The Right Way to Use Your Testimonials

July 18, 2012 at 10:12 pm

My last article covered how to ensure you have a steady supply of testimonials from your happy and satisfied customers. Testimonials are a really powerful addition to your marketing, a third party endorsement adding to your credibility. It is no longer you alone claiming your company and product or service is phenomenal, you now have that validated by a number of real customers.

So let’s look at how to use these testimonials in the most effective way:

Your website
Position the testimonials across your website, ideally on each and every page and try to ensure the testimonial topic is relevant to the content of each web page, i.e. place a testimonial about a specific product on that product page and likewise one about receiving the product on time on your checkout or deliveries page.

Mix up longer and shorter testimonials to keep the appearance varied and include the customer’s details so readers know they are genuine.

In addition create a testimonials page on your website so that readers can easily find them and keep these refreshed.

Use text bites from your testimonials on a general topic in your advertising, both online and printed.

Printed marketing materials
Add a few testimonials that support your marketing messages to your printed materials such as your brochures, leaflets or packaging but ensure these will stay relevant, i.e. not about a product you are soon to discontinue. Also add to your business cards

Online marketing
You should include testimonials in all your online marketing communications, i.e. email campaigns, and email newsletters and link them to the specific product or service information you are promoting. Also it’s easy to keep these refreshed so regular customers see evidence of your continuing happy customers.

Social Media
Occasionally utilise testimonials in your social media posts but don’t over promote yourself through these communication channels – instead encourage your users and customers to give their feedback directly into your Facebook page or to tweet about your company – this is a far more powerful mechanism.

If you get a complaint or a negative comment deal with it as soon as you can.

Email signature
Add a short testimonial in your email signature and again keep it refreshed.

Quote snippets from your customer testimonials whenever talking to a journalist or in your press releases and link through to more on your website.

Sales pitches
Refer to the words of your happy customers whenever you are in a sales situation and consider offering contact with a real customer to validate this.

Add a photo
Photos can add more credibility and bring the testimonial alive, making readers more included to believe your customer did write those words.

Audio & Video
Consider recording your testimonials as audio or even video recordings rather than just written, to increase their impact.

The words and opinions of your real customers are much more valuable and credible than any amount of your own marketing activity or advertising, so take advantage of these ideas to maximise their impact.

If you need help in obtaining customer testimonials take a look here or get in touch – we can take care of this for you and your customers will value being asked for their input.

Entry filed under: Business Growth, Customer Feedback, Marketing. Tags: , , , .

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