An Example of 7 Best Practices on How to Market Your Business with a Video Testimonial

Gathering and using testimonials for marketing your business can be challenging but I’ve found a video testimonial that is a really great example of how to do it right.

There are several things I really like about the way MMG (McLellan Marketing Group in Des Moines, Iowa) has used their clients testimonials this video.

Video Testimonial Best Practices:

  1. Fast lead in about the company, getting right to the “meat” of the video.
  2. Used a similar background, but slightly different for each client, so you could focus on what they say, not the background.
  3. Someone off camera cued them with questions.  (How does working with MMG make your work easier?  Did your experience with  MMG match your expectations?  How is MMG a value to your organization? What’s the biggest difference working with MMG over other marketing firms?)
  4. They had the client repeat or paraphrase the question “… What’s the one word I’d use to describe McLellan Marketing Group?  Well,  it’s two words actually…” Many of the answers reinforced their branding.
  5. The use of a character generator to type words over the bottom of the video to identify the person who is speaking.  Adds credibility.
  6. While the client was talking, they edited the video to fade to a pan of the work that was done for that particular client, brochure, ad campaigns, annual reports, newsletters, folders, rack cards, etc. Now it’s a portfolio plus testimonials!
  7. It was posted on YouTube.  Not only does posting on YouTube make it easy to search and find… it made it easy for me to embed and promote them as well.  Isn’t YouTube the biggest TV station in the world and you can run your commercials for free? And the people who are looking for a service like yours can find you in a search? What’s not to like?

What am I missing? What else do you see that Drew and Mark did right on this video testimonial?

More Marketing with Testimonials How-To Tips:

Giving and Getting References, Testimonials and Referrals
5 Tips for Getting Testimonials to Build Referrals
How to Get Testimonials
How to Use Testimonials on a Business Website

2 thoughts on “An Example of 7 Best Practices on How to Market Your Business with a Video Testimonial

  1. Very nicely done. A nice variety of testimonials with people speaking from the heart.

    The only suggestion is to take it up another notch with more creative lighting and a different background for each person. Even if your shooting options are limited, a different angle or an office plant in the background helps break the monotony of all the testimonials being shot in the same place.

    The flat lighting from the side throws a harsh and uncomplimentary shadow to the other side of the face. It also makes your subject look heavier and older than they really are. On some subjects, it makes it look like they have a double chin.

    Standard 3-point video lighting would provide a softer look, help eliminate shadows, and separate your subject from the flat and boring backgrounds. It would also bring out more sparkle in the eyes, which would help add emotion to the message. On several of the testimonials, the subject is looking so far off camera we almost lose the other eye. Remember, the eyes are the window to the soul. The interviewer should be seated right next to the camera so we see more of the subject’s face.

    Finally, be careful with framing. The men are cropped so tight they almost have the tops of their heads cut off. that video guy would be more than glad to help with complimentary and effective head-and-shoulders shots for your next video production.

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