Video testimonials are becoming an increasingly important marketing tool for businesses looking to build trust and credibility with potential customers. As Arttu Haho, Product Manager of review management platform Trustmary, explained in a recent Software Spotlight podcast interview, video testimonials provide authentic social proof that helps convince prospects to buy.
The Power of Video Testimonials
In the past, word-of-mouth recommendations were consumers' primary source of trust. Now, online video testimonials have become a modern form of word-of-mouth. According to Haho, 84% of people are convinced to buy after watching a video testimonial.
Video testimonials are more memorable and emotional than text, allowing customers to share their experiences in a relatable way. The visual and auditory elements make them more engaging and persuasive than written reviews.
Haho explains that the need for a credible online presence increases as more industries move online. Video testimonials help businesses like software, healthcare, and real estate demonstrate social proof.
Strategies for Creating Compelling Testimonials
When creating video testimonials, focus on relatability. According to Haho, the testimonial must resonate with your target audience. A testimonial from a similar customer is more credible.
Include specifics like metrics and data points to showcase tangible results. Visuals like product images and behind-the-scenes footage also boost engagement.
Consider asking for video feedback first and then approving the publication. This two-step process can yield higher-quality testimonials with better details.
Optimizing Testimonials for Maximum Impact
Video testimonials must be displayed where prospects will see them to maximize their impact. Haho recommends showcasing curated testimonials on your website's product pages, checkout pages, and high-visibility areas.
Share testimonial snippets and quotes on social media. Promote the full videos in your email marketing campaigns and nurture sequences as social proof. Repurpose the best testimonials into compelling case studies.
Update online profiles regularly with new testimonials. Ensure positive testimonials are visible on review sites to build credibility.
3 Keys To Leveraging Testimonials Across the Buyer's Journey
Video testimonials are versatile assets that engage and persuade prospects at any stage:
Testimonial ads attract new leads by showcasing social proof.
Testimonials on your website establish credibility and answer buyer questions.
Client case studies provide the validation needed to close the sale.
The Trustmary Platform
Trustmary makes it easy to collect, display, and promote video testimonials. Key features include:
- Automated collection across review sites.
- Customizable testimonial collection forms.
- Curated testimonial widgets for websites.
- Social sharing and promotion tools.
- Testimonial analytics and reporting.
The Power of Social Proof
Ultimately, peer testimonials are more powerful than company claims. As Haho summarizes, “What the customers say, that's many times more credible, reliable.” Video testimonials leverage this social proof for maximum marketing impact.
Video testimonials are becoming a must-have marketing asset for modern businesses. Trustmary CEO Arttu Haho explained in his Software Spotlight interview that video testimonials provide the social proof needed to build trust and credibility with potential customers in today's digital landscape.
Key takeaways from Haho's insights include:
- Video testimonials are more memorable, emotional, and persuasive than written reviews. The visual and auditory elements make them highly engaging.
- 84% of people are convinced to buy after watching a video testimonial. They provide authentic social proof that written content cannot match.
- Video testimonials help companies showcase results and establish thought leadership. Metrics and data points included in customer stories prove their expertise.
- Strategically displaying curated testimonials across your website and social channels maximizes their impact as you nurture leads.
- Asking for video feedback and approving content creates higher-quality testimonials with better details.
The Trustmary platform streamlines video testimonial collection, curation, and promotion. With its affordable pricing starting at $19/month, it's now easier than ever for businesses to leverage the marketing power of customer stories.
Haho summarized, “What the customers say, that's many times more credible, reliable.” Video testimonials allow you to showcase social proof in an authentic way that resonates deeply with your audience.
View Featured Trustmary Podcast: Trustmary Product Manager Arttu Haho joins host Michael Bernzweig to discuss their customer review platform. Haho provides background on Trustmary and demonstrates key capabilities like collecting Google reviews, importing existing reviews, creating review widgets, and A/B testing review placement to boost conversions. He positions Trustmary as an easy, consolidated solution to systematically collect and leverage customer reviews for trust-building across industries.