RainMaker Blog

Converting Site Visitors to Customers with Web Video

You’ve spent countless hours and large sums of money developing pay per click campaigns, press releases, and other strategies to attract visitors to your website. Now what? Shouldn’t the sales start rushing in? They should, but if your site lacks compelling content, calls to action, and a reason to buy, they won’t. Many strategies exist to convert prospects into customers. One such strategy involves using Web videos.

When a prospect visits your site, he may or may not intend to make a purchase. With a solid website strategy in place, you can gently guide the visitor through the decision making process. Web video can play an important role. Let’s take a look at the site visitor’s perspective before exploring how Web videos can enhance the process.

Most visitors arrive after entering a phrase into a search engine. For example, a visitor might enter the phrase “low cost widgets” and land on a page of your site that has been optimized for the same term. Alternately, your pay per click ad for low cost widgets may show up, prompting the user to visit your website. Does he find anything on that page that convinces him that your company is the best source of low cost widgets? What makes your widgets better than other widgets in the same price range? What makes your company the company of choice? Why should the visitor act now?

If the visitor’s attention is not captured quickly, if there’s nothing on your page that distinguishes your products from your competitors’ products, or if there’s no reason to act, the visitor will move on to the next site listed in the search engine results. Don’t let this happen. Instead, help your visitors by providing well written information and professionally produced Web videos.  

First, consider where site visitors will land when your targeted keywords have found a prospect. This page is called a landing page. Because it is the first page that the visitor lands on, don’t assume that he has read your Home or About Us pages. This landing page is your first, and possibly only, chance to make a good impression. Since the landing page is related to a specific keyword phrase, in this case “low cost widgets,” the content needs to be relevant to that topic. In this example, you’ll be competing on price, but that doesn’t mean you need to focus only on that aspect. Yes, highlight that your widgets are affordable, but add value whenever possible. Think about what makes your widgets better than comparably priced widgets. The warranty? The quality? The free technical support and training? Make sure to discuss value in the text.

Now, let’s add Web video to the mix. A short video showing how easy your widgets are to assemble could be a terrific selling point. If your competitor’s widgets have complicated instructions and take three hours to assemble and yours snap together in three easy steps in under five minutes, use Web video to illustrate the difference. You could also use video tutorials, video testimonials, or even a video spokesperson.  

In fact, video spokespeople are a terrific strategy. These video overlays can direct visitors to pages with additional information, provide details, demonstrate products, and put your visitors at ease. Suddenly, your website promoting low cost widgets isn’t one of many; it’s unique and professional.

The prospect is impressed. Will he click the “buy now” button or will he click the “back” button to continue his search? Don’t leave it to chance – include a call to action. Ask the customer to do something such as:
•    “Take advantage of our special discount and save $X by buying today”
•    “Add this product to your wish list”
•    “Sign up for our free newsletter”

Ideally, after reading your content and viewing your Web video, the prospect will be ready to buy. If not, adding the product to a wish list or signing up for a newsletter makes it more likely that you’ll get a second chance. Use Web video as a key component of your site’s conversion strategy.

Attract Traffic and Boost Sales with Short Web Videos

The latest research from PewInternet.org shows what many marketers already know: More Americans are watching and sharing online videos – dramatically so. According to Pew’s State of Online Video 2010, 69 percent of adult Internet users have used the Internet to watch or download video. These numbers are but part of the story. While Web videos are popular with users, they can also drive traffic to business websites and boost sales conversions.

Typical business websites act as online brochures, showing customers and prospects what the business has to offer. Early designs were relatively static with brochure-like text and contact information. Today, most business websites provide far more than a sales pitch and contact information. Now, informative articles, blogs, and interactive content are website standbys. With more Internet users willing to watch videos online, adding 60 to 90 second Web videos makes sense. After all, video is an effective medium to convey messages.

In addition to being a terrific way to communicate, Web videos can actually drive traffic to your website, build trust and credibility, and boost sales conversion. First, all of the major search engines include video results in their search results pages. Not only do video results now appear in general search results, separate video categories exist where users can specifically search for sites with videos.

For example, if you have a well optimized Web page discussing “how to attract butterflies to your garden,” your page could conceivably appear on the first page of Google’s search results. If that same site had a video discussing the topic, not only might your page be listed in general, the video would appear as a separate search result. That’s two links attracting traffic. Now, what if the user was specifically looking for videos about attracting butterflies? If you don’t have a Web video on your site, your site won’t appear in the search results no matter how well you optimized the text. By including Web videos on your pages, your site should get more exposure than without.

Attracting more visitors can lead to increased conversions based on numbers alone. However, adding Web video is more than a simple numbers game. By producing informative 60 to 90 minute videos, you are adding value to your site and building trust with your site’s visitors. No matter how a visitor arrives to your site, a sale won’t take place unless the visitor sees value and trusts you to deliver.

Because value and trust are crucial to winning sales, it’s vital that these short Web videos project these characteristics. Consider a business website, one with a professionally produced Web video and one with an amateur Web video. Which one would you be more likely to buy from? Which one is more likely to be around several years from now to honor any warranties? Web visitors make subconscious judgments like these based on what they experience. Strong production values can sway these judgments in your favor.

There’s more to Web video than a pretty picture; your content needs to build trust as well. Is the video informative? Does it add value? Does it give site visitors are reason to select your company over others? If your Web video promises to show how to attract butterflies but is merely a picture of butterflies flitting around, it has failed no matter how beautiful it may be. On the other hand, if it presents a useful technique or product, then it has lived up to its promise and added value.

A solid Web video strategy can drive traffic and boost sales. As you begin forming your online video strategy, keep value and trust in mind and you’re sure to start seeing results!

Do You Need a Web Video Strategy?

Adding web videos to your websites and blogs is a terrific way to add value to your sites while also taking advantage of the potential additional traffic from video search engine results. However, there’s more involved than occasionally posting an online video on your site. As with the other elements of Web development, video for web pages should be strategically planned and managed.  

First, how can online video benefit your site? The benefits are numerous. For example, having Web videos on your site can result in additional traffic based on search results. Not only do the major search engines list results based on text, they now list video results. While additional traffic is always welcome, video for web pages can also: inform visitors, direct attention to specific areas of the website, convey your message, make your company more personable, and prompt users to act in some desirable way.

With all of the benefits of online video, the decision to move forward is relatively easy. Before you start trolling YouTube for inspiration, it’s important to understand what you want the Web video to accomplish. Ask yourself the following questions:
•    What is the purpose of the website?
•    How can Web video help you to further that purpose?
•    Which benefit of online video is most important to you?
•    Where does it make the most sense to post video on your website?
•    How often are you willing to post online videos?

The answers to these questions can guide you in creating a Web video strategy. For example, if your website’s purpose is to raise awareness about a specific cause, adding informational videos could be powerful. On the other hand, if your website’s purpose is sales driven, how-to videos or product demos may be a better choice. If you want to attract visitors, inform them, and create a more engaging experience, you may want to opt for a video spokesperson who acts as a virtual tour guide throughout your site.

Where should you post your online videos? Again, it depends on the purpose of the site and the Web video. The home page may be the perfect spot for your cause awareness video whereas individual product pages may be better suited for the how-to videos. Depending on how you incorporate Web videos, you may even want to create a video gallery or showcase section of your site.

Just as it’s important to regularly add articles and blog posts to your sites, regularly adding online videos is also important. Adding fresh content encourages return visitors and aids in SEO. Create an editorial calendar and map out your video for web goals. If you have the resources, adding a fresh online video each week would be an excellent start. Even if you can only handle one Web video per month, you’d have 12 videos working for your site in a year’s time, each delivering benefits and traffic.

Do you have a video for web strategy or are you winging it? What are your thoughts?

Enhance the Internet Sales Conversion Process with a Virtual Spokesperson

Have you encountered a virtual spokesperson on a website yet? If you have, then you know that virtual spokespeople add a new, dynamic element to static Web pages. A video overlay of a real person walking onto the screen and speaking directly to site visitors helps personalize websites. However, there’s more involved than a friendly face; a virtual spokesperson can translate into increased conversions.

No matter what your website’s goals may be, using a virtual spokes model strategically can ensure that those goals are met. For example, do you have a landing page on your site designed to collect opt-in email addresses? While “click here” links and peel away banners entice users to click their way to the landing page, a virtual spokesperson can gently guide the visitor to the desired page. As the virtual spokesperson directs attention to the pages that you’d like the user to visit, she can also explain the benefits of doing so as well as thank the user for taking the desired action after the fact.

One of the most profound effects that virtual spokespeople have on site visitors is that of credibility. Because the spokes model looks, sounds, and acts like someone the visitor relates to, trust is built. Who do consumers buy from? People that they trust. Well written website content, a professional website design, and a real, albeit virtual, spokesperson work together to build trust.

This doesn’t mean that you should simply dress an actor in a lab coat and tell him his name is Dr. Smith. It means that you need to select a spokesperson who can build trust with your audience. Wardrobe choice is important, but it’s not the only priority. For example, if your site sells healthy living books, a number of spokes model characters could be effective such as a motherly type, yoga instructor, or athlete. Consider who your audience is and what type of role models resonate the best with site visitors. From there, select a virtual spokesperson with the qualities that your audience respects.

So, you have a professional website with a credible virtual spokesperson welcoming and guiding your site’s visitors. While you’ve been able to direct visitors to specific areas of the site and build trust along the way, nothing happens until the visitor takes action. If you’ve been involved in traditional sales, you know that the simple act of asking for the sale is one of the most powerful tools in your sales toolbox. Phrases such as “Would you like to place an order?” and “Can I schedule overnight delivery or standard delivery for you?” prompt users to make a decision. A virtual spokesperson can improve the sales conversion rate of your website simply by asking visitors for the sale.

Though some companies will suggest that incorporating a virtual spokesperson into your website is easy and inexpensive, the process is more complicated than cutting and pasting a few lines of code into an HTML editor. Among the many steps are: selecting the right actor or actress for your site, writing a script (or several scripts if the virtual spokesperson will be used extensively), choosing the wardrobe, shooting and editing the video, and overlaying the final composition over your site. Look for a video production company with an understanding of the nuances of Internet marketing as well as high production values.

Virtual spokespeople enhance the sales conversion process by building trust, guiding visitors, and asking for the sale. What have your virtual spokesperson experiences been like so far? Have you made a purchase decision based on a virtual spokesperson’s recommendation? Has your site seen improved conversions since adding a virtual spokes model? We’d love to hear from consumers as well as website owners.

The Benefits of a Virtual Spokesperson

Last week we talked about the evolution of virtual spokespeople on the Web. While it’s interesting to see how virtual spokes models have transformed from animated text readers to full motion video overlays delivering custom messages, website spokes people serve a real purpose and deliver real results.

The benefits of having a virtual spokesperson on your website range from making your site’s visitors feel welcome to prompting visitors to perform a specific action such as “call us today to place your order” or “download this exclusive, free report now.” When a website’s visitors feel welcome, they’re more likely to stick around or return regularly. When visitors are prompted with a solid call to action, they’re more likely to act on that call. In both cases, having a friendly video spokesperson guiding visitors can lead to increased sales conversions.

Using a Virtual Spokesperson to Welcome Website Visitors
Incorporating a virtual spokes model on your website’s home page and landing pages is similar to having a customer service representative or receptionist greeting customers as they arrive at your place of business. A friendly face, a nice tone of voice, and a warm greeting help put customers at ease and let them know that their presence is welcome and appreciated.

Select an actor or actress with a professional appearance that fits in with your business type or customer base. Working with a professional script writer, you’ll then want to create a welcoming message that connects with the audience while also telling visitors what they can expect from visiting your website.   

Using a Virtual Spokesperson to Build Trust
In addition to welcoming visitors, your virtual spokesperson can also build trust with users. Use the virtual spokesperson on informational pages, FAQs pages, and other areas of your site where you want additional credibility. Again, you’ll need a solid script presenting useful information to your site’s visitors as well as a virtual spokesperson with the right image. For example, if your Web page discusses preventing sports injuries, the appearance of a virtual spokesperson playing the role of a sports trainer, physician, or nurse can add credibility to your message and build trust with your audience.

Using a Virtual Spokesperson to Prompt Users to Perform Specific Actions
Your website is likely designed with several elements requiring specific user actions in order to be effective. For example, you may have a newsletter or special report that you use for building an opt-in mailing list. You might have specific pages with strong calls to action. You might have a video that educates and inspires your visitors, prompting them to donate to your cause. No matter what you’re trying to accomplish with your website, you’ve got to get your site’s visitors to those specific areas of the site. A virtual spokesperson can do just that by appearing on your site and guiding users to other areas of your website. Far more effective than a “click here” link, a virtual spokesperson can entice users to perform the desired action as well as explain the benefits of doing so.

By using a virtual spokesperson throughout your website, you can welcome visitors to your site, inform them, build trust, and convince them to perform specific actions. This makes for an engaging, informational experience for your users and translates into increased conversions for you. Make sure to team up with a professional video production company specializing in virtual spokes models.

The Evolution of Virtual Spokespeople

Remember when it was fairly common to land on a Web page and find yourself face-to-face with an animated person reading the text on the page word for word? Those early virtual spokespeople have evolved, leaping out of their frames and shedding their cartoon appearances. Today’s virtual spokes models do more than simply read the page’s content. They appeal  site visitors on a personal level.

Early Virtual Spokespeople
Virtual spokes models are not new to the Internet. A typical early virtual spokesperson featured an animated talking head that read the words featured on the website. Web visitors either loved them or hated them. For some, hearing the text read by a robotic voice was more annoying than useful. Annoyed visitors don’t stick around long, and for the most part, these early spokes models have fallen out of favor.

As broadband connections have become more common, so too have video spokes models. At first, these virtual spokespeople appeared in video boxes just as any other hosted video on a website. Depending on how the Web developer set up the site, the videos either play automatically upon opening a page or are launched by the visitor. While it’s not unheard of for a video spokesperson of this type to read the page’s text, most follow their own scripts and deliver additional information.

Modern Virtual Spokespeople
With advanced Flash technology and a new emphasis on video spokes models, today’s virtual spokes person is a far cry from those early incarnations. You may still see the occasional animated spokes person; however, expect a level of interactivity that wasn’t present before. For example, Animotioninc.com’s virtual spokesperson, Bucky Smiles, appears buried under a clump of snow. A brush appears and the user is invited to brush the snow away to reveal the character, chattering teeth and all. Next, the user can drag a cup of coffee over and warm up the poor guy who finally has the opportunity to deliver his message.

As far as video spokespeople go, the actors are no longer confined to tiny frames. These virtual spokes models step across the screen, appearing as overlays on the site. For example, a virtual spokesperson can walk across the website, pointing visitors to specific areas of the site. Depending on how the scene was shot, a video spokesperson can jump into the website, landing on the page and delivering a unique message.

Today’s modern virtual spokes person is far more engaging than previous generations. With video spokespeople, an actor or actress presents a short message which has been scripted with a specific purpose in mind. For example, a video spokesperson might welcome site visitors, highlight specific products, or prompt visitors to perform a certain action such as sign up for newsletters or fill out a survey.

The modern video spokesperson for the Web is also more personable than the animated spokesperson of the past. Most video production companies offering virtual spokespeople have a cast of attractive, versatile actors and actresses capable of delivering any message. If your site appeals to businesses, a professional spokesperson can add credibility to your site. If your site appeals to a younger crowd, a young and vibrant virtual spokesperson can add a touch of fun and excitement to your site. Best of all, today’s virtual spokespeople add value and can lead to increased conversion rates.

Online Video Types – Know Your Purpose

When it comes to online videos, all videos are not made the same. Nor should they be. In fact, each video that you produce should have a clear purpose. Do you know what you expect out of each online business video? By knowing the video’s purpose, you’ll be able to produce a video that fulfills it as well as be able to measure the video’s success once posted online.

Three Types of Online Videos
Most online videos fall into three categories: informative/educational, conversion, and viral videos. Each of these categories has its own purpose. For example, an informative video endeavors to educate viewers about a product, service, industry, or issue while a conversion video strives to convince viewers to perform a specific action such as subscribing to a newsletter or buying a product. Viral videos are often used to build brand awareness or drive traffic to a Web site.

Informative Videos
Informative videos are educational videos. Creating a informative video allows you to provide value to your site’s visitors while also distinguishing your company from your competitors. After all, by sharing your expertise, you are demonstrating it and building trust. If your competitors are not doing the same, who do you think will look more credible from your customers’ perspectives?

Understand that an informative video isn’t necessarily going to translate into immediate sales. While you may see some immediate and future sales as a result, sales are not the primary purpose of informative business videos. Depending on how you optimize an educational video and where you post it, you may see: increased traffic to your Web site, incoming links from other Web sites (which can both drive traffic as well as provide additional PageRank from Google), return traffic, higher listings in Google search results, more trust with customers (and future sales). In addition, if your product videos show users how to use the product or troubleshoot common problems, you may experience fewer calls from customers seeking help.  

Conversion Videos
Conversion videos have a single purpose: to convert prospective customers into actual customers. This purpose may be a multistep process with a conversion video first prompting your site’s visitors to subscribe to a newsletter, download a white paper, or download a trial version of software or it could be an immediate prompt enticing the prospect to buy now.

When producing a conversion video, it’s important to understand what you want your customer to do as a result of watching the video online. Do you want the user to download a white paper? Then make sure you prompt the user to do so and provide links on the page where the video is hosted. Make it as easy as you can for the user to do what you’re asking him to do.

Viral Videos
Viral videos are online videos that viewers find interesting enough to share with others. Most often, this happens organically though many companies attempt to create videos specifically with hopes that the videos will “go viral.” This type of video is most often found on video-sharing sites such as YouTube rather than on corporate Web sites. If you’re hoping for a viral video sensation, you’ll want to create a video that’s funny and unexpected. In addition, you’ll need to post it on the popular video-sharing sites so that it is more easily discovered and shared.

Understanding what you want to accomplish with your online videos before you begin shooting is an important part of the video production process. Once you understand what you want to accomplish, you can then create a workable plan and shoot your video with confidence.

Oh Say Can You OSeeit? A New Online Video Directory Debuts

What if you could post a promotional video online targeting a specific region of the country? What if you knew that consumers regularly come to that online video sharing website specifically looking for local businesses? How much would you be willing to pay to for that service? How does free sound? OSeeIt.com bills itself as “the best website for viewing business videos and ratings.” Let’s take a look.
 
While anyone can view business videos online at OSeeIt, in order to post your own video or review an online video, you will need to sign up for an account. Signing up is a simple matter of choosing a user name and password and filling out a few details about yourself such as your ZIP code and age.

Once registered, you’re immediately taken to the account dashboard. This dashboard is simple with just a few categories including: Search Videos, My Businesses, My Reviews, and FAQs. As a business owner, you’ll want to set up your business and upload a video. Simply click My Businesses followed by the “Ready to advertise? Click here to setup a new business” link. Again, setup is a snap. Fill in a form with your business details, contact information, and types of payment you accept.

A neat feature is the “profile space” name. Enter a term that describes your service such as “Video Production Company” and an OSeeIt URL will be created, in this case OSeeIt.com/VideoProductionCompany, that you can use to point to your online business video. Once you’ve created the basic listing, you’ll need to activate your account which is a simple matter of clicking a button. From there, click on Business Videos and get ready to upload your video!

Uploading your business video is straightforward with a process you’re likely familiar with. Locate the video on your computer and then click the Upload Video link. Once uploaded, the video goes through a processing period which may take up to 24 hours though it only took a few minutes during a recent test of the service. Presumably, the video is reviewed for appropriateness.

While you’re waiting, you can add additional videos to your account. If you have more than one video, you can specify the order in which the videos appear using the Sort Order field. Videos specified as Sort Order 1 are shown to first time visitors by default. You must have a business video uploaded in order for your profile to show up in OSeeit’s video directory.

Not only is this site extremely easy to use, it is also free. If you want additional exposure, you can advertise on OSeeIt.com, which is how the site makes its money. Currently, OSeeIt.com is offering a three month site sponsorship for just $59. This package displays your business on the right side of the main OSeeIt.com page.

Depending on the length and size of your video, the entire process of signing up for a free OSeeIt.com account and uploading a business video takes just a few minutes. Your business listing and promotional business video will be listed on the site for 365 days – for free!

Have you submitted your business video to OSeeIt.com yet? What are your experiences so far? Share your thoughts below.

Online Videos: Are You Ready to Go Live?

Streaming live video has evolved from the early days of setting up webcams as silent, digital witnesses. While it’s fun to see the weather at the beach or keep an eye on your toddler’s preschool class, today’s streaming online videos serve many business purposes ranging from educational to promotional. However, setting up a live online video stream is more involved than simply turning on your webcam. Just as you carefully produce your traditional online videos, you must do the same with live video.

Common Uses for Live Video Streams in Business
As the Gulf oil spill has demonstrated, businesses use live online videos as information delivery systems. Hopefully, you’ll never have a disaster to document, but you may have an online audience interested in what’s going on at your company. For example, if you’re a manufacturer, customers may enjoy watching live video streams of your assembly line. If your company hosts prominent speakers, broadcasting a live lecture, with the speaker’s permission, may be smart.

Recently, NASA’s Jet Propulsion Lab (JPL) in Pasadena, California held its annual open house for the public. While those present could tour the campus and view displays, virtual attendees were able to tune in and watch lectures and demonstrations online. With a simple click of a button, thousands of virtual visitors could watch live streaming video of scientists discussing the latest Mars rover plans and other current JPL projects. Different camera angles provided alternative views.

Another use for live video streams involves interacting with your customers. For example, you could hold a virtual press conference and take questions directly from your customers via a chat feature. You could also use live online videos to hold seminars, demonstrate how to use your product, or conduct live focus groups with consumers as you develop new products. The possibilities are endless.

Technical Considerations before You Go Live with Online Video
Sites like UStream certainly do make it easy to stream video online. However, if you want to look professional, you’ll need to carefully consider the production value of your feed. While it’s possible to use a laptop with an integrated webcam and go live with a click or two, results may be disappointing. Consider the following:
•    Location – Where will you be shooting the video? Is it well lit? Is the background distracting? Are there sounds that will interfere?
•    Video quality – The online audience is sophisticated. While a low resolution webcam may be fine for chatting with friends online, professional live videos online should look professional. In addition, HD online video quality is becoming the norm rather than the exception.
•    Sound quality – Some live video feeds don’t need sound. For example, if a viewer wants to check out snow conditions at your ski resort, they don’t need to hear the sounds of the ski lift in operation. On the other hand, sound is needed for a live seminar discussing the latest ski and snowboard equipment. Like a regular video production, individual microphones for each speaker allow for better sound quality.
•    Preparation – As a live online video format, everything you do or say in front of the camera goes out live and unedited. While this allows for spontaneity, it could also make you look unprepared. Approach your live video production just as you would any other speaking engagement. You should have a prepared presentation and you should rehearse before going live. Notes and teleprompters are lifesavers.
•    To Chat or Not to Chat – Many live online videos incorporate chat and Twitter features so that viewers can comment, ask questions, and interact throughout the presentation. If you’ll be chatting during the presentation, it’s smart to have a second person monitoring the chat stream so that you can concentrate on the presentation and answer relevant questions without distraction.

Going live with online video allows you to interact with your audience in real time. While it may be tempting to power up your webcam and wing it, you’ll produce a much better video if you pay attention to production values. Consider hiring a video production company and project a professional image.

Testimonial Video: Tips for Putting Your Customers at Ease

Testimonial videos are terrific tools both online and off. After all, having real customers praising your work adds credibility and helps convince other customers that your product and service are great. Many companies post testimonial videos on company websites and video sharing sites like YouTube while others use them on promotional DVDs or play them during trade shows and other events. Regardless of how you use the video testimonials, you’ll need to first produce them. This involves asking a past customer to appear on camera and then planning, shooting, and editing the video.

Because you are using actual people and not hired actors, expect some resistance on the part of your customers. Some will be happy to provide you with a written testimonial but not necessarily comfortable in front of the camera. Others will be fine with appearing in person but a little hesitant about the process. Your job is to find satisfied customers who want to appear in the testimonial video and then put them at ease about the process.

In addition to being nervous about appearing on camera, customers are often nervous about what they’re going to say. In fact, you can put your customer at ease right away by letting her know that you’ll employ a professional script writer who will meet with her ahead of time. The writer will find out about the customer’s experience with your service and then write a brief video testimonial script using the customer’s lingo.

By collaborating with the customer, a script writer is able to create an authentic sound bite that fits into your allotted time slot. Audiences, especially online audiences, have short attention spans. This makes timing crucial. Each testimonial video or topic should be no longer than 30 seconds. Since you know ahead of time that the video will only be 30 seconds long, let your customer know that you’re not expecting a full blown documentary but rather a short clip about the length of a television commercial. This coupled with the fact that a script writer will be involved can work wonders at convincing your customer to speak out on your behalf.

Depending on the product or service, you may want to shoot the testimonial video in a studio or at the customer’s location. For example, if you installed a custom pool, shooting on location makes sense. On the other hand, if the customer has purchased a line of hair care products from you, shooting in a studio may be the smarter choice. Let your customer know where you intend on shooting the video testimonial and play up the benefits of whichever location that may be. For instance, shooting at home by the pool means that your customer doesn’t need to travel while a studio shoot means that the customer doesn’t need to worry about the background, lighting, or sound.

Regardless of location, having teleprompters on the set is well worth the investment as doing so ensures that the key talking points are not overlooked. Not only do teleprompters ensure that the script is delivered as it was designed, they can also put the customer at ease. With teleprompters, fears of forgetting the script or having to memorize lines quickly go away. Let your customer know that teleprompters will be available and how easy they are to use.

When it’s time to shoot the testimonial video, put your customer at ease by letting her know that you can shoot the scene as many times as it takes and that you can also edit out any flubs. Have a glass of water handy and treat her like a star. Make it fun and maintain a relaxed attitude. Finally, let your customer know how much you appreciate the video testimonial.