Customer Testimonials Are Marketing Rocket Fuel

Written customer testimonials and video testimonials have distinct benefits. Written testimonials can be more accessible to create, as they require less time and effort compared to video testimonials. Consequently, customers may be more willing to participate, especially if they’re camera-shy or have limited availability.

On the other hand, video testimonials are more persuasive than written ones because they allow prospects to see and hear real people sharing their experiences. As a result, prospects are more likely to believe that your customers are satisfied with your products and services. In addition, videos convey authenticity through body language, tone of voice and facial expressions. They appeal to human emotions.

And video testimonials offer a “bonus” in that you can pull customer quotes from them to use in your written B2B marketing and sales materials. For example, display high-profile customer videos on your homepage and incorporate key quotes from them on your product and service pages. Having this flexibility will help you get the most from your budget in B2B marketing.

However, video testimonials require more time and effort from you and your customers. Certainly, they’re a bigger ask and may fall flat if you don’t have the resources to create them. Every video doesn’t need expensive, high-end production, but you and your customers will have to work harder to bring them to fruition than written testimonials.