Client Testimonials – The Most Compelling Form of Story Marketing

Reliability, Trust & Proof – Why Client Testimonials are the most effective form of marketing.

When considering where to put your marketing dollars to generate the highest conversion rates and ROI, many teams look to the power of consumer opinion. 

One of the most effective ways to influence a customer’s purchasing behaviour is via social proof. Social proof provides prospective customers with evidence of other people’s level of satisfaction with a product or service. 

Companies can use many forms of social proof to create a powerful brand image. These include: 

• Online rating systems
• Social media shares from Facebook, Instagram and Twitter
• Awards 
• Certification or credential badges 
• Celebrity and influencer endorsements

However, client video testimonials are the most compelling and effective method to sway your prospects across the line. 

Video testimonials combine the power of sharing a customer’s perspective about how a product or service worked alongside attractive and engaging visuals. 

Let’s look at why video testimonials work better than text. 

1. Video content is the number one performer across mediums.

In the ever-changing landscape of internet content, video has remained the top-performing media form for over ten years. 

Let’s start with the demand. 

Since 2018, the amount of online video content consumed per week per person has nearly doubled (Source: Statista). The top brands and CEOs respond to the growing demand for video, with 9 out of 10 consumers reporting they want more video content from businesses (Source: Statista). 

Similarly, despite changes in popularity across social media platforms, one form rings true across all digital platforms. Video content, streaming, and sharing should be a non-negotiable activity to remain competitive. 

Video content is the lifeblood of remaining relevant, as it is the primary methodology to engage with your audience. The table below demonstrates the portion of internet users in the US accessing video content online.

2. Viewers retain a higher portion of a video’s message than reading text. 

Viewers retain a staggeringly higher portion of a video’s message than reading (95% versus 10%). 

With the majority of human communication being nonverbal, we pick up on body language, eye contact and tone of voice (Source: Brain Science Journal). 

Similarly, video content is the most influential form of communication as we are genetically programmed to read the emotional and body cues to understand, react and learn (Source: Cognition & Emotion Journal). 

The aesthetics of a video and audio tell our audience so much more than the underlying verbal script. It conveys the whole story.

3. Client testimonial videos increase buying intent and increase revenue.

Video testimonials inspire trust and confidence in a product or service. Prospects can engage with your content learn about your products and or services, whilst reviewing the experience of their peers. 

As the famous saying goes, ‘no man island’. 

Socially we can’t survive without each other, and in turn, companies are using the impact of other people’s opinions on buying behaviour. 

Video testimonials create trust and credibility as prospects can see and hear the direct impact of your product and service. In addition, it authenticates your marketing strategy as customers share their personal experiences, thoughts and feelings in their own language. 

4. Videos improve brand recall and are highly memorable. 

Let’s test the theory. Below is a client of ours who has created a number of client testimonials over the years to demonstrate the impact of their services. 

OpenCorp is a property investment group Australia wide that takes the guesswork and risk out of property investment. Property investment is no small expense, with the median house price reaching $1 million in 2021. 

In the testimonials below, think about the information you can recall?

From the videos above, prospects can see and experience: 

1. The videos showcase emotional empathy as you can learn about each customer’s different fears, concerns, and doubts regarding the investment journey. 
2. Prospect customers can identify different demographics creating relatability across customer segments. 
3. The videos demonstrate different locations in Australia, conveying customers nationwide. 
4. Evidence of staff performance and relationships shared with their customers. 

The above components are all important components to demonstrate that a company cares about the customer experience and your clients’ opinions are not only real but genuine.

5. Video testimonials are your competitive edge in the marketplace. 

When businesses have a library of video testimonial proof, it’s easy for prospective clients to distinguish between the performance of the business with social proof and the competition. 

Not only have businesses with video testimonials demonstrate how their performance sets them apart, but it also keeps the prospect engaged and spending more time on your website than your competitors. 

6. Video testimonials work nicely with a modular marketing strategy. 

Not only are video testimonials a cost-effective strategy for creating content but they can be repurposed across different mediums. 

Businesses get more out of the initial financial investment as the video can be broken down and creatively redistributed across different time points and prospects. 

In a nutshell, a modular strategy enables companies to break down content components into micro-elements and then distribute these assets across various channels. For more information about a modular strategy, check out our blog: https://the2peas.com/modular-content-how-your-value/. 

As the pros say ‘that’s a wrap’. 

If you haven’t considered video content to create a stronger relationship with your prospective clients, it’s never too late to start. 

Here are three easy takeaways to get you started: 

1. Have a clear brand image (colour tone, music, logos, duration, imagery). 
2. Establish a timeline and intended number of videos to get your library updated (five is a great starting point however, with ten videos, you’re well on your way to an established line of credibility).
3. Reach out and ask your customers to participate. Generally speaking, if the publicity is good for your business, then it’s good for your clients as well. 

If you’re looking to discover more about the power of the client testimonial, schedule a call with our team. We’ll cover timelines, price, formats, modular strategies and more to make the content work for you and communicate your value to the market.