Different audiences respond to different marketing techniques – this is certainly not a new idea. Some customers respond really well to long-form pieces of content like white papers, while others prefer short bursts of information like Infographics or presentations.
But in terms of those marketing techniques that are capable of cross-pollination – the ones that really strike a chord no matter who you are, what you’re trying to sell or who it is that you’re speaking to, video testimonials are undoubtedly among the most important. In fact, there are no less than five different reasons why, if you’re not currently making use of video testimonials across the entirety of your marketing efforts, now would be an excellent time to start.
1. It’s a Perfect Opportunity to Use the Video Revolution to Your Advantage
These days, a video isn’t just a cornerstone of major marketing efforts – it may very well be the foundation upon which everything else is built. Not only do 51.9% of marketing professionals already name video as the type of content with the best ROI worldwide, but its use is actually still on the rise. Another study revealed that the use of video content grew 73% over the last few years alone.
Not only do video testimonials give you the opportunity to take full advantage of a type of content that your audience already loves, but they also allow you to laser-focus the message on not what you might be able to provide, but on the raw value that you’ve already provided to countless satisfied and overwhelmingly happy people.
2. They Work Exceptionally Well For Both B2B and B2C Customers
We’ve entered into a time where casual customers are doing more research before making a purchase than ever before and video testimonials play a big role in that. But one of the most important things to understand is that this format is even making a big impression with more professional audiences, too.
3. The Ripple Effect
Speaking of crossing the line, another one of the major strengths of video testimonials is that they’re malleable – they don’t just have to live on a landing page on your website. When used properly, they can and often will boost other efforts that you’re currently engaged in, too.
Case in point: one of the most prominent video testimonial examples comes by way of those included in emails that you send out to your targeted mailing lists. Including a video testimonial in an email (and putting the word “video” in the subject line) can boost open rates by a massive 19%, can boost click-through rates by 65% and can even reduce unsubscribes by more than 25%. Video testimonials are even 40 times more likely to be shared on social media, pointing to a powerful little technique that you can’t afford to ignore any longer.
Because people are more likely to engage with and share this type of content, video testimonials can naturally give a boost to your SEO efforts as well.
4. They’re More Effective At Their Goal Than Other, More “Analytical” Efforts
For the sake of example, let’s say you’ve created a graph maker or similar type of software and are now trying to get the word out to your target audience. You try two approaches: a video testimonial and some type of third party “analyst report” in an attempt to look as unbiased as possible.
Even if these two things essentially say the exact same thing about what your graph maker does and how effective it is, the video testimonial is always going to be more popular and will resonate more with your audience. According to a 2014 report, video testimonials actually have an 89% effectiveness rating to that end.
5. They Already Significantly Contribute to Purchasing Decisions
Last but not least, maybe the number one reason why video testimonials can boost your sales comes down to the fact that this is exactly what they’re supposed to do in the first place.
One recent study found that online reviews and video testimonials were something that 38% of people said was a “very important” part of their buying process. More than that, both B2B and B2C customers are said to spend about 31% more with businesses who have good customer testimonials than those who don’t.
So not only do video testimonials help prime your audience in a way that gets them ready to make a purchase in the first place, but they’ll also spend more money at the exact same time. When you put it like that, video testimonials are clearly an opportunity that is far too powerful to overlook.
