It has been proven that testimonials from clients can give a great impact on sales and business reputation. However, when they are simply made and posted to be ‘merely there’, the impact may not be significant or even not noticeable at all. Below are the effective ways to get the most of your customers’ testimonials.
Starting from the testimonial-making process, your clients should be asked whether they will have any objection to getting their identity or even their face revealed in your product review or campaign. The idea of showing the ID is to validate the trustworthiness of your business and diminish the thought of possible self-proclaimed nature of a marketing campaign, which in this case is a customer’s testimonial.
Upon the agreement of the above, your focus should shift to the content of the testimonial. Two criteria for a good testimonial are as follows:
- It shows a problem faced by the customer
- It presents how the problem is solved by the use of your product or service
Once you have a good testimonial, show it off. Based on a recent founding, on your website, there are two good locations for testimonial showcasing: on the product page and website sidebar. If the idea of putting up the testimonial on the product page appeals more to you, making sure that you display testimonials of relevant product to attract new customers in the same field is essential. For example, a testimonial showcase in a healthcare product page should also be of a related product, so that the customer currently viewing the particular product can relate and in turns, buy the specific healthcare product. Last but not least, in regards to online showcasing location, it will be even better if the testimonial is put near the Add to Cart icon, which has proven to improve product sales.
Over some time, you may have been able to collect a bunch of testimonials. The next thing to consider is picking the right testimonial(s) to display. Unlike Alibaba, Amazon, and other online shops alike which give all of their customers the liberty to write reviews without their filtering the writing beforehand, you can choose which testimonials that bring the most advantage to your product marketing. It does not mean that you should neglect the negative reviews, but it is better to focus on good and specific reviews that may help customer to pick your product. Reviews that mention specific product variant or sales personnel might also help other customer to trust your product more. This can be applied for both written testimonials and videos.
Using today’s popular social media and sharing platform, such as YouTube and Vimeo for video sharing and Facebook, Twitter, and Instagram, is also essential. Through those platforms, you get to promote your product(s) with virtually unlimited spread. The other plus point is, that you will be able to not just promote, but also interact with your customers through those social media accounts. One thing to keep in mind is that you have to make it interesting, which can be done by creating a short introduction along with interesting images, and people will see it.
Other than those common internet platforms, you can also use website tools to reduce the effort needed for this testimonial collecting and showcasing task. One example is Spectoos Faceboard widget. This widget allows to send a testimonial request form to your customers. Once the testimonial is submitted, this widget automatically saves it in the dashboard for you to organize and sort.
In conclusion, the criteria and guidelines above work for testimonials in both video and written forms. To make the content even better, be sure to make it specific, relatable and personal. You can also present it through case studies, with clear example of how your product is used to solve customers’ problems. This method may help you highlight the plus points of your product in a relevant way. After that, make sure that the testimonials are spread and promoted not only on your website, but also other popular platforms and should you need help, using a widget can be the answer.