WHY should I use them?
The first item in Hubspot's list of "7 Lead Gen Opportunities PR Pros Should Seize" is "Case Studies and Testimonials." Use video testimonials from satisfied customers because they are "...tried and true way of encouraging prospects to use your business."
WHO should give the testimonial?
Duct Tape Marketing for small business "3 Simple Ways to Empower Your Customers to Sell for You" suggests using customer surveys or customer appreciation days to select the best candidates. Don't forget to leave a comment area for customers who are not yet satisfied with your service so you can win them over.
HOW do I make them great?
Copyblogger's "5 Tips for Knockout Testimonails" applies to Video testimonials as well as text. The highlights are: Don’t over-edit, Use testimonials that fit, Address objections, Never fake it, Encourage specifics.
Below is one of my favorite testimonial videos. It's an interview with a heart transplant survivor for the Go Red campaign. The message is universal and compelling - take care of yourself. The production values are clean and simple, supporting (not distracting from) the message.
Have questions about video testimonials? Let us help you out 802-746-8876