Marketing trust through customer testimonial videos

04 Apr Marketing trust through customer testimonial videos

If you’re using a ‘professional’ to deliver your message, statistics say less than half of your audience trust your advertising. But if you use your own customers to tell your story, you instantly double the trust factor which will definitely increase your revenue.

Vlog #2 – Marketing Trust through customer testimonial videos  

If you’re using a ‘professional’ to deliver your message, statistics say less than half of your audience trust your advertising. But if you use your own customers to tell your story, you instantly double the trust factor, which will definitely increase your revenue.

 

Everyone knows the most trusted type of advertising is word of mouth… your neighbour, your friend, someone you know tells you to buy your next widget from Acme Widgets, and 90% of people trust that referral and would buy their next widget from Acme.

At least that was in “the old days” (as in a few years ago). Nowadays, that same 90% trust that referral, but with a slight wrinkle. Most of those 90% will also authenticate the referral by going online and checking out the Acme website. While online, if they’re not impressed by the website, (or distracted by a competitor’s website), they may not buy from Acme, based on the look and feel of their website. So these days, even word-of-mouth needs online authentication.

After ‘word of mouth’, the next best form of advertising is customer testimonial videos. Clearly, a referral from someone you know is better than from someone you don’t know, but customer testimonial videos are trusted by 80% of online shoppers. Pretty darn close to the 90% word of mouth garners!

After these two forms of advertising, the ‘trust’ factor dive-bombs! According to Neilson, with advertising on TV and radio, only 45% trust “professionals” voicing your commercials, like pro voice actors, local celebrities, and so-called ‘experts’, like the company owner. But get your customer telling the story, and the believablilityvirtually doubles the effectiveness of your broadcast campaign!

So ask yourself, when you advertise on TV, the radio or the web, who’s delivering your message? An announcer from the station? A local celebrity? You? It’s much better to use your own happy customers to tell your story! Theoretically, you could spend half  the amount you’re spending now and still get the same number of people believing your message – although why not keep your budget about the same and DOUBLE your annual revenue?

 

Remember, if YOU say something great about your company, it sounds like BRAGGING. If your customer says it, it’s PROOF.

 

 

 

Mike McCurlie
mike@mjmmedia.com
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