{"id":4641,"date":"2023-03-29T11:43:08","date_gmt":"2023-03-29T08:43:08","guid":{"rendered":"https:\/\/yrityksille.kokemuksia.fi\/?p=4641"},"modified":"2025-06-18T11:07:16","modified_gmt":"2025-06-18T08:07:16","slug":"how-to-use-customer-testimonial-videos-in-sales-and-marketing","status":"publish","type":"post","link":"https:\/\/yrityksille.kokemuksia.fi\/en\/articles\/how-to-use-customer-testimonial-videos-in-sales-and-marketing\/","title":{"rendered":"How to use customer testimonial videos in sales and marketing"},"content":{"rendered":"\n<p>Testimonial videos, customer experience videos, case study videos, recommendation videos\u2014dear child has many names. Whatever you call them, testimonial videos are one of those tools whose benefits nearly all marketers agree on.<\/p>\n\n\n\n<p>Potential customers need reassurance before making a purchase decision, and what better way to build trust than by sharing real experiences from your existing customers?<\/p>\n\n\n\n<p>The challenge, however, is often how to get those videos in front of the right people at the right stage of the buying process. Testimonial videos don\u2019t help much if they\u2019re gathering dust somewhere deep in your website, far from where customers actually go during their decision-making process.<\/p>\n\n\n\n<p>It\u2019s also worth noting that different stages of the funnel call for different methods and content formats. That\u2019s why utilizing testimonials is something of an art form\u2014and why we created this guide for you.<\/p>\n\n\n\n<p>After all, even the best hammer is useless if you try to use it on screws instead of nails.<\/p>\n\n\n\n<h2 id=\"a-practical-guide-to-using-testimonial-videos-at-different-stages-of-the-buyers-journey\" class=\"wp-block-heading\">A practical guide to using testimonial videos at different stages of the buyer\u2019s journey<\/h2>\n\n\n\n<p>There are many ways to model the buyer\u2019s journey, but one of the most common frameworks divides it into three stages: top of funnel, middle of funnel, and bottom of funnel\u2014or awareness, engagement, and sales.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"682\" height=\"452\" src=\"https:\/\/yrityksille.kokemuksia.fi\/wp-content\/uploads\/2023\/03\/image1-2.png\" alt=\"\" class=\"wp-image-394\" srcset=\"https:\/\/yrityksille.kokemuksia.fi\/wp-content\/uploads\/2023\/03\/image1-2.png 682w, https:\/\/yrityksille.kokemuksia.fi\/wp-content\/uploads\/2023\/03\/image1-2-300x199.png 300w\" sizes=\"(max-width: 682px) 100vw, 682px\" \/><\/figure>\n\n\n\n<p><strong>Stage 1: TOFU (Top of Funnel): Awareness<\/strong> \u2013 Build awareness and spark interest. Reach your audience.<\/p>\n\n\n\n<p><strong>Stage 2: MOFU (Middle of Funnel): Engagement<\/strong> \u2013 Support information gathering. Help your customer learn.<\/p>\n\n\n\n<p><strong>Stage 3: BOFU (Bottom of Funnel): Sales<\/strong> \u2013 Assist in decision-making. Overcome purchase barriers.<\/p>\n\n\n\n<p>As we all know, the buyer\u2019s journey is increasingly digital, which also means our ability to influence purchase decisions has grown significantly. While testimonial videos typically work best in stages 2 and 3, they can also be used to build awareness effectively\u2014when used right.<\/p>\n\n\n\n<p>Let\u2019s break down how to utilize testimonial videos at each stage of the buyer\u2019s journey:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>TOFU &#8211; Awareness &#8211; Build awareness and spark interest<\/strong><\/li>\n<\/ol>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Social media advertising<\/li>\n\n\n\n<li>Organic social media<\/li>\n\n\n\n<li>YouTube video ads<\/li>\n<\/ul>\n\n\n\n<p>At the awareness stage, your potential customer likely hasn\u2019t heard of your product or service yet. That means they\u2019re not ready to spend much time getting to know you.<\/p>\n\n\n\n<p>Testimonial videos can still be effective at this stage\u2014especially short social clips that cut straight to the point. The first three seconds are crucial for grabbing attention and determining whether someone will watch the rest of the video.<\/p>\n\n\n\n<p>Don\u2019t try to use full-length testimonial videos here. Instead, break them into short, punchy social snippets tailored for this stage.<\/p>\n\n\n\n<ol start=\"2\" class=\"wp-block-list\">\n<li><strong>MOFU &#8211; Engagement &#8211; Support the customer\u2019s information gathering<\/strong><\/li>\n<\/ol>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Remarketing<\/li>\n\n\n\n<li>Search engine optimization<\/li>\n<\/ul>\n\n\n\n<p>At this stage, the potential customer is already interested in your offering but is still gathering information. They may spend weeks\u2014or even months\u2014in this phase before making a decision.<\/p>\n\n\n\n<p>They\u2019re engaged, but not yet committed.<\/p>\n\n\n\n<p>The most effective ways to support them here are through remarketing and SEO.<\/p>\n\n\n\n<h2 id=\"search-engine-optimization\" class=\"wp-block-heading\">Search Engine Optimization<\/h2>\n\n\n\n<p>With SEO, you reach the user when they\u2019re most open to learning. There are two primary ways to use testimonial videos here:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Embedded on your website as supporting content<\/li>\n\n\n\n<li>Uploaded to YouTube to directly address user queries<\/li>\n<\/ol>\n\n\n\n<p>Let\u2019s take a roofing company as an example. Useful video placements for SEO could be:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Roofing service pages<\/li>\n\n\n\n<li>Customer experiences with roofing page<\/li>\n\n\n\n<li>General experiences with the company page<\/li>\n<\/ul>\n\n\n\n<p>Often, items 2 and 3 can be the same page\u2014but in some cases, it\u2019s worth keeping them separate.<\/p>\n\n\n\n<p>One underused SEO tactic is <strong>video schema markup<\/strong>. If you&#8217;re unfamiliar, here\u2019s a helpful article from Semrush: <a href=\"https:\/\/www.semrush.com\/blog\/how-to-use-video-schema-markup-on-your-video-pages\/\">https:\/\/www.semrush.com\/blog\/how-to-use-video-schema-markup-on-your-video-pages\/<\/a><\/p>\n\n\n\n<p>In short, schema markup is structured data that helps search engines understand your video content. With the right markup, a Google search for \u201croofing experiences\u201d could show your testimonial video right in the search results.<\/p>\n\n\n\n<p>The same logic applies to YouTube, which is both the world\u2019s largest video platform and the second-largest search engine overall. Google also pulls YouTube results into its own listings\u2014something many companies miss if they focus solely on their own website.<\/p>\n\n\n\n<h2 id=\"remarketing\" class=\"wp-block-heading\">Remarketing<\/h2>\n\n\n\n<p>Remarketing involves showing ads based on users\u2019 previous behaviors\u2014such as site visits, video views, post engagement, and more.<\/p>\n\n\n\n<p>The most common platforms for this are Meta (Facebook, Instagram) and Google (YouTube pre-roll, Search Ads, Display Ads).<\/p>\n\n\n\n<p>Since the information-gathering phase can last quite a while, the key here is <strong>variety<\/strong>. Repurpose your videos into different edits and formats to keep your ads fresh and effective. This helps avoid fatigue and keeps the audience engaged over time.<\/p>\n\n\n\n<ol start=\"3\" class=\"wp-block-list\">\n<li><strong>BOFU &#8211; Sales &#8211; Support the purchase decision<\/strong><\/li>\n<\/ol>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Remarketing<\/li>\n\n\n\n<li>Google Ads<\/li>\n\n\n\n<li>Sales presentations and calendar invites<\/li>\n\n\n\n<li>Website conversion optimization<\/li>\n<\/ul>\n\n\n\n<p>At this final stage, the customer is ready to act. The question is: which provider will they choose?<\/p>\n\n\n\n<p><strong>Google ads<\/strong><\/p>\n\n\n\n<p>Google Ads is often the most effective channel at this stage\u2014especially when paired with high-quality landing pages. One important factor in Google\u2019s ad pricing is <strong>landing page quality<\/strong>, and including testimonial videos can positively impact this score.<\/p>\n\n\n\n<p>Some users prefer to watch rather than read, and offering video content can give your campaign a competitive edge.<\/p>\n\n\n\n<p>Longer testimonial videos typically work best at this stage, where the customer is already interested and willing to invest time.<\/p>\n\n\n\n<h2 id=\"remarketing-to-support-decisionmaking\" class=\"wp-block-heading\">Remarketing to Support Decision-Making<\/h2>\n\n\n\n<p>Here, the time window is short. The customer is close to converting and more willing to watch longer content. This makes full-length testimonials or compilations highly effective.<\/p>\n\n\n\n<p>Focus your remarketing efforts tightly: for example, target only those who\u2019ve visited pricing or contact pages\u2014not just anyone who briefly interacted with a video earlier in the funnel.<\/p>\n\n\n\n<p>Keep your campaign cycle short (around a week) and ensure enough frequency to deliver the message clearly and overcome last-minute doubts.<\/p>\n\n\n\n<h2 id=\"sales-presentations-and-calendar-invites\" class=\"wp-block-heading\">Sales Presentations and Calendar Invites<\/h2>\n\n\n\n<p>In many industries, sales reps play an active role in finalizing decisions. One of the best ways to use testimonial videos is by including them in sales presentations.<\/p>\n\n\n\n<p>A common frustration among salespeople is the lack of relevant case studies to support their conversations. The key is to have a variety of testimonials available for different scenarios, so your reps can tailor their pitch accordingly.<\/p>\n\n\n\n<p>An often-overlooked opportunity is <strong>embedding videos in calendar invites<\/strong>. Especially in remote sales, \u201cno-shows\u201d are a recurring challenge. Adding a testimonial video to the meeting invite can reduce doubt and increase the likelihood that prospects show up.<\/p>\n\n\n\n<h2 id=\"website-conversion-optimization\" class=\"wp-block-heading\">Website Conversion Optimization<\/h2>\n\n\n\n<p>This is perhaps the most obvious\u2014but also the most misunderstood\u2014use case for testimonial videos.<\/p>\n\n\n\n<p>Too often, companies just create a \u201cTestimonials\u201d page in the main navigation and expect visitors to find it on their own. In today\u2019s mobile-first world, site navigation matters less and internal links and contextual content matter more.<\/p>\n\n\n\n<p>Yes, it\u2019s worth creating a dedicated testimonial page\u2014for SEO and user trust\u2014but the <strong>conversion-driving pages<\/strong> are where videos truly shine:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Service pages<\/li>\n\n\n\n<li>Product pages<\/li>\n\n\n\n<li>Pricing pages<\/li>\n\n\n\n<li>Contact pages<\/li>\n<\/ul>\n\n\n\n<p>Videos should appear early enough on these pages to influence decisions\u2014but not necessarily right at the top. (There are exceptions, of course.)<\/p>\n\n\n\n<p>If your service page is miles long\u2014as is sometimes warranted\u2014don\u2019t bury your video at the very bottom. It won\u2019t make an impact on conversion rates.<\/p>\n\n\n\n<p>For best results, use a heat mapping tool (like Hotjar) to see how far visitors scroll and tailor your video placement accordingly.<\/p>\n\n\n\n<h2 id=\"summary\" class=\"wp-block-heading\">Summary<\/h2>\n\n\n\n<p>There are countless ways to use testimonial videos, but they\u2019re most effective near the end of the buyer\u2019s journey. Think of your own purchases\u2014how often do you buy anything online without first seeing what others have to say?<\/p>\n\n\n\n<p>The most cost-effective approach is to start with a longer video for the bottom of the funnel and then create shorter clips to use throughout the journey.<\/p>\n\n\n\n<p>In this algorithm-driven age, it\u2019s essential to constantly have fresh video content for search engines and social media. But that doesn\u2019t mean you need to constantly film new material\u2014one shoot can yield a wide variety of formats and edits.<\/p>\n\n\n\n<p>Especially short clips tailored for social platforms.<\/p>\n<input class=\"fooboxshare_post_id\" type=\"hidden\" value=\"4641\"\/>","protected":false},"excerpt":{"rendered":"<p>Testimonial videos, customer experience videos, case study videos, recommendation videos\u2014dear child has many names. Whatever you call them, testimonial videos are one of those tools whose benefits nearly all marketers agree on. Potential customers need reassurance before making a purchase decision, and what better way to build trust than by sharing real experiences from your [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":4365,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_improvement_type_select":"improve_an_existing","_thumb_yes_seoaic":false,"_frame_yes_seoaic":false,"seoaic_generate_description":"","seoaic_improve_instructions_prompt":"","seoaic_rollback_content_improvement":"","seoaic_idea_thumbnail_generator":"","thumbnail_generated":false,"thumbnail_generate_prompt":"","seoaic_article_description":"","inline_featured_image":false,"seoaic_article_subtitles":[],"footnotes":""},"categories":[64,74],"tags":[],"class_list":["post-4641","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles","category-guides"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to use customer testimonial videos in sales and marketing - Kokemuksia.fi yrityksille<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/yrityksille.kokemuksia.fi\/en\/articles\/how-to-use-customer-testimonial-videos-in-sales-and-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to use customer testimonial videos in sales and marketing - Kokemuksia.fi yrityksille\" \/>\n<meta property=\"og:description\" content=\"Testimonial videos, customer experience videos, case study videos, recommendation videos\u2014dear child has many names. Whatever you call them, testimonial videos are one of those tools whose benefits nearly all marketers agree on. Potential customers need reassurance before making a purchase decision, and what better way to build trust than by sharing real experiences from your [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/yrityksille.kokemuksia.fi\/en\/articles\/how-to-use-customer-testimonial-videos-in-sales-and-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"Kokemuksia.fi yrityksille\" \/>\n<meta property=\"article:published_time\" content=\"2023-03-29T08:43:08+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-06-18T08:07:16+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/yrityksille.kokemuksia.fi\/wp-content\/uploads\/2023\/03\/priscilla-du-preez-XkKCui44iM0-unsplash-scaled.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1707\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Laura Eriksson\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Laura Eriksson\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"9 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/yrityksille.kokemuksia.fi\\\/en\\\/articles\\\/how-to-use-customer-testimonial-videos-in-sales-and-marketing\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/yrityksille.kokemuksia.fi\\\/en\\\/articles\\\/how-to-use-customer-testimonial-videos-in-sales-and-marketing\\\/\"},\"author\":{\"name\":\"Laura Eriksson\",\"@id\":\"https:\\\/\\\/yrityksille.kokemuksia.fi\\\/en\\\/#\\\/schema\\\/person\\\/706c3e19532e76f19f1f7f933f754e03\"},\"headline\":\"How to use customer testimonial videos in sales and marketing\",\"datePublished\":\"2023-03-29T08:43:08+00:00\",\"dateModified\":\"2025-06-18T08:07:16+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/yrityksille.kokemuksia.fi\\\/en\\\/articles\\\/how-to-use-customer-testimonial-videos-in-sales-and-marketing\\\/\"},\"wordCount\":1355,\"publisher\":{\"@id\":\"https:\\\/\\\/yrityksille.kokemuksia.fi\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/yrityksille.kokemuksia.fi\\\/en\\\/articles\\\/how-to-use-customer-testimonial-videos-in-sales-and-marketing\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/yrityksille.kokemuksia.fi\\\/wp-content\\\/uploads\\\/2023\\\/03\\\/priscilla-du-preez-XkKCui44iM0-unsplash-scaled.jpeg\",\"articleSection\":[\"Articles\",\"Guides\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/yrityksille.kokemuksia.fi\\\/en\\\/articles\\\/how-to-use-customer-testimonial-videos-in-sales-and-marketing\\\/\",\"url\":\"https:\\\/\\\/yrityksille.kokemuksia.fi\\\/en\\\/articles\\\/how-to-use-customer-testimonial-videos-in-sales-and-marketing\\\/\",\"name\":\"How to use customer testimonial videos in sales and marketing - 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Whatever you call them, testimonial videos are one of those tools whose benefits nearly all marketers agree on. 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