Why testimonials are important

Big brands spend millions on glossy advertising campaigns to reveal the human side of their business. You can achieve the same outcome at a fraction of the cost by sourcing great testimonials.

Now you know why testimonials are important, here are our tips on how to use them effectively. The first impression many new customers have of your business is your homepage. This is no time for modesty; make your glowing testimonials nice and prominent, so visitors can see what a great job you do. So make it count. Some glowing testimonials can work wonders. If your company has been gaining decent press reviews, you might also consider featuring snippets from these testimonials on your homepage.

Of course, the next touch points in the customer journey are likely to be your product or service pages. All of our product pages feature a pull-out quote from some of our happy customers to demonstrate the worth of our services. Every bit of positive reinforcement you can give will coax your customer closer to the finish line. Social media is a great place to exert some social proof. The trick is to share testimonials on your social channels that tap into the pain points of your audience.

You can actually use social media for discovering those pain points by monitoring hashtags and topical discussion threads. LinkedIn is a great tool for gauging B2B opinions. You could also set aside some budget for boosting your posts or creating paid adverts that get your testimonials in front of a bigger target audience.

Check out this example below from American self-publishing platform Lulu Press. Back in , Oculus was a little known maker of virtual reality hardware. Part of their approach was to produce a video packed with testimonials from industry influencers and software houses. It worked. Customer testimonials can move the narrative on without you sounding like a broken record. One super-effective way to encourage customer engagement and gather meaningful feedback at the same time is to create an email survey campaign.

With a compelling subject line and the right questions, you can gauge what your customers really think of your brand and what you have to offer. They get the chance to relay their thoughts, you gain valuable insights and — as a welcome bonus — you have a legitimate reason to then share their opinions in follow-up emails. First, touch base with your customer to ask permission to feature their testimonial. Either way, the aim of the game is to tease out the issues they faced, the solutions your brand was able to offer, and the results they enjoyed after using your product or service.

Happy days! But how are you going to show them off to your customers? A dedicated testimonials page, of course. You can make this as flashy or low-key as your design skills and budget allow. You can also consider reaching out to industry influencers for an online review in exchange for a complimentary product or a nominal fee. Keep in mind, however, that influencers are required to disclose their relationship with your business.

That means you can easily guide customers through the final stage of the sales funnel if you ensure that they can easily find positive reviews online. While reviews are often linked to the bottom of the sales funnel, they can also boost awareness at the top of the sales funnel.

In fact, good reviews can do wonders for increasing visibility and boosting local SEO, as they can improve your search engine ranking. Case studies take reviews and testimonials even further, guiding readers through specific use cases and demonstrating the effectiveness of your products. They require more finesse and resources than reviews or testimonials, but case studies can pay off in a big way. To find the best customer experience to feature in your case study, consider your target audience, the problems they want to solve, and the results they want to get from your product.

However, an example that features a widely known brand or an easily identifiable personality may make an even bigger impact on your audience. Fail to use them in your sales strategy, and you could be leaving countless conversions on the table. Content Creation 4 min read. How to Source the Best Testimonials Testimonials come in all shapes and sizes, so choose examples that truly help you meet your sales objectives. Subscribe to our Newsletter. I would like to hear about other content marketing ideas and offers.

A lot of internet maketing companies now use Google reviews on their own website, either copying images and placing them on the website or using interactive plugins. The plugins allow customers to click through to the official site to see more reviews, like Brand That Name have on their homepage. Registering for third party reviews sites is an easy way of getting reviews but, self-maintained ones can be useful for you as well and will allow you to curate them a little more carefully.

It helps with avoiding spam or issues where a competitor attempts to submit fake reviews with the search engines or with your review provider. There are usually ways to get around those issues, but it can still make sense to try to keep control of your content in the short term so that you don't end up having your ratings destroyed by one or two malicious fake reviews before you have a decent collection of ratings built up from regular customers.

So, regardless of how you get reviews of your services on your website, you have seen above that it makes good business sense to use them. Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

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