Testimonial Videos – Ultimate Guide

Testimonial Videos – Ultimate Guide

Testimonial Videos – Ultimate Guide

Testimonial Videos – Ultimate Guide

Why Video?

What do you do when you want to purchase something you know little or nothing about? You head to the internet and try to find some information to help you make the best decision, don’t you? You aren’t alone; a recent survey by Spiegel Research Center shows that about 95% of online buyers read user reviews before making an online purchase.  

Alternatively, you can ask people with relevant experience around you to help you decide. In fact, there are high chances that you’ll trust the product’s reviews by the existing customers than what the seller says about it. 

According to a recent survey by Dimensional Research, positive online customer reviews influence the purchase decisions of about 90% of the respondents. The reviews are normally in the form of short texts or videos. 

However, a recent Social Science Research Network study shows that 65 percent of humans are visual learners. Therefore, it’s no surprise that video testimonials are more engaging and convincing as compared to text testimonials. 

Video Vs. Text Testimonial

You still want to keep text customer testimonials on your digital marketing channels for search engine optimization (SEO), lead generation and conversion? Well, there’s no problem with that. However, it’s crucial to ensure that you don’t miss out on the great opportunities that video testimonials have to offer. In fact, you need to consider having more video content than text as far as customer testimonials are concerned.


A brief video can say what you’d otherwise convey with hundreds of text pages. James L. McQuivey asserts that a one-minute video is worth 1.8 million words

Sorry, perhaps you’re wondering what’s a customer testimonial video or text. 

Well, a customer testimonial video is a review in the form of a video that features a customer who has interacted with your product/service or brand explaining his/her experiences with or opinions about it. 

A one-minute video is worth 1.8 million words

On the other hand, a customer testimonial text is a content written by your existing customer in reference to their experiences with your product, service or brand. 

If you visit review websites like Yelp, you’ll see lots of text testimonials. However, sometimes these reviews seem too vague to be considered authentic. Some are written by anonymous people. As such, people reading them might find them unreliable for the buying decision-making process.  

When it comes to customer testimonial videos, they appear more reliable because you can clearly see or even identify the person giving out the review. Some are people who are known by some of the target audience. The viewers can easily relate with such real-life customers and are highly likely to trust the information being passed. 

Customers tend to share the information valuable and trustworthy information. So, a video testimonial will promote the virality of the positive content of your brand better as compared to written customer reviews.

Besides, Syndacast’s statistics show that video content is the form of marketing content with the highest return on investment. So, if you’ve been wondering how you can boost your business’ ROI organically, then know that you can’t go wrong with customer testimonial videos

When to Ask

Hopefully, we are all in agreement that any serious marketer can’t afford to overlook the potential of testimonial videos. But do you request any Tom, Dick and Harry to help you with the content? Of course no. Actually, the request should be appropriately timed. 

So, when do you ask?

Imagine buying something from an online shop, and the next minute someone is calling or sending you an email, asking you to give them a video review on the product you purchased. You’d feel something is amiss, wouldn’t you? You’d wonder why the rush. Perhaps you’d start doubting the legitimacy of the brand or the product. 

So, from a seller’s perspective, you shouldn’t rush things in a way that would scare customers off. Although the basic requirement for a video testimonial candidate is that they should be your existing customer, consider the duration they’ve interacted with your business.

 The ideal candidates should have at least six months of positive experience with your business. The longer the duration, the higher the chances that these customers will be highly loyal to your business and readier to spread a good word about it. So, wait until a customer sticks around with your business and give positive feedback about it consistently for at least half a year before you request the video content from them. 

How to Ask Your Customers for Video Testimonial?

The way you approach your video testimonial prospects can make or break your mission. As such, it’s important that you don’t rush things no matter how soon or badly you want them to give video testimonials.

While sending text messages to the customer could be an option you’d want to explore, it’s not as professional as sending them emails. You might also consider calling them one by one. However, a customer might feel as if you’ve not given them enough space and time to analyze your proposal critically. 

The best way to ask your customers for video testimonials is via email. After receiving your email, the customers will understand what you want, and the reason behind your request, and will have enough time and space to think about it and make well-informed decisions. 

Now, you want to start crafting that email? Wait; there’s something else you need to know- the email message should be as detailed as possible, but to the point. 

First, appreciate them for their positive reviews of your product (s)or business. Then, tell them why you’d highly appreciate if they agree to give out video testimonials. Don’t forget to disclose to them that their video testimonials will be viewed by other people, should they consent. Additionally, it’s crucial for the email to highlight the recipient’s freedom to accept or decline the request. 

However, avoid writing the email in a manner that portrays bribery. Don’t offer an incentive in exchange of a customer testimonial. 

Below are two templates to give you a clearer picture of how to write an email for soliciting video testimonials from your customers: 

Email Template Example 1

“Hello (Insert the customer’s name),

We, (insert the name of your business), are truly grateful for the loyalty and support you’ve given us all that long. Rest assured that we are committed to making your experience with us even better. 

We have another humble request though- could you agree to help us with a video testimonial in the form of a short review of our business? With your permission, the video will be visible to the rest of our target customers and go a long way to supporting our existing and future marketing efforts.

 It is worth noting that this exercise is fully voluntary and we’ll make it as convenient for you as possible. We shall give further details about it after your response. 

We are looking forward to hearing from you soon.”

Email Template Example 2

“Dear (Insert the customer’s name),

We are thrilled about the positive feedback you’ve been giving about our performance. You’re a great part of us.

 As we continue to reach out to the rest of our target customers, we feel that a video of you talking about your experiences with our product could make our marketing strategies more engaging and convincing. We might incorporate the video into the rest of our marketing content, but at your discretion. Now, could you help us with the video? We’ll be over the moon if you say yes and give you further guidance on how to about it. 

You are free to respond to this email with any questions you might have regarding the request. 

We are looking forward to hearing from you soon.” 

User Generated Customer Testimonial

When engaging customers who are physically located far away from you, a one-on-one video shoot will not be feasible. Alternatively, you can ask them to simply to video-record themselves showcasing your product in use. However, after they’ve accepted your request, you need to find out if they have the necessary skills and devices and assist them where needed and possible. 

Ask On Social Media

Your social media platforms such as Facebook, LinkedIn, Instagram are fertile grounds for user-generated video testimonials. Make a post requesting your followers to share their most memorable experiences with your product or brand in a short video. Also, it’s advisable to ask them to highlight their reasons for choosing your business.  

Questions to Ask in Preparation for The Video Shoot 

As earlier mentioned, a customer testimonial video should be short, detailed and sweet. This means that a reviewer ought to highlight various aspects of your brand within a very short time, depending on their experiences with it. Therefore, it’s important to guide the reviewers on the areas to focus on while sharing their experiences.   

 Besides, the ideal testimonial videos shouldn’t be fabricated, lest you want your audience to develop trust issues with you. So, in as much as you’d want someone to speak highly of your business, make sure you’re not pushing them to lie. 

Essentially, you should guide the reviewers in an open-ended manner that gives them a chance to share their real stories in a structured way.

 On that note, here are some of the questions you can ask them to answer in their videos.

  1. What needs were you looking to address using our product or service? 

The answer that a customer will give to this question will help the rest of your audience realize the value that your product or service has to offer. If the need highlighted is something they can personally relate to, the video will definitely arouse their attention.

  1. What made you choose our products instead of other options?

This question guides the reviewer to disclose the things that make your brand or product stand out from your competitors’. Very Important!

  1. What do you love most about our business?

Ask the reviewer to reveal that particular thing that makes them happy about working with your company/business. It could be your exceptional core values, service delivery, or the fulfilling nature of your products.

  1. Would you recommend our business to other people? Why?

Some prospective buyers out there are looking for reasons for engaging your business. The candid recommendation that the reviewer gives will go a long way to boosting their trust toward the business.

  1. What’s your parting shot to a person who’s considering our products?

The response to this question has a personal touch. The reviewer is specifically addressing a person who’s about to purchase the product(s). It’s a hooking statement that will leave the prospects closer to responding to your call to action.

Each of the above questions is very important for an effective testimonial collection exercise. They seem quite simple to answer. Nevertheless, considering that not everyone is used to speaking in front of the camera, a customer might be so tensed that they might fail to respond to some as expected.

Considering that, you have to ensure that every reviewer is as confident and comfortable as possible while sharing out their experiences. One way of achieving that is sending over those questions to the respective customers a couple of days to the video shooting day. Such early notice will help them prepare and practice adequately before the D-day.  

How to Shoot the Best Testimonial Video

Confidence is one of the key factors for a highly converting video testimonial. The reviewer should not appear as if they aren’t sure about what they talking about.

Make sure that the customers are well prepared so that they don’t look as if they were coached. Do everything possible to make them calm and composed. 

Also, ensure that you slot the video shooting session at a time that’s convenient for both you (or the video shooting crew) and the customer. Otherwise, shooting in a hurry will compromise the visual quality of the video and/or its content. 

 Also, encourage the customer to be their usual selves. If they don’t like makeup, assure them that their natural appearance will be absolutely okay. Tell them they don’t have to wear official or expensive clothes for the video. When you meet, boost their confidence and esteem by complimenting their looks. 

Some people find their accents embarrassing, and this might make them shy away from public speaking. If you’re dealing with such a customer, help them appreciate themselves by assuring them that what matters most is their confidence in what they say. Additionally, let them know that you can edit out the necessary areas of concern in their video after the shoot.   

Don’t keep the camera fixed in front of the customer’s face like a gun during the interview- it can worsen their tension. Instead, keep it rolling to capture other areas of the surrounding environment. This will make the interview more comfortable for the customer, especially if they are camera-shy.  

A comfortable and confident customer will bring out the humanity aspect of the video through their giggles, facial expressions and gestures. 

Software & Tools to Use

There are a few basic tools and software that you need for a successful video shoot. They include:


Without proper lighting, even the best camera will find it difficult to record a top-quality video. Sometimes, the natural light is all you need when it’s enough.

 But if the video shoot environment is not sufficiently lit, extra lighting becomes essential. You can use white light-reflecting surfaces to improve lighting in the area. Ideally, three-point lighting is recommended for professional videography. The lighting comprises a key light, a backlight as well as a fill light.

A point of caution though- don’t project too much light from the back of the customer to prevent shadowing or wash-out effects. 


The audio aspect has a significant impact on the effectiveness of a video clip. This tells you that you need to use a quality mic for the video shoot, otherwise you’ll end up producing a video that nobody will want to watch to the end.

Your camera’s microphone won’t produce the best audio quality. Consider buying a better stand-alone microphone, preferably, an XLR (External Line Return).  

Amazon.com: Audio-Technica AT2020 Cardioid Condenser Studio XLR Microphone,  Black, Ideal for Project/Home Studio Applications: Musical Instruments

An XLR microphone is the best for professional videography.  You can find their gallery here on amazon.com


A good camera comes in handy for the quality visual aspect of a video. Use at least a 480p camera. However, if you can afford it, a 4K camera is the best.  

A smartphone can also be an alternative to a camera, especially for user-generated videos. It’s not logical for a customer to buy a camera just because they want to give you a testimonial. Lots of modern smartphones can shoot high-quality videos, even 4K. 


There are specific digital applications designed to make your video shoots as easy and quality as possible. IMovie, Windows Movie Maker and QuickTime are some of the options you can consider. When you install one on your smartphone, tablet, or computer, you’ll be able to shoot a fairly clear video and edit it effortlessly.  

Setting: Use Their Space Ideally 

 The ideal setting for the video shoot should be convenient for you and the customer. Also, you need to settle for a place with minimal visual and audio interruptions, otherwise, the distractions might water down the whole essence of the video. 

man holding camera during daytime

The ideal setting for the video shoot should be convenient for both of you

If the customer is comfortable with using their own space, the better. It might be a win-win situation for both of you. For instance, if the shooting is done within their business premises, it will be a good opportunity for them to promote their business, although in a small way. You can showcase their branding to make them heroes. 

This approach will build trust with your audience as well, especially if the customer’s business is reputable. 

Hire A Professional Videographer

The whole process of producing a high-quality video can be a daunting task, particularly when time or the relevant skills and tools are inadequate. But don’t worry if you are facing any of the challenges. Simply hire a professional videographer to take care of all that. 

In case you are wondering where to get a reliable and professional videographer, look no more; Web Worx Labs Video Services got you covered. Our services are top-notch and very pocket-friendly.

Best Editing Options

An ideal video testimonial has the following elements:


The sole purpose of an intro is to capture the attention of the target audience. As such, the intro content should be interesting and brief (20 seconds at most). It ought to highlight your brand and showcase your customer in their environment. That’s not all-the intro should feature animation text overlay with the music that should make it clear what the video is all about, and who is talking.

There’s a wide variety of video editing tools that you can count on for a killer video intro. They include Wondershare Filmora9, Adobe Spark, Animaker, Renderforest, OFFEO and Panzoid. Wideo, LightMV and Flixpress are good options as well. It is worth noting that some of these tools are free while others come with a price. 


An outro is the conclusion part of a video and should be 5 to 10 seconds long. This is where the customer giving the testimonial will promote your call to action. For instance, they can recommend the viewers to visit your website, purchase your product, make a subscription, etc., depending on your objectives. 

Music overlay

The music overlay sets the video’s tone, which should be consistent with your brand’s tone. Additionally, the overlay ought to give a positive vibe, considering you’re dealing with a positive testimonial. You can get royalty-free music for your testimonial videos from reputable websites like PremiumBeatEpidemic SoundArtlist and Music Vine, among others.

Behind the scenes

Capturing behind the scenes in a video does not only portray your videography expertise but also gives the video a natural touch. They make the video more engaging. 

Post Production

After shooting the video, you need to edit it to cut out the fluff and other unnecessary/repetitive scenes to make it detailed but brief. Remember the ideal length of a testimonial video ranges from 60 to 90 seconds. So, edit it to that length. 

Show the Finished Product to the Client

Once you’re done with the final edits, it’ll be courteous for you to send over the polished draft to the featured customer before putting it in the public domain. The customer will feel appreciated and honoured. 

Promote The Video

The buck doesn’t stop at the video creation. Remember the whole idea is to let the rest of your target audience develop trust with your business after seeing some shout-outs from your existing customers. 

So, now that you have a top-quality video, the next thing is to promote it through your online marketing channels. However, ensure that you consider the specific digital marketing areas you need to focus on as far as your marketing plan is concerned while posting the video. On this note, consider the following options: 

Social media 

Do you know that social media users account for almost half of the emntire global population currently? This tells you that your content can reach a significant percentage of your audience through your business’ social media channels. 

Therefore, post the video on your business’s social media accounts including Facebook, Instagram, Twitter, Linkedin and TikTok. 


You can boost the video further through paid ads. The most popular ads that you can consider using include Google Ads and Facebook Ads 


Does your business have a YouTube channel? That’s another place where you can upload the video for more audience reach. If you don’t have a YouTube channel, you can create one through a few simple steps

Publish On Your Site

There are some people who interact with your business’s content exclusively from the businesses’ website. These people might not see the video testimonial if you post it on your social media, or YouTube or even the commercial ads. Considering they are an integral part of your marketing effort too, you need to ensure that you place the video strategically for them. Publish it on the website. 

Need Help?

Hopefully, you’ve clearly understood why you need to incorporate customer video testimonials in your marketing plan and how to go about video production and promotion.  

In case you need any help with customer testimonial production, get in touch with us now and we’ll be glad to assist you. Reach out at info@webworxlabs.com or check our corporate photography and video production services page.

Taking A Deep Dive: Marketing Technical or Complex Engineering Brands (With Examples)

Taking A Deep Dive: Marketing Technical or Complex Engineering Brands (With Examples)

Taking A Deep Dive: Marketing Technical or Complex Engineering Brands (With Examples)

So you are wondering how to resonate with your prospects when your brand offers very technical or complex solutions?

Marketing strategies and approaches often differ across the board based on the nature of products and services or even industries.

To do marketing right requires careful observations, strategizing, and that is well through and planned with good research and expertise.

Technical, engineered or complex manufacturing products or solutions are especially different from a lot of other offerings in the world because they usually require a lot more education upfront, come with a high price tag and the actual implementation can take weeks if not months or years.

Customers always want to be sure that they are making the right decisions. The right combination of convincing marketing tactics and strategies should help consumers make well-informed, yet comfortable buying decisions.

Ultimately, the more informed and comfortable the customer, the better it is for your brand trust and loyalty and business growth over the long-term.

So in this blog, we dive deep into three strategies for marketing technical or complex engineering solutions.

Strategy 1: Market Your Solution With A Powerful Website That Engages & Educates

In this digital age and especially in this COVID-19 era, an enterprise should not be taking short-cuts when it comes to managing their online presence

Websites continue to reveal how useful they are in marketing several products and how effective they could be in sealing deals with customers.

You can use it as a way to add elements that enhance the customer experience for your prospects with your unique solutions.

A Website Should Be Robust
You must invest in a robust website if your business motive is to sell technical and complex product solutions. Robustness in this case does not represent how big your website is or how much you have spent on designing or developing one.

From a sales and marketing point of view, some of the things you have to perfect to keep your website robust as much as possible are to ensure simple and minimalist designs as well as web optimization for mobile.

The truth is that over 90% of daily internet users have access to the internet with their mobile devices. That is a very high penetration. People will access your website via mobile and if the experience is poor, you are telling your customers to bounce from your site and look for alternatives.

The Website Should Communicate Outcomes

Aside from perhaps a gallery of your technical products and other information about yourself, focus on the customer.

Customers are always curious to know how products work and what your customer will be able to achieve after they are using your products.

There is storytelling that has to be done the right way on websites.

You need to highlight your customers’ pain points, the solution in action (perhaps with a quick video), and then your happy customer state.

Having a well-documented FAQ section for your business on your website could solve the challenge when the emphasis is on the outcomes that your customer derive when using your solution.

Focus On Benefits In The Homepage

(& Features In the Subpages)

Sometimes buyers need assurance on why they should buy from your website. Whatever tactics you use, kindly have it at the back of your mind that the motive and purpose of doing this is to build trust with your brand when visiting your website to bring them down to the commercial intent or purchase phase of the buyer’s journey.

Having the above 3 goals when using your website as a selling tool will prove useful for complex product offerings or solutions.

There is a lot science and art behind creating a good website. Do not take shortcuts for your number 24/7 online selling tool (your website) and invest in a good design, good experience that focuses on your customers. Your prospects and existing customers will thank you!

Strategy 2: Educate Customers With Content

Report] LinkedIn shares content marketing predictions for 2017 - Social  Samosa

Content can be anything and be provided in pretty much any format today; it can be text-based to images, videos, or even audio files.

Content can be created on your website or other platforms associated directly and indirectly with your business.

You are selling complex solutions and they are not easily understandable.

Should you invest in a content marketing machine that educates your customers about your offering, your values, and builds trust over time?

From our perspective: ABSOLUTELY!

Creating content about your technical products on your website is serving two important functions.

First, it is a way to develop an elaborate SEO structure for your website so it will be ranked highly on the search engine results page – which is important for discoverability.

Secondly and more importantly, you are providing your customers (potential or returning) with useful and valuable details as well as information about your values, sharing interest, solutions to the pain points, and increasing brand awareness at the same time.

Build brand awareness by showcasing your product solutions subtly, providing content that matches the values of your target customers will all help bring the right people to your sales pipeline over the long-term.

You will be building trust and assurance that you have good enough knowledge of your products when you share with them content around your customers’ value and your offerings.

Again, your company is not only associated with a specific product or service. It is committed to delivering a solution (perhaps a complex one) for your customers in the best and most feasible way possible. If you showcase that you are more interested in solving not only the problems of your customers with your solutions (in a friendly yet passionate way), but also provide other tools, tips or support that will help them succeed in their lives – you win them over with content.

Case in point – see two examples below – why Oracle & Idium (both complex solution providers) maintain a vibrant blog strategy?

Example 1: Idium Blog Page

Image Source: Idium.com/blog

Example 2: Oracle Blog Page

Image Source: Oracle Data Cloud Blog

Because they understand that their prospects who will buy from them are engineers. So the blogs are very technical but useful that will resonate with that type of audience. Investing in blogging allows the sales team to use content to showcase expertise, specific scenarios where the solutions are applied, and more!

Building trust can be quantified with content marketing. There are ways that you can track visitor behaviour with analytics that tells you how many times a user has visited your website, or if they have provided their email or contact information.

Once they enter your tracking cycle, you can review their behaviour, and if they have provided their contact details, then there are steps you can take to take them from marketing to sales over time.

A great read by an industry leader on this topic (SalesForce) on Marketing Qualified Leads (MQL) to Sales Qualified Leads (SQL) can be read here.

All this can be automated when they visit your content pages on your site.

There are many ways and content types you can use to educate your existing customers and prospects.

Blogs, pillar pages, events, conferences, videos, and webinars are some examples of many content formats that can be used to describe your solutions in an engaging and bite-sized format.

White papers are especially powerful for technical and complex engineering products.

They take more resources to accomplish and do right – but your sales team will thank you over the years as they use them to showcase the success your existing customers have had in detail that your prospects would love to hear about!

Helping close sales with content that attracts, builds relationships, and helps in closing is what good content marketing is about.

Blogs and Whitepapers

Blogs are written pieces of content that are relevant to your values, target customer interest, packed with actional tips, your products and services solutions, features, and use cases.

While blogs could be unofficial and conversational style documents offering maximum flexibility to your writers (inhouse or outsourced), and written to discuss important subjects with your audience the goal is always to provide enough details to showcase your thought leadership, impart value to the readers and look to build a relationship with regular updates that your customers find useful.

A white paper is on the other hand is a much better designed and detailed document (usually a PDF) provided by the company to promote or highlight the features as well as the problems addressed and solved by your products.

This piece or type of content should not be easily accessible unless someone is willing to share their company details, email, or contact information.

The beauty of embedding whitepaper offers within your blog is that it is the next step in building trust and qualifying casual visitors from more commercial intent buyers.

It is also a good one-two combination where you bring people in with a blog, and ask them to share their contact or company info with a whitepaper.

Again, whitepapers are gated pieces of content that should only be provided if the visitor is willing to part away with the name and contact details.

This process of creating gated vs. non-gated content and capturing this initial prospect info is vital to really leverage content marketing to keep your sales pipeline full, qualify leads, and grow your business.

Once you have the info of more serious visitors from casual browsers (or even your competition 😊), there should be a mechanism in place to follow up with a drip campaign (that can be automated). This helps qualify the leads even more as it filters out less serious buyers or prospects from serious ones.

Sales team should be notified of the lead quality and should reach out them these prospects based on the success criteria you define in your pipeline process.

Common events that help you qualify visitors include:

  1. Explored the website for more than 3 minutes
  2. Visited the About Us Page
  3. At least visited the website 3 times
  4. Subscribed To Blog
  5. Reads blogs regularly

These are some of the simple criteria that you can define when using some of the tools we shared in our other blog.

Including a good call to action near the middle or bottom of the blog with a nice designed white paper that calls its features will be the stepping stone to help transition your readers to the next stage in their buyer’s journey.

Pillar pages

If you prefer to reach out to your audience and customers via content on your websites or blog, then you might need a pillar page to make this adventure effective enough as a marketing strategy.

Pillar page refers to a web page that covers the overall topics on your website in-depth.

In-depth is the focus here. The length of these whitepapers, the design does require a ton of research.

Just like whitepapers, these types of content require great thought and resources to put together, but provide a ton of benefits that have allowed many companies to showcase thought leadership.

It also possesses lots of link to related content in and outside your website.

There are techniques to creating quality pillar pages that will drive your marketing objectives. There are;

  • Choosing your core topic
  • Outlining relevant subtopics
  • Research, write, edit, format, and organize pillar page
  • Share, market off-page, and promote
  • Keeping your pillar pages up to date with relevant information to ensure they rank and continue to provide more up to date information on your pillar page topic.

The good thing about a pillar page is that it can help your readers judge you as someone who is committed to a particular cause.

Your job as a complex solution provider is to match your pillar page with topics that are of deep interest to your target audience to ensure you make the most out of this content investment.

Here is an example of a great pillar page by Cloud Elements:

Image Source: Pillar Page For API Integration By Cloud Elements

Definitive guides, very detailed blogs, best practices with a ton of examples are all great examples of pillar pages.

Think great user experience, comprehensive, subtopics and problem solving when it comes to pillar pages.

They are usually lengthy pieces of content that allow for lots of call to actions to allow businesses to capture email while providing expert advice, research and thought leadership on the subject matter.

Webinars, Events, Workshops & Conferences

Audio and video content can also be shared to educate your business audience, but majorly in form of seminars, webinars, and conferences.

All three are proven sales drivers in their own respects. However, with the recent rise in the numbers of video and audio conferencing software following the 2020 pandemic, you can easily host events, webinars, and conferences online on subject matters relating to your brand, product, and business.

You will be building trust, earning more exposure, and creating more

More importantly, people who show up for your solutions related webinar are likely your target audience.

So you getting a chance to showcase your product in a webinar or in a live conference is ideal. It is almost as asking for that initial sales meeting or discovery session!

Here are examples of workshops, webinars, and online educational content and training done by a complex manufacturing brand to educate, build trust and grow their business.

Example 1: MSA Safety Company Does A Safety Training Workshop

Image Source: MSA Safety Company Online Training & Videos

Another example of an engineer presenting solutions in a webinar format is for 3D System that produces a ton of webinars and workshops and saves them on their websites.

Here is an a quick peek at their webinar gallery right on their website here:

Image: 3DSystems Webinar Page

The above examples showcase that brands invest in educating their prospects and customers about their company values (everything related to safety in MSA’s case and a ton of knowledge sharing for 3DSystems for 3D Printing, Materials, Software, Manufacturing and more).

Strategy 3: Social Media

So let’s talk about the platforms of fun; social media.

A lot of customers would love to hear about your products and what problems they solve.

Bringing in fun, humour or social elements to your brand offering can open up new ways to grow your awareness.

Why not make marketing fun by infusing some forms of amusement and simplicity into it?

Social media marketing has increased in popularity.

However, marketing on this platforms are not expected to be bland and lacking in content because most of these spaces are primarily designed for people in their ‘offtime’.

If you focus on too many technical details in your message in your content, then you may not be able to achieve the outcome you are looking for.

In fact, according to Marketing Land, the average view time on Facebook is only 10 seconds.

People are constantly bombarded with ads while scrolling and have learned to tune them out.

If you are creating content for your complex solutions – focus on powerful ways to grab their attention in the limited time you have with them.

Investing in powerful stats, beautiful photography about your products, or catchy videos is the way to go when creating content for social media.

Related: Learn about how we help brands stand out in social media here.

Relate: Learn about our case successful case studies here.

Here are a couple of examples of social media done right for complex industries:

Social Media Example 1: Midas Safety Shows Their Commitment To A Sustainable World

Image Source: Midas Safety LinkedIn

Full Disclosure: Midas Safety is our long-time customer and we do design and LinkedIn marketing for them 😊.

Social Media Example 2: Plant optimization post at The Goodyear Tire & Rubber Company

Image Source: Goodyear LinkedIn

Showcase Behind-The-Scene Videos

Another type of content that has tons of appreciation on social media is behind the scenes videos.

As I have previously mentioned, product marketing may become really boring to your audience when they appear too serious or too technical when they are looking to offload and relax after work.

Focus on outcomes and showcase the product or solution in action or being prepared with videos is a powerful way to bring a spotlight to your expertise.

One of the ways to make marketing appear less serious and yet pass the technical information of your objective is shooting and uploading behind the scene videos of product events and uploading them on your social media spaces. Behind the scenes videos showcase your brand as being transparent and honest and nothing builds trust quickly than transparency.

You build trust with prospects and loyalty with your existing customers with this format of content.

For a second just imagine the delight and joy that fills your heart each time you see behind the scene part of videos and bloopers of movies.

Here is an example of Ansell doing behind the scene videos:

Image Source: Ansell Social Media Post August 24, 2020

Funny right? Even the thumbnail is engaging and entices you to click and watch.

And the best part, it uses employees from Ansell so they have an incentive to showcase their video to their friends and family.

This creates a viral effect if done frequently enough as it taps into the power of the network.

93 likes and 41 shares from employees who want to spread Ansell’s good core values to others.

And yet it creates that the right feeling that you want your customers, fans, and prospects to associate your brand with.

Your customers will feel more attached to you with simple behind the scene videos of products, team members, or leadership team.

Whether it’s b-roll or simple videos that capture your production, assembly, packaging, distribution, or even delivery processes.

Every detail matters. Make it count!

Produce & Share Photography

People tend to remember more the things that are presented to them in images than a series of texts and or simple copy.

People also buy from people, not machines or companies.

This is why making stellar and attractive product designs and photographs will help your customers remember your products easily and quickly.

I am sure that right now you are recalling memories of products that stick in your head only because of the unique images or video presentations you have seen of them.

How powerful are these two galleries for highly technical and engineering-oriented brands?

Example 1: General Electric’s Instagram:

Image Source: GE’s Instagram Account.

Example 2: Honeywell’s Instagram does it right as well:

Image Source: Honeywell’s Instagram Gallery

Humanizing your brand on social media with employee updates such as the ones above are a great way to showcase the right company values:

  • Sharing employees promotions and development stories as touching your brands and products
  • Showcasing and praising researchers’ milestones
  • Releasing updates on expected big-name recruits and recruits that are expected to add values to your brand and your customers business
  • Intimating your audiences with strides and achievements accomplished by employees to help push your brands and product forward

Doing these, you are preaching messages of quality as well, as product development to your customers.

Your customers will be able to see all the good people who help in serving them.

If you can showcase the great work that your team puts into servicing their customers, then you make it easy for your customers to better understand your company’s values and culture.

That’s transparency.

And transparency means your willingness to be vulnerable.

Being open about your vulnerabilities the right way makes you confident.

And that is how the pride and power of such posts helps build great brands.

Let’s Recap

There are a lot of ways that technical and complex engineering-based brands can grow your top line.

We only touched on three of them today; a solid website that focuses on outcomes, a powerful content marketing strategy with 3 must-have types of content, and leveraging the power of social the right way.

If you need more help in implementing the above strategies, reach out and we would happily talk through how and where can help.

Do you have any more questions or comments on the above topics? Feel free to contact us or comment below.

Videos On Homepage That Work & Video Storytelling Framework (With 5 Examples)

Videos On Homepage That Work & Video Storytelling Framework (With 5 Examples)

Videos On Homepage That Work & Video Storytelling Framework (With 5 Examples)

Why Do Videos On Homepage Work?

Let’s face it – videos provide more engagement vs. images and static text or copy any day.

Who does not like a powerful and engaging video that makes the whole process of understanding your product or solution easy, entertaining, and efficient?

According to Statista – 85% of internet users watch video on their devices in the United States.

Here is the breakdown by country:

Source: Statista.com

So videos are popular and they create more engagement.

That is why, we recommend you have a video on your homepage to stand out, provide that unique experience, and be a place where trust can be formed easily with great storytelling.

In this blog, we share the type of videos that we think can work for the homepage, the strategic places where videos can work, a framework you can use to produce your awesome homepage videos, and some great examples in the industry that have done it right.

So let’s get into it!

Type of Videos That Can Work

Not every video on the home page of your website has to be a storytelling framework that we get into with great details below.

If you can afford to invest in creating a storytelling framework below that will allow your brand to add that unique experience, great!

If not, no worries, some videos that showcase some before and after right in the homepage banner or right below can help. Here are a couple of options:

  • Show some stock footage of your happy customers.
  • Some video footage of your brands helped.
  • Showcase your product in action
  • Show your customer journey with your products in action

Some of your ideal customers being in their natural setting where they would use your product or service would build trust and connection that can help as well.

The point with having a video on your homepage is to create a better experience and trust instantly for all the visitors on your website.

Interested in how we help brands with video: See our Video Production Services page.

Strategic Places For Videos On Your Homepage

There are a few places that you can place your video to help increase conversions, do your selling for you, and make your brand experience unique.

Option 1: Right On the Hero Banner

This can be in the banner right on the first thing they see on the website.

Even here there are two sub-options – the video can play automatically or have a play button with a thumbnail.

If the video is going to play automatically, we recommend that the sound is on “mute” as default and if it catches their eye and wants to see it themselves, then they have the option to click and unmute.

Option 2: Right below the Hero banner (below the fold)

You can also place it right below the hero banner with some text to the left or right of it.

Add a thumbnail to the banner that entices people to click on it.

This gives the customer to first experience the WOW element with a beautifully designed banner right at the top and then you get into explaining how and why your solution will help make their dreams come true!

Home Page– Your Happy Customer Storytelling Video

Here you are showcasing what your website is about in video format.

Our framework creating home page videos that can work. This is crucial for any good storytelling technique when selling products or services.

It can work for small brands or multi-national conglomerates.

Here is a tip – it is not about you, or your product, or your specs, features, history.

So with that said, let’s get into it.

Framework For Good Story Telling Video.

We are working on a blog that talks specifically about Storytelling in general on how to do it right with everything in your marketing, but that is to come later. Once we have it finished, we will link it back to this blog for you to reference as well. So stay tuned, as more on that later.

Show the Character First To Make It Relatable

Whether it is an animated video or using stock footage or actors, start with defining your buyer persona in detail.

Showcase them in their environment where they will incur the problem.

When Caterpillar showcases its products in pain or inaction, they use the places, settings and actors of their buyers in action.

Here is a sample of a buyer persona, we use at Web Worx Labs for our customer:

With the buyer persona above, we have identified where they work. The time they spent on their site and what their goals and motivations are. We recommend you go into at least some level of this detail when developing your buyer persona, so when you get into video production storytelling mode, you know who your video is about and looking to connect directly with.

When we are creating the video, the setting, the shot selection, and everything in between are what helps with building trust.

Beginning your storytelling with your customer as the focal point (not your product or your brand) creates instant trust with your target or ideal customer.

Because at this stage, they are the center of the story and the ability to relate in this story becomes easy.

Introduce Pain Points & Problems

Now that the setting is out of the way, show them in pain or struggling with the problem that they are not happy with that your product or solution helps with.

For example, if your product or application, or solution helps streamline reporting and data accuracy – show the characters struggling with the challenges of having to hold late meetings with their team, missing their son’s soccer or hockey game because of it.

Get into the bit of the specifics. Give some time building the story about the exact pain points.

Is the work tedious that your product helps streamline?

Does the customer feel unsafe and your product can help?

Does the product create waste that your solution can help prevent?

Now you are helping them see and engage with their exact problem that your solution can help!

It’s a great setup that will now showcase your product solution (finally).

Showcase Your Solution Being Implemented

Here is finally, where you can showcase your products, solutions in action.

You have earned this spot in the video by first making the story about them, showing that you understand their pain points and your product offers the exact solutions that your customer will need so they can get their time back with their family.

Or attend their son’s soccer game. Or get a promotion. Or grow their business. Or anything that can get in the way of getting ahead in their life or doing what they want.

You get the point.

Narrow Your Benefits To Top 3

Narrow it to 2 or 3 solid benefits at most per video.

Anything more, and you will lose their attention, and start going from the emotional part of the brain to the logical too much – which we don’t want with captivating videos.

The Transformation (from unhappy to happy)

Focus on the transformational journey here. Going from sad to happy with your solution is what you want to emphasize.

You also want to showcase the other customer happy states if possible here.

How They Can Get In Touch

This section is near the end. If your video has hit those above elements, you have done the trust-building.

Take this time to add a bit more credibility with these options:

  • Star revies
  • Case studies
  • Happy customer testimonial videos
  • Quotes From customers
  • Awards received
  • Certifications if applicable
  • Logos of customers already helped
  • Stats of accomplishments & KPIs

Anything that makes you as credible as you can be.

Then, add your Call To Action.

This is where it takes them right to the quote or easy form fill page where your team can automatically process the order or get a notification to get in touch.

You also have other calls to action buttons:

  • Email sign ups
  • Call
  • Book an appointment right online
  • Make a purchase
  • Order a trial version
  • Request a consultation

All of the above options qualify. But be clear and pick something that you think will be easy to transition to next.

If you have a custom solution or a complex offering with a big price tag, asking to purchase online does not make sense. So use the right CTA for the right buying cycle.

Examples of 5 Homepage Videos That Are Done Right

Example 1: Wordstream

Our first example is of an online advertising software and support agency: Wordstream.com

Source: Wordstream.com

They have a great before and after experience being showcased in the background and if you want to watch the full video, they provide a clickable thumbnail right on the hero banner!

Example 2: Promo

Another example of a brand using video on their home page is Promo.com. Not surprising that they are in the video selling business (literally, so they will use the products they sell)

Source: Promo.com

Example 3: Patagonia

Our 3rd example of a big hero video and the customer being showcased in their setting is really well executed on a clothing brand Patagonia.

See the beautiful hero banner below:

Source: Patagonia.com

Example 4: Google Ads Home Page

One of the biggest brands in digital marketing – Google Ads on their homepage has a short but sweet video showcasing how their product works:

Source: Ads.google.com

You can see right in the banner over the image of their mobile phone showing how ads get displayed. In literally 3 seconds, Google is able to showcase how ads work with a video!

How powerful is that? How cool is that?  So much be demonstrated in literally 3 seconds!

Example 5: Grammarly

Our final example is Grammarly – the writing assistant and grammar help app.

Source: Grammarly.com

They show the video with their product in action. This helps them easily show the errors, the issues that the products help correct, and the results ( a great paragraph grammatically correct) – in all of 8 seconds in the hero banner (to the right)!

We feel that they can add a character to add more to their storytelling experience, but they have done that so well with the ads that they have been running that it has all the elements there as well.

You can view their ad here

Again, all the elements are in this add from the relatable customer as the hero, to the pain points identified to the product feature & benefits and the results with stats and CTA.

Bonus Example: Sparktoro

We will introduce here is from a service that is not so easy to understand initially and how videos make it easy to for your target customers to understand:

Source: Sparktoro.com

Here Rand Fishkin has done a great job in creating a walkthrough on how the solution works right below the hero banner. It is two minutes, but you share a complex solution offering made easy with their tool with powerful elements right on how the solution works to the customer pain points right in the video.

Happy seeing the use of video on the homepage to break down complex solution offerings for people unfamiliar with the brand.

Closing Thoughts…

There you have it. We get into why videos on the homepage are becoming more mainstream. We walk you through some examples and showcase our storytelling framework that you can apply to your brand’s website.

Do you feel we need to add anything more? Let us know in the comment section below.

Do you have questions on how you can create videos for your brand and need our help? If so, get in touch.