This is a lesson I've learned first hand
The first time we held CaboPress I didn't even take a camera. I never thought about the marketing of the conference at all. I was just focused on making sure the folks that had travelled from the US to Baja (officially Mexico) got thru customs and reached our resort.
The second time we held CaboPress, I was smarter. I brought a photographer / videographer with me. It so happened he was also a WordPress pro who would be a great participant as well.
But this time I had a plan—and that was to capture video, including testimonials, so that I could make a better case for why people should sign up for the next CaboPress event.
Maybe you don't have a conference you're promoting…
Even if you haven't created your own event like CaboPress, it's likely that you have something to promote. Maybe it's your freelance services. Maybe it's a product you've created. Maybe it's something I don't even know about (but should).
Whatever it is, if you're looking to connect with people and promote it, video stands a good chance of making the case for you.
Consider these findings from Boast:
- Customer reviews create a 74% increase in product conversion (People Claim)
- 77% of people take the time to read product/service reviews before they make an online purchase (Juniper Research)
- 90% of consumers admit their buying decisions are influenced by online reviews (Marketing Land)
Those are some good reasons to consider video.
What not to do with video testimonials
Don't hire people from fiverr.
I know I shouldn't even need to say that, but I'm serious. Don't hire a stranger who has never met you or never used your product, or never hired you, and ask them to read a script for a camera. It's easy to spot. And like Tupac said, you see the same person in every video.
Don't write out a script.
I know. You're trying to get the perfect clip in just the right amount of time. But don't script it. It makes people nervous and stressed, and that comes across on the video—which is something you don't want. Just let people tell their version of the story on their own.
Don't let people use “insider” jargon.
One of the hardest things to do is to re-shoot great video simply because it's filled with jargon and insider language that won't translate to others. It's tough because you love the video, but it won't do what you want it to do. So keep things basic and focus on benefits.
In other words, follow these simple guidelines
If the list above makes sense, then this list is a no-brainer for you:
- Keep things simple
- Keep things relaxed
- Have fun
- Let people talk for as long as they like
- Edit your video
In other words, don't get too caught up in the artistic or production side of things. Natural stories are compelling because people can see their genuineness.
The simple way to edit your videos
As I started to work on my new CaboPress promotional video (coming soon!), I realized that I needed a simple way to combine clips, add some background music, and throw in a few transitions.
Worried that you might need complex or expensive software?
Never fear. YouTube offers it for free: https://www.youtube.com/editor
So what are you waiting for?
Go collect some video testimonials and create a video that helps make your message more effective and connects with your audiences better than just words.