Posted On 25 Apr 2017
Marama Carmichael

Every business runs on success. The work you perform, the quality you serve to clients and customers, and the growth you generate all measure your success. However, without marketing, you limit your reach. One of the great strategies in marketing is allowing your happy clients to speak for you. This is where testimonials come in.

Are Testimonials Really That Important?

Yes. The testimonial is mighty, yet often undervalued, tool in marketing your business. Many businesses overlook the usefulness of the testimonial. However, they can draw attention and invite trust. They are proof that you can do what you say you can do. When potential clients seek solutions to their problems, they are more likely to follow in the footsteps of others. Testimonials provide social proof, essentially taking clients by the hand and leading them to your storefront.

How Do You Get Testimonials?

You may wonder how you go about getting testimonials from clients. The first step is simple: ask for them. If you have a satisfied client or customer, ask them if they wouldn’t mind giving you a testimonial. When you complete a job or deliver a service, send your client a quick email. You can also seize this opportunity when clients take the time to send a thank you or praise. Tell them how much you appreciate their business. Include a few questions asking about their experience. Only do this for clients whom you’re sure you’ve pleased.

Unfortunately, it’s not enough to ask clients for testimonials. It’s also important to prompt them in a way that results in a quality, usable testimonial. You need to have control over the content of the testimonial. You want interesting, specific, and concise information. The best way to do this is by prompting clients to answer specific questions while encouraging them to add in anything else they feel.

Send an email asking for their thoughts that contain two to four specific questions.

  • “What made you choose our company?”
  • “What three words sum up your experience?”
  • “Would you recommend this product or service to others?” “Why or why not?”
  • “Do you have anything to add?”

With questions such as these, you get all the exact information you are looking for and provide the client opportunity to share anything else they feel is important.

What Types of Testimonials Should You Use?

You’ve probably seen quoted testimonials on websites. They can be lengthy narratives or short blurbs from customers that may include a picture. These are proven, time-tested ways to build credibility. However, there are other types of testimonials that can add interest and an even higher level of sincerity to clients’ accounts.

  • Social Media

Try capturing screenshots of clients’ praise from Twitter, Facebook, and other social media channels. Send the client a small message thanking them for the good words and requesting permission to use on your site.

  • Videos

Videos allow potential clients to see and hear the sincere recommendation of a satisfied client. Before shooting a video testimonial, go over specific questions you’d like answered. This way, the client doesn’t feel put on the spot and you can get the information you require.

  • Review Sites

There are plenty of business review sites on the internet. Stalk these sites and see what your clients are saying about your business. Take the good ones to your site. Remember to link back to the review site for credit and get permissions to use when necessary.

  • Lists

If your business ends up on a “top 10” or “best of” list, use that to tout your worth. Point your potential clients to these lists. If you take excerpts of text, as with review sites, link and/or ask permission.

Testimonials are important aspects of any marketing plan. They give you credibility and lay a foundation of trust for clients. Seek out satisfied clients, ask them specifics, and always get permission to use their thoughts. And remember to use a variety of testimonial formats.

For more information about the benefits of quality testimonials, please contact us.

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