Testimonials from happy customers are one of the most powerful trust signals you can use in your marketing campaigns and website content.
Persuasive feedback from these happy customers tilt the scale in your favour when an undecided prospective customer checks out your website.
So let’s look firstly at how to get valuable testimonials from your customers, and then what to do with them once you’ve got them.
How to Get Customer Testimonials
Strike while the iron is hot, as the phrase goes. Ask for testimonials immediately after the project is done (for service providers) or they’ve begun getting value from your product (for apps and physical products).
Keep it Simple
Make it really easy for people to give you a testimonial. The problem with asking for testimonials is it puts pressure on people to come up with something word perfect, so they freeze and do nothing.
Instead, ask how they’re getting on with your product or service, then when they reply in a positive way, ask for more details and ask what results they’re getting from it. Then summarise what they’ve said back to them – and ask if you can use it as a testimonial.
In that way, you make it super easy for people to give you a testimonial. And if their first response isn’t positive, it gives you a chance to fix the problems they’re having.
How to Use Customer Testimonials
Before you go crazy and whack on your website a load of any old customer quotes, let’s think about what you can achieve by adding these testimonials – what your end game is.
First and foremost, put your customers’ hat on when looking at your website or marketing campaign. See it through their eyes. Think about how they arrived on your website – be it an organic search, paid advert, or perhaps social promotion. Your customer wants to have their problem(s) solved.
Using this method, you can understand why customers are coming to your website, and how you can use this knowledge to use customer testimonials as a trust signal. A testimonial can offset would-be customers’ hesitation and preemptively address common concerns.
Think of customer testimonials as an opportunity to show prospects who your ideal customer is. If your product or service is aimed at homeowners, feature someone who matches this criteria in your customer testimonials.
This technique also has the potential for prospects to identify with your existing customers more strongly; if they see someone just like them happily using your product, they’ll be much more likely to envision themselves being happy using it – because we unconsciously identify with people who are like us.
When framed in the right context, customer testimonials are an immensely powerful trust signal. No one approach is right for every business, so it’s important to consider what you want your loyal fans to tell prospective customers.
Hopefully, this post has given you some ideas on how – and why – you can incorporate customer testimonials into your marketing material.