Customer testimonial stories are vital assets for your website. But if you’re doing it wrong, they won’t work.
A “one size fits all” approach to your audience doesn’t work because it doesn’t feel intimate to the buyer. And if you’re putting your brand in the spotlight instead of your customer, you’re going to lose out big time.
Relevancy is key. Your customer testimonials have to be hyper relevant to the prospect you target. So that means you should have a different video for each type of persona you sell to.
Let me break this down for you:
The stories that are remembered are the ones that have heroes that go through amazing transformations. Why the heck else would Marvel and Star Wars break box offices records with every release?
So in your customer testimonials, you need a key opinion leader (KOL) or influencer from your client’s company to tell a story about how your product or service transformed their lives. Then you target prospects who are just like the KOL in your video.
When you put your prospects in the shoes of your heroic client, you can show them how your business can also change their lives. This helps create an emotional connection - because they can relate, in a very personal way. The more they relate with the story, the higher your sales results will be.
On this episode of Video Marketing Mastery I talk with Jordan Herelle, WireBuzz Senior Digital Strategist, about how to get your client to tell a story that’s hyper relatable, uses the persona you want to attract, and creates an emotional experience for your prospect. We also walk through making the story visually compelling and where it should live on your customer journey page.
If you’re not using customer testimonials on your website, or if you’re not getting the results you want, this episode is for you! Also, head to wirebuzz.com/303 to see two testimonial story samples that will show you how the same company tells different stories for different types of customers.
Ep. 105: Talk Triggers: How to Turn Your Customers into Raving Advocates for Your Business, with Jay Baer
Ep. 104: LinkedIn’s New Video Feature: What Marketers Need to Know
Ep. 103: Sales Psychology: How to Maximize Your Potential and Crush Your Quota, with Dan Lier
Ep. 102: How to Double Your Website Engagement
Ep. 101: How to Supercharge Your Content Strategy with Video (with Marcus Sheridan)
Ep. 100: Behind the Scenes of Todd’s Career in Talk Radio
Ep. 98: What Google’s Mobile-First Initiative Means for Your Business
Ep. 97: How to Improve Your Account-Based Marketing Strategy with Video
Ep. 96: How Katy Perry Pushed the Boundaries of Live Video
Ep. 95: How to Use Music and Sound in Your Business Video
Ep. 94: How to Avoid a Video Marketing Train Wreck
Ep. 93: Animation vs. Live Action: Which Is Right For Your Video Goals?
Ep. 92: Why 3600+ Stores are Closing in 2017
Ep. 91: Lessons Learned from Producing a Video Series with Mark Traphagen
Ep. 90: What Marketers Can Learn from Generation Z
EP. 89: 7 Clever Ways to Inject Your Sales Message Into Helpful Content
Ep. 88: The Importance of Intention in Video Marketing
EP. 87: How to Use Video in Each of the 5 Organic Traffic Strategies
Ep. 86: The Importance of Facebook’s Dwell Time Metric
Ep. 85: How to Use Longer Videos to Identify Qualified Prospects
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