Remarketing ads, as their name suggests, are a perfect way to make sure that your brand remains connected with visitors to your website who may have browsed your products and services, but who didn’t actually make an immediate purchase.
A remarketing campaign lets you target those people elsewhere on the Web – particularly on social media sites like Facebook, Twitter, Instagram and more. So even though they’ve decided to continue their research for whatever reason, your brand is still at the forefront of their mind.
However, remarketing on its own isn’t going to just magically get people to return to your site and hand over their money. As is always true in the world of digital advertising, you still need to make sure people are seeing the right content at precisely the right moment.
To that end, there are five powerful reasons why you should absolutely be using video testimonials as a core part of your remarketing strategy, all of which are worth a closer look:
1. They’re Undeniably Emotional
Maybe the most important reason why you should be using customer video testimonials for remarketing ads is also the most immediate – you’d be hard-pressed to find a better way to strike an emotional chord with a member of your audience in such a short amount of time.
Unlike text-based content, video itself is incredibly captivating. You can see the emotion on someone’s face as they speak, and hear the tone in their voice. There’s an added layer of personality that you’re just not going to get through another technique. Plus, remarketing ads are nothing if not fast – you don’t have a tremendous amount of time to “get someone on the hook,” so to speak. By leveraging video testimonials for your remarketing ads, you’ll be able to make the most out of every last second you have available to you – and oftentimes, that can definitely make all the difference.
Here’s a great example of a video testimonial that instantly creates an emotional connection with the viewers:
2. They’re the Key to a Higher Return on Investment
On the one hand, you can’t just look at remarketing ads as a cold, calculated marketing technique – if you do, your audience members are going to be able to feel that cynical edge to your content and that can absolutely hurt you, not help you. But at a certain point, you do have to think about those “business factors” like return on investment. Luckily, video testimonials check both of these boxes – offering both a compelling, artful piece of content AND an opportunity to stretch the value of every dollar as far as it can go at the same time.
According to one recent study, 89% of marketing professionals consider testimonials to be the most effective type of content marketing there is, edging out even case studies. From that perspective, why would you NOT want to take advantage of something that A) can increase your ROI, and B) that can really stay with your core audience members as well?
3. They’re Wonderfully Influential
Another one of the major reasons why video testimonials should become a larger part of your remarketing campaigns has to do with how influential they truly are. Trust and authority are two of the most precious commodities that any brand has and you always need to be proactive about building them. Customer testimonials are a perfect chance to do this, as 88% of people now trust online reviews or testimonials from other consumers as much as they do “word of mouth” recommendations from their own friends and family members!
So in that way, your remarketing ads become more than just a remarketing ad. They become another chance to get people to see you as the authority you really are – and your sales will come out all the better for it.
4. They’re Impressively Versatile
If you sit down and watch video testimonial examples from ten different brands, you’re probably going to see ten very different videos. They’re all aiming for the same target, but they’re going about accomplishing their goal in very different ways. This, of course, leads directly into another one of the reasons why you should be using video testimonials for your remarketing ads – you can bend them to both the will of your brand and the will of your audience quite easily.
To have a successful customer testimonial, all you really need is a satisfied existing customer who is ready to tell their story. The actual narrative arc of that story can be anything you need it to be depending on who you know is going to be watching the ad.
So if you want to have someone talk about how your product or service solved all of their major pain points (thus answering audience questions before they have a chance to be asked), you can. If you want them to talk about how their life is better now than it was before they discovered your brand, you can. Whatever it is that your prospects need to hear, you can provide that information by way of a video testimonial – and the importance of that flexibility should not be overlooked.
5. The Impact on Your Conversions
Finally, one of the major reasons why video testimonials are among the most important opportunities you have available to you – not just in terms of remarketing ads but also OTT content in general – is because they have an immediate, direct and powerful impact on the thing that matters most of all:
According to another recent study, customer reviews (and video testimonials absolutely fall into that category) can create a massive 74% increase in product conversions over the short-term.
So if you needed only one reason to understand why video testimonials are the perfect option to explore for all of your remarketing ads moving forward, congratulations: you just found it.
Video Testimonials: Online Marketing Gold
We’ve looked at a lot of reasons why video testimonials are great for your remarketing ads. There’s simply no better way to build connections with your target audience, increase your reach, and boost conversions.
Whether you’re planning to sell fitness programs online, or market your online business, video testimonials can be a huge asset for your brand.
Creating an effective video testimonial isn’t easy. But a well-produced customer video testimonial can be the most valuable piece of marketing content that you’ll ever use.
|Author: Amir Shahzeidi
Amir is the digital marketing manager at Uscreen, an all-in-one video monetization and live streaming platform that empowers video entrepreneurs and creators to monetize their content and build thriving communities and businesses around their videos.