The importance of testimonials for marketing
Praise from an existing customer is increasingly important to a prospective customer‘s perceived value of a product or service. It‘s kind of like online word-of-mouth marketing between complete strangers and facilitated by the business itself. But it works! Testimonials from satisfied customers serve as an effective marketing tool to promote the credibility of your business and to highlight the product or service.
In other words, testimonials are written or recorded statements from your customers that can be used to enhance your reputation by expressing the trust that people have in your business and it‘s products or services. The key to testimonial success is picking the right words of praise to use – those that reflect your business and its product benefits, its values, and the positive relationship you have with your customers. When choosing testimonials, try to keep in mind that while it has to be from the perspective of the existing customer, it should address the needs and wants of the prospect!
Sometimes, it can be tricky. Customers don‘t always know how to put their feelings into words that flow in promotional material or on your website. To help move things in the right direction and make it an easier process for your customers, ask them questions! This can be done through sending them an email with a questionnaire, over the phone, or in person after a successful interaction. The testimonials need not be only from your customers, but also from your business partners, who can give an insightful look into your business culture and the ease in which it is to work alongside you.
Here‘s some secrets to getting great testimonials:
1) Ask your happy clients when they are most happy with your product, e.g. if they love you most just after they purchase, ask them for one then.
2) Ask a happy prospect to answer these questions:
Why would have you been unsure about buying from us?
What made you decide to buy?
What specific benefits did you receive?
Who would you recommend buy from us?
3) Social media is another great place to get praise, which you share, with the word.
4) Get video and written testimonials.
5) Use a range of testimonials, which mentioned different things. Different messages will resonate with different prospects.
Credibility. Trust. Praise. Reputation. So are testimonials worth it? Hell yeah!!
Here a a few examples from the Basic Bananas website…
