Video testimonials that convert
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Learn what type of video testimonials convert the best In this presentation you'll learn how to: Capture video testimonials at scale with limited resources (even if youre a team of one); Quickly turn testimonials into ads for Facebook, LinkedIn, TikTok, and other platforms; and Easily create A/B tests to find messaging that resonates with your buyers.
Video testimonials that convert
- 1. VIDEO TESTIMONIALS THAT CONVERT Chat with Anastasia Kornilova, Paid Media, Shipbob
- 2. Agenda Introduction How to capture testimonials Editing raw testimonials Testing creatives Q&A
- 3. Ross Cranwell CEO Milk Video Sr. Paid Media Manager ShipBob Anastasia Kornilova
- 4. About ShipBob ShipBob is a tech-enabled 3PL (third-party logistics) provider that fulfills ecommerce orders for direct-to-consumer (DTC) and B2B brands.
- 5. About Milk Video We help GTM teams capitalize on their video & audio assets to drive more awareness, leads and sales. With Milk Video, anyone can turn long-form recordings into testimonials or highlights for paid and organic social in minutes.
- 6. Why Testimonials Show how a problem/pain point is solved by a company Increase conversions: 58% more likely to convert Build Trust & Credibility: 72% say trust brand more
- 7. Why Remote Testimonials Expensive: Production costs can range from $3,500 $15,000. Long production time: the process can take up to two months from start to finish Limited: you can typically only get 1-3 testimonials Traditional 'on site' testimonials: More effective: according to HubSpot Research, people prefer lower quality, authentic video over high- quality video that seems scripted. Faster: Once you have the testimonial, you can edit and publish in the same day. Flexible: Customers can film in their own time, on their own devices Remote testimonials:
- 8. Setting up the testimonial
- 9. Select 5 Happy Clients Invite and offer options (incentive) Scheduling the Testimonial Schedule Zoom or send recording link How ShipBob does it Best Practices Case Studies / Repurposing Work with stakeholders Content Marketing > Client Getting the raw footage
- 10. What you should ask to get best converting content What to ask What business problems were you trying to solve by partnering with X? What do you like best about X? What has made you the happiest about working with X? Would you recommend X? Why?
- 11. Create a Script Start with Brand name if possible Helps avoid "uhms" Use metrics/strong numbers Consider the length of the video 15 seconds is most versatile Ensure good lighting + sound quality can shoot outside, use headphones with a microphone Practice Smile :) How Shipbob runs the testimonial
- 12. Things to Avoid People who are uncomfortable with being on camera Hats/sunglasses - anything that covers face (unless you sell it) Poor audio But..don't worry too much about the perfect polish
- 14. Touch up the footage Add branding, clean up design
- 15. Create Multiple Variants Creative for different answers, titles, CTAs, sizes
- 17. Recording vs Agency Strong CTR (better than Canva or agency-level production) 0.55% vs 0.53% Drove conversions Testimonial:
- 18. Testimonial Video vs Images Facebook, Linkedin+ Ran testimonial vs Value prop image ad $.82c vs $1.43
- 19. Repurposing Creatives Cheap cost per 3 seconds play (10X) - $0.29 vs $2.81 Cheap cost per ThruPlay (3X) - $1.14 vs $3.37 2.5X Cheaper CPM: $25 vs $61.5 Repurposing Content:
- 20. Recap Work at speed to allow for quick testing Build variants and test across platforms Don't be afraid to work with customers
- 21. Questions?
- 22. Join our Video 1 week, create 1 unique video creative as a group If interested, email ross@milkvideo.com SLACK SPRINT