From word-of-mouth to online reviews, the testimonial is the most effective way to market your roofing business. So how do you take a happy customer’s testimonial and leverage it into a long-lasting referral?
Consumers are increasingly turning to video to get the information they want online, so it's no wonder that 87% of businesses are now using video to attract customers. If you want a fair chance of beating your competition, it's time to step out of the dark and start filming! Creating video testimonials to post on your website or blog and share on social media is easier than you think! Take a look at this roofing testimonial video for a sample of what you might want to shoot for.
Empower your foreman (or another employee tasked with follow-up) to ask any client who expresses satisfaction if they’ll appear on a short testimonial video. Remember, some people aren’t comfortable speaking on camera, so expect to receive a few rejections, even from clients raving about the work. (As an alternative to a video testimonial, ask him or her to post an online review for your roofing business on Google or Facebook instead.)
Make it as easy as possible for a client to say “yes” to your request by offering to film the video at their home. When it’s time to film, choose a spot with ample natural lighting, if possible.
A viewer can become distracted when more than one person appears on the screen, so keep the camera focused on the homeowner giving the testimonial.
The best testimonials won’t sound forced or scripted. Interact with the homeowner in a give-and-take conversation before the video to get the homeowner comfortable, and keep this tone going when the camera is rolling. You can always edit the interview if the customer goes off-topic.
Edit the roofing testimonial using one of the many available editing programs (some are free; others carry a cost). Options include Windows Movie Maker, iMovie, or video editing apps and browser extensions. Consumer surveys suggest the ideal length for a video customer testimonial is up to 30 seconds, while Facebook recently shared that videos three or more minutes long get pushed farther organically.
Make the homeowner feel appreciated for the time they spent creating a video testimonial. Send a handwritten thank-you note and, perhaps, a small token of appreciation, like a gift card to a local restaurant.
If you don’t already own equipment to film a testimonial for your roofing company, no worries! You can get the right equipment without busting your marketing budget. Here’s what you’ll need:
Now get out there and start filming those roofing testimonials to share on your website, blog, and social media! For more tips and guidance on building a successful contracting business, keep a close eye on our blog and follow Equipter on Facebook.