How to Build Trust with Video
May 18, 2020
Build Trust with Video Testimonials
It doesn’t matter if your business is a private medical practice, a technology start-up, or a consulting firm; trust is a key factor in any purchase decision. A message from a happy client will build that trust far quicker and more effectively than a sales pitch. If only there was a way to put your happy customers in front of potential new business 🤔
I think you know where we’re going with this.
Get Your Customers Involved
Let your current customers, who have experienced your product, brand, or service, do the leg work to convince someone to trust you and your company. Potential customers are more likely to trust an unaffiliated, unbiased opinion – the opinion of someone who isn’t being paid or coerced, but who is sharing their personal experience and opinion. Authenticity is crucial for potential customers to buy-in.
This type of consumer behavior can be mirrored in the digital sphere. In fact, it may even be more important. Many companies say that their client testimonial videos are able to convert more Marketing Qualified Leads (MQL) than any of their other sales mediums. Potential customers want to hear from current customers, and there is nothing more convincing than seeing real people talk about their own needs and how your company was able to fulfill and exceed those expectations.
So What Does it Take?
The process of creating a client testimonials video doesn’t have to be complicated. As with any production, preparation is the key to success. It’s important to prepare your customers with a list of questions so that they are comfortable with the process before they walk into your office to film their testimonial. The interview only takes 15-20 minutes of your customer’s time, so it’s relatively easy for a B2C business to arrange a full day of customer testimonials at their office or retail location.
With B2B businesses, think quality over quantity. B2B video testimonials are typically more convincing when they are filmed at the customer’s office. In order for your customers to appear friendly and trustworthy, they need to be comfortable. Accountants One’s customer testimonial benefited greatly from filming in their clients’ offices, and it allowed us to make a very specific and targeted video.
While the responses that you receive from your clients should in no way be scripted, it’s important to create a scripting process that can be repeated with the rest of your customers. Transcribing the testimonials is the easiest way to craft a story out of the responses you received, and also gives you the bonus ability of being able to use your video testimonials as written testimonials elsewhere on your website or in marketing materials down the road.
Video Testimonials or Bust
Video testimonials not only help you convert visitors into customers, but they also help you rank higher in search results. Hosting videos on your website inherently boosts your search engine optimization (SEO) – websites with video are 53x more likely to rank on the first page of Google search results. More web traffic means more prospective businesses that hear your clients’ testimonials!
Put a Face to the Name
Video testimonials aren’t the only way to build trust through video marketing. Brand videos are effective for communicating a business’ message while putting a face to your name. Your brand video should be focused on your business’s mission, culture, and values. By showing off the human aspects of your company, your new customers will feel like they already know you before they’ve met you.
It’s crucial that your firm treats your video strategy as another method of establishing human relationships. If your potential clients can easily get to know your firm, they will be more inclined to choose you as their go-to solution provider.
Trust is at the core of the buyer’s purchase decision. The most authentic and effective way to build trust is through testimonial videos and brand videos that make your company stand out. By providing different types of videos for buyers at different stages of the journey, you will be able to build trust with your buyers before they ever come to your office to meet you. Build trust with video testimonials.