How To Put Testimonials To Work For Your Business
By Allie Naughton September 10, 2014
The more positive reviews your brand has, the better the chance new customers will come walking through your door. Here’s how you can leverage customer testimonials to get new business.
Consumer testimonials. You either love them or hate them. But regardless of how you feel as a business owner, they have become an integral part of our everyday decision-making.
In the mood to try a new restaurant? You turn to sites like Yelp! to read reviews. Searching for a new doctor? You make an appointment with the one your friend or neighbor recommends.
We rely heavily on the input of those we trust in order to make these commonplace decisions, and the decisions people make about your product or service are no different. Your potential customers want to know that the people who have used your product or service before not only enjoyed it, but recommend it as well.
And that can be great for your business.
According to Demand Gen’s recent study on consumer’s B2B content preferences, 97 percent of respondents said they give more credence to content that includes user-generated reviews– which means that the more positive reviews your brand has, the more likely new customers will come walking through your door.
Even LinkedIn’s 2013 Survey of B2B Marketers says testimonials are one of the most effective content marketing tactics. And if LinkedIn says so, then you better get moving.
Testimonials = More Customers
How exactly can testimonials get you more customers?
Well, when a customer sees that someone else has had a positive experience with your product or service, they’ll be more comfortable in their decision to trust you and engage with your brand. In this way, testimonials have the ability to help eradicate the worries that are common among many first-time customers.
So, How Can I Collect Testimonials?
To begin collecting testimonials, you’ll first need a place for customers to send you feedback. Your email newsletter, for example, is a great place to invite comments. Or, send personalized postcards to customers thanking them for working with you and ask for thoughts on their experience. You may even want to offer an incentive, for example, “First 25 Customers to Give Their Feedback Are Entered to Win a $25 Gift Card.” (Just make sure they fall within the FTC guidelines!).
Finally, create a dedicated section for reviews on your website, such as the homepage or checkout page. This will give your audience a place to read all of the awesome things about your brand.
Don’t Forget To Spread the Good Word
Whenever you get a new testimonial, be sure to share it with others via social media. Platforms such as Facebook, Twitter, and LinkedIn are great for celebrating your wins and showing potential customers that your brand really is cool. Who knows, it may even encourage other customers to share their own testimonials as well!
Remember, no one tells your story better than your customers. People want to hear what it’s really like working with you, and your existing customers can describe the experience better than anyone else – even you!