Why every business should incorporate Testimonials as part of an effective marketing strategy
Did you know that testimonials are one of the most powerful and cost effective selling tools you can implement in your business marketing strategy? Why? You are offering social proof to your prospects from their peers attesting that your services/products actually work. It’s one thing for you to say you are good at what you do, or that your product is amazing. In some ways it’s a self serving statement. It’s another thing for a credible person to say that you are good. It’s immediately credible. Testimonials can boost sales because they increase buyer confidence in our products and services, and reduce resistance to buy. Put simply, people want to feel they can trust you, and the authentic words of your customers speak louder than anything you can say about yourself.
You can put testimonials on your website, on your Facebook page, in your sales material, even on your email footer (personally, this is what I do in my photography business.) Might sound obvious but are you actually asking for testimonials from your clients and more significantly- are you using them?
Here are some tips on generating testimonials that are likely to compliment your marketing strategy and bring interest to your business:
Be forward & ask for feedback.
It is likely that you will know who is especially pleased with your services. Don’t be scared to ask them for a testimonial. If it is appropriate, make it routinely request a testimonial at the time of service. If you are a groovy company, perhaps don’t use the term “testimonial.” It could be as simple as asking “If a friend of yours was considering using our product/service, what would you tell them about us?”
A quick look through existing or previous clients is a great way to get started gathering testimonials.
Ask for specific feedback
Compliments such as “she did a great job” or “her product is amazing” don’t do much to validate your marketing messages as they could be talking about anything. When trying to get feedback for testimonials, try to guide your happy clients to comment on a particular aspect of your business. Focus your feedback on whatever you feel your business strength is. If you strength is affordability, ask them how much they saved by going with you. If it is friendliness and client care, ask them how they felt when you were working with them compared to a similar service. Ask them to describe the service they received from you. If your service is problem solving, ask your client to include details about how their problem was resolved and how you exceeded their expectations. Was their experience something they would want to repeat? This kind of specific feedback is way more effective than vague compliments.
Identify the source
A testimonial is always more credible when the person who writes the testimonial actually used your product/service. This will allow the reader to trust the testimonial as well as relate to the author. An image can be really helpful. Always get permission to publish their name and include a detail about the person. (e.g. Sophie Lawton, Graphic Designer at Sophie Lawton Graphics) Choose a detail that will be relatable to prospective clients or will further emphasize the value of your offering.
Update your testimonial & make is visible
Be strategic about where you place your testimonials on your website. A testimonial that raves about your service is perfect for an ‘About’ page on your site. A testimonial regarding price or product/service could presumably go anywhere. Your best testimonials would do well on your homepage if it fits with the style of your website. Just make sure your testimonials are where your clients will be looking and that they stay fresh: don’t use one testimonial over and over again in every place- after all, you have more than one happy customer?
Let your successes with previous clients work for you to bring in more of the ideal clients you’re looking for. Don’t be afraid to harness the power of testimonials. Let your successes with previous clients work for you to bring in more of the ideal clients you’re looking for.