Welcome to Marketing Monday, where I give you tips and tricks for being your own content marketer. This week’s post is all about how and why to use testimonials in your marketing content.
Your customers want to hear you talk about what you do, but what they really want is to hear how you’ve helped people like them. How do they know you can deliver on your promises?
Most people still rely on personal recommendations, and if none of their friends know of anyone they can recommend, they look at online reviews. In fact, according to Inc., 84% of people trust online reviews as much as they trust personal recommendations.
That’s great, except for the fact that you can’t control the reviews that other people put on Google. But you can control the testimonials that go on your site.
Testimonials are the next best thing to online reviews. It shows the benefit of your work and makes it real for your audience in a way that can only be accomplished through stories from satisfied customers. In fact, one study showed that, by including testimonials on their website, companies could increase their conversion rate by as much as 62%.
You can always write these testimonials yourself, but I recommend just asking your clients for them. The benefits include more than just the ability to publish their praise on your website.
Maintain Client Relationships
Maintaining good relationships with your clients is both a cause and effect of asking for testimonials. If you stay on friendly terms, it’s that much easier to ask for a testimonial. At the same time, if you haven’t heard from a client in a while, asking for a testimonial gives you an excuse to reconnect with them.
Asking for a testimonial is a win/win. It doesn’t take up much of anyone’s time, it reminds your client how much they love you, and getting glowing testimonials always provides a nice ego boost for you.
Pro tip: While positive testimonials are great, don’t be afraid to ask if anything went wrong. Maybe there’s a reason they haven’t bought from you in a while, and if that’s the case, you can’t fix what you don’t know is broken.
How to Use Testimonials
Let’s say you’ve been collecting testimonials and now you have a bunch ready to go … what do you do with them?
1) Put Them on Your Website
Anyone who is considering working with you will explore your website and they’ll be on the lookout for testimonials. You can have an entire page dedicated to testimonials, you can include it on another page where it makes sense, such as your services page, or you can have a slideshow of testimonials at the bottom of your home page. Whatever you choose, just make sure the testimonials end up somewhere you’re audience is likely to find them because they will be looking for them.
2) Cold Emails
Cold emails have been a great way for me to get new clients, and I always include a bunch of testimonials at the very end. Since the people I’m emailing have usually never heard of me, it’s a great way to assure them right from the start that I’m the real deal.
3) Social Media
Any time a client says something nice about me, even if it’s just in passing during a phone call, I post about it on social media. Not just because it’s something that makes me feel good, but because it establishes that people see results from working with me and I want the rest of my audience to know about it. You never know who’s just one positive review away from clicking that “buy” button.
What about you? Have you found any creative ways to use testimonials that I haven’t thought to include here? I want to hear all about it!
If you have any other questions about content marketing, or if you’re ready to ditch the DIY and hire a professional to take your content to the next level, let’s chat.