Testimonials: What, why and how?

Potential customers might not be familiar with your brand and therefore might be hesitant to trust you. One of the best ways to build trust is to let your happy customers speak to the potential customer.  

Your testimonial page is a powerful tool for establishing trust and encouraging potential buyers to take action. Learn how to make the best of it here.

What Is a Testimonial?

A testimonial is a statement is a written affirmation of another's character or worth, or a personal recommendation. Once a review or testimonial is given to a business, it creates a sense of trustworthiness that would inspire someone to do business with you. If done correctly, and in the right places, it can have a great impact on your sales. 

Why get Testimonials?

Unbiased comments from unpaid third parties such as customers promote your product or service in a way any paid content fails to do. By including testimonials in your website you establish credibility and trust. Real people show success in dealing with your business, your product or service. Testimonials can potentially convert more prospects into customers than cold calling or straightforward sales.

How to get a Testimonial

The first step to gathering testimonials is knowing who your happy customers are. Getting the testimonials can be as easy as salespeople asking clients for reviews when they visit or through automated systems. Alternatives are asking for Google reviews, social media reviews or videos posts. Once you have these testimonials, they need to be used in the most effective, impactful way. 

Types of Testimonials

Keep in mind that different formats and mediums can have varying effects on your target audience. Here are some examples of the types of testimonials and where to use them:

1. Quote testimonials: statements made about your company from a highly satisfied customer. The quote is usually accompanied by an image of the person being quoted. These are normally used on your testimonials page.
2. Video testimonials: these can be created by sales personnel or the customer, right where the service or product is consumed eg. a customer eating in your restaurant. 
3. Audio testimonials:  a cost-effective way for testimonials, either by one customer or by threading different customer quotes together in one track. It can be easily shared and consumed by your customers. 
4. Case Studies: an in-depth analysis of an individual customer's experience with your company. 
5. Social Media: this is a naturally generated customer testimonials. These testimonials are not hard for a company to find and are easily shared with your online audience, however, you cannot control which ones your audience sees as easily as some other avenues. 
6. Customer Interviews: Ask your customers questions and record what they have to say. 

What to include in a Testimonial

Your testimonials should include the following: 

• Visuals: Include pictures and videos to your page to make it visually engaging. You can also include a social media feed for more impact.
• Specifics: Your testimonial or review should feature a specific service or product that your customer loved. A case study can be helpful if a lot of detail is involved. Tell the story and make it relatable to your potential customers.
• Links: Make sure your testimonial links to a product or service so your readers can take action.

Still unsure on how to proceed with your testimonial strategy? Book a consult with DMM’s marketing strategists today.