B2B SaaS Customer Video Testimonials: How to Do It The Right Way
B2B SaaS companies have realized that today’s customers are visually oriented. They understand that in a world where people are hiding behind screens, it is important to show that you are not just a faceless company, but one with real people behind it.
Moreover, people would rather watch a video than read text content. It is much more engaging for them. They can get an idea of what your business stands for.
That is why a Customer Testimonial Video is a great way to show off what it is like to work with your company. It creates an emotional connection between the viewer and your business.
Customer Video Testimonials have, in a short span of time, managed to capture customers’ imagination.
Consider the following statistics:
According to this study, 72% of consumers say positive testimonials and reviews help them trust a company.
Naturally, B2B SaaS companies are scurrying to put together as many of them as they possibly could before the competition gets wise to the idea.
Who is an ideal choice they should approach to speak for them? Here is just such a profile:
“If the customer gets their needs met, the company is easy to do business with, and the customer enjoys the experience, the customer is likely to be loyal. Not only are they loyal, but they are likely to share their experience with a friend, colleague or family member.”
– Myra Golden | Speaker and training partner
That brings us to that little part where they need to approach their customers to put in a good word for them. Even worse, they will have to convince them to say it in front of a camera!
Easy? Nope. If it was, we would not be writing about it.
Fortunately, being in the business of helping B2B SaaS companies around the globe to make B2B SaaS videos, we know a thing or two about B2B SaaS Customer Video Testimonials.
If you’re looking for a way to get your customers to agree to a video testimonial, here are some tips that will make your job easier.
A video testimonial can be an effective way to tell your story and get your message across without much effort.
Video testimonials are one of the best ways to market SaaS products and services. These short, personalized clips help connect your business with customers by giving them a more up close and personal look at what you are offering.
Though Customer Video Testimonials are becoming a popular way to market products their adoption rate is not as high as it should be.
Let us examine the reasons from two perspectives: Companies’ and customers’.
Many companies are still reluctant to do it because they don’t want to be seen as pushy or too sales-y. Other top reasons for companies to be weary are as follows:
|Cost and lack of knowledge about the medium||Concerns regarding litigation||A lack of in-house video production tools|
|A lack of expertise and creativity||Inflexible management||Reluctance to adopt|
It is important to remember that the goal of a testimonial is not to sell anything but rather to demonstrate the value proposition of your business.
So, the testimonial should be what you would say about a friend–not about yourself. These are used to make people more interested in your product or service.
However, they are not meant to be used as clickbait and should never make any claims that are not true.
There are only a handful of things that can turn a customer off more than being asked to do a video testimonial. The main reason customers don’t like doing video testimonials is because they think it is a hassle. Other top reasons for customers to be afraid are as follows:
|Fear of being judged||Fear of being vulnerable||Fear of facing camera|
|Fear of appearing to be hired by a company to boast about its products||Fear of using video or gadgets||Fear of being seen as biased by other customers|
|Fear of other customers reading between the lines||Fear of their video being considered "cheesy" or “gimmicky”||Fear of being seen as unprofessional|
The best way to convince customers is by providing them with an incentive, such as a discount on the product or service that they are being asked for a testimonial about.
This is an effective way to get them on board and make them feel like the testimonial is not being forced upon them.
“A customer’s reluctance is understandable, but just because they do not want to do it does not mean you should not ask them for it.”
A SaaS company has to work harder than ever before just to get a sale, and then they need even more convincing to get them to return. Customer Video testimonials can help.
It might seem like an easy task to get your customers to agree to a video testimonial, but it is not.
Before you launch into your pitch, here are some easy ways to get your customers on board.
Post sales period is a good time to look for customers who are willing to provide a video testimonial.
It offers the following benefits:
“Incentives could include discounts on future purchases or even a free product or service.”
Additionally, if you can get a bunch of them to talk about you, that would make for a great Customer Video Testimonial. ‘Many People, One Voice’ is how Content Beta describes it.
Here is an example created by Content Beta for Metadata.io, the company that provides a platform for B2B marketers to eliminate manual work and automate their paid campaigns.
You tell them how both of you can benefit from the exercise. That way they know what they are doing and can be a lot more professional about it.
“Laying your cards on the table is a great way to win people over.”
Tell them about the benefits of being a part of a Customer Video Testimonial
“Knowledge of human behavior is a valuable tool in marketing.”
It is important to make the customers feel comfortable sharing their thoughts with you and also know that you are respecting their privacy. So, be clear about what you want from them.
It is important that you spell out exactly what you want from them in terms of content and time commitment.
If they are not sure how much time they can commit, then they may not want to participate at all.
“Make sure customers understand your request so that their testimonial is relevant and helpful.”
This example featuring Asana’s Customer Education Program Lead is simplicity itself, clearly a result of good planning.
Set expectations early on. Let them know up front that there is no guarantee that their video will appear on the website or in any promotional material.
However, by agreeing to do the Customer video Testimonial, they are supporting your product or service and helping boost its visibility among their peers and followers.
“You know, we will do our best to include as many as possible but…”
Show your customers what they will get from working with your company and how it can benefit their business.
Highlight how Customer Video Testimonials are helping companies connect with potential customers in a more personal and authentic way.
“Statistics always help strengthen your pitch.”
A great way to make your testimonial even more powerful is by adding context.
By adding background information about the customer, how they found out about your product or service, or what prompted them to give you a video testimonial, you can really show off the personal connection that exists between you and your customer.
“Context helps build trust faster and makes it easier for them to share their story with others.”
This example shows Celtra’s Creative Management Platform being used by Unilever (APAC) employees which provides a context to how it is helping them with their work.
Ask questions specific to your customer’s needs, including their most pressing problems. You will be able to find out more about their challenges, and in turn, create a great Customer Video Testimonial that they can share with others.
After you have a script and have gathered your data, you can start recording the video.
“Pick an appropriate camera angle that best captures your customer’s body language.”
Firstly, ask them if they would like to provide feedback on the product and how they feel about it. This will make them feel more involved in the process and will make them more likely to say yes.
Secondly, tell them about the benefits of Customer Video Testimonials for their business, such as increased credibility, higher conversion rates, and so on.
Lastly, make sure that you have a plan of action for what happens after they agree to the testimonial.
“Reveal the plan in advance about what is going on so that they won’t be left wondering what will happen next.”
This example from Informatica is friendly and relaxed and shows how being a part of customer video testimonials need not be intimidating.
B2B customers are typically more demanding about the quality of the video, and they expect more from their video testimonials.
To create a video testimonial of high production values, set up the right interview location and time to ensure that the customer feels comfortable and confident.
It is also important to avoid distractions during the interview. Ideally, the interview should take place at a quiet location where both parties can be comfortable speaking openly.
“Make sure you schedule the interview for a time that is convenient for both you and your customer.”
Here is an example of a well-made Customer Video Testimonial:
There are a few things you will need to take care of before finalizing the videos.
“No matter how good the Customer Video Testimonial turns out, give it the publicity through social media, email notifications, and so on.”
Here is an example of a Customer Video Testimonial with high production values and a smooth narrative Content Beta received from the founder of ScaleX.ai, Mr. Chad Burmeister:
More than anything else, continue to keep in touch with the customers.
A simple ‘Thank you’ note or a thoughtful card or message on their anniversaries and birthdays will go a long way in nurturing the relationship.
“When customers get the help and issue resolution they seek, satisfaction, loyalty, and increased spending tend to follow.” – Dan Gingiss | Customer experience keynote speaker, consultant, author and podcaster.
Your ultimate goal should be to increase the Customer LifeTime Value (CLV). This will save you the trouble of looking for new customers as your current customers will remain loyal to your business.
Although video testimonials do not guarantee increased sales, they do produce positive results in terms of lead generation, conversions, and customer trust.
As far as the video itself is concerned, make sure that your video is well produced and edited, easy to watch, and captures the essence of your product or service.
This will give your customers confidence in sharing their stories with a wider audience and recommend you to others.
A video testimonial is a great way to build trust with your customers and their customers. It allows you to see a customer’s story through their eyes, and that is a powerful tool for building trust. You will also be able to see how your company is perceived by your customer.
It is no surprise considering many companies are struggling to convince their customers to buy and looking for innovative ways to increase sales. The slump is not because the company is doing anything wrong, but because customers want endorsements from satisfied customers.
Video testimonials are the number one source most SaaS customers are using to make their purchase decisions. SaaS companies can use them in their marketing campaigns to increase lead generation, improve conversion, build customer trust, and expand their customer base.
When prospective buyers watch video testimonials they feel like they are getting an unbiased overview because the video is from a real person who is using a product, as opposed to a faceless review, it carries a lot more weight.