In this era of swipes and scrolls, attention spans are dwindling faster than ever. To capture your audience’s interest, you need more than just compelling text or static images.
Enter video marketing. Videos are dynamic and engaging, and they have the power to strengthen your brand’s online reputation. They can convey a message in seconds that might take paragraphs to explain otherwise.
Among the different types of video content, testimonial videos are a highly impactful form of social proof. Companies that harness the power of customer testimonial videos stand out, connect and, ultimately, gain greater market share.
In this blog, we cover the following topics:
- Online Reputation: What Is It and Why Is It Important?
- Essential Online Reputation Management Strategies
- Key Benefits of Customer Video Testimonials
- How To Generate Customer Testimonial Videos
- How a Reputation Management Agency Can Optimize Your Review Strategy
Online Reputation: What Is It and Why Is It Important?
According to a study, 81% of consumers go online to find information about a product or service before making a purchase (GE Capital Retail Bank). What’s more, 75% of searchers won’t click past the first page of search results (SmallBizGenius).
As more consumers rely on the internet to inform their buying decisions, managing your brand’s online reputation becomes paramount.
Online reputation refers to how a brand is perceived by the public, including clients, competitors and stakeholders. It’s the overall impression formed through online interactions, customer testimonials, social media presence and other digital content linked to your company.
Besides your online presence, other factors that could shape the overall perception of your brand include:
- The quality of your products and services.
- Reliability of customer support.
- How you prioritize and treat your employees.
A strong online brand reputation indicates that your brand is seen as trustworthy and reliable. It influences every facet of your business, providing many advantages:
1. Improved Trust and Credibility
A positive reputation helps build trust, a key factor in cultivating enduring relationships. When customers trust a brand, they are more likely to return for repeat purchases and engagement.
2. Greater Profitability
Customers are more likely to purchase from a brand they trust. Additionally, nurturing loyal and happy customers can lead to greater cost savings. In fact, research has shown that acquiring a new customer can cost five times more than it does to retain one (Invesp).
Moreover, a solid brand reputation gives you the flexibility to introduce new products and services easily. It also lets you charge more for your offerings since customers are already confident in your brand’s ability to deliver value.
3. Resilience in Times of Crisis
During times of crisis and economic uncertainties, customers gravitate towards brands they can confidently rely on. Reputation management consultants can help you assess the situation, mitigate damage and recover quickly from negative events.
4. Attract Top Talent and Partnerships
A positive reputation extends beyond your customers. Potential employees and investors prefer to be associated with reputable brands because it signifies stability and a positive work environment. This helps position your company for long-term success.
Essential Online Reputation Management Strategies
Maintaining a positive online reputation takes time, creativity and diligence.
Here are online reputation management strategies that can aid in protecting your image and cultivating a loyal following:
1. Get Listed on Google
List your business on Google with a free Business Profile. Working with online reputation management companies helps you enhance your profile by adding essential details, such as your company address, phone number, photos, videos and customer reviews.
Optimizing your Google Business Profile helps reinforce your brand image and puts you in front of people actively seeking your products or services.
2. Address Negative Customer Testimonials With Empathy
Think of it this way: A business with only positive reviews may appear suspicious to consumers. Negative reviews add authenticity and credibility and can help you identify key areas for improvement.
Offer a prompt and sincere apology for any negative feedback. Stay professional and courteous and take the conversation offline if needed. Partnering with reputation management consultants can help you generate reviews and respond to negative ones appropriately.
3. Unlock the Power of Customer Video Testimonials
There are several types of videos for marketing, but none are as powerful as video testimonials.
About 79% of consumers have watched a video testimonial to gain deeper insights into a company, product or service. Meanwhile, two out of three people say they’re inclined to make a purchase after viewing customer testimonials (Wyzowl).
Posting customer review videos on your website or social media channels offers a level of authenticity that written reviews may not achieve. They personalize your marketing efforts and build credibility, ultimately leading to more sales and engagement.
Key Benefits of Customer Video Testimonials
Get to know the true value of video testimonials to your marketing efforts.
1. They’re More Memorable Than Written Reviews
Viewers retain 95% of a message when they watch it in a video, as opposed to a mere 10% when reading it in text (Insivia). A video testimonial engages both visual and auditory senses, capturing attention in a way that text or images alone cannot. It also has the ability to deliver a wealth of information in a concise and engaging manner.
2. They Create Stronger Emotional Connections
Users are 10 times more likely to interact with customer review videos than blocks of text. Videos put real faces and voices behind reviews, making the message more impactful and genuine. They convey genuine expressions and body language, creating powerful emotional connections and more conversions.
3. They’re Easily Shareable
Testimonial videos naturally draw viewers in. When users resonate with your content, they are more inclined to share it with friends, family and followers. This boosts credibility and brand awareness and lets you reach untapped markets and widen your potential customer base.
4. They Help Boost Search Rankings
Websites with video content are 53 times more likely to appear on the first page of Google’s search results (WebFX). Sharing various types of videos for marketing not only improves your online visibility but also engages and drives people to stay longer on your page.
Additionally, 92% of users share videos they’ve watched online. This means that through video marketing, you have the chance to earn more valuable backlinks, which can, in turn, positively impact your search rankings.
5. They Can Increase Conversions
Over 90% of video marketers reported that video for marketing provides a positive return on investment or ROI (HubSpot). By having real people vouch for your offerings through video reviews, you bring in more qualified leads and potential sales.
How To Generate Customer Testimonial Videos
If you’re convinced of testimonial videos’ value to business and planning to incorporate them into your marketing strategy, here’s a short guide to help you get started:
1. Find Your VIP Customers
Generate reviews from customers who have engaged with your business for several months or longer. They’re likely to be more familiar with your brand and can provide more insightful testimonials.
Check out your Facebook testimonials, LinkedIn recommendations or online review platforms to identify users who have already provided positive feedback. Refrain from approaching new customers as they may not have enough time yet to fully experience and evaluate your brand. This guideline also applies when generating employee video testimonials.
2. Send Questions or Talking Points in Advance
The best customer review videos feel unscripted and genuine, but that doesn’t mean no preparation is involved. By sending a list of questions or talking points in advance, you’re giving the customer ample time to organize their thoughts. Putting them on the spot will only make them nervous and can lead to inarticulate responses.
Here are sample questions you can provide:
- Where did you learn about our brand?
- Why did you choose our product or service?
- How did our product or service help you?
- Which product features or benefits are your favorite?
- How is our brand better than others you’ve tried?
3. Use a Video Testimonial Service
Producing video for marketing requires skill and money. Investing in a video testimonial service allows you to save time, reduce costs and make it easier for customers to leave feedback.
Rize Reviews’ video testimonial service lets you automate the review monitoring and gathering process. Our technology allows:
- Companies to send testimonial requests to their best customers and embed videos on their websites.
- Customers to record up to two minutes of testimonial video content and send them online for approval.
How a Reputation Management Agency Can Optimize Your Review Strategy
Testimonial videos offer concrete evidence of satisfied customers. They’re a fresh way to demonstrate product features and show that your brand consistently delivers quality results.
Online reputation management companies like Rize Review can help showcase your best customers’ stories and employee video testimonials in real time. Our testimonial tool only allows 4- to 5-star sentiment respondents to provide video feedback. This way, you can guarantee the quality of the reviews posted on your digital channels.
Contact us now and let our reputation management consultants help you generate reviews that lead to conversions.