I’ve written before about creating video testimonials – an ever popular, audio and visual way of showing what your clients get from working with you – so here are some quick tips to get you going and to help you get it right.
- Location, location, location. If you want to film more than one of your clients, save time and money by getting them together at the same time and location. Think about inviting them all to your offices on the same day. Make an event of it, by putting on a bit of lunch or a free seminar for your clients. If you’re already running a seminar or celebration event, to which your clients have been invited, do the filming on the same day.
- Formal vs informal. Formal interviews can give a really professional look – as in the video we created for Wilson Partners but the lights and crew can make it a bit more stressful for your client. You might find it easier to persuade nervous clients to be filmed If you create a more relaxed, informal style of filming with no lights, Click here to watch a more informal style of testimonial
- What do you want clients to say? Spend some time planning the questions you will ask your clients. Think about the objective of your video – what do you really want the viewers of the video to hear? When you know this, you’ll be able to work out the questions you need to ask. It can help if you tell your clients what you’ll be asking them in advance, so they have a chance to think about this before they arrive but encourage them not to script the answers. it will come over as unnatural and it often stresses them when they cant remember the answer word for word. Much better if they answer off the cuff!
Spend some time planning how, where, what and who you’re going to film and your clients will help you create a really powerful tool to grow your business and find even more happy clients.
How will you create a video testimonial for your business?
Contact us for more information on making a testimonial video for your company.
Last year I was approached by two companies at pretty much the same time, with the same objective. Graduate Recruitment. They both knew that they needed to do something a bit different, to make their businesses stand out. They were both competing with many other companies, for the pick of the crop of graduates.
Both companies had decided to use videos to entice graduates to apply for jobs with them. They wanted to use videos to show the sort of company they could join. In principle the videos achieve the same thing but I wanted to highlight the two different styles we used.
Company One is a global finance company.
They were looking to fill IT and analyst roles. To give potential applicants an idea of the business, we filmed current employees at work and interviewed them on camera, so they could talk about what they do.
The approach for this video was quite formal with the video being produced against a structured brand guideline. See example Graduate video.
The approach was to film interviews with graduates on the graduate development program within informal locations around the business and to keep the production more relaxed and natural by avoiding the use of video lighting equipment. See examples of different approach.
In addition to the informal interviews we also created an upbeat video to promote the graduate programme and the key benefits of joining it.
You can also see these videos embedded on the client website
How will you make your business stand out and attract the best talent? Contact Us to discuss using video to help drive interest in your business.
Do you have an online presence? Can your clients and prospective clients find your business when they’re looking for a solution to their problems? These days, it’s vital for all businesses to have a presence online, no matter what business you’re in. One of the simplest ways to create this presence is through videos. Here are some of the issues you need to consider.
Provide answers. Many people search the internet for answers to their questions – solutions to their problems. Providing the answers they’re looking for can help build your reputation. ‘How to’ and training videos show up well in Google searches, so think about how you can use them for your business. What tips or advice can you give to viewers? Can you create a short video demonstrating how to use your product or service?
DIY or not? While can you can have videos professionally produced, you can easily create your own. If you take the DIY route, carefully consider the impact it could have on your brand. You need to make sure you create the best video you can, or it could reflect badly on your brand. If you’re known for giving out quick tips, then a poorer quality video is fine; if you’re working on building up a quality reputation, you need to make the investment that you can afford, to create the right impression.
Hosting. Where do you put your video? Obviously they need to appear on your website and there are hosting sites you can use for storing them. YouTube and Vimeo are the two main sites I recommend for hosting (others are available!) The one you use depends on what you need, the number of videos you want to host, how long they are and a number of other criteria. Even if you self-host your videos, you should also consider using a site such as YouTube or Vimeo, for SEO (search engine optimisation) reasons, to help build up your online presence. I’ll write another blog about the differences between YouTube and Vimeo.
SEO. Make sure you optimise your videos so that they can be easily found by the search engines. Include keywords (phrases that people search for, which are usually based around their problem) in the title of the video, the description and tags. If your videos are training tips on how to use your products, and your customers know where to find them, then you don’t need to worry about this too much. However, optimisation is vital if you’re using your videos for sales or to drive traffic and visitors to your website.
How will you use videos to create an online presence for your business?
All too often, a good video programme could have been a truly excellent video programme if the script had been handed over to a writer, typically a communications professional, to review, edit and polish. If needs be, a writer can to take the ‘clean sheet’ approach and compile a script from the very start of the production process. For a relatively small amount of additional investment, is it really worth cutting corners?
Top of the writer’s list is to ensure that the script maintains complete objectivity and closely matches what you are looking for. From the outset – what is the programme’s purpose and what do you want to achieve from it. And why?
Little things add up to a great big lot in a script. The writer will ensure that the correct style is chosen to make necessary impact, with tone and accents, light and shade, and in the right places. Humour – in some cases, pinpoint accuracy may be especially important for some programmes . Individuality, to make a distinction from others, is generally a must-have.
In every script, flow is essential from the start, through the middle sections and onward to the ‘finale’. Each section must knit together as seamlessly as possible. Throughout the process, the writer will take care to ensure that the presenter has clear and concise narratives to deliver. And as for the words themselves, a writer will use the ‘goldilocks’ approach – not too many and not too few.
Throughout the process, a writer will maintain an external viewpoint – your message must engage the audience and take their perspective. Above all, the final programme must be enjoyable to listen to as well as to watch. And not be a turn off.
As with most pieces of communications, a video programme should generate an effect – help an audience on to making the next step, support or prompt a particular reaction or change. The images created by the cameraman and director will achieve a lot. Put the visual material together with a professionally written script and the overall impact has every chance of hitting the target. Bang on.
That’s pretty much it. We look forward to working on your next programme.
Communications Consultant, Video Scriptwriter and Journalist
Play the video below to see how you can add some drama in to your day at the press of a button!
What could you do through video to promote your products and services?