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Posted on 04-23-2014
Whether spoken, written, or on video, a client testimonial goes a long way in adding credibility to your chiropractic practice. Testimonials instill a strong sense of confidence in both existing and potential clients. They provide important arguments in favor of your service from real people, which will validate your practice in a way that simply appears more objective than when you speak to your own services. This public sponsorship is particularly valuable because video testimonials present a client who has actually benefited from your service, which will humanize your business.
“Videos in universal search results have a 41% higher click through rate than plain text results.”
- aimClear, August 2012
As previously explained by Jamie and Eunice in How to Ask for a Video Testimonial, asking a client to film a video testimonial is often seen as an uncomfortable event. After you have gathered the moxy to ask a client to advocate for your business, the process still begs many more questions pertaining to preparation and filming… so, now what? Below is a list of 6 do’s and don’ts to best prepare yourself for the on-site video testimonial shoot.
Preparation is vital to shooting a client testimonial. What do you want your final product to look like? Where do you want to film? When is the best time to shoot the project so as not to inconvenience your volunteer client or disrupt business?
What do you want your client to say? Asking a very open ended question does not always lead to an expected or desired answer. Prepare quote-worthy and event instigating questions. More specific questions about your practice encourage clients to ethically recount their experience and represent your services.
While you have your client’s time ensure that you capture all of the necessary audio and b-roll footage in addition to the interview. What footage needs to be captured to meet this goal? Asking your client to come back and shoot more video may detract from her experience. Consider shooting more footage than you expect to need given that some of it will end up on the editing room floor.
While the number of people in a testimonial video will vary case by case, having multiple people in a video can detract from its overall goal. If two clients want to be filmed, will one do all of the talking while another sits idly by? Do their answers and interactions complement one another? It can get confusing or make the video unintentionally awkward.
Despite agreeing to film a video, some of your clients will be camera shy. Create a comfortable atmosphere by starting the conversation with questions. Who are they and why they came to you for chiropractic care are good starters.
While sincere, having a client explain why your business is the best may not be the most descriptive information. You want your testimonial to recount their unique experience more specifically that just saying it’s “the greatest,” so that other clients can create a better picture of what to expect if they visit you.
At the end of the day, a video testimonial is meant to benefit your business. While there is no designated path to success, these tips can lead you in the correct direction. Ultimately, you know your company and branding best. Have fun with filming and interacting with your client! This will further strengthen your existing relationship, as well as invite new ones.
For more information on video testimonials and video marketing, call 1-800-IMATRIX today to speak with a ChiroMatrix expert!
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