Customer Testimonial Video: Convert LEADS into CUSTOMERS
Customer testimonial videos utilize your existing customers to close new leads. But how can you ensure your testimonial video ACTUALLY converts?! Check out our A-Z breakdown of the STRATEGY behind successful customer testimonials.
How Do You Create Content That Tackles Multiple Industries?
Complex organizations often require complex advertising and video content campaigns… but it’s our goal to simplify and streamline. Whether you’re promoting one product or 100 products, you want all aspects of your content to remain fluid and branded.
So how can you create a video series that tackles multiple industries or products, while remaining true to the sphere and mission of your brand?
1. Acknowledge the brand value proposition.
You likely already have a defined brand mission and statement. You may even already have a strategy on how to leverage that branding in your video content.
So you always want to start with the same question: “What would our brand say about this topic?” You want to consider first and foremost the value proposition of your overall company and what it means to your audience.
Let’s consider a department store as an example. A department store sells multiple products and designers. But the overall department store itself has a brand that it wants to stick true to. Maybe the store has an environmental mission, so all of the clothes they stock are eco-friendly. Or maybe the store focuses on high-end luxury, so they wouldn’t stock bargain goods.
This then translates to content as well. The brand that determines how you develop your products and services should also be the value proposition you use to create every single one of your videos. The eco-friendly department store might use videos that promote their environmental mission, while the luxury store might create more dream-based content, for example.
Action: Create a one or two sentence value proposition that describes your brand and audience. This will direct every part of content in your video series.
2. Outline your style.
Once you have a feel of the value all of your videos need to provide, you can delve into the details about how to deliver that value. Consider the tone, style, and feel of your video series.
Every video might have different “topics of discussion,” but they should all feel like they’re coming from the same place. This includes everything from lighting and camera movement to graphics and accompanying music.
What pain points are you addressing in each area of your business? Each video should tackle a single point or topic that is relevant to that specific vertical.
Let’s consider the luxury department store. They want to solve the pain point that women want to buy designer purses that are also practical. That might be one video. A second video might address how men want watches that are stylish but also count their steps. A third video could discuss the handmade quality of the store’s clothing.
Each video addresses a singular pain point that the audience wants to learn more about. Together, though, it paints an overall picture of the brand. When created in the same “style,” you’ll create a series that’s unified by diverse.
Action: Brainstorm all of your audience’s pain points. Connect these varied points together under an umbrella theme or topic.
4. See the forest.
Ultimately, it comes down to pre-planning. You want to see the connected end-result before you start putting out videos and content. You want to figure out how each piece of the puzzle fits together to create the entire picture.
Your video series is like a book: each video is a chapter that comes together to tell the story of your brand.
True Film Production has proven that storytelling videos are the most effective way for brands to connect with their audience (both customers and employees). If you create a video series that tells a story, you’re guaranteed to see success.
Want to learn about how we create video series that tell a story? Contact us here to learn more!
Action: Connect each vertical under the “story” of your brand by working with the visual storytellers at True Film Production.
WE’RE HIRING! DIGITAL VIDEO PRODUCER / EDITOR (PREDITOR)
True Film Production is looking for Digital Video Producer (Preditor). We’re looking for a creative and strategic storyteller with an extreme attention to detail and a passion for creating digital content with powerful visuals. Who has a great eye and can work in a collaborative environment but can also execute a project from soup to nuts on their own. We need a rockstar who loves creating work that is engaging, authentic to a brand’s unique voice and loved by its audiences across all digital platforms.
A creative video production agency whose passion is defining stories, connecting people, and creating impact. We pride ourselves on truly understanding our client’s needs, developing content strategies that align with their goals and creating visions that exceed expectations.
As passionate storytellers, our core values aren’t just words we hang on a wall. They are the foundation for who we are and everything we do. Some may see these values as our identity.
Demonstrate extreme care.
We partner with brands and treat them as our own. This means we work together as co-creators to produce a visual product that goes far beyond the status quo.
Keep growing and learning.
There’s always a better way or something new to learn. So we stay humble, obsess over details and work with a natural curiosity to ensure we get better every day.
Connect on a human level.
Our approach to communication relies heavily on collaboration. This powerful human connection makes the world go round and creates a happy workplace.
Embrace being uncomfortable.
We hustle, we’re bold, and we have an unrelenting willingness to try new ideas. After all, when you do things that truly matter, you must work with grit and resilience.
Strive for greatness.
Mediocrity isn’t in our DNA. We strive to become the best people in our work and personal lives, always pushing further to achieve at the highest levels of success.
Concept, Produce, Shoot and Edit video
Create, Develop and Produce Corporate, Digital and Marketing Content
Work in a Collaborative Effort with the Team on Creative Including Shot Lists, Treatments and A/V Scripts
Produce/Direct on Set and Understand What Shots are Needed
Edit in Adobe Premiere
Be Proficient in After Effects to Create Text on screen, Titles, Lower Thirds, Openers, Closers and Basic Motion Designs
YOU MUST (BE):
Possess our core values (Care, Human Connection, Growth, Good Vibes, and Happiness)
Excellent Communication Skills
Comfortable Asking Questions
Have a Great Eye for Visuals and an Extreme Attention to Detail
Multi-task and Perform Well Under Pressure
Always Carry a Positive Attitude
Great at Critical Thinking
Amazing at Problem Solving
Master Communicator both Verbally and Written
Advanced in Premiere
Have Intermediate Proficiency of After Effects
Have an Understanding of File Formats and Workflows
Capable of Lighting an Interview
Able to Run Sound for Corporate Interviews
Experienced with cameras such as c300 and fs7
Have Experience Managing Small Production Crews, Call Sheets and Managing Budgets
Have Basic Color Correction and Audio Mastering Skills
Experienced with Pre-Production Planning, Including Creating Shot Lists, A/V Scripts and Treatments
Corporate Production Experience is a HUGE PLUS ++
Branded Experience is a HUGE PLUS ++
Understanding Digital Platform and Social Media Trends is a HUGE PLUS ++
Agency Experience is a HUGE PLUS ++
*Please include in your cover letter howand/or why you match our core values when submitting your resume to Stanley Meytin at firstname.lastname@example.org. Also, please include your portfolio, website and links to work in you cover letter or resume!
** Additionally, please include your desired salary for this position.
If you’re looking to take your online ad campaigns to the next level, video retargeting might just be your greatest competitive advantage.
Today, we’re giving you the inside scoop about how you can leverage video a key asset for advertising campaigns online.
How does “retargeting” work?
“Retargeting” has become a major movement in digital advertising, because it gives you the opportunity to generate multiple impressions on a target visitor. It’s not only about a viewer seeing your ads several times, though. Retargeting now allows you to tailor the content they see based on where they are in your sales funnel.
For example, a website visitor clicked on a specific product. Maybe they even clicked on it multiple times. You can retarget them on social media or other platforms showing them that product, relevant deals, or info about your brand.
But social platforms have become more complex and advanced than even a few months ago. Now, retargeting doesn’t mean you can only send them back to the page or product they were previously looking at. Now, you can tailor your messaging and advertisements based on the exact part of the sales funnel your lead is in. If it’s their first impression, they might see a video about your brand mission. But the third impression might have a stronger CTA for a specific product or service.
This kind of personalized retargeting is prime real estate for videos to step in and step up.
How can you use video to bump up the success of your retargeting campaigns?
1. Address their objections
The biggest reason you’re retargeting a customer is because they didn’t purchase or convert the first time around. There are three primary reasons they didn’t buy:
The product isn’t relevant to them
They have questions, objections, or hesitance about your product
They don’t “buy in” to your brand
There’s not much you can do about number one. You don’t want to retarget people who aren’t in your audience, because they’ll rarely make a purchase.
A focus on the number two reason can greatly increase your retargeting conversions, though. Let’s say a website visitor clicked on a product, but they didn’t buy it. Maybe they’re worried the size or color isn’t accurately shown in the picture, or they want to shop around based on price, or they’re not sure if the product is actually “worth” their money.
This is where a video advertisement works wonders. You can use video content to answer some of the questions your clients might have. You can address the most common objections to your products by talking about the product, or better yet, showing the product in use.
Video is the best tool to show exactly how your offering is unique and a cut above the rest. You can show it in use, show off its unique features, or show how it fits or works. Videos are the closest thing your customers can get to feeling, touching, and experiencing the product first hand.
2. Give social proof
Still on the number two reason, one of the most effective ways to quell consumer’s hesitancy is with testimonials and reviews. People trust online reviews as much as they trust personal recommendations.
Written reviews on your products work well, but they may not always be enough to push conversion. Video testimonials allow potential customers to see themselves reflected in your happy clients. When they see that it solves similar customers’ problems, they’re more likely to relate to your brand—and make the purchase.
Imagine someone is interested in your product, but they don’t buy. The next day, they’re scrolling through Facebook and they watch a video of 10 people absolutely raving about that same product. Not only is the product top of mind again, but they’ll also have a positive impression and connection that will intrigue them to purchase.
Another great way to give social proof? Influencers. Retargeting leads with influencer marketing can show a serious bump in conversion rate. If you’ve partnered with an influencer in your industry or sphere, it’s likely that your target audience already knows that influencer to some degree. When they see a video of someone they already trust endorsing your product, they’re significantly more likely to go back to your site to make a purchase themselves. Don’t underestimate the power of not only partnering with an influencer for a short-term push but also reusing their videos for long-term retargeting campaigns. Get the scoop on influencer marketing here.
3. Share your brand
The third reason they didn’t buy is a little more complex, but this is especially where video shines. Customers no longer want to buy products from faceless corporations. They buy from people-driven brands that they believe in, brands whose mission statements they personally align with.
That’s why online video advertising has become such an integral part of retargeting. It’s not just more words hoping to sell the customer. The video actually adds more value during the follow-up process. It’s not just reiterating a product that the customer already saw (and didn’t buy) or a written brand statement that didn’t resonate with them.
Video offers more information alongside emotion and entertainment to create an unforgettable retargeting experience.
Check out the True Film brand video as an example. We let you know who we are, what we do, and why we do it– in just a minute. We don’t just tell you about our brand. We show you.
Types of videos to share your brand:
Depiction of business mission and values in action
Another retargeting method is not to sell your brand or product but to find out why the viewer chose not to convert in the first place. Gathering feedback helps you better understand how to advertise, sell, and target your products in the future. You might want to them with questions so you can learn more about the efficacy of your sales funnel:
Why did you leave?
What could we have done or explained better?
Where can we provide even more value?
Can you use a video to gather this feedback? Yes! This is an awesome opportunity to show someone from your team asking these questions to the audience in an honest, curious way. The target will feel like their opinions are heard and respected, and this personal face creates a more intimate connection and conversation between consumer and brand.
You’ll likely start getting video comments with feedback, which allows you to both learn and adjust your campaigns as well as offer another opportunity to “wow” these lost leads.
Why Retarget With Videos
Online video advertising puts the personal back into business. The video medium gives you the opportunity to share your values and your story. You’re not just retargeting leads with information or products they’ve already seen. You’re adding even more value by entertaining, inspiring, and engaging through visual storytelling. Your videos reopen the conversation with potential leads and previous customers by cutting through the “noise” of social media to get at the heart of what’s real and authentic with your brand.
Not sure where and how you should incorporate video in your retargeting campaign? No worries. Reach out to us and we can help personalize an online video advertising strategy that will gather leads, boost conversions, and show results. Let’s start collaborating.
What Value Proposition Does Your Video Communicate?
People watch and share videos they deem “valuable.” But how do you know if your videos are actually valuable to your audience? How do you know if you’re getting your message across? Is your audience understanding and connecting with what your video is trying to do?
That’s what we’re addressing in this piece. How do you ensure your video communicates the value proposition that will engage your audience, promote your brand, and deliver on your content marketing goals? How do you use video to add legitimate value that will resonate with your viewers?
1. Use one value proposition per video.
Which statement is more effective?
1. The video will tell our brand history, share our values, talk about our founder, connect with the audience, promote our brand reach, launch a new product, thank our sponsors, and generate customer loyalty while acquiring new customers.
2. The video will share our five core brand values with our audience.
You’re a lot more likely to understand, interact with, and remember the second statement than the first. Then, why are we trying to complicate our videos and content marketing like we do in the first statement? Direct and focused wins the game.
You don’t want a video with 10 different value propositions that all get diluted down in a confused mess. Instead, create 10 different videos, each with one value proposition. Pick out one piece of information or value that the video will deliver… then deliver it.
It’s much more effective to follow-through on one promise than 10 promises, especially in a 1-5 minute video. This allows you to hyper-target a specific audience who’s interested in that value proposition, and then really sell them on it.
2. Add value people care about.
Don’t pick a value proposition out of the sky. Be specific and targeted. What sort of value do your customers actually want to receive from your videos?
If your brand isn’t comedic, your value proposition shouldn’t be to make people laugh. If your brand has nothing to do with recycling, you don’t want a video about eco-friendly recycling practices.
The biggest mistake you can make is selecting a video’s value proposition simply because it’s a hot or controversial topic. That’s the quickest way to a failed video that never gets watched.
“Marketing is no longer about the stuff that you make but about the stories you tell.” – Seth Godin
Video storytelling is the most effective way to provide value for your viewer. Whether it’s a story about your founder, a client, or someone impacted by your business, stories create an authentic connection between business and community. Stories generate an impact that last long after the viewer has watched the video. That lasting impression is what lends itself to brand awareness and conversion.
To intrigue them to click play, use the caption to tell your viewers the exact value they’re going to get in the video. Explain what they’ll learn or see and why it’s relevant to them. Write out exactly what problem you’re going to solve or address. This doesn’t just get people to press “play,” but it also adds value before they even start watching.
Plus, summarizing the value proposition in the caption helps your team understand what that value prop actually is. We recommend writing a summary or caption of your value proposition before even filming the video, so you can be laser focused on what the end-goal is during every step of the creation process.
5. Collect feedback.
Look in the comments. Ask your viewers. Get all the feedback you can. The more you hear from your audience, the more you can understand what your value proposition needs to be in order to engage them.
Consider what viewers are saying about your video:
What value did they pull from it? What did people like about the video?
Were there any moments of confusion or further clarity?
Do they feel like you solved a pain point or provided them some sort of emotional or informational value?
What questions are they asking in response? Those questions could be the subject of your next video.
The questions your customers have should be the answers you want to provide in your video.
6. Create “wow.”
The greatest value you can add is the value no one else in the marketplace is offering. You’re not just solving your customer’s pain point anymore. You’re connecting with them through messages and missions that are more profound. That means crafting videos that break norms, inspire action, and surprise people in some way.
Let’s work together to create “wow.” True Film Production will help you strategize and craft videos that promote your brand’s value propositions through stunning storytelling and gorgeous design.
One thing I have found is that becoming a successful entrepreneur is not a matter of having a great idea. That great idea is just the beginning. It takes the right combination of certain factors to take that great idea and make it into something successful.
I have found 10, not-so secret, secrets of becoming a successful entrepreneur. Here they are.
Strong leadership abilities
An entrepreneur cannot build an empire without strong leadership skills. An entrepreneurial endeavor comes with a certain about of uncertainty and unpredictability. A strong leader can reassure his team and motivate them to keep moving forward.
Motivation for an entrepreneur must come from within. An external motivation, like a job loss or pressure from a loved one, is not going to get a budding entrepreneur very far. A strong, internal drive to succeed and take an idea as far as possible will push that person forward even on the worst days.
Willingness to fail
Failure is a part of business, especially for entrepreneurs. It helps them learn what is not working, so they can change directions toward what is working. It builds a certain mental resiliency that makes the entrepreneur stronger and more motivated than ever.
Willingness to do the hard work necessary
Let’s be honest. Starting up a business is not a simple task. There are tons of things to do and, in most cases, very few people to do it all. The entrepreneur must be willing and able to put in the hours and hard work necessary to keep the business running and moving forward.
Dedication to see the venture through
An entrepreneur must have a stubborn sense of dedication. Getting people to buy into a new idea can be an uphill battle. Getting lenders to buy into a vision can be a long journey littered with rejection. Getting customers to make that first order can seem like an effort in futility. That is why dedication is critical for entrepreneurs.
Desire to build strong relationships
Almost all successful businesses are built on strong relationships. The entrepreneur must have the desire and ability to build those kinds of relationships with peers, employees, vendors, lenders, investors, customers, and just about everyone else.
Willingness to treat staff the right way
Treat your staff with trust, dignity and respect, and you will see results. If you treat your staff members right, they will treat your customers right. If they feel discontent and no motivation, that will reflect in how they treat your customers.
Constant sense of competitiveness
One thing that motivates most successful entrepreneurs is the desire to win any challenge presented to them. They see opening up a company as one of the biggest challenges out there. This sparks their competitive side to win at all costs.
Ability to recognize and address knowledge gaps
The inability or unwillingness to ask questions is a weakness that can cause a business to fail before it gets off the ground. Asking questions and seeking advice from subject matter experts is a cornerstone of successful entrepreneurs.
Comfortable with taking risks
Opening a business is a risk. Putting yourself out there to sell your idea to a potential investor is a risk. Signing that first customer contract is a risk. Cold calling 20 people a day is a risk. An entrepreneur who is risk-adverse is not going to get very far.
I have seen many great ideas go nowhere because the people behind them just did not have what it takes for an entrepreneur to succeed. Do you have what it takes?