The Single Best Video to Drive Buy-in for Video Marketing

Video marketing is new, it’s not cheap, and it can all be a little bit scary. So, what’s the best way to deliver immediate results, so that management begins to understand the value of adding video to your marketing mix?

If there was one type of video that could accomplish that, what would it be?

One Video To Rule Them All

There is one type of video that tends to demand almost universal admiration from everyone involved, and if we were denizens of Tolkien’s Middle-earth, we would almost certainly commission the Elven smiths of Eregion to create for us a testimonial video.

(If my Middle-earth analogy has you confused, ask a Lord of the Rings nerd to translate for you.)

If we were denizens of Middle-earth, we'd commission the Elven smiths of Eregion to create a testimonial video. Click To Tweet

Testimonial videos draw on many of the best practices of video marketing. They are very well suited to the particular role of driving late-sales pipeline value. In other words, they have a particular job to do, and they do it well.

They also tend to appeal to a wide variety of people, both within and outside of your organization.

Sales people love them, because they’re a great thing to share with on-the-fence prospects.

Services people love them, because they demonstrate the satisfaction of at least some portion of their customer base.

Customers love them, because good testimonial videos not only cast your company in a good light, they also make your customer look like a winner.

Testimonial videos draw on many of the best practices of video marketing. Click To Tweet

My precious!

Testimonial videos have the added benefit of appealing to our vanity. Whether it be justified or not, hearing a customer talk about how wonderful your company, its product and services are makes everyone feel good.

It’s human nature to enjoy the praise of others, and the value of that praise in a brand or sales situation is self-evident.

If customers think well of you, other customers will want a piece of that action. Unhappy customers may even think the problems they’re experiencing are their fault, if other customer are so apparently happy with you. (I’ve seen it happen.)

“Vanity is my favorite sin.”

– Al Pacino

Perhaps most importantly of all, your CEO will enjoy the praise and, with any luck, ask for more testimonial videos. (Like Gollum, once you’ve had a taste of it, you’ll never let it go.)

Make Your First Testimonial Video a Doozy!

As videos go, testimonial videos usually aren’t expensive to produce. But, there are two reasons why you don’t want to skimp on your first one.

To begin with, you want your first video to be as flawless as possible. It should be a shining example of the video marketing craft. Properly conceived and expertly executed, it should serve as an example of the level of quality you intend to bring to all future video projects.

Second, if you produce your first video on the cheap, that’s how management will expect you to produce all subsequent videos – cheaply.

Spend the time, and perhaps the political capital, up front, to win a budget that will allow you to create a quality video that can serve as an example to everyone of the type of video you intend to produce on a regular basis.

Spend the time & political capital, up front, to win a budget that'll allow you to create a quality video. Click To Tweet

Don’t Forget Your Promotion Plan

If you’ve read any of the other post on the Thoughtcast Media blog, you’ll know that we’re really big on the marketing aspects of video marketing. No video, no matter how well-produced, achieves its marketing purpose just sitting on a shelf (or some forgotten page on your website).

Spend the time up front to plan for your video’s successful distribution. Once again, testimonial videos lend themselves to this purpose very well.

Here are some ideas on how to promote your testimonial video:

  • Feature it in your company’s next newsletter. You’ll benefit from both customers and prospects seeing how happy one of your customers is with your company, it’s products and services.
  • Find a prominent and permanent home for it on your website. Testimonial video are right at home on many “About” and “Our Customers” pages.
  • Include it in an email campaign for customers.
  • Encourage sales people to share it with their hot accounts, as a way of getting them to finally “pull the trigger” and buy from you.

Be sure to include your promotional plans when you pitch management on your video marketing plans.

And, don’t forget to include the results of your promotional activities in subsequent follow-ups with management. Nothing sells like success.

Video Testimonials are the Best Way to Get Started in Video Marketing

So, if you’re looking for an early success story for your burgeoning video marketing program, give the testimonial video a try. Testimonial videos have wide appeal, they’re relatively inexpensive to produce, and they perform extremely well in support of late-pipeline promotional applications.

Create a great testimonial video, promote the daylights out of it, and you’ll be treated to a hero’s welcome back in the Shire. (That’s my last Lord of the Rings reference for a while. I promise.)

The Lord of the Rings and The Hobbit are properties of New Line Cinema


Video testimonials close deals (when done right). Find the right kind of production company to help tell your customer's story.

Most businesses need outside help to get testimonial videos done right, so it's important you partner with a production company that can help you achieve your goals.


Download the Video Testimonial Buying Guide and get it done right!