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B2B Monday Myth: Testimonials Are Passé

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are b2b testimonials effective

The Myth: Testimonials Are the Old Way of Doing Things

The Truth: B2B Buyers Are Highly Influenced by What Their Peers Have to Say 

 

There are many different types of content you can produce to attract new prospects to your brand, but one you won’t want to overlook is testimonials.

Testimonials have been around in many forms since the dawn of marketing. And the reason they’re not going anywhere anytime soon is that B2B buyers value them more than you might think. In fact, more than half of B2B buyers rely on customer testimonials or referrals to make purchase decisions.

The thing you have to remember about testimonials is that they need to be done properly.

Here Are 5 Tips for Creating Effective B2B Testimonials:

  1. Video Is the Way to Go. While having a quote or two on your website can’t hurt, video testimonials appeal to Gen X and Gen Y buyers who consume visual content more and more each day. According to the Content Marketing Institute, 62% of B2B marketers have found video to be effective.
  2. Keep It Authentic. It seems like I shouldn’t have to say this, but don’t use actors. Ever. Your buyers want to see testimonials from real human beings who have used your products or services. BS detectors are in abundance in 2017.
  3. Make It Short and Sweet. Testimonials are very different from How-to videos or entertainment videos. If you go too far over the one-minute mark, you’re going to start losing people. So to be more effective, keep your video around 45-60 seconds, with your superstar clients and customers front and center.
  4. Host Your Videos Efficiently. Of course you want your testimonial videos to appear on your website. But make sure you host it on a video site like YouTube or Vimeo and embed the videos into your site. This will be less taxing on your server and make it easier to share on social media.
  5. Distribute Via the Right Channels. Speaking of social media, you’ll want to make sure you feature your videos on Facebook to get in front of your most engaged audience. Instagram is also a good place for testimonial videos. You can show a short clip and drive people to a link to the full video in your bio.

Follow these guidelines, and you’ll be on your way to creating successful testimonial videos. Need help getting started? Drop us a line.

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