How remote video testimonials can help your SaaS business
With the Software-as-a-service sector booming, the race is on to claim a slice of the SaaS pie. And the pie is humongous if statistics are any indication.
As per Gartner forecasts, end-user spending on public cloud services is expected to reach $482 billion in 2022.
The size of the pie has even attracted the likes of Apple Inc., which is planning to expand its already impressive SaaS footprint further.
But with just one pie available, not every SaaS player can hope to get a slice. The entry of big guns is not making it easy for them.
So, how can smaller SaaS B2B companies claim their fair share of the pie? What challenges do they face? We decided to ask the SaaS businesses themselves.
Here is what they have to say:
B2B SaaS businesses, both hard-nosed veterans as well as promising start-ups, want this question answered:
“How can SaaS companies find paying customers easily, cost effectively, and consistently?”
How indeed? Let us find out how we can turn challenges into opportunities with Client Testimonials:
To understand the power of testimonials, let us suppose you are planning to buy an expensive piece of software. How would you go about it?
As a new-age, net-savvy buyer, you would not take the sellers’ word for its efficacy. Those days are firmly behind us so much so that even sellers themselves encourage the prospects to read customer reviews and client testimonials before they buy their product.
Let us say your B2B SaaS business is looking for a reputable video production agency to meet your needs for product training videos, explainer videos, product marketing and product demo videos, docs-to-videos, or even remote video production for testimonials.
You go to Google and type in “B2B SaaS videos” as the search term. Sure enough, you will find Content Beta mentioned on the first page of the Search Engine Results!
You would go to the Content Beta website and have a look around. You are impressed with what you see but you want to know what customers have to say about the company.
Your next stop would be a review site like G2 to learn more about Content Beta.
There are two possibilities here:
Fortunately, this is what you will see on the G2 website: An almost perfect rating to make you feel that they are a company you could do business with:
Has Content Beta earned the honor of having you as their valued client?
Not so fast, would be your response. You would then go to YouTube for more reviews, and maybe, watch a few videos.
Satisfied, you would head to the Content Beta website, and look at their portfolio, the guides, the FAQs, and so on. Finally, you complete the formalities, by clicking the ‘Schedule a call’ button!
What you are looking for is approval from people who have done business with them and who are happy with it. The positive customer reviews convinced you to work with Content Beta.
This is the typical process most customers follow. According to this report, nearly 97% of B2B buyers regarded consumer reviews as more credible than other types of content.
“Approval from people of integrity matters. They can remove those last vestiges of doubt from your mind.”
In other words, client testimonials and customer reviews can play a major role in alleviating the miseries of B2B SaaS businesses.
As far as this guide is concerned, it is divided into two sections:
Let us explore SaaS Client Testimonial Videos and how they can help your business:
When considering a new software application, many customers turn to online reviews and testimonials to gain an insight into what others have found useful. However, few customers know that they can also find customer testimonials for SaaS products.
Here is an example of Client Testimonials on the Content Beta Homepage.
Client testimonials are a powerful tool for marketing and selling SaaS products because:
“Before approaching the clients for testimonials, make sure that they have used your service or products, and that they are happy with the results.”
There are four types of testimonials: Written, Video, Audio, and Social media. Each type has its pros and cons. Generally speaking,
“Going by the latest marketing trends, however, Client Testimonial Videos would seem to have developed an edge over other types of testimonials.”
There is no way to know if your customers are happy with your product unless you are able to hear how they talk about it. With SaaS products becoming more and more popular, it is more important than ever to know what your customers are saying about them.
One way to stay on top of your business is by creating client testimonial videos.
B2B SaaS Client Video Testimonials are short, engaging videos that you can use to create a lasting impression on customers and prospects, as well as strengthen relationships.
They feature clients talking about their experience working with your company, what you did for them, and how they were satisfied with the results. Using Client Testimonial videos, you can:
An example of a Client Testimonial Video that our client Leadfeeder received from Cooleaf:
Client testimonial videos are effective at lead generation because they allow businesses to communicate with their customers in a personal way. In addition, they:
However, making sure that a business testimonial video is effective and it resonates with viewers is essential. To do that you need to give context to the customer testimonial videos by making sure that:
“Videos can help connect with potential customers on a personal level, which can help with lead generation and customer loyalty.”
This Client Testimonial Video features 21st Century Fox executives, who talk about their experience using Zoom both for creative and business purposes across the 40,000-employee organization. By the way, the YouTube view count for this slick video is a cool 1.15 million!
Creating client testimonials can help you attract new customers and retain current ones by demonstrating the value that your company offers.
Client Testimonial videos are more believable than text-based testimonials because they provide a visual element that helps the viewer connect with the person giving the testimonial.
People are more likely to believe in something if they can see and hear evidence from others, and therefore, testimonial videos are a powerful marketing tool.
In addition, they demonstrate your willingness to put yourself “out there” and allow customers to see the human side of your business.
Additionally, testimonials can be used to:
Listen to Cate Smith, Corporate Chef, talking about our client Galley and their app and how it has become indispensable to her restaurant staff in this Client Testimonial Video.
Regardless of the type of industry, you want your customers to keep coming back. And giving them compelling content is one way of doing it.
Many companies are starting to use client testimonial videos and stories to provide a personal touch to marketing and spread the word about your company and win new business.
Here are some tips to help you make effective client testimonial videos:
“Don’t forget to mention your website and social media links in the description of your video and a good Call-to-action in the video.”
This Client Testimonial Video features multiple clients from across industries talking about how useful their Ascender HCM payroll system is.
When creating Client Testimonial Videos keep the following pointers in mind:
“Including links to other useful videos is good because prospective buyers might want to see things for themselves.”
For example, your Client Testimonial Video could include a video like this product demo video (Content Beta video for Arrowstream) so that prospects can check out the product right away.
Client Testimonials are a great way to rally your audience and encourage them to share your content. But you may be wondering how and where to use them.
Website: Many SaaS companies have started using client testimonials on their homepage to showcase the experiences that the company’s customers have had with the product.
They know that when a prospective buyer visits their website, they would have already done their homework. They would have read reviews and watched product demo videos. What they are looking for now is an endorsement from happy customers.
Example: Content Beta Home page featuring Client Testimonial videos.
Landing pages: They are a perfect place for hosting video or text-based testimonials as a client testimonial might just spur the visitors to click on your call-to-action button.
Business networking sites: LinkedIn posts with client testimonial videos are particularly effective and can help you with lead generation and to increase brand awareness.
Blog posts: You can include client testimonial videos as part of your blog posts and product descriptions.
Social media networks: With every social media network paying particular attention to videos, remote video testimonials can be a potent tool for reaching out to a wider audience.
“A cold email need not be too ‘cold’ after all. Attaching a client testimonial video can quickly change the scene in your favor.”
A well-done B2B SaaS Client Testimonial Video production can help businesses to:
Watch this cool and funky Client Testimonial Video from our client metadata.io that uses customer voice mashup.
Deciding which new service or product to buy can be tough. With so many options out there, how do you know which one is the best for you?
Client testimonials are a form of review that can help you make that decision. Unlike other forms of online reviews, testimonials are written by people who have actually used the product or service.
This means such customers can share their personal experience with you and give you an idea of what to expect if you decide to use the same company or product.
“Simply put, if other people have had good experiences with a particular company, that is probably a good sign that you will too.”
Client testimonials are important pieces of evidence that a company can use to sell its services.
“The importance of client testimonials stems from their unparalleled ability to lend a sense of legitimacy to a business.”
This Client Testimonial Video is the courtesy of Mr. Chad Burmister, founder and CEO of ScaleX, one of Content Beta’s first clients.
This testimonial helped establish Content Beta’s reputation as a formidable SaaS video content creation company.
Many potential customers are hesitant to make purchasing decisions without first reading customer reviews.
This is especially true for software as a service (SaaS) companies, where the average customer retention rate is low. SaaS companies try to woo customers using a variety of methods like discounts, gift vouchers, and free trials.
However, it is the customer testimonials that really seal the deal.
“Customers expect to know from others about their experience with a brand before they consider making a purchase.”
Client testimonials are a powerful way to connect with your ideal audience, to validate your products, and convince people to buy from you.
In recent times, they are proving to be potent weapons in the marketers’ armory. We are witnessing marketers turning testimonial pages into a conversion machine using the client testimonial as a hook to compel people to fill out a form or, even better, to buy.
Are client testimonials a panacea to the woes of Software-as-a-service providers?
They could be if you can get the clients to talk candidly about their happy experience with your brand, with your product, the onboarding strategy with exhaustive customer support videos, or having your customer support team at their beck and call!
“Client testimonials provide a reliable way for companies to offset the diminishing returns on conventional marketing methods.”
This Client Testimonial Video features Ms. Nathalie Nayman, Director of Marketing Strategy, Compstack, explaining how Content Beta videos have been a great help to them.
Testimonials from happy customers add credibility to your business and can help persuade potential customers to do business with you.
But how do businesses go about gathering testimonials?
Not everyone is comfortable asking clients for testimonials. So, what is the best way to do it?
“Approaching the clients directly for a testimonial works best in most instances.’
The most common way to generate customer testimonials is through a campaign. A campaign allows you to gather testimonials from multiple customers, which will help you create a more diverse range of insights on the products or services that you provide.
The purpose of this type of campaign is to generate awareness for the company and its products, as well as to increase sales.
In order for it to be successful with your campaign:
“If your Client Testimonial campaign can get your clients to talk about your product and share their experience with the world, it will have done its job.”
A good client testimonial will not only highlight the benefits of your product or service but will also demonstrate the professionalism of your business. In addition, it should:
“Don’t be too ‘salesy’. Remember, a testimonial is not about selling your product or service. It is about experiences and opinions.”
This Client Testimonial video features Ms. Arianna Gonzalez, Growth Marketing Lead at Lawcus, and is a good example of professionalism that you can use in your videos.
Every website owner knows the importance of testimonials, but did you know that these reviews—which generally come from customers—are also crucial for Google?
Google considers customer reviews to be official “evidence” that a website is a trustworthy business. Google can use this information to “pre-rank” your website, which means your website will rank higher in the search results.
In fact, as videos have become more popular, the Google algorithm favors videos in general. Your reward is prime real estate space on the first page of Google.
“Just as important: Google and other search engines also rank business pages based on how popular, trustworthy, relevant, and high-quality those reviews are.”
Here is some statistics:
Here is a sample questionnaire you can send to your clients to help them organize their thoughts. This gesture will go down well with clients because it saves them time and effort.
“While it would be desirable to let your clients be spontaneous, it would not hurt to help them with a set of topics to talk about.”
They help B2B SaaS companies to:
Capturing client testimonials for content marketing is an effective way for B2B companies to increase brand awareness and trustworthiness.
Content marketers have transformed client testimonials from a few sentences to full-blown blog posts with images. Although certain techniques and aspects of testimonials have changed over time, the best practices remain unchanged.
The main challenge with testimonials is that it can be difficult to determine their validity. However, they can be overcome by following some basic rules:
“The number one rule to follow is to make sure your testimonials are genuine and reflect the views of your customers.”
Many businesses regard word-of-mouth as the best form of advertising. This is especially true when it comes to SaaS businesses, as potential customers are far more likely to trust the recommendations of people they know than any advertisement or marketing ploy.
One of the most effective ways to get word-of-mouth marketing going is through client testimonials. Potential customers want to know that you are legit and that you are not just some fly-by-night operation that is going to take their money and run.
In other words, testimonials are designed to reinforce your company’s credibility by showing how satisfied and happy your customers are with their experience.
“Client testimonials are different because they reassure people that they are making a good decision when they select your company.”
Product reviews are usually written by the individual who evaluates a particular product.
A client testimonial, on the other hand, describes a company’s experience with a product or service. It may be used to promote the business to potential customers.
Clients rarely go around publishing or providing feedback unless they get specific requests from suppliers/vendors.
A client testimonial is not easy to earn but valuable nevertheless because it is not just a review, but an independent, unbiased opinion from a client who has used the product.
“A satisfied client, contrary to the general belief, would be more than happy to advocate your brand and products. So, B2B SaaS businesses should not hesitate to ask them.”
What do the numbers tell about the power of client testimonials? Let us find out:
|1||Big Commerce||Trust||92% of customers rely on online reviews before buying|
|2||Big Commerce||Quantity||A review count of 50 or more on multiple product pages can lead to a 4.6% increase in conversions|
|3||Strategic Factory||Revenue||Using customer testimonials regularly can increase revenue by approximately 62%|
|4||Yotpo||Traffic||In comparison to those without testimonials, websites using testimonials saw a 45% increase in traffic|
|5||Forbes||Effectiveness||More than 70% of marketers say video converts better than any other media|
Testimonials seem to be everywhere. They are an easy way to help your business grow and provide a valuable resource for your potential customers.
The problem with text-based testimonials is that:
“The biggest limitation of text-based testimonials is that they could be seen as “fluffy”, superficial, or cheesy if it does not come from authoritative sources.”
In a perfect world, potential customers would trust your business and product without the need for endorsements. However, in reality, potential customers need to be assured that your product is worth their time and money.
Testimonials are words of appreciation from happy customers. They are valuable because they provide an unbiased third-party endorsement of your product or service.
A client testimonial is truly a B2B SaaS marketer’s dream come true!