As a business owner, you know the power of word-of-mouth marketing. What if you could capture positive recommendations of your company and use them to build trust with potential buyers? That’s where customer testimonials come in.
What Is a Customer Testimonial?
A customer testimonial is a description of a person’s experience with your company in their own words. It might be focused on a specific product or your customer service. Testimonials are not direct sales pitches. Instead, they provide a real-life example of how your business benefited an actual person. This way, potential customers can see how your products and services apply in the real world.
Usually, a testimonial is a direct quote from an actual customer. It might appear on any of your marketing channels, from the homepage of your website to your favorite social media platform. You can choose from a variety of formats, including text, graphics, audio, and video.
Benefits of Customer Testimonials
Say a potential customer encounters your brand for the first time. He either hits your website or comes across one of your marketing materials. On his first encounter, you’re essentially just another business for him. Now, this is where customer testimonials come into play. Testimonials humanize your company, which makes it feel more accessible. Perhaps more importantly, they show that customers trust your products and services. These positive reviews build credibility. And suddenly, you’re no longer a faceless brand, but a company that people love.
How to Find Testimonials
Your most loyal customers are the ideal place to start looking for testimonials. If you have several people who consistently come back, you might reach out personally and ask for a short testimonial. Another great time to ask is after a project wraps up successfully. This is because at this time, your client is happy, and the experience of working with you is still fresh in his mind.
When you’re personally soliciting testimonials, it’s helpful to be as specific as possible. Let the person know if you want a testimonial about a certain product, your online ordering process or customer service.
However, personally asking for testimonials takes some time. In case you need a less time consuming way to have testimonials, undertaking a survey can be an option. A quick, online customer-satisfaction survey can result in a variety of positive quotes. Keep in mind that the more people you survey, the more selections you’ll get. Be sure to ask respondents for their permission to use their reviews in your marketing materials.
Displaying Customer Testimonials
The way you display customer testimonials can make or break their success. After all, if viewers suspect the reviews aren’t authentic, they may lose confidence in your business. So it’s important to use real testimonials. It’s helpful to use as much identifying information as possible. A name, title, and link to the person’s business website can go a long way in building credibility. Want to make even more of an impact? Ask your customers for a video testimonial, or write up a case study about their project.
Visual proof can take your testimonials to the next level. You could use a simple portrait of the person next to their quote or show a photo of them using your product. Are the results of your work visible online? Link out to them whenever possible. If a testimonial refers to a website you designed, you could include a link to that site. All of these things build trust in your business and convince viewers that your reviews are genuine.
Going the extra mile to solicit positive testimonials and tangible proof is always worth your effort. With authentic, verifiable testimonials, you can give new customers the confidence to engage with your brand.