Does a customer testimonial video help you sell more?

Yes, a customer testimonial video helps you sell more, especially when the person watching is still unsure. It works because it isn't the company talking; it's someone who has already paid and is happy. You see them looking at the camera, you hear their voice, you notice whether they're calm or excited. That carries more weight than a well-written paragraph on a website.

What a good testimonial looks like

What does a good testimonial look like? Shorter than you'd think. In about 90 seconds, a real customer explains three things. What problem they had. Why they chose that company. What they achieved in the end. It's that simple. You don't need a long script or fancy phrases. You need a real person telling what happened to them in their own words.

Testimonials in business-to-business sales

In business-to-business sales, known as B2B, this video has a very practical use. The sales team sends it to a client who is making a decision. That client doesn't have to take the salesperson's word for it. It's enough to hear from someone who was in their shoes not long ago. The video turns someone who is just looking into someone who buys, and takes some of the work of persuading off the salesperson.

Examples with real figures

Are there examples with figures? Yes, and they come from two different places. The first is email newsletters. One brand added videos recorded by its own customers to its newsletters. Those videos got the most clicks within the email. And purchases on the pages of the products featured in those videos rose from 9% to 16%. The second example is Woodbrass, a musical instrument shop. In 2020, three videos recorded by its customers made it into the ten most-watched videos on its YouTube channel. Customer videos, not brand adverts.

A Marchon corporate presentation in Benidorm.

Why publish it on YouTube

And why YouTube? Because there the video keeps working after it's published. It's found by people who would never have reached the company's website. And because Google takes those videos into account, the website gains visibility in searches over time.

One recording, many uses

A single testimonial also goes a long way. Many companies record the video interview first. Then they transcribe what the customer said and use it to write a case study for the website or for a sales document. One recording serves for the video, the text and social media. The customer sits in front of the camera just once.

When it isn't the best option

Is it always the best option? No. If nobody knows the product yet, you first need a video showing it in action. If the business sells an experience, such as an event or a trip, seeing the experience itself is often more convincing than hearing someone describe it. A testimonial works best when the customer already knows what the company offers and what they need is to trust it.

How to get started

If you're thinking of recording one, start small. Think of two or three happy customers who speak naturally, even if they're nervous. Ask them whether they'd like to share their experience in front of a camera. Note down what problem they had before working with you.

Let's talk about your video

That's already enough to start a conversation. Evan & Natalia Simon do photography and video in Gijón, Asturias, for brands, companies and couples throughout Spain and Europe. Fancy talking it over? Write to them or book a no-obligation call. You'll sit down together for a while to see whether a testimonial or another kind of video suits your business.

Links

More information, not yet independently confirmed: emprendedores.es.