The Truth… The Whole Truth: The Value of Video Testimonials

Video Testimonials

The power and influence of video testimonials cannot be understated. Here we have two of the most effective digital marketing assets in one convenient package, which is great for any business. But it’s especially great for law firms because attorneys rely so heavily on building trust with their clients. And there’s no better way to build trust in a digital space (a concept commonly referred to as “social proof”) than by placing a quality testimonial in an audio/visual context. It humanizes the messaging, urging users to empathize with the subject in the process. This makes users far more likely to convert than they would be with a simple written testimonial.

Even when the terms are isolated, you can still get a sense of how powerful they are on their own in a marketing sense.

  • Video Marketing: Although it pains me to say it as a writer, the marketer in me cannot ignore the fact that video is now the most effective and versatile digital marketing asset. It can be used on numerous platforms and serves myriad purposes.

Users want information that is quick and easy, so they are far more likely to watch a video about a certain topic than they are to read an extensive article on that same topic. Additionally, video marketing can have a significant impact on your firm’s SEO efforts by generating inbound links, increasing social media engagement, and producing more conversions by placing them on your landing pages. In fact, videos and other forms of visual content are 40 times more likely to be shared on social media than traditional forms of digital content.

  • Testimonials: As for testimonials, we don’t have to tell you how valuable these are to your firm’s brand positioning and bottom line (but we will anyway). According to Hubspot, testimonials have the highest content efficacy rate ― an astounding 89%!

Your clients are looking for quality representation from a compassionate firm that values candor and consistent communication. When they read what your former clients have to say about you and your firm, it reinforces the rest of the messaging on your website and lets them know that your past experience with previous clients will guide your future work with new clients. It’s one thing for you to say that you care about your clients, but it’s another thing altogether for one of your clients to say it on your behalf.

In short, video content is a great marketing asset for your firm, as are testimonials. However, when you combine the two, you create real value for potential clients, which will result in added value to your bottom line.

Video Testimonials Produce Real Value

Most content marketers are huge fans of video testimonials, and we’re definitely in agreement here at LaFleur Marketing, but our appreciation isn’t limited to aesthetic preference. The data tells us that video testimonials are one of the most powerful marketing tools at your disposal and can mean the difference between a wasted lead and a valued client. They give your former clients a crystal-clear voice to speak on behalf of your firm’s accomplishments and professionalism.

Marketing professionals love video assets and consider them to be one of, if not, the most important aspects of digital marketing. Consider the following statistics:

  • 65% of senior marketing executives believe that visual assets are central to how their stories are articulated.
  • Worldwide, 52% of marketing professionals named video as the content type with the best ROI.

Perhaps marketers love the medium so much because of the effect they have on their audience.

  • Using “video” in the subject line of an email increases open rates by 19% and click-through rates by 65%, while decreasing unsubscribes by 26%.
  • Video posts generate 3 times as many inbound links as traditional text posts.
  • Placing video on landing pages has been shown to increase conversions by 86%.
  • Visitors are 64% more likely to convert after watching a video on your website.

And when these metrics experience this kind of growth, the result is more and better clients for your firm.

  • Video viewers are nearly twice as likely to buy than non-viewers.
  • Nearly 40% of consumers reported that they read reviews regularly to determine if a local business is a good business.
  • 50 or more reviews can lead to roughly a 5% increase in conversion rates.

Of course, the data above won’t apply to your video content unless you follow numerous best practices and promote your content wisely across your digital properties.

Best Practices for Video Testimonials

Like all things related to content marketing, there’s a right way to create video testimonials and a wrong way. And when marketers fail to follow these best practices to the letter, things tend to break down rather quickly, resulting in poor messaging and shoddy production value. Keep these suggestions in mind as you go about producing your video testimonials, and use them as a checklist for review once your videos are complete.

  • Film in a Comfortable and Professional Setting: You should work with the subject of the interview to establish the logistics of where and when the interview will be taking place. Ideally, your client testimonials will be filmed in a comfortable and professional setting where the subject feels relaxed and prepared to discuss the details of their experience with your firm. In our experience, the best locations are onsite at your firm, usually in a conference room with plenty of natural light, a solid backdrop, and a firm logo or bookshelf behind them to anchor the shot.
  • Include Personal Commentary: The best testimonials are those that come from the heart. That doesn’t mean that they should be totally off-the-cuff, however. Instead of working with the interviewee to create a specific script, outline the content of the video based on the subject’s personal experience with the firm, the circumstances of their legal predicament, and their satisfaction with the outcome of your work together. The interviewee should come off as someone who is trustworthy and relatable. Also, always use the interviewee’s name, and be sure to encourage them to be professional and candid throughout the interview. 
  • Keep It Short: As we’re sure you’re aware by now, your potential clients have extremely short attention spans. In fact, within the last 15 years, the average attention span has decreased from 12 to 8 seconds, which is one good reason to opt for video instead of traditional copy whenever the opportunity presents itself. This means that your video testimonials should last only as long as it takes for the subject to describe their legal issue, what your firm did to help, and how the outcome has positively impacted their life. Generally speaking, the sweet spot will be between 1 and 2 minutes from start to finish, trending toward the former if possible.  
  • Trim the Fat: Chances are that you will record far more than the 90 seconds or so of video that you intend on using. Actually, we encourage you to spend as much time filming your subject as necessary to get the pertinent information you need. However, once you have the material you need, you’ll need to head to the editing room to cut out any fluff or irrelevant information and place the interviewee as the primary focus of the testimonial. To make life easier, try to cut down on extraneous noise, allow plenty of quiet time between questions and answers, and avoid speaking over the subject at all costs. Instead of interrupting, let them finish, give them further instruction, and try again. No need to rush; your editing process should eliminate any miscues.

Once you feel that your video testimonials are in a good position and ready to be shared with your audience, you’re finally ready to promote your new content across a variety of channels. Here are just a few ways in which you can put your video testimonials to work for you.

  • Prominently feature your new content on the homepage of your website to attract new users and hold their attention.
  • If your firm has a diverse set of practice areas, you can create video testimonials for each as a trust-building initiative for specific audience segments.
  • In nearly every instance, the primary purpose of a landing page is to generate a conversion, so by placing a video testimonial on your landing pages, you are able to avoid dense copy and replace it with informative video content that is more easily digested, which should lead to more conversions.
  • Separate yourself from your competition by including video testimonials in your email drip campaigns and success stories. This will personalize the messaging and lead to higher click-through rates once a potential client has opened the email.
  • Use the video testimonials you place on YouTube to redirect potential clients back to your website or to your aforementioned landing pages.
  • Play your video testimonials on a loop on your office television monitor(s) to reassure potential and current clients.
  • If you choose to invest in media purchases such as television or radio commercials, you can use your video testimonials as the centerpiece of your ads.

One of the best attributes of video testimonials is their flexibility. Once you’re confident with your content, be sure to utilize these videos wherever you feel they could make a positive impact.

Contact LaFleur Marketing for Expert Video Testimonial Production

At LaFleur, we believe in the power of well-produced video testimonials to increase your client base and generate more revenue for your law firm. We adhere to best practices with every piece of content we create, and that holds especially true for video testimonials.

If you and your firm are looking to augment your digital marketing efforts through the addition of video testimonials and other forms of video content, please contact LaFleur Marketing today by calling (888) 222-1512 or completing the brief form on this page. Our team of expert and experienced marketing professionals have substantial experience ideating, scripting, filming, and editing videos, as well as a knack for post-production and YouTube optimization, and we know that we can bring your client-attorney relationship to life on your website and secondary web properties.

Get in touch with us today to learn more!

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References

Currier, A. (2013, March 5). Getting started with video testimonials. Wistia. Retrieved from https://wistia.com/blog/getting-started-video-testimonials

Hardwick, J. (2017). The secret guide to video and SEO. Kissmetrics. Retrieved from https://blog.kissmetrics.com/guide-to-video-seo/

Johansson, A. (2016, March 17). The importance of video testimonials in content marketing. Relevance. Retrieved from http://relevance.com/the-importance-of-video-testimonials-in-content-marketing/

Taber, K. (2016, March 2). 20 impactful statistics about using testimonials in marketing. Boast. Retrieved from http://boast.io/20-statistics-about-using-testimonials-in-marketing/

Kyle McCarthy

Kyle McCarthy is an experienced and skillful content strategist who earned his MA in English literature in 2012. Since then, he has worked with several national brands implementing marketing strategies and delivering compelling content.