How testimonial marketing can help businesses grow

December 15, 2022 | Content Marketing

Which would you believe more when considering buying a new product: a sales pitch or a customer review?

From the buyer’s perspective, the second option will look more viable; please know there are other choices. You may be surprised to learn that 81% of customers use Google reviews to judge local businesses.

For many years, marketing initiatives have leveraged testimonial advertising. Companies have discovered that real faces and real people can also strongly engender a sense of trust with newcomers to their brand, as opposed to just using celebrities to create these testimonials and reviews. Customer reviews are so persuasive that they can persuade even the most reluctant buyers to make a purchase.

You can increase qualified leads, overall sales, and revenue by strategically including customer testimonials on websites and in your marketing campaigns. 

What are customer reviews or testimonials?

A customer’s experience with your business’s goods or services is reflected in a customer review. Reviews can be obtained on websites like Facebook, Yelp, Amazon, and Google Reviews.

Customers utilize customer reviews to learn how your product functions and whether it is pricey during the buying process.

Anyone can write online reviews; they might mention your company favorably, unfavorably, or even make false claims about it.

Customers consider these testimonials and reviews trustworthy sources of information because they are published on independent websites and come from actual customers of your products. 49% of consumers say they trust online reviews just as much as personal recommendations because they are so helpful.

Different formats of Testimonial Marketing

There are numerous types and sizes of customer testimonials. Multiple customer testimonial advertising formats can be created using recommendations and reviews. Think about all the different forms and how they could support your other marketing initiatives:

Quote Testimonials

Not all companies, particularly those in the B2B sector, have a trustworthy source of client ratings. Quick quote testimonies are helpful in this situation.

These brief quote testimonial advertisements often range from a single sentence to a single paragraph. Quote testimonies are incredibly adaptable and can give any marketing collateral more credibility.

Pick quotes that convey the right idea at the appropriate time and place. For top-of-funnel customers, general praise for your product may be effective, but prospective customers will be more pleased by good comments regarding your company’s return on investment (ROI).

Customer reviews/ ratings

Customer evaluations are modest but practical testimonial advertising because about nine out of ten visitors only make purchasing selections after first examining consumer reviews and ratings.

Customers can leave reviews with a straightforward 5-star rating or add personal testimonies to elaborate on their interactions with the brand. Most of the time, reviews are given willingly, but brands can also encourage customers to provide feedback on their services or merchandise.

Emailing customers to remind them to review your new product after using it for a while is an option for getting reviews. To get many responses quickly, consider including a second incentive, like a discount or a chance to enter a contest.

Social Media Testimonials

Shoutouts on social media, particularly for B2C companies, can be an engaging and appealing testimonial marketing format. Finding them and utilizing them effectively is crucial.

Although the customer’s network will value their complimentary reviews about your company, online users looking for goods or services similar to yours, would likely not.

If you do, you can easily include the posts’ screenshots or saved direct URLs into other marketing pieces. Product-based firms frequently use carousels of user-generated Instagram images to demonstrate how to use their products to potential buyers.

Encourage customers to rally around a customized hashtag, and you’ll have access to a gallery of client testimonials and reviews.

Testimonials from influencers

Picture influencers as famous people in your sector. Getting an official endorsement of your company’s offering from an influencer—whom your market trusts—would be strong social proof.

In addition to the examples mentioned above, written or video case studies are another method for gathering social proof and communicating it to your market. These formats require more time to develop and are more intricate. However, the investment is worthwhile because it can be strategically positioned throughout your website and used in upcoming marketing campaigns.

Now that we know the types let’s dive into ‘how impactful is testimonial marketing for your business?’ 

A consumer review exploits psychological tendencies. You can’t help but be curious about the excitement when you see people lined up outside a restaurant or store. You might even jump in the line straight away. Similar to how customer reviews operate, when someone debating whether to try something sees others enjoying it, they are more likely to do so themselves.

Sometimes, it’s impossible to tell how much a customer’s testimonial influenced them. For instance, a few quotes could convey urgency and encourage your readers to take action on an entire landing page. But was it the intelligent marketing copy or the customer reviews that caught their attention? It’s difficult to say. 

A recent study on brand trust revealed that 41% of customers don’t believe that marketing messages from brands are genuine and truthful. This damages the company’s image, although if you use testimonial advertising to assist you in establishing a reputation, the customers will have all the social proof they need that they can trust.

Many measurable methods exist to share client testimonials and track your testimonial marketing campaign. A systematic approach might enable you to:

  1. Examine the degree of interaction with a specific social media post.
  2. Watch the rise in leads produced by an advertisement.
  3. Tally the number of times a case study, success tale, or video testimonial has been viewed.

In conclusion, it is apparent that

Understanding why customers use your products or why they had a less-than-ideal experience is best done using customer reviews and testimonial advertising. This is yet another approach to leveraging consumer feedback to enhance your product offers and how you communicate with potential clients and customers.

By encouraging customers to assist you with reviews and client testimonials, you can easily recognize your customer’s problem areas and solve them, prove your worth to prospects, and develop the most significant possible experience for all your customers.

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