HubSpot Video Testimonials: Automatically

Why Video Testimonials?

Video is hot right now, as proven by the popularity of Youtube and TikTok: people simply love watching videos.

Check out these statistics if you don’t believe me:

• 70% of marketers say video converts better than any other medium
• 86% of businesses now use video to help market their product or service
• 93% of marketers report that video on social media has helped them get new customers
• 99% of marketers stated in 2020 that they plan on continuing using video as part of their digital marketing in 2021.

The popularity of video materials could correlate with a much sadder set of facts about reading text:

• 43 million adults in the U.S. have low literacy skills
• The average daily reading time is constantly decreasing

Considering these statistics, video can be more accessible to a lot of potential customers.

On the brighter side, video is a way to convey emotions in a more tangible way: we can see facial expressions and hear the tone of voice that a person is using when we watch video, as opposed to text only.

Customer Testimonial Videos as Social Proof

We know that social proof is one of the most effective ways to build trust with your audience. 

Positive reviews, comments, case studies and testimonials from happy customers show your prospective customers that there are people who really like your brand’s products and services. This encourages them to also trust you.

Video testimonials and other social proof works much better than advertising or statements from the company representatives.

Video Customer Testimonials Remotely

Asking for and producing video testimonials can be a lot of work and expensive if you have to hire a professional production team or use your in-house resources in making them.

Luckily, you can let the customers create video testimonials remotely with a software like Trustmary.

You save money and time, and recording a simple selfie video is a low threshold activity for the customers, compared to a video production where they would have to be the star of the show.

Hubspot + Video Testimonials = Best Combo Ever

Did you know that you could ease the process even further by making the whole process automatic, starting from the testimonial request and ending to showcasing the finished product online?

If you are using HubSpot as your CRM system, you can set triggering events and send automatic testimonial requests to your customers. All you have to do is install the HubSpot and Trustmary native integration and follow the steps introduced in this blog.

Pssst… The same can be done with Pipedrive!

But first, let’s see what else you can do with the Trustmary x HubSpot integration.

1. Gather Customer Feedback

Knowing what your customers think and feel is a great asset. It helps you improve your products and services, and lets you react to sudden changes in the type of feedback you are getting.

With Trustmary, you can customize your feedback surveys and add brand colors, logos, and add the right questions.

2. Measure Customer Satisfaction and Loyalty

NPS (Net Promoter Score) is a measure of customer satisfaction. By measuring NPS regularly, you can learn who are your loyal customers and who are the ones who might walk away if you don’t change something.

Trustmary’s Customer Success Manager Anu Varila estimates that customers who declare their dissatisfaction are rather easy to convert back to happy and loyal customers. 

For that reason you should definitely start measuring NPS more often!

3. Get insights directly to CRM

When you conduct surveys and have them integrated with your HubSpot CRM, you can always see each customer’s survey history and follow their satisfaction.

This lets you react fast if you notice changes for the worse, but also gives insight about what you are doing right.

4. Get reviews, testimonials and video testimonials

At the same time as you collect NPS and ratings, you can ask for reviews, testimonials and video testimonials.

It is possible to customize your surveys and forms so that they always match your needs. You can set conditions, choose questions and personalize the background colors.

When you set conditions for your NPS survey, you can manage which customers have the chance to give a written or video testimonial.

A common practice is to set a condition in which only the Promoters (9-10 score) can leave a video testimonial.

Making the Automation for A Triggering Event

As mentioned before, it is possible to create automations that are triggered by certain events.  Here we introduce three common triggering events and show how to create automations for them in Trustmary’s app.

1. If someone gives you NPS 9-10

The first triggering event is that someone gives you an NPS score 9 or 10. In this case, you want to target the most satisfied customers.

Step 1: Create new automation and name it.

Step 2: Create a new trigger → New survey answer

Step 3: Choose the desired survey form that you have created previously, and set the condition “Only if answer to the question is greater than 8”

Step 4: Create new step → Send message

Step 5: Formulate your email or SMS message by choosing the survey that you want to include in the message and writing the request.

Step 6: Publish the automation.

Now, whenever someone gives you an NPS score 9 or 10, they will receive an email from you requesting a video testimonial.

2. If someone provides you with a written testimonial

In the second scenario, you want to ask for video testimonials from those customers who already gave you a written testimonial.

Step 1: Create new automation and name it.

Step 2: Create a new trigger → New survey answer

Step 3: Choose the desired survey form that you have created previously, and set the condition “Only if answer to the question is not empty”

Step 4: Create new step → Send message

Step 5: Formulate your email or SMS message by choosing the survey that you want to include in the message and writing the request.

Step 6: Publish the automation.

Whenever someone provides your written feedback, they receive an email asking for a video testimonial.

3. Ask everyone while gathering feedback

You can simply create a feedback survey that includes the video testimonial request.

Step 1: Create a new survey (use Trustmary’s NPS survey template)

Step 2: Add a video question

Step 3: Formulate the question

Step 4: Create conditions if you want to (not necessary)

Step 5: Ready to go!

This way you don’t have to send separate video testimonial email requests. 

On the other hand, if the respondent is not ready to give a video on the spot, they probably won’t get back to it later and you lose the potential video.

How to Use the Gathered Video Testimonials

Once you have collected your HubSpot customer video testimonials, you need to figure out what is the best way to use them. I have a few tips for you.

1. Testimonial page

Many companies have a dedicated testimonial page on their website. If someone is seriously doing research about you, they will for sure see the separate page. Showcasing many testimonials on the page builds credibility.

2. Landing page

Placing the video testimonial on your landing page gets more viewers for the video. With Trustmary’s testimonial widgets, you can create elegant elements that don’t take too much space on your home page but guarantee that they get noticed!

3. Check-out page

Having video testimonials on the checkout page can be a determining factor for the purchase decision. If someone is still sitting on the fence about the purchase, seeing a positive review from a previous customer can help them make up their mind at the last minute.

This case example found a 32% increase in sales after placing video testimonials on their checkout page.

4. Social media

Social media loves videos. After getting a great testimonial video from one of your committed customers, don’t forget to share it on your key social media channels.

5. Sales offer

Include a video testimonial on your sales offer email: how can a potential customer turn you down after seeing such an endorsement from a peer?

6. Advertisements

Your best testimonial videos can even be used in advertisements and commercials, as long as your customers feel comfortable about that.

7. Presentations

What if you had a customer video testimonial in your slideshow when you are pitching for investors or an important client the next time? Boom.

Still looking for more inspiration? Check out these further 7 tips for using video testimonials in marketing.

Next Steps

Now that you know how to gather video testimonials on HubSpot and how you can use them efficiently, all you have to do is start doing it!

Step 1: If you haven’t got your Trustmary account yet, make sure to sign-up for a free trial or book a meeting to get started.

Step 2: Install the native integration to HubSpot. Follow this step-by-step guide to do so.

Step 3: Create your surveys and testimonial forms on Trustmary.

Step 4: Create automations and their triggering events.

Step 5: Import the gathered video testimonials to your website using Trustmary’s testimonial widgets.

Now you’re all set! Enjoy the automated process that generates you more leads and more sales!

Further Reading

• The Definitive Guide to Creating and Utilizing Video Testimonials
• Gather Feedback in Hubspot – Automatically
• Step-by-step guide to the HubSpot native integration to Trustmary
• 3 Best Examples of Testimonial Request Letters That You Can Copy

FAQ