People are significantly more likely to purchase from businesses that they trust. If we don’t feel confident in making a buying decision, then we will simply move on elsewhere. Customers don’t want to take risks.
So what can you do to alleviate fears and increase trust for your business?
Well, you could tell prospective customers about how fantastic your business is and how you are the best in the market, but this simply isn’t effective.
Think about it for a second. Imagine if you walk in to a store and the sales person is telling you how fantastic their products are and how you should trust him. Will that convince you?
Chances are, you’ll be full of scepticism.
“of course you’d say that” would be on the tip of your tongue.
Now imagine if you were in the same store and a customer notices you looking at a product that they’ve purchased in the past. They tell you it’s the best thing they’ve purchased for their money, their only regret is not purchasing it sooner.
Before you know it, you’re invested in the product. You feel a lot more confident in your potential purchase. The existing customer has nothing to gain from recommending the product to you, whilst the salesperson probably will be getting commission.
One happy customer in a store can be just as powerful than an army of salespeople. The fact is that customers trust customers.
This is where video testimonials come in.
One video testimonial from a customer will convert much better than even the most expensive slickly produced promo video.
Take for example somebody browsing the internet searching for development finance or property training. They land on two websites, the home page to the first is full of self-promotional content extolling the greatness of their business whilst the homepage on the other website has a single video of a customer giving a testimonial. Which website do you think will get the most conversions?
How to get video testimonials
The great thing about happy customers is that often they are passionate about how great the product or service that they purchased really is.
In fact, customers often do this without any prompting by a company. YouTube has thousands of product reviews and recommendations.
All you have to do is contact a select few customers which you know are extremely satisfied with your service and ask them to do a quick testimonial video.
The key in getting a customer to commit to doing a testimonial video for your business is guiding them through the entire process. For example:
- Contact: E.g. explain why you think they would be great for a testimonial video
- Offer: E.g. let them know what you’d like to do to compensate them for their time and effort
- Educate: E.g. tell the customer how long you’d like the video to be, how they can record it and where they can send it
- Reward: e.g. thank the customer for their time or compensate them with an offer, product or voucher.