. Sometimes it’s easy to look at your audience and pinpoint what your testimonials need to address to make an impact. But if you’re trying to appeal to more than one group, your content is going to need to reflect that.
A common mistake businesses make is to use a one size fits all approach to their video testimonials. It’s great to have a video that praises your business and the work your team does. But what about creating testimonials that have appeal on a B2B level? Also consider how a video that might appeal to one portion of your audience might not have the same appeal to another. Always have a clear outline of who you’re trying to reach and how you’ll go about it.
Using video testimonials effectively involves more than collecting a handful of flattering videos and placing them on your website. Like any other campaign initiative the difference between success and failure can hinge on the amount of care and detail you put into it.