How Not-to-Waste the Opportunity with your Our-Customers (Our-Clients) Page ?

Our-Customers (or Our Clients) page is where you would showcase your Marque Customers and their Success on your website. Today Social Proof is no longer a nice-to-have, but a must-have in your company website from a buyer perspective. Unfortunately, this very Our-Customers page is one of the most “under-utilized” page for most businesses. Therefore there is lot of scope here for making them work for you – in terms of converting your visitors – to leads and customers – by providing credibility and proof to your marketing claims.

Lets see how to make this work for you.

In this article i would be analyzing the Our-Customers page of some impressive companies looking for best practices. We will do this based on below 5 factors. When i say Our-Customers Page – I mean any page or tab where you would list all your social proof, including Customer Names, Testimonials, Videos, Stories, Case Studies, Social Mentions, Social Counts, Media Mentions, Badges, Reviews, etc etc (for more about the different kinds of social proof – read this)

5 Factors to Evaluate Our-Customers (and Our-Clients) Pages

1. Well Organized  – Show Where to Start !

Organizing the content such that it is difficult for visitors to figure out where to start is a bad design. Therefore make it clear which is your featured customer or content. Don’t give choices to the visitor ! An A-Z list or filters to start with is a bad idea. Not all your customers are equal. Make up your mind as to which story you want to showcase, and make that clear.

2. Engaging – Make it Interesting !

The content needs to be engaging so that the visitors are inclined to continue, and not close the page.  Enough has been said about how visual content is more engaging compared to text. Make it interesting with Photos, Videos, Charts, Graphs, etc.

3. Compelling – Does it Convince to Convert ?

Make sure that the messaging in terms of benefits and value to the customer is clear and it does stand out. Highlight the key takeaways. Make sure it is in sync with your marketing copy. Use metrics and bullet points to show the results post your solution.

4. Credibility  – Does it sound Credible as a Social Proof ?

There are many many different kinds of social proof you could collect and show. And it could be company generated or user generated (UGC). I would recommend a mix and match. The more varieties you can show – the better. It helps provide assurance by showing consistency in the opinion across your audience base. Which means less skepticism and more credibility. (for more on which kind of social proof is more credible – read this)

5. Calls-To-Action (CTA) –  What is the Next Step ?

The worst thing would be to have a page with dead-ends – the ones where the visitor does not know what to do next , and has to search for a path. I mean in the fortunate case where he/she sticks along. Make sure to connect them to your lead funnel via CTA (Calls To Action) buttons or links.

 

Now, Lets analyse the Our-Customers Page of some awesome companies, and rate them on a scale of 1-5 for each of the above factors.

(Author’s disclaimer – I am in no way associated with any of these companies. These are hand-picked form the 2014 Forbes Most Promising and Most Admired Companies. Mostly. )


 

Example 1 – AirPush

AirPush is #2 on the 2014 Americas Most Promising Companies, and #1 in the Media category. It is a platform for Mobile Ads, with many big names like Coca-Cola, Amazon, Volkswagen, Hotels.com, LG, etc as its customers.

Home Page

Their Our-Customers page is a section in the Home Page. They have 2 sections

1. Logo banner followed with

2. Testimonial Quotes.

Best of Our-Customers (Our-Clients) Pages : How To Make Customer Success Marketing Work For You ? Example AirPush

Case Studies Page

They also have a case studies page with 3 case studies.

Best of Our-Customers (Our-Clients) Pages : How To Make Customer Success Marketing Work For You ? Example AirPush

  1. Organized  – 3/5 – There is a limited set of assets, but it is well organized
  2. Engaging – 2/5 – There is limited content. And the case studies could have been crisper. Interestingly, the PDF versions of the case studies are much better, but given that it is another click away, i am not sure if has been put to good use.
  3. Compelling – 4/5 –  The benefit metrics and the message is clear and therefore compelling.
  4. Credibility  – 3/5 – The brand names are very impressive. They also show some usage and reach statistics like total # of live campaigns, # of mobile apps, etc which is impressive.
  5. Calls-To-Action (CTA) – 3/5 – The “View Case Studies” CTA on the home page does stand out, but the real one – ‘Create Account”  within the case studies page is somewhere at the bottom of the page. Something worth testing.

Overall Score – 15/25 = 3.0


 

Bonus Tip 1 : 

I personally hate PDFs because they are dead ends by design. There is no scope for CTAs. PDFs do allow users to download and read offline, but i do have my doubts on how many people will go back and read offline something that they did not manage to do online, unless of-course you have created something super super engaging. The negatives of PDFs far outweigh the positives.

For more on why not PDFs read this interesting post in The Washington Post – PDFs that Nobody Reads


 

Example 2 – HireVue

HireVue is #10 on the 2014 Americas Most Promising Companies, and #4 in the category – IT Software and Services. It is an online platform for screening and hiring employees.  It has Hilton, eBay, Dunkin, GE, etc as its customers.

Our Customers Page

The website has Customers tab as one of it primary tabs. There are 4 sections in the Our-Customers page

1. Featured customers

2. Overall customers/reaped benefits stats

3. Story snippets with logo and shoutout

4. Sea of logos

 

Best of Our-Customers (Our-Clients) Pages : How To Make Customer Success Marketing Work For You ? Example HireVue Best of Our-Customers (Our-Clients) Pages : How To Make Customer Success Marketing Work For You ? Example HireVue

 

Best of Our-Customers (Our-Clients) Pages : How To Make Customer Success Marketing Work For You ? Example HireVue - Customers

Case Studies Page

The story page typically has a logo, a video, a benefit shout-out (which is cool), and the actual story in the problem-solution-results format. It also has some relevant testimonials quotes. all making it an interesting page.

Best of Our-Customers (Our-Clients) Pages : How To Make Customer Success Marketing Work For You ? Example HireVue Customer Case Study Page

 

  1. Organized  – 3/5 – Though there is a clear focus on the featured stories, they are taking all the space and making the rest of the content inaccessible. Added to it the whole image (photo of the customer’s business) is hyper-linked to the respective case study. You cannot avoid not clicking on it. Making it highly unlikely for people to have seen all the nice metrics in the rest of the page.
  2. Engaging – 4/5 – There is a lot of content in the form of photos, videos, case studies, shout-out metrics, quotes, etc. Everything making it more engaging.
  3. Compelling – 4/5 –  I liked the idea of providing the overall average benefit metrics – Improved quality of hire, Increased speed and productivity, Stronger engagement and satisfaction. I am almost sold on just this 1 section. In my opinion this should have been the top section. It is a shame that no-one would have got to see it because of the issue i mentioned in #1 above.
  4. Credibility  – 4/5 – The combination of the average benefit metrics with the case-studies/testimonials detailing it makes it a great combination. In addition there are those big brand names.
  5. Calls-To-Action (CTA) – 4/5 – There is a clear and prominent CTA – for taking the Live Demo

Overall Score – 19/25 = 3.8


 

Bonus Tip 2 : 

Showing statistics related to the usage of the product or service is one of the very effective social proofs. Especially if you have some impressive numbers.

Read more about how to use social proof in marketing here – 25 Ways of Using Social Proof in your Marketing


Example 3 – OnDeck

OnDeck is #11 on the 2014 Americas Most Promising Companies, and #2 in the category – Financial Services. It is an online marketplace for business loans trying to disrupt the dominance of traditional banks by easing out the complete process. It has lent ~$825M so far and has many many small businesses as its customers.

Home Page

The home page showcases the featured testimonials along with a photo, which is cool. It makes it very homely and welcoming for the small business owners since they are the target segment. customer persona matched.

Best of Our-Customers (Our-Clients) Pages : How To Make Customer Success Marketing Work For You ? Example OnDeck

Testimonials Page

The Testimonials Page is the equivalent of the Our-Customers page. It has 3 sections

1. Link to Reviews on TrustPilot

2. Kudos mentions/posts in social media, and Yelp

3. Testimonials by Industry

 

Best of Our-Customers (Our-Clients) Pages : How To Make Customer Success Marketing Work For You ? Example OnDeck - Testimonials Page Best of Our-Customers (Our-Clients) Pages : How To Make Customer Success Marketing Work For You ? Example OnDeck - Testimonials - Page 2

 

  1. Organized  – 4/5 – It is organized well from a visitor perspective, but maybe the ones that link to 3rd party platforms should be lower down to reduce the risk of link leakage.
  2. Engaging – 4/5 – There is a variety of content making it interesting.
  3. Compelling – 4/5 –  The benefit metrics and the message is clear and compelling
  4. Credibility  – 5/5 – In addition to the testimonials, the addition of the reviews from the 3rd party platforms like Twitter, Facebook, Yelp and TrustPilot makes it very credible.
  5. Calls-To-Action (CTA) – 4/5 –

Overall Score – 21/25 = 4.2


 

Bonus Tip 3 : 

I love it when companies don’t limit themselves to just company generated content like testimonials, videos or case studies. User generated content (UGC) like reviews on 3rd party platforms, social media mentions, etc add a lot of credibility, and it works magic when you showcase both.

for more on this read my article on What is a Better Social Proof – Company-Generated OR User-Generated ?


Example 4 – Tapad

Tapad is #12 on the 2014 Americas Most Promising Companies, and #5 in the category – IT Software & Services. It helps online advertisers to track and target consumers across various devices – desktop, tablet and smartphone.

Home Page

The home page gives a summary of their Our-Customers. they have 2 sections

1. Badges of Top X out of Y Companies in Z Industry Segment

2. Interesting mix of Media Mentions, Influencer Endorsements and Testimonials

Best of Our-Customers (Our-Clients) Pages : How To Make Customer Success Marketing Work For You ? Example Tapad - Home

Case Studies Page

The Case Studies page has a listing of 6 anonymous case studies from 6 different industries each. And each of the individual case studies look like the one below.

Best of Our-Customers (Our-Clients) Pages : How To Make Customer Success Marketing Work For You ? Example Tapad - Customer Case StudiesTapad - Case Studies page 2

  1. Organized  – 5/5 – The section on the home page gives a very good start. I love the way they have made an interesting mix of all the social proofs – Top X out of Y Companies Badges, Media Mentions like the Forbes Ranking, Frost & Sullivan Award, Endorsements from Influencers (like the one from Evidon CEO), Testimonials (like the one from Dell)
  2. Engaging – 2/5 – There is not much details after the great summary.
  3. Compelling – 3/5 –  The benefit metrics and the message is fair but not outright compelling.
  4. Credibility  – 3/5 – Tapad is using “privacy” as their USP, and as a result there are no customer names.  So from a credibility perspective, the proof points score low. They could have made up for it by displaying other social proofs that don’t involve naming a customer.
  5. Calls-To-Action (CTA) – 1/5 – No clear CTA.

Overall Score – 14/25 = 2.8


 

Bonus Tip 4 : 

If you are in a business where you cannot take the names of your customer, either due to the nature of the industry or because for your own reasons, you can still showcase credibility by using social proofs that does not involve customer names. examples would be –  endorsements from 3rd parties or influencers in the industry, usage statistics like # transactions, benefit statistics like average improvement, media mentions, awards, partnerships, etc etc. see all the 22 different kinds of social proof here

 


Example 5 – CollectiveBias

CollectiveBias is #18 on the 2014 Americas Most Promising Companies, and #1 in the category – Business Services & Supplies. It is a platform to connect freelance blogger with companies for creating content. It has an impressive lineup of customers like Nestle, Walmart, Starbucks, Sears, Walgreens, etc

Home Page

The Home page showcases the featured testimonials.

Best of Our-Customers (Our-Clients) Pages : How To Make Customer Success Marketing Work For You ? Example CollectiveBias - Home

Our Work Page

The Our Work Page is the Our-Customer equivalent here. It showcases the case studies.

Best of Our-Customers (Our-Clients) Pages : How To Make Customer Success Marketing Work For You ? Example CollectiveBias - Our Work (Our Clients)

Case Studies Page

Best of Our-Customers (Our-Clients) Pages : How To Make Customer Success Marketing Work For You ? Example CollectiveBias - Customer Case Study

 

  1. Organized  – 3/5 – The featured testimonials and the featured case studies gives a good start.
  2. Engaging – 2/5 – Given that CollectiveBias is a content platform, the social proof content showcased falls short in terms of the opportunity to engage.
  3. Compelling – 3/5 – The metrics are good to give an idea of the reach of the content, but does not really provide a competitive edge. Not compelling enough to take that next step.
  4. Credibility  – 3/5 – Impressive names like Nestle and Disney make it sound credible.
  5. Calls-To-Action (CTA) – 2/5 – the CTA that is visible is the “Subscribe” to the newsletter, which is probably not a very good use of the Customer Successes.

Overall Score – 13/25 =2.6


 

Bonus Tip 5 :

It is a proven fact that people pay more attention to visual content than just text. Adding visual elements to the content makes it more interesting and hence engaging. Therefore add more photos, videos, charts, info-graphics, screenshots, etc to your Our-Customer pages.

see this article in Under30CEO on why visual content makes sense

 


Example 6 – Google Adwords

Google is #1 in the 2014 Forbes Most Admired Companies. Of-course ! We are interested only in the Google Adwords business for this exercise since that is the selling angle.

Home  Page

The Home Page shows 2 featured testimonials – one each for the Adwords (for Advertisers) and Adsense (for website owners who rent out advertising space)

Best of Our-Customers (Our-Clients) Pages : How To Make Customer Success Marketing Work For You ? Example Google Adwords - Home

Success Stories Page

The Stories page consists of customer success stories in the form of videos or case studies. The page is divided into 2 sections

1. Small and Medium Business

2. Fortune 500

 

Best of Our-Customers (Our-Clients) Pages : How To Make Customer Success Marketing Work For You ? Example Google Adwords - Customer Success Stories Page

Best of Our-Customers (Our-Clients) Pages : How To Make Customer Success Marketing Work For You ? Example Google Adwords - Customer Success Stories - Fortune 500

  1. Organized  – 3/5 – Google does highlight some of its success stories in other pages, which is good. In the Success Stories page it has tried to organize it based on the customer persona – small/medium businesses versus big enterprises.
  2. Engaging – 3/5 – The videos look interesting and good therefore making the small/medium business section more engaging than the Fortune 500 section. The case studies could have been much better.
  3. Compelling – 3/5 –  Given that it is Google and it has access to a lot of resources, the content could have been better in terms of showing the BEFORE-and-AFTER scenario. None of the material do a great job of explaining why you should do Ads in Google. If it is not for the proven fact that search ads work, it would have been a challenge to compel people to go for it with just these stories.
  4. Credibility  – 3/5 – Many popular brands
  5. Calls-To-Action (CTA) – 4/5 – The CTA of “Get Started Now” along with the 1-800 number is clear and stands out.

Overall Score – 16/25 =3.2


 

Bonus Tip 6 : 

Customer Videos is a social proof that can be very effective if done right. The key would be to keep it short, make it interesting by storytelling, having the right CTA, providing a preview and promoting it in all places.

To know more read this article – How to make your Video Testimonials Work ?


 

Example 7 – Twitter 

Home Page

The Home Page features a prominent section linking to the success stories. It also showcases some featured stories of popular brands like Nat Geo, Adidas.

Best of Our-Customers (Our-Clients) Pages : How To Make Customer Success Marketing Work For You ? Example Twitter Advertising - Home

Success Stories Page

The Success Stories Page is the Our-Customers page for Twitter. It showcases a summary video which is cool.

Best of Our-Customers (Our-Clients) Pages : How To Make Customer Success Marketing Work For You ? Example Twitter Advertising - Customer Success Stories

Case Study Page

The Case Study page is very interesting consisting of the typical problem-solution-benefits. In addition it has some related “tweets”. Also it has some relevant testimonial quotes. Twitter also takes the opportunity to highlight the features/offering and ties it to the challenge-benefits. Overall, it is engaging.

Best of Our-Customers (Our-Clients) Pages : How To Make Customer Success Marketing Work For You ? Example Twitter Advertising - Customer Success Story Page

Best of Our-Customers (Our-Clients) Pages : How To Make Customer Success Marketing Work For You ? Example Twitter Business - Customer Case Study Metrics

 

 

  1. Organized  – 4/5 – All 3 pages are organized well – The home page section, the success stories page, and the detailed story page.
  2. Engaging – 5/5 – The content is made interesting by including tweets, testimonials, takeaway shout-outs, key success factors, photos and feature description.
  3. Compelling – 5/5 – The Take-away shout-outs and the best practices do a good job of explaining the value proposition.
  4. Credibility  – 5/5 – The popular brands and the tweet embeds, along with all the detailing make it look credible.
  5. Calls-To-Action (CTA) – 3/5 – the “start advertising” is kind-of lost at the top. this could have been placed better. Needs testing.

Overall Score – 22/25 =4.4


 

Bonus Tip 7 :

Customer Case Studies and Success Stories are very powerful as a Content Marketing Tactic because it has the added advantage of having the power of 3 –

1. Informative (as a Content Category)

2. Credible (as a Social Proof)

3. Selling (as a Marketing Copy)

Read more about it here How to Make your Case Studies and Success Stories Boost your Marketing ?


Conclusion

Now if you are wondering why none of them got a 5 ? well ..this is a reason

That is because there is scope for doing a lot with your Our-Customers Page. What you saw above were some great ideas, but there is definitely lots more. Watch out this space for the “Perfect Our-Customers Page” !

Meanwhile, if you have some awesome ideas please do share by commenting. And if you find this article useful, please SHARE it.

Appreciate it. Thanks, Anupam 

……………………………………………………………

anupam_bonanthaya_customer_rivet_founder_ceo

Anupam Bonanthaya is an experienced Customer Success Marketer and the Founder of CustomerRivet – The Social Proof Marketing Experts

Rivet.ly – Hosted Our-Customers Page

Get More Leads and More Conversions by Optimizing the use of Testimonials, Success Stories, Case Studies, Videos, Reviews, Customer Photos, Tweets, or any other Social Proof, in your Marketing.

Ask for a Demo today to see how it can help “Transform Your Customer Success Marketing”. OR Contact Anupam Bonanthaya via LinkedIn

How to Transform Your (Boring) Video Testimonials & Customer Success Stories into a Marketing Opportunity ?

In this article, I will not-be talking about 1. “Why you should have Video Testimonials ?” AND I will not be talking about 2. “How to shoot Good Videos ?”

Because It is a given that Customer Videos are one of the very powerful Social Proofs, and a very credible one it is because for the obvious reasons associated with anything video. And I am not the competent person to comment about the nuances of shooting a good video.

Instead, I will be talking about how to make your video testimonials a very effective marketing tool – effective in getting you more conversions and more leads, which should be the end objective of any customer success asset or social proof in the 1st place.


 

Bonus Tip #1 :

There are many different kinds of Social Proof – Testimonials, Photos, Case Studies/Success Stories, Videos, Reviews, Social Mentions, etc etc. See the complete list of Social Proofs here – 21-Kinds of Social Proof that you can use in your Marketing

Also see what type of social proof is better for you –  user-generated-content vs. company-generated-content – which social proof works better ?

 


 

The 6 Rules to Evaluate Your Video Testimonials & Success Stories

Lets look at video testimonials from various popular companies for best practices. We will do it based on the following 6 parameters. In the end – we will also look at 2 of my favorite video testimonials.

1. Preview – Why Should I See It ?

Unlike text, videos are not suitable for skimming. Providing a preview in the form of an executive summary is a good way of attracting visitors to see the video. It would also be a great idea to provide a text transcript, if possible.

2. Duration – Design for Low Attention Span !

Short is sweet. The attention span of a typical viewer is in seconds. Therefore the duration of the video should not be more than 1-2 mins at the max. Shorter the duration, the higher the chances of the viewer seeing what you want them to see. It is also the main reason for the popularity of video formats like Vine, which are 6sec videos ! In addition, it is quicker to load a short video.

3. Engaging – Make it Interesting.

It is boring to see just talking heads in a video. Make it interesting by covering the context as visually as possible, and making it interactive where possible.

4. Compelling – Does it Convince to Buy ?

Remember the convincing power of a testimonial video  is not directly proportional to the cost of the production. Having a professional crew shoot the video, and lots of editing can make the video look good, but that need not mean that it will really impress your prospects. In this respect, User generated videos will be way cheaper, and might do a better job almost all times.

5. CTA (Calls-To-Action) – Make Sure it does not become a Dead End.

What is the desired next step for the viewer after seeing the video, and is that obvious even without seeing the full video ? remember most people don’t see the full video, no matter the duration. Therefore you need to have your CTAs very clear and prominent.

6. Promotion – How are you Promoting the Videos ?

Any piece of social proof is a valuable marketing resource. Are you actively using them in your content and inbound marketing ? If not, it is a lost opportunity if you are under utilizing a valuable resource. This is where using a popular 3rd party platforms like YouTube helps. It allows users to discover your video as part of the search features of Youtube and Google.


 

Bonus Tip #2 :

You can promote your social proof in many many ways. see my recent article on how to use your customer testimonials (including videos) to boost your marketing –  Customer Testimonial Examples: 25-Ways to Boost your Marketing (w/ best practices)


 

Now lets see how to apply this to some popular Customer Video Testimonials.

Author’s disclaimer – I am in no way associated with any of these companies. I allowed Google Search to give me the top Video Testimonials  which is a fair way of going about this. The intention of the analysis is purely for educational and best practices purpose. 

Example 1 – Qualys


 

qualys_videos_index

qualys_videos_Novartis

Preview – 2/5

There is no way to know which video i should watch, and why. The only indicator is the company name/logo and the profile of the speaker.

Duration – 2/5

The duration is ~5-mins. It is more than the recommended 1-2 mins.

Engaging – 2/5

Talking heads is not a very engaging format. Not a good use of the time when the speaker is spending most of the time in listing out all the benefits verbatim.

Compelling – 2/5

It would have been more effective to list the benefits as a text versus someone reading it out in a video.

CTA (Calls-To-Action) – 1/5

There is no CTA buttons. Not in the Video. Not even in the pages where the videos are listed.

Promotion  – 1/5

No promotion of the videos anywhere. The videos themselves are not from a 3rd party platform like YouTube, which further limits the chances of finding these videos.

Final Score – 1.67


 

 

Example 2 – Salesforce Pardot


 

pardot_videos_index

pardot_videos_EzeCastle

Preview – 3/5

The quote helps guess what the video might be about. 

Duration – 4/5

The duration of ~1.2 mins is awesome. It addresses the attention span issue perfectly. 

Engaging –  3/5

The demo of the application screens during the video gives some ideas of the product itself. Though it is not sufficient to understand the functionality, it does help break the monotonicity of the talking head. 

Compelling – 2/5

Though the screen sharing of the application makes the video interesting, it does not make it that compelling. Of-course, it does make it look more genuine. 

CTA (Calls-To-Action) – 1/5

There is no CTA buttons. Not in the Video. Not even in the pages where the videos are listed.

Promotion – 1/5

No promotion of the videos anywhere. The videos themselves are not from a 3rd party platform like YouTube, which further limits the chances of finding these videos.

Final Score – 2.34


 

 Example 3 – Courion


 

courion_videos_harvard_pilgrim

Preview – 1/5

There is no preview. The only indicator is the company name/logo and the profile of the speaker.

Duration – 3/5

The duration of ~2.2 mins, which is decent.

Engaging – 3/5

Th video covers the facility and multiple speakers, which makes it more interesting to watch.

Compelling – 3/5

It is compelling.

CTA – 2/5

There is a small link to ‘Contact Sales by Email/Phone’ in the index page. Definitely better than no CTA.

Promotion – 1/5

No promotion.

Final Score – 2.17


 

Example 4 – Yodle


 

Yodle_videos_index

 

Yodle_videos_example

Preview – 3/5

The quotes and profile of the customer gives a decent idea of what each video is about.

Duration – 3/5

The duration is ~2-mins, which is excellent.

Engagement – 3/5

The video shows the speaker in his/her workplace, doing their day-day job, hence making it engaging.

Compelling – 3/5

The story-line of how the company helped sounds compelling.

CTA – 1/5

There is no CTA of any kind.

Promotion – 1/5

No promotion of the videos beyond the videos page.

Final Score – 2.34


 

Example 5 – Nagarro


 

Nagarro_videos_index

Nagarro_videos_sample

 

Preview – 3/5

The preview gives an idea of what would be covered in the video, thus helping decide if/if not to watch it.

Duration – 3/5

The videos are of ~2.2-min duration making them a decent duration.

Engaging – 3/5

Showing the details about the customer’s business makes the video engaging.

Compelling – 3/5

The story-line is compelling to try/buy the services of the company.

CTA (Calls-To-Action) – 4/5

Yes. As you can see above there is a contact form in the same page as the video listings.

Promotion – 3/5

Simple thing like posting it on Youtube provides an additional way to promote the videos.

Final Score – 3.17

 


 

Example 6 – OfficeVibe


 

officevibe_videos_index

officevibe_videos_example

Preview – 5/5

The CultureTalks videos by OfficeVibe has one of the best previews. It actually gives the full transcript of the video. Very Useful.

Duration – 1/5

It is really long running into ~20-mins each.

Engagement – 4/5

It is in an interactive interview format where someone from OfficeVibe is interviewing HR experts in the customer side over Google Hangout, thus making it very interesting and engaging.

Compelling – 1/5

The video is very engaging from the subject point of view – the “culture” within the customer company. But it is not clear how the customer is using the product/service of OfficeVibe in doing whatever it is doing. That connection between the success of the customer and the solution provided by the company is missing somewhere, thus making it less compelling. Actually it is not even clear if the speaker company is one of OfficeVibe’s customers !

CTA – 3/5

If the desired next step is to share the video as a content, then there are the standard sharing/embed buttons, which is great.

Promotion – 5/5

The videos are on TouTube. They are also promoted extensively in social media by OffcieVibe.

Final Score – 3.17

Correction : I got a clarification from Jacob Shriar, Growth Manager at OfficeVibe – the cool dude doing the interviews,  saying that the CultureTalks video interview series is not necessarily with their customers, and hence they are not intended as testimonials for OfficeVibe.

Now it all makes sense. I would still like to retain it here because i think this is still a best practice, and a valuable social proof as such.


 

Bonus Tip #3 :

I would recommend  doing very similar interviews, but with your customers. You can do this with those customers who are not comfortable to publicly endorse you as the vendor/service provider for their own corporate/legal reasons. But I am sure they will be more open to do a best practices session on a subject matter that you care about. Still a big win for you 🙂


 

Example 7 – GoPro 


 

GoPro_videos

GoPro_videos_sample

Preview – 4/5

There is no preview, but the cover photo and the short description does give a fair idea of what the video is all about.

Duration – 5/5

The duration varies from 1-20 mins, but the key thing here is that the duration does not impact the end objective – highlighting the capabilities of the GoPro camera.  Irrespective of where you stop, you still get the message. Thus making the duration irrelevant.

Engagement – 5/5

It is very engaging. One of the best videos.

Compelling – 5/5

Very compelling. I am sure you feel like getting one of those cameras even if you are a couch potato whose life does not involve any such outdoor adventures ! 😉

CTA – 3/5

There are many CTA’s like Sharing, submitting your own videos, subscribing to the channel, etc

Promotion – 5/5

It is on YouTube. It is also well promoted on platforms like Mashable. GoPro videos have a cult following among outdoor enthusiasts.

Final Score – 4.5

 


 

Summary:

You saw 7 different examples of Video Testimonials, and the good/bad in each of them based on the 6 parameters. They were just examples for the sake of demonstration, but you can apply the rules to pretty much every video testimonial. 

Overall, you need to pay attention to the following 2 important areas (since it is not always obvious)

1. CTA (Calls-T-Action)

It is a big lost opportunity if you are not using your video testimonials for conversion, especially when they are meant for selling (lead generation) as their primary objective.

2. Promotion

You need to be promoting your video testimonials everywhere. Assuming that your prospects will come searching for them is again a lost opportunity. Keep in mind that 60-80% of the buying decision is already taken before your sales teams get to talk to your prospects. And this is the exact phase where  your social proof in the form of customer videos can tilt the scales in your favor. It would be really smart to bring your success stories in-front of your audience.


If you have other good examples please share via commenting.

If you feel this is useful, please SHARE it with your friends. appreciate it. thanks. anupam

anupam_bonanthaya_customer_rivet_founder_ceo

Anupam Bonanthaya is an experienced Customer Success Marketer and the Founder of CustomerRivet – The Social Proof Marketing Experts

Rivet.ly – Hosted Our-Customers Page

Get More Leads and More Conversions by Optimizing the use of Testimonials, Success Stories, Case Studies, Videos, Reviews, Customer Photos, Tweets, or any other Social Proof, in your Marketing.

Ask for a Demo today to see how it can help “Transform Your Customer Success Marketing”. OR Contact Anupam Bonanthaya via LinkedIn