7 Ways to Use B2B Testimonials to Generate Leads and Sales
A Customer Video Testimonial is a powerful tool for B2B SaaS companies looking to validate and reinforce the value of their product or service.
Consider the following statistics:
According to data provided by Strategic Factory, regular use of customer testimonials can generate as much as 62% more revenue.
A Client Video Testimonial can also be used as a marketing tool to help attract new customers and convert existing ones.
However, asking for a Customer Video Testimonial from B2B SaaS customers can be difficult.
Ultimately, requesting customer testimonials from B2B SaaS customers is an important part of an effective marketing strategy for these businesses. However, it is important to take the necessary steps to make this request successful.
In this guide, we will discuss what you should avoid doing when asking for testimonials from your customers.
Video Testimonials are a perfect marketing tool for B2B companies to showcase their products and services to their prospects and customers.
However, some companies might find it difficult to approach clients for testimonials. Let us examine how to get it right by avoiding these nine mistakes.
When you are reaching out to your customers for a testimonial, it is important to set the expectations upfront to minimize the risk of getting a negative response.
If you don’t, the customers may feel like they are being forced to participate in something they do not want to, and that can frustrate them.
Make sure that the customer understands what type of video they will be required to create, the timeframe within which it needs to be created, and any other pertinent details. How To Get Your B2B SaaS Customers To Volunteer For Video Testimonials? Use the resource below to gain insightful and actionable suggestions.
This will help avoid any misunderstanding on the customers’ part and make the process more comfortable for them.
To make the customer not feel like they are being forced into a video:
“Communicate to them clearly what the purpose of the video is and that they are free to decline if they do not want to participate.”
When you approach a customer intending to ask for a testimonial video, be specific about what type of video footage will be helpful for your marketing efforts. For example, do you want them to share their stories via a Remote Video Testimonial?
Consider what message you want to send out with the testimonial video. Is it about how great your product or service is? Is it about inspiring others? The more specific you are about your goals for the testimonial, the better.
You can go a step further and make it worth their while as they are spending a great deal of time shooting for you such as a discount or bonus features or services if they agree to talk to you or freebies like a free digital content, clips from the recording, quote graphics, etc.
“Being specific and providing incentives will help ensure the testimonial is relevant and helpful to the prospective customers’ needs.”
This Client Video Testimonial for Galley, the restaurant management app, gets a thumbs up from Cate Smith, a Corporate Chef.
When you are asking a business to provide a Client Video Testimonial, be careful not to make the request too directly, because it can come across as insincere or unprofessional.
In addition, the customers may feel like they are being pressured or asked to do something they don’t want to do, and it can lead to them feeling negative about the product or company.
Instead, create a comfortable and positive environment in which customers can share their experiences with the product.
One way to do this is by asking customers how you could improve their experience with the product. This will give you valuable feedback that you can use in future updates and products.
Try to discuss the benefits of being a part of the Client Video Testimonial and ask if they have any suggestions on how it could be created. If they are resistant to providing one, try to understand why and come up with another way to talk about it.
Additionally, it is important to remember that not all businesses are comfortable giving out personal video footage.
“In any case, making sure to respect the customers’ wishes will go a long way in gaining their support.”
Make sure the planned Testimonial video is relevant to your brand and the customers. A generic “testimonial” video is an exercise in futility and does not serve any useful purpose.
Therefore, when they agree to give a Customer Video Testimonial, it is important that you give them enough context so they can show their expertise.
For example, if you are selling a user management solution, you might want to ask customers to talk about how they have successfully managed users in their businesses.
In case you offer an email marketing solution, you should ask your customers how the product has helped them increase open rates and click-through rates on their emails.
“The context of the video helps customers talk convincingly about your product.”
Watch this video to understand the importance of context when communicating.
Providing enough information about the product helps customers to respond in a meaningful way and makes them feel comfortable sharing their story.
To help customers you can do the following:
“However, including too much information may confuse the customers and affect the flow of their testimony.”
How to get your timing right? Use the resource below to learn how to ask for a Client Video Testimonial the right way.
This approach will not take into account the level of engagement your clients have had with your product or service. But it is also possible that by asking sooner, you will increase the chances of getting high-quality testimonials that help you with context and credibility to your sales pitches.
If you wait too long, the clients may have moved on from using your product or service and no longer have first-hand experience to share. Moreover, asking to do a client testimonial video long after a customer has used your product or service could be seen as intrusive or opportunistic.
Therefore, weigh the pros and cons of before requesting for a Client Video Testimonial. Of course, your personal rapport with them can also be a factor.
“Either way, take care to ensure that your request is not seen as an attempt to just create an advertisement for your brand.”
When it comes to customer testimonials, video is king. Customer video testimonials are a great way to give context and help sell your product or service. However, if you do not provide a high-quality Customer Video Testimonial, you will antagonize the customers.
To make the best use of a hard-earned opportunity pay attention to the following factors:
Authenticity: Make sure the video you request is appropriate and reflects the brand. If the video is too personal or promotional, it may not be as effective as you hoped.
Equipment: Arrange for proper equipment and filming locations ready before asking your customers to do a Remote Video Testimonial. If you don’t have the right gear, you can use a reputed Customer Testimonial Video Service who can do the job for you.
Editing: Good editing is essential because poorly edited videos can make your customer look unprofessional and damage your relationship with them.
Distribution: Decide how you will use the finished product. A Client Video Testimonial needs to be hosted on distribution platforms like YouTube for a chance to go viral organically. A poorly produced video is neither watched nor shared.
If video making overwhelms you, you can hire a video production agency like Content Beta who specializes in remote video testimonials.
“A well-produced Customer Video Testimonial is a valuable asset to have on websites and to be shared on social media.”
Your customers are benefitting your business by agreeing to do Customer Video Testimonials and you owe them gratitude for this gesture. Therefore, it is only fair that you treat them with the respect they deserve by making sure that:
“Last but not least, be sure to share the Customer Video Testimonials on various social media platforms so your customers can see and share them too!”
Here is an example of a Client Testimonial video created for Metadata.io. The video testimonial features many customers but their testimonies are skillfully woven so that they speak in one voice about the product.
Following up with customers after they did a video testimonial for your business is important for two reasons.
First, it helps build relationships with customers and establishes trust.
Second, it provides valuable context for potential new customers who may be watching the testimonial and trying to decide whether to buy the product or not.
There are a few things that a B2B SaaS company should do to follow up after a client has sent a Remote Video Testimonial.
Here is a video that shows how to thank your customers.
Not providing feedback or recognition after a customer has submitted a testimonial video can leave them feeling unappreciated, ignored, and unimportant. Not only will this lead to fewer sales, but it can also damage your reputation.
“Make sure you keep in touch with your customers and thank them for their time.”
B2B SaaS Video testimonials can be a great way to boost your sales or marketing.
However, as with any marketing tactic, the key to success is to avoid making the common mistakes we just discussed when asking customers for Testimonial videos.
Finally, though it is not easy to get a perfect Customer Video Testimonial your SaaS business should go for them as the ROI is phenomenal.
Asking for a 30-minute video may not be a good idea in this case but it could be a great option for a webinar. The human attention span is not too long and is shrinking further. All things considered, anything under 3 minutes is ideal.
A shorter testimonial video can be more impactful because it allows customers to focus on key points or highlights from their product use. To get the most out of the allotted time, give customers enough time to think about and prepare for filming their testimonials.
Generally speaking, if you wait too long to ask for a testimonial video, it can become difficult because customers may have moved on or forgotten about your business. Conversely, asking early could mean missing out on valuable information that could help improve future sales and marketing efforts.
Thanking your customers for their time is an important way to show that you appreciate their business and encourage them to continue using your service. Not only will this make your customers feel appreciated, but it can also help strengthen the relationship between you and them.