Testimonials are more important than you think. Today advertisements seek our attention and distract us wherever we look. With new rivals appearing in each industry, attracting customers and gaining their trust is becoming a challenge. Companies are expected to find new ways to reach the hearts of potential customers with new personalized and unique approaches that make them stand out. Even though these approaches are the ones that capture the eye, it is even tougher to establish trust. According to research by B2B Content Marketing Trends Report, customer testimonials and case studies are considered the most effective content marketing tactics, identified by 89% and 88%, respectively, of B2B marketers. So when you combine testimonials with a powerful tool such as video, your customers will be eager to learn more. Here are 3 reasons why video testimonials help drive business success:
Your audience consists of visual learners. In this case, video testimonial can transfer the right message more effectively than any other tool. This is because it enables you to watch someone’s facial expression and body language. Moreover, customer testimonial videos have a great advantage in establishing brand authenticity and have a stronger power of persuasion than written words. The customers behind your testimonials are your biggest fans. Consequently, they know the perfect way to convey the positive image you want your company to have in the eyes of your viewer.
Even 88% of consumers say that they trust online reviews as much as personal recommendations. Still, many question if these reviews are authentic. In this case, with video testimonials, you can avoid skepticism and increase the quality of your review. When customers record a testimonial for you, they are putting their reputation on the line. And no customer wants to put their face and name on a business that doesn’t live up to what they have to say. Thus, potential customers are more likely to establish trust by watching real customers say real things.
Even 90% of respondents claimed that positive online reviews influenced buying decisions. There is much more credibility in the words of other unbiased people than in your own words of self-promotion, and this is why it is easier for potential customers to get hooked. At the same time, shoppers who view video are 1.81x more likely to purchase than non-viewers. Did you know that word of mouth marketing drives $6 trillion of annual consumer spending and is estimated to account for 13% of consumer sales? Customer testimonial videos are the closest thing to “word of mouth referrals” and the best combination of marketing efforts, therefore, it is the free marketing tool that you can’t afford to ignore.
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