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How You Can Use Video Testimonials to Create Social Proof Online

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What Should I Title My Testimonial Video?

December 1, 2020 | Video Testimonials on Websites

What We’ll Discuss in this Blogpost

  • Your Testimonial Videos Need a Title 
  • Answer the Question that is in your Customers’ Mind
  • What is the Buyers’ Journey?
  • Where Do Testimonial Videos Fit Into the Buyers’ Journey?
  • Answer New Customers’ Questions with the Testimonial Video
  • Free Offer and Privacy Policy

Your Testimonial Videos Need a Persuasive Title 

The title is one of the ‘hooks’ that will get people to stop scrolling and watch your video.

The hook compels people to pay attention – attention is todays’ most valuable online currency.

When creating your video title, put yourself in your customers’ shoes – ask, from their perspective, “What’s in it for me?” 

What benefit will your prospective customer get from watching your video?  

  • Entertainment?  
  • Education?  
  • Will your video change the viewers’ life?

Include the benefit to the customer – what outcome will they obtain from watching your video?  Can you express the outcome in terms of some positive emotion?  Love, pleasure, wealth, happiness?  

Or, can you express the outcome of your video in terms of relief from some negative emotion?  Pain, stress, anxiety, loss of money?

For example, Dr. Miami, a cosmetic surgeon with a large social media following, describes the positive emotions people will feel AFTER they receive one of his surgical procedures:https://www.youtube.com/embed/UCsKmF7ZTwh0jA3YuHbxbrzQ

  • the Tummy Tuck
  • the Brazilian Butt Lift
  • the Mommy Makeover
  • the Breast Augmentation

“We believe that plastic surgery empowers and transforms lives. We recognize it takes courage to change. We help our patients through their journey by providing the best plastic surgery experience in the safest environment. Our mission is to encourage the beauty and self-confidence our patients desire.” 

His videos have powerful titles:

You have a total of 100 characters for a YouTube video title (70 characters or less to avoid getting truncated in the video search engine results page).  

Facebook allows 155 characters in a video page title description.

Answer the Question that is in your Customers’ Mind

What problem, itch or pain will your product or service fix?  How can your physician practice or local small business help the customer solve a problem?

Dr. Miami’s patients come to see him for liposuction (fat reduction surgery) – but most of these people are not considered ‘obese’.  They may not need to lose weight.  Instead, they are looking for a more ideal body shape.  They are looking for a more athletic image. 

Dr. Miami addresses the question of liposuction head-on in this 1-minute video on his YouTube channel.

What is the Buyers’ Journey?

Marketers use this framework to strategically design advertising and social media.  The Buyer’s Journey is a multi-step process people move through as they move from curious window-shoppers to becoming your customer.  

At it’s simplest, the Buyers’ Journey can be this 3-step process:

  1. Awareness
  2. Consideration
  3. Conversion

The Buyers‘ Journey is often depicted as a funnel – the top of the funnel encompasses the largest group of people that are simply aware that they have a problem, such as a man or a woman seeking a more ideal (in their mind) body image.

Awareness Stage

The top of the funnel, and the first step in the Buyers’ Journey, is called the Awareness Stage. 

Videos aimed at customers in the Awareness Stage might discuss the customers’ problem or challenge.  The intent of advertising in the Awareness Stage is to bring to light the problem AND the fact that there may be a solution to the problem – DON’T try to sell YOUR solution just yet!.

The title of a video aimed at customers in this stage might be: “Would you like to look better?”  

Notice, in Awareness Stage advertising, we may not even mention our specific product or service.

Classic Sales Funnel representing the Buyers' Journey
Classic Sales Funnel representing the Buyers’ Journey

The Consideration Stage

As people move through the Awareness Stage into the Consideration Stage, they begin to select vendors and products they prefer.

They are also considering whether or not they need to pay money to solve their problem. 

They will begin to differentiate among solutions and vendors by individual factors, such as location: “Get a summer bikini body in Miami, Florida” might be a good video title aimed at the Consideration Stage of the Buyers’ Journey.  

Testimonial videos that answer a specific question are best run on YouTube where viewers display ‘search intent’ – they already know they have a problem and now they are looking for specific answers using specific long-tail keywords, such as ‘cosmetic surgey in miami florida’.

The Consideration Stage is also where buyers become educated about alternative solutions to their problem.  For example, an educational video that discusses pros and cons of liposuction vs bariatric surgery treatments could be useful.  A good tile to this video might be “Liposuction vs bariatric surgery treatments – Which is Better?”  

Notice, in this video we mention the category – surgery – but we may not even mention the name of our specific clinic or doctor.  There is a good reason for this.  We are building trust by providing truthful and helpful information.  We are not yet trying to persuade the customer to action.  We are not ‘selling’.

Think of it like dating someone you like – would you try to ‘make a move’ if you were uncertain about their feelings for you?  The internet is like that – only worse.  You cannot ‘see’ your prospective customer so you don’t know how they feel about you – best to go slowly and build trust, first.

The Purchase Stage

The final stage in the Buyers’ Journey is the Purchase Stage.

At this point, buyers may have compared your features, benefits and price against your competition.

They have educated themselves.  You can now ask them to make a buying decision with your offer. 

You have built up some trust and you are ready to ‘make your move’.

You present your offer, usually as a button to click, a form to fill out or a phone number to call. 

This is often called your Call to Action or CTA.

Where Do Testimonial Videos Fit Into the Buyers’ Journey?

Testimonial videos are most often used to answer a specific question in the Purchase stage of the customer journey.  

Testimonial videos offer Social Proof that other people – people like your new customer – have ALREADY made the purchase and they are happy they did so.  

Google Reviews also serve as Social Proof.  Check out this extensive discussion on social proof here.

Answer New Customers’ Questions with the Testimonial Video

Therefore, the title of your testimonial video will attract web traffic when you put it in the form of a question (note the title of this blogpost).

The testimonial video will answer the question.

Example:  “Is liposuction with Dr. XYZ right for you?” might be the title of the testimonial video.  A CURRENT CUSTOMER would answer the question with a testimonial video, “I tried liposuction with Dr. XYZ and now I look amazing!”   

The key is the CURRENT CUSTOMER is similar to NEW CUSTOMERS visiting your website.  This has been scientifically verified by Dr. Albert Bandura, discoverer of the Social Proof Rule.

To continue the above example, the question you would ask your CURRENT CUSTOMER to prompt this testimonial might be: “What was the solution you used to obtain these amazing results?”

Then, let them answer your question as the video rolls – they will describe the benefits of your service or product in their own words.

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