Testimonials play a very important role in your business in determining weaknesses and strengths that can be improved on. They are formal forms of expression that support a business. They are also a very powerful tool when it comes to strengthening your branding and its credibility. At the end of the day, people will not come to your business if they don’t trust your service. In this article, we will be explaining why testimonials are so important for your business growth and also how to use testimonials to your advantage.
Choosing the best ones
One very important key to using testimonials is selecting the best ones. Try looking for testimonials that give you more detailed feedback on your products and services that tell you what it is they liked about them. Testimonials that provide specific product benefits can help increase sales.
Show the world
When you start getting great testimonials on your products or services, show them off as much as you can. Make sure you add them to your website and make them easily accessible to everyone. You might consider having a separate page on your website just for testimonials or even a slideshow on your home page with all the great testimonials you have received. You can also add them on your social media pages, case studies page, or brochures.
Remembering your buyer personas
A buyer persona is important background information about your buyers such as their demographics, lifestyle, age, challenges, etc. When gathering your testimonials, you need to gather stories that they can relate to. It is also very important to get different demographics and buyer personas. Remember, it is always better to have many different persona outreaches than only having one.
Never fake it
The most important rule in sharing testimonials is to use real testimonials given by real customers that have experienced your products and services. Testimonials are there to provide credibility and establish trust. Faking testimonials can put your business reputation on the line and your customers are more likely to go in with unrealistic expectations.
Show your face
Make your testimonials interesting by adding an image next to the client’s statement. Research has shown that adding an image increases your click-through rate by a great amount. By putting a face to the name, you will increase the trust factor by making potential clients feel more secure and confident in what you’re claiming.
Creating a video
Seeing and hearing a customer talk about your service or product has a deeper meaning to it as you are able to see their facial expressions as well. The beauty of video testimonials is that not only do they show you who the review is coming from, but they also give you an emotional connection with the person’s story. You hear the facts, but you can also see the authenticity and emotion on the person’s face. This emotional connection opens the door for trust, which is vital to a great business-to-customer relationship.
Testimonials are great, but occasionally you need to showcase a more comprehensive problem/solution scenario. You can have a section on your website that has customer success stories. They take a lot more time and effort than finding the perfect excerpt for a testimonial, but the underlying goal is the same. The goal is to show a real person that has relatable problems. You then need to show how they achieved specific results with the help of your product or service. The secret here is letting your customers speak for you by sharing their success story on how your services helped them get to where they are.
Look for the right ones
Go through your emails and look for any customer feedback with positive comments. Once you have created a list of all those clients, you can email them asking them for a testimonial. If you know they can address a particular topic, ask them for a testimonial that can address that topic.
Create a questionnaire
You may or may not receive feedback from the customer, or they may not send anything at all. At this point, you can put a questionnaire together with the information you have and send it back to your customer for approval. You can then extract information from the questionnaire to compose a testimonial.
Specific testimonials are more effective than vague or general ones such as: “I was very impressed with the service I received”. Your potential customers will not know what service that testimonial is referring to. Ask your clients to provide you with testimonials that have more detailed information about a certain product or service that you offer.
Don’t edit too much
Testimonials are your customers’ original thoughts on your service that you offered them. Editing it too much might take that originality away. You can always try fixing the little grammar or spelling errors, but try not to change the wording.
Use testimonials that fit
Place appropriate testimonials along with a particular point that you are trying to make. This will allow your potential clients to be more interested in that specific service or product. You can do this by ensuring that the right testimonials are present on the right pages of your website.
Spread the good word
Never underestimate the power of a client testimonial. Credibility is very important to the success of your business. Strategic and intelligent use of testimonials can take you a long way in promoting your business. By showcasing these powerful feelings and stories about your products and services, you are creating trust and loyalty.
No matter how compelling you make your copy or how beautifully you present your product, testimonials remain the most effective way to show that the crowd is on your side and that people who trust you get the results they are promised.
Interested in finding out how to effectively implement testimonials on your website?