Technology has changed the way people view companies. It has humanized brands, created a direct communication line between business and consumer, and most importantly, it has made brands more transparent. If consumers are not satisfied with a brand, they will talk about it. Similarly, if they are delighted with a company, they will let their networks know. It is then up to the company to leverage those positive reviews to gain brand equity and increase their customer base.
Why You Need Testimonials
People want to know about previous experiences before they commit to anything. When you go into an interview they often ask for references, and in many ways, testimonials are the same thing. People need to know how other customers feel about your business before they are willing to commit to you. Not only do testimonials help secure a sale, they also increase your brand awareness. The more customers you have talking about you, the more organic reach your business will have. These customers will be reaching into their networks, communicating with like-minded individuals, and helping you reach your ideal customers. All without having to spend a single marketing dollar.
Have Your Customers Do the Work for You
Testimonials are the best way to boast about your business in a credible and believable way. Saying “we’re amazing” has a very different impact than a customer saying “they’re amazing.” It is also a great way to convey your products and services without sounding like marketing or sales material. A strong customer testimonial will talk about the challenges they were facing, what the company was able to accomplish, their response to the company’s performance, and a subtle call to action. A business can then use these testimonials as content across multiple channels, including on their website, video, social media posts, and brochures or informational material.
How Do You Get a Testimonial?
The challenging part for most companies is trying to get testimonials from customers. Many businesses do not feel comfortable directly asking a customer for feedback. One way to avoid having to ask is to provide a location for customers to submit feedback directly on your website. Businesses should also be regularly checking their reviews on popular platforms such as Google or Yelp. You should also deploy social listening tools to monitor mentions on social media. Lastly, you should consider raving about your customers first. Keep track of any professional associations, awards, media recognition, or any large events they are hosting or attending. Use those accomplishments as a way to publicly rave about your customers, without exposing anything they wouldn’t want revealed. The more you support your fan base, the more they will support you.