Using Testimonials to Improve Your Marketing

According to recent research by Statista, 38% of people reported that reading online reviews is a critical step to take prior to making a purchase. Another study by ResearchGate says that 86% of people say that friends and family influence their buying behavior.

The data shows very clearly that what people say about your business matters. For better or worse, your business reputation can impact your customer relationships and sales. This is why highlighting the positive experiences that customers have with your brand is so important. Here are some ways to optimize the benefits of customer testimonials.

Why Customer Testimonials are Beneficial to Your Business

Bragging about yourself doesn’t make you look any better, which is why you let your customers talk up your business. You can present your product or service in endless ways, but if your customer says it, the comments have much more impact. You already know it’s true: you are more likely to patronize a restaurant or local shop if that business has good online reviews, or if someone whose opinion you trust recommends it.

Other research bolsters the benefits of testimonials as well. SocialFresh shows that customer testimonials are one of the most effective tools for content marketing, with an 89 percent effectiveness rating compared to other content.

How to Obtain Customer Testimonials

Use our list of best practices to obtain positive, impactful customer testimonials.

1. Ask your customers directly. If you have been in business for years, you already have a broad, loyal customer base. Customers who enthusiastically buy your products or services on a consistent basis are more likely to give you a testimonials than customers who shop only a few times per year. Your loyal customers will be flattered that you value their opinion. Channel that enthusiasm into robust testimonials to attract even more loyal customers.
2. Use Visuals. Written testimonials are a great way to highlight customer feedback. Even better, videos can be a powerful way to engage future customers. This year, video traffic will account for an estimated 80 percent of all web traffic. Don’t get left behind in this trend. Capturing a testimonial on video can be a powerful way to share positive customer experiences.
3. Use Customer Satisfaction Surveys. Even if you are a small- to medium-sized business, you should integrate customer satisfaction surveys as part of your sales process. This feedback is not only valuable for helping you improve your offerings, but it also can be the basis of a really engaging customer testimonial. Look through your survey for positive feedback from customers, and reach out to each person directly for permission to use what they shared in your marketing.
   Include a feedback form on your website
4. Automate the Testimonial Process. Add a feedback form or link to your website where customers can leave their opinion. Just like you did with the customer satisfaction survey, sift through this information to find the best feedback, and then follow up with each customer to get additional insights for a testimonial.
5. Offer an Incentive for Customers to Leave a Testimonial. A discount on your product or services, preferred/VIP access to an upcoming event, or including a bonus with their next order is often the best way to get customers to participate.
6. Use Those Testimonials to Your Advantage. What your customers say about your business matters even more today with the access to online reviews. If you’ve worked hard to develop great customer relationships, highlight this with customer testimonials. People who are enthusiastic about your business are your best ambassadors. Tap into this to make your marketing more effective and to build an even larger and more loyal customer base.