Build it and they will come? Nope.

I am frequently asked about the average response rates to an invitation to record a video testimonial through a platform like MahaloHub. It’s a fair question, but the answer is not as straightforward as it would seem. 

While the idea of “build it and they will come” may sound appealing, the reality is that engaging customers and employees in creating video testimonials requires proactive effort and planning.

The companies with the most success in capturing customer and employee stories are those that recognize the importance of clear communication, setting expectations, and providing a WIIFM (what’s in it for me) that encourages engagement. There is a campaign element wrapped around the actual capturing of these stories. It doesn’t have to be complex or burdensome, but just like any endeavor that becomes successful, there is a bit of foundational work that needs to be attended to.

To be sure, the influence of video testimonials is hard to overstate. They offer authenticity, credibility, and a personal touch that resonates with audiences far more deeply than traditional written reviews, testimonials, or four-stars. For businesses looking to leverage this powerful tool, encouraging both customers and employees to participate in creating video testimonials is essential.

 

So, the question really becomes:

how do we maximize the response and engagement

of customers and employees to share their stories?

 

Establishing the Importance

Before diving into strategies, it’s crucial to understand why video testimonials matter. They humanize brands, providing potential customers with real-life experiences and building trust in a way that text-based reviews simply can’t match. Additionally, they showcase the people behind the brand, highlighting their expertise, passion, and commitment.

 

Crafting a Communication Plan

Effective communication is the backbone of any successful video testimonial campaign. Start by clearly explaining the purpose and benefits of video testimonials to both customers and employees. Highlight how their participation can make a significant impact, not just on the business but also on fellow customers or colleagues who are seeking authentic insights.

 

Incentivizing Participation

Offering incentives can be a powerful motivator for customers and employees to participate. This could range from discounts on future purchases or recognition within the company to exclusive access to new products or services. By providing tangible rewards, you demonstrate appreciation for their time and contribution, making them more likely to engage.

 

Simplifying the Process

Make the process of recording video testimonials as seamless as possible. Provide easy-to-follow guidelines and resources, such as sample questions or prompts, to help participants articulate their thoughts effectively. Consider offering technical support or even arranging for professional videography services to ensure high-quality recordings.

 

Leveraging Social Proof

Harness the power of social proof by showcasing existing video testimonials prominently on your website, social media channels, and other marketing materials. When customers and employees see others sharing their experiences, they’re more likely to feel inspired to do the same. Encourage sharing and engagement by tagging participants and featuring their testimonials across platforms.

 

Fostering a Culture of Feedback

Creating a culture where feedback is valued and encouraged is essential for long-term success. Regularly solicit input from both customers and employees, whether through surveys, focus groups, or one-on-one conversations. Actively listen to their suggestions and incorporate them into your products, services, and internal processes whenever possible.

 

Implementing a Multi-channel Campaign

A successful video testimonial campaign requires a multi-channel approach. Utilize email marketing, social media, website banners, and in-store signage to promote participation and highlight the impact of video testimonials. Keep the message consistent across all channels, reinforcing the value of sharing experiences and insights.

 

Surely we have missed a few and would love to hear from you. What are other approaches to elevating engagement?