How To Make Best Use

 

We’ll provide guidance on collecting and using testimonials.

 

Should you ask for a testimonial?

Imagine the scenario. You’ve taken the time to work with a brand new customer and delivered a product or service that has surpassed expectations. They drop you an email, saying how delighted they are and that they’ll definitely be coming back to you in future. The positive feedback puts a spring in your step and gets you thinking.

It’s a no-brainer, because:

• 92% of consumers read online reviews and testimonials when considering a purchase
• 95% of people say that reviews – whether positive or negative – influence their purchasing decisions.

When should you ask for testimonials?

With the benefits being clear, you wonder how best to pop the testimonial question. Is it best to ask straight away or should you hold on until you’ve developed more of a relationship? Would it be a good idea to offer an incentive or reward in return for the customer’s time?

While every situation is different, it’s generally best to strike while the iron is hot and the experience is front of the customer’s mind. You don’t want to be seen as attempting a bribe. But you could give a small token of appreciation some time after the testimonial has been shared.

You can make it that much easier by prompting your customer with a few questions, like:

• What challenges were you facing before you found our product/service?
• Have you been happy with the experience of working with our company?
• How likely is it that you’d refer our products/services to a friend?

And remember to keep an eye out for words of positive shared in:

• Emails
• Social media posts/comments
• Thank you notes.

How should you present your testimonials?

If you’re a bit of a traditionalist then you’ll probably be happy with a written testimonial. However, it’s worth bearing in mind that 2 out of 3 people say they’d be more likely to make a purchase after watching a testimonial video demonstrating how a business, product or service had helped another person like them. If you’re really keen to capture the most impactful vidimonials then it would be a good idea to use expert videography services.

You should also be aware that authenticity will be the key when prospective customers look through your testimonials. With that said, you should resist the temptation of correcting any spelling or grammar mistakes.

Here are some more top tips for presenting your testimonials:

• Feature the first five to seven words as an attention-grabbing headline
• Add logos to any B2B testimonials for greater impact and credibility
• Include the customer’s first and last name (together with the business name if it’s B2B)
• Keep the length down (being sure to use the customer’s wording) for readability
• Include a picture of the happy customer if possible
• Link to the customer’s company website as a way of saying thanks.

Where should you share your testimonials?

Of course it’s lovely to receive glowing recommendations. But you should really think about the best ways of using them to encourage new customers. Ideally your testimonials will be shared far and wide for the most positive business impact.

Beginning with your website, it’s worth following the advice of expert Content Marketeer, Andy Crestodina. Instead of making a stand-alone testimonial page, he says you should “make every page a testimonials page.” The simple reason is that your website visitors will likely steer clear of a clearly marked testimonials page for fear of being pitched to.

It makes far better sense to feature your testimonials on associated product or service pages. So, if you’ve had a customer saying how happy they were with your web design service then put the testimonial on your web design page. It’s also worth taking a look at your analytics and making sure that your best testimonials show up on your most visited pages.

Testimonials can also be shared in the following ways:

• On social media (remembering to follow the 80-20 rule, with 4 out of every 5 posts being non-promotional)
• On review websites (with io being our number one choice)
• On Google My Business (this will have the added benefit of boosting your search engine rankings).

However you choose to share your testimonials, we’re sure that a proactive approach will serve you well. And do remember that you can always get in touch with thefingerprint for top notch marketing support.

Looking for support

Contact thefingerprint or call +44 (0)7740348521 to work in collaboration with professionals. Together, we’ll create an effective brand identity that could open doors and help drive your business.

If you are enjoying this article please read our blog Testimonials – critical for business success, thefingerprint wins the Scottish Prestige Award – Design Agency of the Year for a second year! or Why a brand is important and why it’s not just a logo