How to Create Marketing Videos That Sell Your Product for You

Did you know that video testimonials are one of the most powerful pieces of social proof in B2B marketing and sales?

Yes, it's true.

When someone's face is on camera, we deem it much more "credible" than when it's written. You can't fake your presence on camera, but people do think sometimes that written testimonials are made up by the company that made the website, simply because they needed to fill space on the page!

The great thing about living in the time we're at now is - you don't need to have expensive equipment to capture a great video testimonial. Yes, you'll want to put some finishing touches on the final product, but capturing the experience can be done right through zoom.

When a video testimonial is done right, it can "close" the sale for you!

It's not as easy as it sounds though.... the reason why most customer testimonial videos are ineffective is because they lack specificity and an overall problem-solution-resolution flow.

For a video to be effective in influencing your potential buying audience, it must connect to their pain, show them that you are capable at solving that specific pain, and that they can get a glimpse at life on the other side.

It must connect emotionally, and that comes down to asking the right questions.

Here are 5 types of questions you'll want to save for your next customer testimonial interview (which yes, can be conducted via zoom!).

Problem-focused questions:

• What was the problem you hoped to solve by purchasing this product/service?
• How did that make you feel?
• How were you solving this problem on your own in the past? What was that like?
• Had you tried other products/services? Why didn't they work?

Motivation questions:

• Why hadn't you purchase a product/service like this before?
• What made you look for a solution?
• What hesitations did you have in buying the product/service?

Product/Service specific questions:

• How did you hear about this product/service?
• What interested you most about it?
• How did you hear about it?
• Why, specifically, did you decide to move forward/buy?

Product experience questions:

• What was your experience like working with/purchasing from us?
• What was the best thing about product/service XYZ?
• Any specific features you like more than others?

Resolution questions:

• How has this product/service made your job easier/better/faster/etc?
• How has this impacted you personally/professionally, etc?
• Would you recommend this product/service to a friend or colleague? Why would you encourage them to buy? What would you say about it?

Bonus tip: How to ask the question so you get the best answer that truly showcases the value of your product or service

Now that you know what questions to ask, how do you use them in the video testimonial process? Here are a few examples to put it into perspective:

Example 1: "We were talking earlier and you mentioned that you used to be terrified to present in front of a group, but watching you now, I would have never guessed that. Can you tell me a bit more about what you felt like when you tried to present to a group before going through this speaking program?"

Example 2: "You've been using product XYZ for a little over 6 months, right? What are some of the features you find yourself using every day, and how do those make your job easier?"

Example 3: "There are a ton of services for XYZ out there. What made you decide to purchase this one?"

Finish the interview by asking if there’s anything else they’d like to add. Sometimes the conversational dialogue after the official interview is even more enlightening and garners better content than the Q&A itself!

Real-Life Example:

We used this technique to capture this video testimonial from a client regarding our marketing blueprint process. Watch this for inspiration and let us know if we can help you with your content marketing and videos like this!