When we are presented with a choice — like where to vacation, who to hire to watch our children or pets, or even what exercise routine or diet to follow — we often rely on our friends and family’s recommendations, as well as online reviews. These suggestions save us time and effort — and allow us to navigate multiple options without spending energy seeking all of the choices ourselves.
Client testimonials can do the same thing. People trust other people more than brands, which means testimonials are essential to build your organization’s credibility and emphasize its unique value compared to your competition. The following are several more benefits of using testimonials and reviews in your marketing strategy:
Reviews Humanize the Brand
Hearing directly from loyal customers gives your marketing a human element, showing that real people have had positive experiences with your product or service. Testimonials display human emotions, reactions, and results that can mean more than generic advertising.
In addition, testimonials help your company learn what features and benefits are valuable to audiences, and they can help guide your future marketing messages to target customers.
Testimonials Help Increase Sales
Well-placed testimonials on your website can improve your search ranking, increase time spent on your site, and help your potential customers find reassurance before purchasing your product or service.
In addition, while testimonials may help you increase sales, they also don’t cost a thing compared to other forms of advertising. A few strong customer stories can yield significant ROI.
Collecting testimonials can be highly effective if done right. Here are a few tips to gather great testimonials for your business:
- Ask Specific Questions | Instead of asking a customer, “Can you give us a testimonial?”, try asking, “What problem were you trying to solve?”, “How did the product/service help?”, and “Would you recommend us to others? Why?” These questions lead to clear, authentic, and result-driven testimonials.
- Look for Testimonials on Different Channels | Testimonials can be found in several different places online. Look at review platforms like Google or Yelp, scroll through your social media comments, and /or use a survey on your website or in an email to gain information. Just make sure to ask permission before using a person’s words!
- Follow up with Customers | After a customer purchases your product or service, send them a follow-up email to see if and what they liked about his or her purchase. In addition, if a consumer says something positive in an email or in passing, say something like, “That’s great to hear! Can we use that as a testimonial?”
Need help integrating testimonials into your marketing strategy? Contact us today to get started.