How to Host B2B Software Testimonial Videos on Your Marketing Site

With software buyers more pressed for time than ever before—customer testimonial videos have become even more important in the sales and marketing process. 

B2B software prospects want to hear and see results from real existing customers. They want to be assured that the capital they’re investing in another company is going to provide a solid return. It’s easy to dismiss the assurance of the business trying to sell you a product or service. It’s not as easy to overlook the word of an established peer who is providing actual results and concrete numbers to prove a company’s effectiveness. 

The most impactful way to feature a customer testimonial on your website is through video. But how should you host the actual videos on your website? And why should you use video as opposed to text testimonials? Read on to find out.

Why Should You Include Video Testimonials?

Video is far and away the most effective and impactful choice for customer testimonials. When you look at a video testimonial next to a text-based review, there is no question as to which can make a stronger emotional impact on your prospects. 

But more so than the emotional weight of actually being able to see the person testifying, it’s been proven that people retain significantly more information via video content than they do through text. A prospect watching a testimonial video can typically retain up to 90% of the information relayed within.  It’s also a fantastic way to build trust with your prospects. Even if they don’t fully trust your company yet, being able to see and hear your testifying customer creates a strong emotional bond—especially if the prospect watching the video is in the same demographic and shares a lot of the pain points of the testifying customer. 

Furthermore, video content helps with your SEO. Google’s algorithm likes to see videos featured on the sites that it ranks, and video is even better for mobile users, as it is easily viewed in the mobile format and shared along social channels. 

In fact, when it comes to the actual numbers behind the logic, adding videos to landing pages has been proven to increase conversions by up to 80%. Video marketing has been hailed by 83% of businesses as being great for ROI. On top of that, 57% of buyers say that video gives them more purchase confidence. 

Choose Hosting Provider

Now that you understand the power of video as it pertains to customer testimonial videos, let’s discuss how to actually get your completed videos up on your sire and working for you.

We’ve highlighted five video hosting services, both free and paid, from throughout the web. Any of the following options would work for the uploading, hosting, and embedding of testimonial video content, though some are more effective than others—depending on how sophisticated you’d like to get with your analytics, reporting, and integrations within your marketing automation system.

YouTube 

When it comes to video hosting, YouTube is certainly the most well-known service in existence. No one else even comes close to matching the brand reputation and awareness that Google’s signature video service carries. With that being said, it is possible to host your testimonial videos through YouTube, but we don’t necessarily recommend it as the number one choice for business hosting on your company website

While YouTube is the easiest video hosting service to use, it is also the least powerful from a B2B perspective and comes with some hefty drawbacks. 

Some of these include:

  • A lack of granular analytics, especially when compared to some of the other providers on this list. 
  • YouTube wants to keep you watching YouTube videos. That’s how they make their money. They do this by incentivizing viewers to keep them watching other videos on YouTube. Oftentimes, this includes driving them off your site, to YouTube itself. This most often takes the form of the “Related Videos” section, which might be completely unrelated to your brand. It might even be a link to your competition.

You absolutely should be posting your videos to YouTube, because YouTube is a social media powerhouse and the world’s second largest search engine. That being said, it’s not purpose-built for business video hosting, as evident by the above-mentioned drawbacks, which can be significant. 

If you want the most effective business tools/features along with the best analytics, and in-depth integrations with your marketing automation platform, you should not use YouTube for your video hosting on your website—however, if you’re in a hurry and just need to get a video up, it will certainly work in a pinch! Just remember what it is. YouTube, fundamentally, is a consumer platform. Because it’s not purpose built for B2B marketing, you are certainly not going to have the same rich B2B features as other platforms.

YouTube Pricing

YouTube is a free service, however, it lacks the effective extra features offered by many of the paid options on this list. 

Vimeo

Vimeo is a great option for embedding your testimonial videos. Its HTML5 embeds are well known for being responsive and quick, while keeping your pages lightweight. It would not do you any favors if the videos you were embedding bogged the whole page down and led to lagging response times. 

Vimeo also does not include ads before videos, nor does it play other videos automatically when yours are finished. This allows you to keep everything on your site branded and controlled. 

Vimeo allows you to customize your player. Basic (free) members are able to customize the size of their player, the colors of the text and play bar, and choose to show or hide portraits, bylines, and video titles. 

Vimeo has paid subscriptions as well which allow you to hide the Share, Like, and Watch Later buttons while also hiding the Vimeo logo. You can also choose which specific sites the video is able to appear on with one of these memberships. 

As for beneficial business features, Vimeo has a lot, particularly with their Vimeo Business plan. 

Vimeo’s paid plans can provide you with up to seven terabytes of storage with no weekly limits. 

The player is also highly customizable with enhanced privacy settings. You can collaborate with team members easily with video review tools and time-coded notes that make revisions a snap. 

It can also aid in lead generation efforts with clickable calls to action which can capture email addresses for prospective buyers.  

Finally, Vimeo uses Google Analytics for advanced statistical analysis and engagement graphs to help you determine where your videos are succeeding and failing. 

Given that even Vimeo’s free plan is fairly robust, when in doubt, we recommend Vimeo as a great place to get started. And again, the ability to insert business specific features like “call to actions” and email capture on the paid plans is extremely helpful for B2B lead generation.

Vimeo Pricing

Vimeo has plans ranging from $7 per month up to $75 per month. Their premium plan comes with seven terabytes of storage and unlimited live streaming. 

Wistia

Wistia is a great platform, especially if you are interested in in-depth analytics of how certain viewers are watching your video, on a per user basis as well as a heat-map in aggregate. On the design side, it allows you to upload and customize your videos with both free and paid options. You’re even able to add customization to the video after it has already been embedded. Once that is done, the video will be altered in all of the places where it has been featured on your site and elsewhere. 

You can also multiple copies of the video or use advanced embed options if you want different customizations of the same video to appear in different places. 

Under the Video Actions menu on your video’s Wistia page, you’ll find an option entitled “Embed & Share.” Click on that and it will take you to a new screen where you can choose the embed code type and customize the code for your specific needs, and there’s the ability to create both inline embeds and popover embeds. 

An inline embed will place the video onto the page and keep it in line with the rest of the page’s content. Popover embeds allow the video to pop over the content instead of playing regularly on the page. This can be launched by clicking on a thumbnail image or a text link. 

Wistia comes with a brandable player, which you can customize by color and even upload your brand logo into. You can also customize video thumbnails, with features like looping video and text—and with the premium plans you can include calls to action in your videos with clickable links to engage viewers. It also has a very handy dedicated lead generation feature which allows you to gate your content and capture emails. 

Wistia works along with several marketing automation platforms like Pardot, HubSpot, and Marketo—so if you are a sophisticated on the marketing automation side of things, you’ll find that Wistia will play nicely and integrate extremely well with your existing MAP.

Lastly, when it comes to analytics, Wistia has you covered with gorgeous heatmaps, which show user interactions with your videos, engagement graphs, and allows you to perform A/B testing to determine what’s really driving your video engagement levels. 

Wistia Pricing

Wistia has a free option, but it only includes standard features, and all videos will have Wistia branding. Their premium Pro plan is $99 per month as of writing, though they do seem to frequently test different pricing setups. They also have an advanced plan which is available for negotiated pricing—depending on your usage needs.

Vidyard

If Wistia leans slightly more towards small businesses and smaller companies, Vidyard is positioned slightly more towards growing B2B businesses with marketing and sales teams of several people. It’s definitely more complex from a user perspective, however it comes with a number of extremely powerful features that should appeal to any B2B marketing at a growing company.

As for features, Vidyard lets you upload and store unlimited videos, and gives you the flexibility to share them anywhere. It guarantees 99.9% uptime, so you never have to worry about your videos being unavailable. 

Team members also won’t need a dedicated account thanks to Vidyard’s uploader widget tool. You can also download your videos at any time with full resolution. 

Finally, in terms of analytics, Vidyard provides you with real-time data for all of your videos, including ROI insights. This platform also monitors levels of engagement, where people are viewing your content, and what devices they’re using.

Vidyard also optimizes your video for SEO. It creates transcripts of all video content automatically, giving you the option to provide captions. It also provides you with metadata and XML sitemaps in order to make your videos more appealing to Google and other popular search engines. 

Vidyard Pricing

Vidyard changes their pricing frequently, we’d recommend referring to their pricing page for the latest most accurate information.

In Conclusion

Regardless of which of these options you choose to go with, creating more testimonials will help you build trust with prospects faster and create a deeper emotional connection that will ultimate increase inquiry and accelerate sales. 

In general, if you have the budget and you want to get very sophisticated with attribution, linking and tracking all videos in your marketing automation system, Vidyard is your best bet. 

If you want something slightly simpler that is very easy to use, with a fair amount of feature crossover and great design, Wistia may be the one for you. 

Vimeo is worth checking out as well, as they are quickly improving their business hosting features. Their pricing is also very competitive.

YouTube is the easiest option, but at its core, it is a social media platform, not a business tool and we cannot recommend it as the top hosting option.

That being said—you should always upload your videos to YouTube anyways on your company profile, because fundamentally, YouTube is a search engine and social media platform. But for B2B business, we absolutely recommend a dedicated business video hosting provider for your website embed.

And of course—if you need help producing the actual testimonials videos—just give us a shout!

Sam
Founder @ Testimonial Hero

Comments are closed.