Customer testimonials are a powerful way to differentiate your B2B SaaS brand and drive growth. Written customer testimonials are great, but video brings an entirely new dimension to the table. Customer B2B testimonial videos offer a dynamic, engaging medium that captures attention and builds trust. Understanding how to get video testimonials from customers and how to leverage them is essential to scaling your business. The expert marketing team at Bay Leaf Digital is here to help.
Why Use Video Testimonials?
B2B testimonial videos are a powerful tool for B2B SaaS companies focused on growth and customer acquisition. Unlike traditional written testimonials, they offer a multi-dimensional approach to showcasing customer satisfaction, capturing verbal and non-verbal cues that add layers of trust. Their benefits extend beyond just credibility; video content also contributes to higher engagement metrics and can positively impact search engine rankings.
Increased Credibility
When a prospective client sees a real, relatable person articulating the benefits of your solution, it’s like looking in a mirror. The message becomes inherently more believable. This human element can significantly reduce skepticism and help potential customers move further down the sales funnel.
Amplified Engagement
Video content has been proven to capture attention more effectively than text or images. Hubspot reports that 84% of respondents in one study had been convinced to buy a product or service by watching a brand’s video. Incorporating video testimonials into your marketing strategy doesn’t just add a layer of credibility. It also boosts engagement metrics, which can lead to higher conversion rates.
Improved SEO
Video content increases the amount of time visitors spend on your site. Search engines use this metric to gauge the relevance of your content. Additionally, B2B testimonial videos can be optimized with targeted keywords and meta descriptions, making them more likely to appear in organic search results. This increased visibility improves SEO and drives more qualified leads to your site, further amplifying your growth potential.
How to Get Video Testimonials from the Most Influential Sources
Selecting the right candidates for B2B testimonial videos is critical. The SaaS video marketing impact of a testimonial can vary significantly depending on the credibility and relevance of the person delivering it. Consider targeting these key demographics:
- Long-Term Clients: A testimonial from a long-term client can be particularly persuasive.
- High Net Promoter Score (NPS) Scorers: Clients with high satisfaction levels are most likely to provide glowing testimonials and offer compelling, authentic endorsements.
- Industry Influencers: An endorsement from a recognized expert is a significant asset that adds trust and extends reach.
How to Ask for a B2B Testimonial Video
SaaS marketing agency pros know that choosing the right moment to ask for a testimonial is crucial. Ideally, this should be when the customer has experienced measurable success with your SaaS product, perhaps after successfully completing a project, reaching a milestone, or achieving significant ROI. The key is to approach them when the value you’ve provided is fresh in their minds, making them more inclined to share their positive experiences.
The channel through which you make the request can also influence their response. While email is the most common medium, it may not always be the most effective. If you have a scheduled business review or a one-on-one meeting with the client, that could be an opportune moment to ask. Alternatively, if your interaction with the client is mostly digital, a well-crafted email or even a direct message on a professional network like LinkedIn might suffice.
The way you frame your request matters. It should be polite, concise, and make it easy for the customer to say yes. Here are some sample scripts to get you started:
- Email Request: “We’re thrilled to hear you’ve had success with [Your Product]. Would you be open to sharing your experience in a brief video testimonial? We’d love to feature you on our website.”
- In-Person or Virtual Meeting: “Your insights on how our solution has impacted your business would be invaluable to us and potential customers. Would you be willing to share these in a video testimonial?”
- LinkedIn Direct Message: “It’s been great partnering with you on [Project/Initiative]. Your perspective would be incredibly valuable to others in the industry. Would you consider sharing your experience with [Your Product] in a video testimonial?”
How Long Should a Video Testimonial Be?
Knowing how to get B2B testimonial videos from customers involves more than just capturing a customer’s praise on camera. The length, content, and sincerity of a video testimonial are critical factors that determine its effectiveness in persuading potential customers. If your video is too short, it may not provide enough information to be convincing. Too long, and you risk losing the viewer’s attention. In fact, 59.9% of viewers indicate that a drawn-out video would strongly deter them from watching. Aim for a length of 1-2 minutes. This provides ample time to convey the key points while maintaining viewer engagement.
What to Say in a Testimonial Video
Wondering what are the best interview questions for B2B testimonial videos? The content of the testimonial should be structured to tell a compelling story. Here are the key points to cover:
- Problem They Faced: The customer should start by outlining the specific challenge or pain point they were looking to solve. This sets the stage and makes the testimonial relatable to potential customers facing similar issues.
- How Your Solution Helped: Next, the customer should discuss how your SaaS solution addressed their problem. This is the core of the testimonial and should focus on the unique features or services that made a difference.
- Results Achieved: Finally, the customer should share the tangible results they’ve achieved since using your solution. Whether it’s increased efficiency, higher ROI, or improved customer satisfaction, these metrics offer proof of the value your product delivers.
Remember to keep it real. An unscripted, genuine testimonial often resonates more with potential customers than a highly polished, scripted one. The reason is simple: authenticity builds trust. When a customer speaks from the heart, it adds a layer of credibility that scripted words often lack.
How to Get B2B Testimonial Videos from Customers to Work for You
Once you’ve acquired compelling video testimonials, the next step is to strategically deploy them across various marketing channels. Maximizing the reach and impact of a customer success story can significantly influence potential clients and drive business growth. Here’s how:
Social Proof
Integrate video testimonials into your website and product pages. Place them strategically where they have the most impact—next to product features, pricing tables, or right before a call-to-action. This allows potential customers to hear endorsements from satisfied clients at critical decision-making points. Consider creating a dedicated ‘Testimonials’ or ‘Success Stories’ page where visitors can view a collection of video testimonials, reinforcing the credibility and effectiveness of your SaaS solution.
Marketing Campaigns
Email marketing and Pay-Per-Click (PPC) ads offer additional avenues to leverage video testimonials. Embedding a video testimonial can increase email campaign engagement and click-through rates. For PPC ads, consider using snippets of video testimonials as part of retargeting campaigns. These can be short clips that focus on specific benefits or results, providing a compelling reason for potential customers to take action.
Social Media
Social media platforms like LinkedIn and YouTube are ideal for sharing video testimonials, especially in the B2B SaaS space where these platforms are frequently used for professional networking and industry discussions. When posting, accompany the video with a brief caption that highlights a key takeaway from the testimonial. Use relevant hashtags and consider tagging industry influencers to extend the reach of the post. Encourage the customer who provided the testimonial to share the post, thereby amplifying its reach and impact.
Do Video Testimonials Work?
In a word, YES! Customer B2B testimonial videos provide a genuine, authentic voice that resonates with potential customers. When strategically integrated into your marketing channels, they will significantly contribute to customer acquisition, retention, and overall business growth. They offer your B2B SaaS virtually unlimited benefits, from building credibility to enhancing SEO, elevating your brand and more.
If you’re looking for expert guidance on how to get video testimonials from customers and leverage them effectively, Bay Leaf Digital can help. Contact us today.
