{"id":15453,"date":"2019-11-07T13:27:59","date_gmt":"2019-11-07T18:27:59","guid":{"rendered":"https:\/\/wordpress-715453-3009179.cloudwaysapps.com\/?p=15453"},"modified":"2023-04-27T23:40:58","modified_gmt":"2023-04-28T03:40:58","slug":"customer-testimonials","status":"publish","type":"post","link":"https:\/\/wordpress-715453-3009179.cloudwaysapps.com\/blog\/customer-testimonials\/","title":{"rendered":"Why Customer Testimonials Are the Missing Piece to Your Marketing"},"content":{"rendered":"

Gaining the trust of your customers is serious business these days. A company’s reputation, and therefore its bottom line, literally rests in the hands of anyone with a smartphone. The widespread use of social media and review platforms means small businesses are under just as much scrutiny as giant corporations. The playing field has been leveled like never before.<\/p>\n

Why are customer testimonials useful?<\/h2>\n

When considering a purchase, 92% of consumers<\/a> will read online testimonials and reviews first. And a whopping 84% of them trust online reviews<\/a> as much as personal recommendations. No matter how well run it is, a business-backed by positive reviews will create more confidence in a prospective customer.<\/p>\n

They provide social proof<\/h3>\n

People are always going to trust other people first, and third party endorsements tap right into our conformity bias\u2060\u2014otherwise known as the “bandwagon effect”. In other words, we’re more likely to trust something when we see other people trusting it\u2014especially if we can relate to these people. This is known as “social proof”, and it’s a tremendously powerful marketing tool in the age where almost all the media we consume is… well, social<\/a>.<\/p>\n

\"people<\/p>\n

They reinforce your personal brand<\/h3>\n

Building customers’ trust through positive endorsements is about more than just increasing sales figures. In a world where e-commerce is king and face-to-face interactions are in short supply, how much people trust your company is a reflection of how much they trust you, personally. Put simply, customer testimonials reinforce your personal brand<\/a>.<\/p>\n

They attract your ideal customer<\/h3>\n

Customer testimonials help solidify your brand identity even further by showcasing who your ideal customer is. For example, if your product is aimed at mothers who work outside the home, you should gather testimonials from people who match those criteria. When your prospects see positive endorsements coming from people like them, they’ll envision themselves happily using your product or service too. You’re also letting them know you understand their needs because you’re familiar with your target market \u2060\u2014 and likewise, your target market is familiar with you.<\/p>\n

When your potential consumers feel your brand is aware of and actively responding to real people who have the same needs or interests as them, they will form a positive impression of your brand from the get-go.<\/p>\n

Five types of customer testimonials<\/h2>\n

Now that we\u2019ve unpacked who customer testimonials are so important let\u2019s take a look at a few different formats testimonials can take!<\/p>\n

1. Quotes<\/h3>\n

Companies have been using quotes from satisfied customers as testimonials since the dawn of print media advertising, and surprisingly\u2014they still work! As you peruse the interwebs, you\u2019ll find customer endorsements appearing directly on product pages to make visitors feel confident about the service or product they’re considering.<\/p>\n

But while quotes remain one of the most natural types of testimonial to gather, they’re also one of the easiest to fabricate\u2060\u2014and that can raise suspicion. (We’ve all seen those glowing five-star reviews online which seem a little too good to be true).<\/p>\n

To get around this, many companies add photos of the customer giving the quote to prove they really stand behind their testimonials. When 161 Driving Academy swapped stock photos out for pictures<\/a> of their actual customers, for example, their conversion rate increased by a mind-blowing 161%.<\/p>\n

2. Social media testimonials<\/h3>\n

Social media testimonials are a cut above traditional quote testimonials. Why? Potential customers know off the bat they’ve been written by a real person who is willing to put their name, face, and profile behind their endorsement \u2060\u2014 and let all their friends and followers see it too.<\/p>\n

\"customers<\/p>\n

Keep your eyes open for praise for your product or service across every social platform<\/a>. If your business’ Facebook page is flooded with positive comments, or you’re trending on Twitter or killing it on Insta, you’ll find plenty of material to beef up your testimonial page.<\/p>\n

3. Reviews using other platforms<\/h3>\n

If you haven’t already, look up your business on the plethora of review sites relevant to your industry\u2014like Yelp\u2014or external websites that sell your product\u2014like Amazon. Chances are, you’ll find paragraphs of praise you can work into your testimonials.<\/p>\n

If your product is still relatively short on reviews, reach out to your satisfied clients directly, post-purchase, and ask them to write an endorsement on one of these sites. Then, with their permission, use their review as a testimonial on your website.<\/p>\n

4. Case studies\/customer stories<\/h3>\n

Everyone loves a good story, and one of the best ways to gather stories is to invite your customers to share their experiences with your business. Let them walk your audience through their personal transformation before, during, and after working with you, and how their lives improved for the better. Your prospects have likely found your business because they want to achieve a similar result, so give them proof it\u2019s possible!<\/p>\n

5. Video testimonials<\/h3>\n

Potential customers can read written reviews until their eyes cross, but nothing beats watching a satisfied customer in action. There was a time not too long ago when only big corporations with oversized budgets could afford to record video testimonials. Today, anyone with a smartphone can capture high definition video of their customers’ candid thoughts.<\/p>\n

\"Mobile<\/p>\n

Video is now one of the top marketing channels for businesses of any size. In fact, a study by Copypress found that over half of marketing professionals<\/a> worldwide report that video gives the best ROI out of any other content type.<\/p>\n

How to get customer testimonials<\/h2>\n

For new entrepreneurs, gaining social proof is like playing chicken before the egg. You won\u2019t be able to gain customers without having had customers who are willing to express the positive experience they had working with you. We\u2019ve put together some helpful tips for how to get testimonials for both service-based businesses<\/a> or product-driven businesses.<\/p>\n

For service-based companies:<\/h3>\n