Deciding on what marketing tools to focus on can be overwhelming. But as a small business owner, often with limited funds, you can’t market everywhere. Even big companies don’t spend all their marketing dollars in one place.
We’re huge fans of social proof, particularly testimonials. Happy clients talking about your outstanding customer service or amazing food or winning products do the marketing for you.
Here’s some good news – getting testimonials costs you nothing. You just have to ask for them. Then decide where and how you’re going to use them.
And you can repurpose them to work in a variety of different marketing tools – ads, videos, social, newsletters, public relations. The options are endless.
It’s important to prioritize and test to find that marketing sweet spot. Your goal is to figure out where they’ll make the most impact.
Why testimonials are so effective.
When a company advertises, the viewer knows that the company advertising can say whatever they want, which may or may not be true. But when an outsider talks about your company, that’s a whole different animal.
We see four different ways that testimonials shine as marketing tools.
1. Building Trust and Credibility
Real client feedback from actual clients is authentic.They’re not being paid to give your company rave reviews. They are using your product and loving it. It’s the same reason you call a friend to find out how they liked the new restaurant in your neighborhood.
Testimonials help build trust and give your business credibility. They’re a form of social proof and help influence others who might buy from you.
We trust what others say, which is why social media is inundated with influencers. Even though we don’t actually know them, if we follow them, we’re probably respecting what they have to say. They’ve become famous for recommending products. Especially on Instagram and TikTok.
2. Enhancing Marketing Efforts
Testimonials can be used in every area of marketing. They’re content winners. Use them in ads, videos, blog posts, newsletters, social media, public relations. Anywhere you market.
And their ROI is second to none. They’re a no-cost tool for high yield potential.
3. Showcasing Customer Satisfaction
Real-life success stories from satisfied customers are powerful. They also enable you to show a wide range of customer demographics.
If your products cover a range of price points, your customers likely come from different income levels. So your reach can be extensive.
4. Increasing Conversion Rates
There’s power in persuasion. When happy customers share positive feedback, it’s an emotional connection and encourages potential customers to make a purchase.
How to get testimonials.
This is a no-brainer. Simply ask. Of course, this assumes the client is happy with your work.
If you have a Google Business Profile (you DO have one, right?), ask the client if they would write a testimonial for your business and share the link to your Google Business Profile.
If you’re on LinkedIn, be sure to ask colleagues to give you a review. People read them. They’re valuable marketing tools.
Some testimonial Q & A’s
Q – Is it OK for you to write them?
A – We think not. Authenticity is a big buzz word for a reason. Be authentic.
Q – What if a client doesn’t want to use their name?
A – No worries. First name, last initial works. It’s also nice to have a title.
Q – Isn’t it rude to “toot your horn?”
A – If you’re one of those people who equates sharing positive reviews with bragging, stop that now!
Remember that happy clients are your best marketing advocates.
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