Testimonial videos within your sales assets build powerful social proof by creating an emotional connection that text alone can't achieve.
If you’re interested in learning more about why testimonial videos are a powerful tool to create social proof and help support your B2B sales team, keep reading!
I recently sat down with Misael Rodriguez, Founder & CEO SaaSly.Video and a long-time video production expert. He’s currently focused on helping SaaS brands create consistent, effective video content through his subscription-based video production service.
There is no substitute for a human being saying positive things about your brand or product on video. The same words could be articulated through text within a written testimonial and it still won’t make the same impact as watching and listening to the words coming out of the human's mouth.
People buy from people. Video just has a different emotional impact and creates an intimate level of word-of-mouth marketing.
Testimonial videos have a compounding effect. Depending on the format of the video, marketers can use it to create a blog article or embed it in a larger case study, which has a variety of long-term benefits including SEO (search engine optimization). These videos can also be post-produced into smaller video clips.
These now become sales assets that reps can use to provide educational value or to answer very specific questions from prospects and customers. It is important that all these pieces are organized and categorized strategically according to variables such as the buyer’s journey stages and common sales questions or objections.
There are a few methods of setting the groundwork for the collection of testimonials with new customers. Some organizations add a line item in contracts that opt-in the new customer to provide testimonials. Others ask customers while developing relationships with them if they would be open to providing a testimonial in the future.
It’s recommended to get ahead of it and even tie testimonials into mutual success plans so the customer is not caught off guard when you circle back to ask them. Misael also recommends that you send strategically written emails using templates for requesting testimonials that make it as easy as possible for the customer to agree.
Although incentives can be a nice gesture to show customers that they are appreciated, he does not recommend leading with incentives when requesting a testimonial.
The questions should be carefully written in order to elicit the responses you’re seeking. For example, if you want the theme of collaboration to be spoken to, you want to frame the question in a way that will elicit an open-ended response.
Listen to an example provided by Misael:
Adding social proof to your one-to-one sales assets will not only build trust but will create more relevant experiences that help drive conversions through the sales funnel.
Check out these 3 AssetMule templates that marketers can use to create interactive sales assets that sales reps will love:
Testimonial videos are a key ingredient in building social proof and enabling sales to create more personalized sales assets that will help drive deals to close.
If you’re a product marketer, customer marketer, or a GTM leader in general who is looking to produce testimonial videos, go to https://www.saasly.video or DM Misael directly on LinkedIn.
