Customer testimonials are one of the best content you can put up on your websites for strengthening a positive brand image. Testimonials are customer accounts of the pleasant experience of doing business with you. Testimonials provide an excellent way to communicate your services in a relatable manner to a prospective audience while also taking care of online brand reputation.
An infographic by Social Fresh estimates the effectiveness of customer testimonials to be around 89% of the total content marketing. So, testimonials are important and you need to get as many authentic testimonials possible to show your good side to your target audience.
Here is your guide to understanding client testimonials, how to collect them, and make the best use of them to show off your products and services.
What Are Testimonials?
Often people tend to confuse the terms reviews and testimonials to be the same. Testimonials are not reviews. They are selected quotes of personal experiences of your top customers who work with you to endorse your products. So, testimonials, by design, are meant to highlight the positive qualities of your products and services.
A review, on the other hand, is independent and uncontrolled opinions anyone has regarding your products. Thes feedback is sometimes positive and sometimes negative. And it is not wise to only include generic reviews on your WordPress landing pages which could be inaccurate and not reflecting your marketing motivation.
Why Are Testimonials Important?
A testimonial would be the best tool to deliver your customer satisfaction levels to a prospective customer. It increases your credibility and shows you as an authentic seller that you are.
People can see they are not the first ones to do business with you and develop a feeling of familiarity with your product through testimonials.
What Forms A Good Testimonial?
Having said that testimonials have to be praising your services, you cannot come up with false testimonials that are overlaid. When testimonials sound too good to be true, people might consider them fake.
A testimonial can be in the form of customer write-ups, survey results, short videos, reviews on social media platforms, review sites like Google, Yelp, and so on.
You have to have convincing testimonials that are sincere, authentic, and relatable. The three core elements that can make a testimonial sound true should contain the following information:
- The initial doubts, challenges and possible negative emotions the client had before opting for your services
- The outcome and satisfaction the customer felt after using your product or services
- The entire customer experience focusing on the emotional satisfaction that the customer felt while making business with you.
When To Ask For Testimonials
Now that you know what a testimonial is and how important it is for your website, you should start collecting them from your existing customers. You can choose several different ways to ask your customers for positive feedback and present them in the best way possible on your website.
Asking for testimonials is a simple process. It could be handled more efficiently if you knew the right time and the right ways to ask for it.
The actual method of asking for testimonials could vary based on your product and services. The following are the most general occasions on which it feels appropriate to ask for a testimonial.
- As soon as services are delivered. For instance, the customer service team can ask for a testimonial as soon as the issue is resolved.
- After a project or task. As you wrap up on a project and deliver the final deliverables to your customer, you could ask for a testimonial. This way, clients can give an immediate response. Scheduling another day after project completion may not fetch you a faster response from your client as they would be busy in other matters.
- After 15 to 30 days since the date of purchase. If you are selling a product, your customers would need a certain amount of time to use them to give proper feedback. Set a nominal period for usage and remind your customers to give you feedback once the period expires.
How To Collect Testimonials
The way you ask for testimonials decides a lot. It cannot be demanding and it should not sound like you are rushing the client. It should be a natural process that engages the client and allows them to give a testimonial freely.
You can also employ some sort of an incentive that encourages customers to give testimonials. but do remember to include any rewards you provide for testimonials get a mention along with the testimonial for legal reasons.
You can choose to ask for testimonials personally or via an automated system set to request positive feedback on an event (on 15 days from date of purchase, on completion of the project, by the end of a service call, etc.,)
Manual Testimonial Collection
If you choose to personally ask for testimonials, you will have to consider a few things.
- The right timing, as discussed earlier
- The level of personal interaction between you and the client
- The mode by which you collect the testimonial. This can be done via a phone call, an email, an elementor form on your website, a video conference, a survey mail.
- You can direct your clients to leave their testimonials on the platform you want them to. It could be your website’s message board, Facebook page, Twitter handles, LinkedIn, Google reviews, and so on. You can also offer to give your own review on their platforms like LinkedIn in exchange.
- Personal testimonial collection can be time-consuming. They are used mostly on occasions where you closely work with your clients and already have an established level of personal interaction.
Automated Testimonial Collection
For online services and product purchases where little time is required to give feedback, it makes more sense to automate the testimonial collection. It saves a lot of time and does not appear disturbing to your customers.
You can set up automatic feedback forms, surveys that can be sent via event-based email automation systems. You can construct these as follow up emails asking for a feedback survey and send them at a specific time frame. For instance, you can send in a survey email once a person completes your online course.
Where You Can Direct Your Customers To Leave Their Testimonials
There are many creative ways to make use of a customer testimonial. You can show them up in your website landing pages, homepage and even have a separate archive of testimonials and link the archive to your website. For even better reach, you can make use of social media channels and advise your customers to leave positive feedback and ratings on such platforms.
Here is a summary of good platforms you should consider leaving a good trail of testimonials on:
- Facebook reviews
- LinkedIn recommendations
- YouTube video reviews
- Business directories maintained by sites like Google Business profiles, yelp, merchant circle, yahoo local business
- Third-party review sites. Niche review sites that specifically cater to your industry can be given extra attention.
- Google alerts and social mentions via hashtags link back to your website and products.
- An Archive of all your testimonials that can be linked to your website.
The Wrap Up
Now you understand why reputed and well-known websites like No Deposit Bonus Casino flaunt customer testimonials on their landing page? Go ahead and make way for these pieces of feedback on your website too.