Best Practices

Best Practices To Optimize Your Video Testimonial Campaign

Optimize Your Video Testimonial CampaignMore than short term success is at stake when you consider how you plan to optimize your video testimonial campaign. Integrating video into your marketing strategy can really provide a boost to brand credibility and the number of conversions you’re seeing. But what are you accomplishing in the long term? Instant gratification doesn't usually lend itself well to long term pay off. The two are at odds with one another, with the short term being key for laying the ground work of future marketing success. Here's how to do the most for campaign optimization:

Outline campaign objectives

The short term goals for your campaign should be easy to identify. If you're looking to increase traffic on your website, or promote a new feature - be sure to identify those goals for what they are. Long term campaign objectives will be geared more toward brand building, which will have more of an impact on your business down the road, rather than as soon as the campaign wraps up. Video can accomplish both short and long term goals. It's up to you to sort them out for what they are, first.

Defining criteria for success

Outlining your objectives is key to measuring the success of campaign efforts. Before the video campaign gets underway you'll have benchmarks to keep track of its progress. But what progress are you tracking? Do you know? If not, you should get with your team and consider what a successful campaign will look like. Ultimately, it's good to get your following fired up and involved. But what is that involvement doing for you? If you're trying to look at data for a long term effort with a short term mindset, you're in for disappointment. Don't do that to yourself. Avoid the frustration and get a firm handle on what your objectives are and when they'll play out.

Keep calm and campaign on

When something is going wrong, the natural impulse is to do whatever you can to fix it. In the case of your video testimonial campaign, that impulse is a sure sign of trouble. Do your campaign a favor and look over every aspect with care before diving in.Throwing together a campaign with too many elements is asking for trouble. The great thing about video is its versatility. Let that speak for itself. Whether your campaign highlights short or long term goals, it's important to go into it with outlined objectives, criteria for success, and an unflappable calm under pressure. Optimizing a video testimonial campaign is not for the faint of heart. When you intentionally take the time to evaluate your initiative and what it can achieve for your brand - you're putting yourself on the right track.

Video Contest Best Practices: Offer Fantastic, Relevant Prizes

Video Contest Best PracticesChoosing a video contest prize requires more thought and planning than the initial question of what will draw people in. Your brand is excited about the contest payoff. That includes the exposure to your product and what you do best, as well as the connections you'll strengthen and build in the process. It's exciting to see your hard work and planning pay off when your following gets involved by creating an entry or sharing the video through social media. For their part, entrants will be focused entirely on the prize. Since they're the ones to take the time to enter the contest, using their creativity in an effort to get one step closer to the awesome prize you're offering, it only makes sense that they'd be looking out for an awesome prize. While it's important to have a great contest idea and know how to implement it, the prize is something that deserves careful consideration because it can be the difference between getting people excited and involved, or making them lose interest.

Incentive

This is the most obvious aspect of choosing a prize to offer. If you're going to ask people to use their time to participate, or share info about the contest through social media accounts, you have to provide the incentive for them to do so. Many contests have flopped because the incentive just wasn't there. Avoid low entry numbers and general disinterest by stepping up your incentive.

Prizes that go over well

Large cash prizes work well for big businesses. Same goes with opulent vacation packages, and even cars. Cash appeals to a wide audience, but it's usually not practical for a small business. Instead of stressing over giving away a huge cash, or other equally huge prize - consider what would appeal most to your audience. There's a good chance that your following has stuck with you because of their interest in your product or business. You can always offer a package that includes your product or service, which will allow them to use it for free and tell other people how great it is. If you want to create a bundle of prizes, you can also ask sponsors to get in on the contest by providing a prize in exchange for promotion on your site. It's an great way for you to bulk up the prize without having to drain your funds.

Tips:

  • Announce the winner. It's no fun to follow or enter a contest if the winner is never announced. It's a reward for the effort they put in, no matter how small. It also indicates that you follow through on what you promise, and participating in the future won't be a waste of their time and effort.
  • If possible, give out a prize that relates back to your business. Cash and other cool prizes appeal to everyone, but it's ideal to give away a product or service that shows off how great your brand is. It might appeal to a smaller audience, but that doesn't have to be a bad thing.
  • Follow through on what you promise. Even if the contest turn-out isn't what you thought it'd be, give out the prize. The temptation to scrap the contest and try again for a better turn-out isn't one you want to act on. Whether or not your contest yields the results you were shooting for, you still owe it to your entrants to deliver what you promised. Otherwise, future entrants will be hesitant to enter, thinking you might act on what you promise.
Choosing the right prize involves taking the time to think about who you're reaching out to, and whether you want a wide or narrow appeal. Each prize will have advantages and drawbacks, depending on who you're looking to target. It takes some consideration, but with your marketing goals in mind, you can easily come up with something that will get people excited!

Video Testimonial Best Practices: 5 Core Concepts

Video Testimonial Best PracticesAnyone can decide to incorporate video testimonials into their marketing strategy. But receiving videos, and receiving videos that are successful and have a lasting impact are two separate things. Here are the video testimonial best practices that will go a long way in making sure you're the latter.

Message

What's being said in each testimonial? More importantly, is the same thing being said over and over again? The great thing about video testimonials is the capacity to learn something new from each one. You're not allowed to brag about your business, but clients are. So, let them! Instead of sticking to the same topics, provide questions that explore various aspects of what your brand does well. You shouldn't feel limited, like you have to stick with testimonials pertaining to one aspect of your brand. You'll yield better results if you consider a wide range of questions and topics, all with a unique message for viewers.

Delivery

How will viewers feel about the video content? Pretend you're new to interacting with your brand. Sit down and view video testimonials that you plan to display, and think about what you'd take away from watching it. Hopefully, it's mostly a good feeling! If not, what can you improve upon? Details like lighting, atmosphere, and authenticity seem like smaller details here and there, but they add up when you're watching the final product. It's best to take stock as you go, rather than accepting videos without reviewing them to see what can be improved or adjusted.

Display

Your videos have a great message, and all of the potential delivery kinks have been worked out. Where do you place the videos? That depends. Each video should be addressing something new and different. For example, if you've unveiled a new feature and have received testimonials that sing its praises - you're going to put those testimonials somewhere that draws attention to that feature. Same goes for testimonials that highlight your customer service, or the excellence of your produce. You have the opportunity to use these to put potential clients at ease when they might be experiencing anxiety about investing.

Sharing

People love receiving shout-outs on social media. Why not reward people for their testimonials by thanking them directly, but also calling attention to how awesome they are via social media? As a bonus, once you thank them, they're more likely to want to share the video so it can be viewed by friends, family, and followers.

Don't be afraid to evolve

Even the most successful marketing strategies can get stale if you let them. Your video testimonials run the same risk if you aren't up on measuring impact and how they're helping your brand. Combat the testimonial slump by not being afraid to learn, and continuously challenging your brand to do better.

5 Customer Testimonial Best Practices for Effective Marketing

5 Customer Testimonial Best Practices for Effective MarketingDid you know that 58% of Americans perform online research before buying a product online? One of the most important aspects of that research is learning about the experiences of previous customers that have purchased the product they're considering. And even though some customers will never see a testimonial in the same light as an unsolicited review on a third-party website, having testimonials available and visible can be valuable for their own research and help them to make the purchasing decision. That said, there are a few customer testimonial best practices that all businesses should follow for the best results.
Include Picture of Customer
Customers like to put a face to the quotes and reviews they read. It might seem simple, but a picture of the previous customer can go a long way towards creating a personal connection with your audience and showing that real live customers have found your product to be valuable.
Include Brand Logos
Just like pictures, brand logos carry a certain weight with them. When a well-known brand in your industry is willing to get behind your product and endorse your company, it says a lot about how other companies that occupy the same industry view your company. When competitors or companies that offer similar services give your product positive reviews, this is powerful in the eyes of your customers.
Natural Voice
It's important that all testimonials sound natural and not previously rehearsed. You'd be surprised at how adept the average customer is at spotting paid reviews or testimonials that look like they're not genuine... Allow your customers to be in control of their own testimonial and provide real feedback on their experience with your company, product or service.
Stats and Figures
When relaying how your product helped your customers, try to use stats and figures to give your customers a better idea of the type of benefits that your product can provide. If you offer a B2B product that helped a business increase their monthly revenue by 13%, include that important information in the testimonial! Your customers will love to see hard data about what they can expect from your product.
Video, video, video
In the same vein as including a picture, a video takes that personal connection to the next level. A video testimonial is an excellent substitute for a face-to-face recommendation and certainly more powerful than your typical text-based quote testimonial. Although you may not be able to convince every previous customer to hop behind a camera and endorse your product, taking advantage of the opportunity when you can makes for a powerful marketing tool. Testimonials are an excellent tool for persuading and guiding prospective customers toward the buying decision. By following these best practices, you'll improve your marketing efforts and increase your conversion rates.

Video Testimonial Best Practices: Capture the Story

Video Testimonial Best Practices: Capture the StorySure, it's great to hear how an expert endorses a product or service. However, when it comes from a satisfied client, it makes an impact at an even greater level. Securing a video testimonial to use in your advertising campaign or to display on your website will provide great value to your marketing efforts. Not everyone is comfortable talking on camera. Do everything you can to help your client relax and have fun with the process. Communicating video testimonial best practices will help in the long run. Here are a few tips to keep in mind:
Communicate your expectations.
Give your clients very clear instructions about what you are expecting in the testimonial. Tell them to speak in complete sentences. Ask them to smile. Provide suggestions for clothing choices and lighting.
Provide a list of suggested lead-ins.
Compile a list of partial sentences to give your clients or customers a jumping off point. Some examples:
  • "My favorite part about using this product is..."
  • "I would recommend (your company name) to a friend because...."
  • "I would rate my experience with (your company name) as..."
The point is to give the client lots of ideas about how they can talk about your business and their experience.
Offer an incentive.
While you don't want to bribe anyone, you should still recognize that providing a video testimonial takes time and effort. Consider a way to show your appreciate and thank your client for helping by offering a small token of gratitude.
Make them feel like a star.
After their testimonial is properly prepared and your campaign is launched, send them a link to their video and encourage them to share it with friends and family. Post it on your social media platforms and encourage the client to tag themselves and share the post as well. Obtaining the right footage can take some patience, but trust us – it'll pay off in the long run.

Video Testimonial Best Practices: Tips for the New Year

Video Testimonial Best PracticesNew year, new you - right? The same can be said for your brand. As we get in gear for 2015, here are some video testimonial best practices to make sure start out on the right foot!
Get into the habit of asking
If 2014 wasn't the year of the testimonial for your brand, there's at least one easy fix - if you haven't already, get in the habit of asking. The fear of being turned down is common, but the truth is that most clients are more than happy to help your brand out by recording a testimonial. People who are choosing to invest their time and money and stick with your product or service because they're happy with what you do are going to have no problem telling other people why they love what you do.
Know where the focus should be
Cut down on the need for editing video testimonials by knowing where the focus of each video is going to be. This isn't the same as leading clients, or taking it a step further and coaching them on what to say - which defeats the purpose of organic testimonials. Instead, it means being aware of which of the best aspects of your brand are being explored. You don't want ten videos praising your customer service, and zero mentioning the latest feature you're unveiling. While it's awesome to have testimonials that provide examples of stand out customer service interactions, you're also looking to have video that covers more than one topic.
Put your best face forward
Remember to rotate your testimonials. There are always going to be some that really knock it out of the park. Resist the temptation to keep that video, or the handful that really do a great job, at the forefront for extended periods of time. Rotating video is a good idea because it means there's something new for prospective clients to check out when they visit your site. They want up-to-date information about your services and what you do, and rotating video is one step to make sure they're getting it.
Make the process easy and accessible
In 2015, give your brand and loyal clients the gift of an easy and accessible testimonial recording process. Whether it's in your office with a phone or tablet, from the comfort of their home or on-the-go - making it easy on everyone means they're more likely to repeat the process for you in the future.

Video Testimonial Best Practices: Quality Is Key

Video Testimonial Best Practices: Quality Is KeyWhen selling a product, service, or brand, nothing goes farther or speaks louder than a genuine video testimonial to help promote what you're offering. However, a quality video testimonial is the key to producing the best results. We may have discussed some best practices in the past, but there are several other important ones to keep in mind as well. To that end, there are a few additional video testimonial best practices you should always follow to ensure you receive quality results:
Tell a story
People naturally love stories, especially true ones, and when that story includes a “before and after” feature where some aspect of a life was improved, it's all the better. Ask your customers to describe how things were “before” your product or service was discovered, and then what wonderful changes ensued “after” that.
Eliminate distractions
Video testimonials need to be natural and shot in a comfortable setting. However, distractions can hinder the message and should be removed before taping. Be on the lookout for audible and visible distractions such as:
  • Wall hangings or other decorations that are positioned in such a way as to distract and not add to the overall visuals (i.e. a tall plant positioned right behind the person’s head appears like it is attached to the person in the picture).
  • Other people (unless they are directly involved with the video).
  • Loud sounds such as phones, traffic, voices, and so on. If the video is shot outdoors, you'll have some background noise, but find a location that's fairly quiet. Indoors is usually preferable unless the outdoor setting adds to the brand image or testimonial in some way.
Straight to the point
People have a short attention span; we're all aware of that. Advertisements are usually 30 to 60 seconds and a video testimonial must be kept short, too. That means you'll need to guide the person quickly to the point. To aid in this endeavor, present the person with a brief outline of what to expect. Let the person know what introductory remarks or question(s) you'll make before they tell their story. What other video testimonial best practices do you follow for your campaign efforts? Comment and let us know!