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How to Get Video Testimonials: The Ultimate Guide for B2B Marketers

Posted by Kevin Yun | Last updated Apr 30, 2024

Video testimonials are one of the most powerful tools in a B2B marketer's arsenal. They combine the authenticity of customer reviews with the engaging nature of video content, creating a compelling case for your product or service. But how exactly do you go about collecting these valuable assets? This comprehensive guide will walk you through the process of getting high-quality video testimonials that can significantly boost your marketing efforts.

Table of Contents

  1. Why Video Testimonials Matter
  2. Planning Your Video Testimonial Strategy
  3. Identifying the Right Customers
  4. Reaching Out to Customers
  5. Preparing Customers for Success
  6. Collecting Video Testimonials
  7. Editing and Producing the Final Product
  8. Maximizing the Impact of Your Video Testimonials
  9. Measuring the Success of Your Video Testimonials
  10. Best Practices for Ongoing Video Testimonial Collection

Why Video Testimonials Matter

Video testimonials are a game-changer for B2B marketing. They offer a unique blend of social proof, storytelling, and visual engagement that can significantly influence potential customers' decision-making processes. Here's why they're so effective:

  • Authenticity: Video allows customers to share their experiences in their own words, conveying genuine emotion and credibility.
  • Relatability: Potential clients can see and hear from peers who have faced similar challenges and found success with your solution.
  • Engagement: Video content is more likely to capture and hold attention compared to text-based testimonials.
  • Trust-building: Seeing real people talk about their positive experiences builds trust faster than any corporate messaging can.
  • Versatility: Video testimonials can be used across multiple marketing channels, from your website to social media and email campaigns.

Research shows that 2 out of 3 people are more likely to make a purchase after watching a testimonial video. This statistic alone underscores the importance of incorporating video testimonials into your marketing strategy.

Planning Your Video Testimonial Strategy

Before you start reaching out to customers, it's crucial to have a clear strategy in place. This will ensure that your video testimonials align with your marketing goals and resonate with your target audience.

  1. Define Your Objectives: What do you want to achieve with your video testimonials? Are you looking to increase conversions, build brand awareness, or showcase specific features of your product?

  2. Identify Your Target Audience: Who are you trying to reach with these testimonials? Understanding your audience will help you select the right customers to feature and craft messages that resonate.

  3. Determine Key Messages: What are the main points you want to communicate through these testimonials? These could include the benefits of your product, the quality of your customer service, or the ROI customers have experienced.

  4. Choose Your Format: Will you opt for professionally produced videos, user-generated content, or a mix of both? Each has its advantages, and your choice should align with your brand image and resources.

  5. Set a Timeline: Establish a schedule for collecting, producing, and publishing your video testimonials. This will help you maintain a steady flow of fresh content.

  6. Allocate Resources: Determine what resources (budget, personnel, equipment) you'll need to execute your video testimonial strategy effectively.

By taking the time to plan your approach, you'll be better equipped to create compelling video testimonials that drive results for your business.

Identifying the Right Customers

Not all satisfied customers will make great video testimonial subjects. To ensure you get the most impactful testimonials, consider the following when selecting customers to approach:

  1. Success Stories: Look for customers who have achieved significant results or overcome notable challenges with your product or service.

  2. Diverse Representation: Aim to feature a range of customers that represent different industries, company sizes, and use cases. This helps potential clients see themselves in your testimonials.

  3. Articulate Speakers: While authenticity is key, choosing customers who can clearly articulate their experiences will result in more effective testimonials.

  4. Brand Alignment: Select customers whose brands align well with yours in terms of values and market positioning.

  5. Long-term Relationships: Customers who have been with you for a while can speak to the long-term benefits and your company's ongoing support.

  6. Enthusiastic Advocates: Look for customers who are already vocal supporters of your brand, as they're more likely to be eager to participate.

  7. Decision Makers: When possible, feature testimonials from individuals in decision-making roles, as their opinions often carry more weight with potential B2B clients.

Remember, the goal is to showcase authentic experiences that will resonate with your target audience. A diverse range of well-chosen customers can provide a powerful portfolio of testimonials that address various pain points and demonstrate the breadth of your solution's impact.

Reaching Out to Customers

Once you've identified potential candidates for video testimonials, it's time to reach out and secure their participation. This step requires a delicate balance of professionalism and personal touch. Here's how to approach it:

  1. Personalize Your Outreach:

    • Use the customer's name and reference specific details about their experience with your product or service.
    • Mention why you think their story would be particularly valuable to share.
  2. Explain the Process:

    • Clearly outline what participating in a video testimonial entails.
    • Provide an estimated time commitment for the entire process.
  3. Highlight the Benefits:

    • Explain how participating can benefit them (e.g., increased exposure for their brand, strengthening the partnership).
    • If applicable, mention any incentives you're offering for participation.
  4. Address Potential Concerns:

    • Reassure them about the level of polish required (it doesn't have to be perfect).
    • Offer support in terms of guidance or resources for creating the video.
  5. Provide Options:

    • Give them choices for how they can participate (e.g., professional shoot, self-recorded video, live interview).
    • Offer flexibility in scheduling to accommodate their busy calendars.
  6. Follow Up Thoughtfully:

    • If you don't hear back, send a polite follow-up after a week.
    • Be understanding if they decline and leave the door open for future opportunities.

Here's a template you can adapt for your outreach:

Subject: Share Your Success Story with [Your Company Name]

Dear [Customer Name],

I hope this email finds you well. We've been thrilled to see the success you've achieved with [specific result or use of your product]. Your story is inspiring, and we believe it could really help other businesses understand the value of our solution.

Would you be interested in sharing your experience in a video testimonial? We're looking to create authentic, relatable content that showcases real results from customers like you.

Here's what it would involve:
- A brief (15-20 minute) video session where you share your experience
- Options for recording: professional shoot at your office, self-recorded video, or live online interview
- Review and approval of the final edited video before any use

Participating would not only help us but could also provide valuable exposure for [Customer's Company Name] and highlight your innovative approach to [relevant industry challenge].

If you're open to this opportunity, I'd be happy to discuss further details and answer any questions you might have.

Thank you for considering this request. Your partnership means a lot to us, and we're excited about the possibility of featuring your success.

Best regards,
[Your Name]
[Your Position]
[Your Company]

Remember, the key is to make the request feel like an opportunity rather than an imposition. Be prepared to provide more information and to be flexible in accommodating your customers' needs and preferences.

Preparing Customers for Success

Once a customer agrees to provide a video testimonial, your role shifts to ensuring they feel prepared and confident. Proper preparation not only eases any anxiety they might have but also increases the likelihood of getting high-quality, usable content. Here's how to set your customers up for success:

  1. Provide Clear Guidelines:

    • Send a document outlining what to expect during the video recording process.
    • Include tips on what to wear (solid colors work best), where to film (quiet, well-lit areas), and how to set up their camera or smartphone.
  2. Share Sample Questions:

    • Give them a list of potential questions you might ask, allowing them to prepare thoughtful responses.
    • Encourage them to think of specific examples or stories that illustrate their points.
  3. Offer Technical Support:

    • Provide instructions on how to check their audio and video quality.
    • Offer a quick tech check before the actual recording if they're self-filming.
  4. Create a Comfortable Atmosphere:

    • Reassure them that it's okay to make mistakes or do multiple takes.
    • Encourage them to speak naturally, as if they're having a conversation with a colleague.
  5. Provide a Shot List (if applicable):

    • If you're doing a professional shoot, share a list of the types of shots you'll need (e.g., talking head, product usage, team interactions).
  6. Discuss Key Messages:

    • Without scripting their responses, gently remind them of the key points you'd like them to touch on.
    • Emphasize the importance of sharing specific results or benefits they've experienced.
  7. Address Legal Concerns:

    • Send any necessary release forms well in advance and be available to answer any questions.
    • Clearly communicate how and where the video will be used.
  8. Set Expectations for Review and Approval:

    • Explain the post-production process and when they can expect to review the final cut.
    • Assure them that they'll have the opportunity to provide feedback before the video is published.

Here's a checklist you can provide to customers to help them prepare:

Video Testimonial Preparation Checklist:

□ Choose a quiet location with good lighting
□ Ensure a clean, professional background
□ Test your camera and microphone
□ Wear solid colors (avoid patterns or logos)
□ Prepare examples of how our product/service has helped you
□ Review the sample questions provided
□ Have a glass of water nearby
□ Relax and remember to speak naturally
□ Sign and return the video release form

Remember: We're not looking for perfection, just your authentic experience!

By providing comprehensive support and guidance, you help ensure that your customers feel valued and prepared, which ultimately leads to more authentic and impactful video testimonials.

Collecting Video Testimonials

The actual process of collecting video testimonials can vary depending on your resources and the preferences of your customers. Here are three main approaches, each with its own set of considerations:

1. Professional Video Production

This option involves sending a video crew to your customer's location or bringing them to a studio.

Pros:

  • High production quality
  • Control over lighting, sound, and framing
  • Ability to capture B-roll footage of the customer using your product

Cons:

  • More expensive
  • Requires more coordination and time
  • May feel less authentic to some viewers

Tips:

  • Brief the video crew on your objectives and key messages
  • Create a shot list to ensure you capture all necessary footage
  • Allow time for multiple takes and informal conversation to help the customer relax

2. Remote Video Interview

Conduct the interview via video conferencing software and record the session.

Pros:

  • More convenient for customers
  • Cost-effective
  • Allows for real-time guidance and follow-up questions

Cons:

  • Variable video and audio quality
  • Limited control over the customer's environment
  • Potential for technical difficulties

Tips:

  • Use a platform with good recording capabilities (e.g., Zoom, Riverside.fm)
  • Send a tech check guide to customers in advance
  • Have a backup recording method (e.g., screen capture software)

3. Customer Self-Recording

Provide guidelines and let customers record their own testimonials.

Pros:

  • Most convenient for customers
  • Very authentic feel
  • Cost-effective

Cons:

  • Lowest control over quality
  • May require more editing
  • Potential for delays in submission

Tips:

  • Provide clear, step-by-step recording instructions
  • Suggest apps or tools that can improve video quality
  • Offer to do a practice run or review a test clip

Regardless of the method you choose, here are some universal best practices for collecting video testimonials:

  • Start with Warm-Up Questions: Begin with easy questions to help the customer relax.
  • Encourage Storytelling: Ask for specific examples and anecdotes.
  • Listen Actively: Show genuine interest and ask follow-up questions.
  • Capture Emotion: Look for moments of genuine enthusiasm or pride.
  • Keep It Concise: Aim for responses that are clear and to the point.
  • Get Multiple Takes: If something doesn't come out right, it's okay to try again.
  • Collect Additional Footage: If possible, get shots of the customer using your product or interacting with their team.

Remember, the goal is to capture authentic, compelling stories that showcase the real impact of your product or service. By being flexible and supportive throughout the process, you'll be more likely to collect powerful video testimonials that resonate with your target audience.

Editing and Producing the Final Product

Once you've collected your raw video testimonial footage, the next crucial step is editing and producing the final product. This phase is where you can really enhance the impact of your testimonials and ensure they align with your marketing goals. Here's a step-by-step guide to this process:

1. Review and Select the Best Content

  • Watch all the footage carefully, noting the most impactful statements and moments.
  • Look for clear, concise expressions of value and specific examples of how your product or service has helped.
  • Identify clips that align with your key marketing messages and target audience's pain points.

2. Create a Narrative Structure

  • Organize selected clips into a coherent story arc (e.g., problem → solution → results).
  • Ensure there's a clear beginning, middle, and end to the testimonial.
  • Aim for a length of 60-90 seconds for most platforms, with longer versions available if needed.

3. Add Supporting Elements

  • Incorporate lower thirds to display the customer's name, title, and company.
  • Use subtle background music to set the tone (ensure it doesn't overpower the speaker).
  • Include relevant B-roll footage to illustrate points or break up talking head shots.
  • Consider adding animated graphics to highlight key statistics or quotes.

4. Polish the Audio and Visual Quality

  • Color correct the footage for consistency and professional appearance.
  • Clean up the audio, removing background noise and ensuring clear speech.
  • Add subtitles to make the video accessible and viewable without sound.

5. Brand the Video

  • Bookend the video with your company's logo or a branded intro/outro.
  • Ensure any graphics or text overlays match your brand guidelines.
  • Include a clear call-to-action at the end of the video.

6. Create Multiple Versions

  • Edit a longer, more detailed version for your website.
  • Create shorter cuts (15-30 seconds) for social media platforms.
  • Develop a transcript-only version for text-based channels.

7. Get Approval

  • Send the edited video to the customer for review and approval.
  • Be open to making reasonable adjustments based on their feedback.
  • Ensure all necessary legal clearances are obtained before publication.

8. Optimize for Different Platforms

  • Adjust aspect ratios for different social media platforms (e.g., square for Instagram, vertical for TikTok).
  • Ensure the video meets technical specifications for each platform where it will be shared.

Here's a checklist to ensure you cover all bases in the editing process:

Video Testimonial Editing Checklist:

□ Select best clips that align with marketing goals
□ Create a compelling narrative structure
□ Add lower thirds with customer information
□ Incorporate appropriate B-roll footage
□ Add subtle background music
□ Color correct and enhance visual quality
□ Clean up audio and add subtitles
□ Include branded elements (logo, intro/outro)
□ Create multiple versions for different uses
□ Get customer approval on final edit
□ Optimize for various distribution platforms
□ Prepare accompanying text (descriptions, transcripts)

Remember, the editing process is where you can really elevate the quality and impact of your video testimonials. Take the time to craft a polished final product that not only showcases your customer's experience but also reflects positively on your brand.

Maximizing the Impact of Your Video Testimonials

Creating great video testimonials is only half the battle. To get the most value from your efforts, you need to strategically deploy these powerful assets across your marketing ecosystem. Here's how to maximize the impact of your video testimonials:

1. Website Integration

  • Homepage: Feature a rotating selection of short testimonial clips to immediately build credibility.
  • Product Pages: Include relevant testimonials that speak to specific features or benefits.
  • Dedicated Testimonial Page: Create a "Wall of Love" showcasing all your video testimonials, organized by industry or use case.
  • About Us Page: Include testimonials that speak to your company values and customer relationships.

2. Social Media Utilization

  • Platform-Specific Edits: Create versions optimized for each platform (e.g., shorter cuts for Instagram Stories, longer versions for YouTube).
  • Regular Posting: Schedule testimonial posts as part of your ongoing content calendar.
  • Paid Promotion: Use testimonial videos in social media advertising to enhance credibility and drive conversions.
  • Employee Sharing: Encourage team members to share testimonials on their professional networks.

3. Email Marketing Integration

  • Welcome Series: Include a powerful testimonial in your onboarding emails to reinforce new customers' decisions.
  • Nurture Campaigns: Use testimonials that address common objections or showcase specific benefits in your lead nurturing emails.
  • Newsletter Features: Regularly highlight customer success stories in your company newsletter.

4. Sales Enablement

  • Pitch Decks: Embed relevant testimonials in sales presentations to add credibility to your claims.
  • Follow-up Emails: Provide sales teams with a library of testimonial videos to share in follow-up communications.
  • Case Studies: Use snippets from video testimonials to enhance written case studies.

5. Events and Webinars

  • Pre-event Marketing: Use testimonial clips to promote upcoming events or webinars.
  • During Presentations: Play relevant testimonials during live events to reinforce key points.
  • Virtual Event Backgrounds: Create custom backgrounds featuring testimonial quotes for virtual events.

6. Paid Advertising

  • Video Ads: Use testimonials as standalone ads or incorporate them into longer promotional videos.
  • Landing Pages: Feature testimonials on campaign-specific landing pages to boost conversion rates.
  • Retargeting: Use testimonial videos in retargeting campaigns to re-engage potential customers.

7. Content Marketing

  • Blog Posts: Embed relevant testimonials in blog posts to support your points.
  • Ebooks and Whitepapers: Include testimonial quotes or video snippets in downloadable content.
  • Podcasts: Use audio from video testimonials in relevant podcast episodes.

8. Partner Marketing

  • Co-branded Content: Create testimonials that highlight successful partnerships and share with your partner's audience.
  • Affiliate Programs: Provide affiliates with testimonial videos to use in their promotion efforts.

9. Internal Use

  • Employee Onboarding: Show new hires the impact of your product or service through customer testimonials.
  • Company Meetings: Boost morale by sharing recent testimonials in all-hands meetings.

10. Repurposing and Refreshing

  • Transcribe for SEO: Create blog posts or articles based on testimonial content to improve search visibility.
  • Create Compilations: Combine multiple testimonials into themed videos (e.g., "Hear from our enterprise clients").
  • Update Regularly: Refresh your testimonial content periodically to keep it current and relevant.

To track the effectiveness of your video testimonial strategy, consider the following metrics:

  • View counts and engagement rates across different platforms
  • Click-through rates when testimonials are included in emails or ads
  • Conversion rates on pages featuring testimonials vs. those without
  • Feedback from sales teams on the usefulness of testimonials in closing deals
  • Social shares and comments on testimonial posts

By strategically deploying your video testimonials across multiple channels and continually measuring their impact, you can significantly enhance your marketing efforts and drive better business results.

Measuring the Success of Your Video Testimonials

To ensure your video testimonial strategy is effective and to justify continued investment in this marketing approach, it's crucial to measure and analyze their performance. Here's a comprehensive guide to tracking the success of your video testimonials:

1. Set Clear Objectives

Before diving into metrics, establish what success looks like for your video testimonial campaign. Common objectives include:

  • Increasing brand awareness
  • Improving conversion rates
  • Shortening the sales cycle
  • Enhancing customer trust and credibility
  • Boosting engagement on social media platforms

2. Key Performance Indicators (KPIs)

Based on your objectives, focus on these relevant KPIs:

KPI Category Metrics to Track
Viewership - Total views
- View duration
- View completion rate
Engagement - Likes, comments, shares
- Click-through rate (CTR)
- Bounce rate on pages with testimonials
Conversion - Lead generation from testimonial pages
- Conversion rate on pages with vs. without testimonials
Sales Impact - Influence on deal closure rate
- Impact on average deal size
Brand Metrics - Brand recall
- Brand sentiment
- Net Promoter Score (NPS)

3. Tools for Measurement

Utilize a combination of tools to gather comprehensive data:

  • Google Analytics: Track website behavior and conversion metrics
  • Social Media Analytics: Measure engagement on platforms like LinkedIn, Facebook, and Twitter
  • Video Hosting Platforms: Use built-in analytics from YouTube, Vimeo, or Wistia
  • Marketing Automation Software: Monitor email campaign performance and lead generation
  • CRM Systems: Track the influence of testimonials on sales pipeline and closed deals
  • Survey Tools: Gather qualitative feedback from viewers and customers

4. A/B Testing

Conduct A/B tests to optimize your video testimonial strategy:

  • Test different video lengths to find the optimal duration
  • Compare performance of professional vs. user-generated content
  • Experiment with various placements on your website
  • Try different calls-to-action (CTAs) at the end of videos

5. Regular Reporting and Analysis

Create a standardized reporting process:

  • Generate monthly or quarterly reports on key metrics
  • Analyze trends over time to identify what's working and what's not
  • Compare performance across different channels and platforms
  • Gather insights from sales and customer service teams on testimonial impact

6. Qualitative Feedback

Don't neglect the power of qualitative data:

  • Conduct surveys with customers who have viewed testimonials
  • Gather feedback from your sales team on how testimonials influence prospects
  • Monitor comments on social media and video platforms for sentiment analysis

7. ROI Calculation

To justify continued investment, calculate the ROI of your video testimonial program:

ROI = (Gain from Investment - Cost of Investment) / Cost of Investment

Factors to consider in your ROI calculation:

  • Cost of producing and distributing video testimonials
  • Increase in conversion rate attributed to testimonials
  • Value of additional sales influenced by testimonials
  • Time saved in the sales process due to increased trust and credibility

8. Continuous Improvement

Use the insights gathered to continuously refine your strategy:

  • Identify which types of testimonials perform best and produce more similar content
  • Optimize distribution channels based on performance data
  • Refine your production process to focus on elements that drive the most impact
  • Update older testimonials that are underperforming with fresh content

By implementing a robust measurement strategy, you can not only demonstrate the value of your video testimonial program but also continuously improve its effectiveness. Remember, the goal is not just to collect data, but to derive actionable insights that can drive your marketing strategy forward and ultimately contribute to your company's bottom line.

Best Practices for Ongoing Video Testimonial Collection

To maintain a steady stream of fresh, impactful video testimonials, it's essential to establish a systematic approach to collecting them. Here are best practices for making video testimonial collection an ongoing part of your marketing strategy:

1. Integrate into Customer Journey

  • Identify Trigger Points: Determine optimal times in the customer lifecycle to request testimonials (e.g., after a successful project completion or milestone achievement).
  • Automate Requests: Set up automated email sequences to invite customers to participate at these key moments.

2. Create a Streamlined Process

  • Develop a Standard Operating Procedure (SOP): Document each step of the testimonial collection process for consistency and efficiency.
  • Use Project Management Tools: Implement a system to track the status of each testimonial from initial request to final publication.

3. Leverage Customer Success Teams

  • Train Customer Success Managers: Equip them with the skills to identify potential testimonial candidates and make initial requests.
  • Incentivize Participation: Consider offering rewards or recognition to team members who successfully secure video testimonials.

4. Offer Multiple Participation Options

  • Self-Recording: Provide clear instructions and tools for customers to record their own testimonials.
  • Remote Interviews: Offer the option of a guided video call for those who prefer more direction.
  • Professional Filming: For key accounts or major success stories, consider offering on-site professional video production.

5. Make It Easy for Customers

  • Provide Templates: Offer question prompts and talking points to help customers structure their testimonials.
  • Offer Technical Support: Have a team member available to assist with any recording issues.
  • Keep It Short: Aim for brief, focused testimonials to respect customers' time.

6. Establish a Feedback Loop

  • Post-Participation Survey: Ask participants about their experience to continually improve your process.
  • Share Results: Let customers know how their testimonial is performing and where it's being used.

7. Maintain Regular Communication

  • Newsletter Updates: Keep customers informed about new testimonial opportunities or featured stories.
  • Annual Outreach: Reconnect with past participants for updated testimonials to reflect long-term success.

8. Diversify Your Testimonial Pool

  • Industry Variety: Aim to collect testimonials from a range of industries to appeal to diverse prospects.
  • Company Size Mix: Ensure representation from small businesses to enterprise clients.
  • Use Case Diversity: Showcase different applications and benefits of your product or service.

9. Stay Current with Technology

  • Explore New Platforms: Keep an eye on emerging video platforms that might offer new ways to collect or share testimonials.
  • Upgrade Equipment: Regularly assess and update your video recording and editing tools.
  • Clear Agreements: Use straightforward release forms that clearly state how the testimonial will be used.
  • Respect Privacy: Always get explicit permission before sharing any customer data or information.
  • Authenticity First: Never script testimonials or ask customers to make false statements.

11. Create a Culture of Storytelling

  • Internal Advocacy: Encourage all employees to be on the lookout for potential testimonial opportunities.
  • Share Success Internally: Celebrate new testimonials within your organization to reinforce their importance.

12. Continuous Learning and Improvement

  • Stay Informed: Keep up with best practices in video marketing and testimonial collection.
  • Analyze Performance: Regularly review the impact of your testimonials and adjust your strategy accordingly.

By implementing these best practices, you can create a sustainable system for continuously collecting high-quality video testimonials. This ongoing effort will ensure that you always have fresh, relevant content to support your marketing and sales efforts, keeping your brand's social proof current and compelling.

Remember, the key to successful ongoing video testimonial collection is to make it a natural, valued part of your customer relationship process. When done right, it not only provides you with powerful marketing assets but also strengthens your connections with satisfied customers, turning them into vocal advocates for your brand.

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