Customer testimonials are an invaluable asset to any business, one of the best ways to advertise your company, and can be utilized in a variety of ways to attract new customers in search of a solution you provide. A recent study found that adding testimonials to your site can increase your sales by 34%, proving the value these can have on your bottom line. In this series, we’ll help you get stared with collecting and positioning customer testimonials to drive new business.
Now that you’ve successfully asked for (and hopefully received) glowing testimonials from some of your best customers, it’s time to start thinking about how to get the most mileage out of them. As you plan this stage, keep in mind the different types of testimonials and the best ways to leverage each from the first part of this series. Make sure your testimonials are prominently displayed in the following areas, so they can best advertise your business.
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Devote an Entire Page on Your Site to Testimonials
This will allow you to share as many rave reviews as possible about your business. You can continue to accumulate these (always listing the most recent at the top), and show potential clients that you need to dedicate and entire page to display all your testimonials. It also allows people to dive in when they are at the point in their buying process where they are looking to ease doubts or fears about your business, and are searching for customers who reflect their similar mindset to reassure them they’ll be satisfied.
It can be exciting when your efforts start paying off and the testimonials are rolling in. However, choosing between multiple positive reviews, (while a wonderful problem to have) can be difficult. Having a dedicated page can be used in favor of quantity, in order to dazzle your customers by the sheer volume of positive feedback your business has received.
Signpost provides a hosted testimonial page with your business’s info that allows you to select which testimonials you’d like to display on it.
Place on Every Page of Your Website
Having a dedicated page for your testimonials is an important tactic, but you shouldn’t stop there. It’s vital to add them to a variety of pages on your business’s website. In fact, placing them prominently, on the top half of your homepage drives the highest conversions and leads to an increase in sales. One test even found that adding testimonials to product pages increased sales by 58%. No need to go overboard, as this approach places the emphasis on quality over quantity. Here, it’s important to follow the guidelines set by the first post in this series, bearing in mind the nuances of different testimonial types. Select one or two of the best and most appropriate to place on various pages, including homepage, pricing/rates, product pages, about pages, scheduling/booking, etc.
Include in Emails
Whether it’s in your email signature in correspondence, or at the header/footer of your marketing emails, don’t forget to include some customer quotes in every email you send. Including customer quotes in your emails allows your pristine customer satisfaction record to speak for itself, solidifying your reputation each time you send your customers information. Whether that be an update on product availability or a discussion of estimates, your reputation will become ingrained in the back of your customers’ minds, making the sales process a lot easier.
Create a “What People Are Saying” Report
Collect your most enthusiastic and current testimonials and create a document or PDF report with your business’s letterhead. These can be repurposed in a variety of situations. Every time you send a quote, estimate, booking confirmation, more information request, etc., consider including this report as an attachment, so the potential client can digest it in their own time. It helps bolster your business’s reputation and leverage. Similarly, when requesting referrals, reviews or other testimonials you could also include this report for reference, so people can see what others have already said, and have a better idea of what you consider to be a good testimonial.
Post Periodically on Social
Any positive remark about your business that is made on social should be shared, retweeted, reposted, etc. It’s important to reinforce and show your social followers all the great things people are saying about you. This is the best ways for businesses to engage across the different social pages. But, you should also repurpose testimonials obtained elsewhere and post them on your social pages for the best coverage. If you have an especially enthusiastic or model testimonial, consider “pinning it” to the top of your feed so that all visitors have a chance to see it, regardless of when it was posted. Or, in the spirit of social marketing, dedicate a day to sharing a testimonial from that week, and create a hashtag, such as #TestimonialTuesdays.
Include in All Print Assets
Don’t restrict your testimonials to your digital marketing, either. If you do any sort of print advertising, be sure to include a testimonial or two to reinforce your message. This is helpful in any direct mail campaigns, as well as ads in newspapers or magazines. You can even try experimenting with putting one of the back or bottom of your business cards.