The Importance of a Testimonial

Marketing is hard

Marketing can be expensive

But what if I told you that one of the best marketing tools you could ever have is free?

That marketing tool is a little thing called a testimonial

What is a Testimonial?

Testimonials are an unbiased and honest look into you and your business, and they are single-handedly the best way to establish credibility. Testimonials aren’t some big, expensive marketing campaign that’s been finessed and built- they are a real look into someone’s experience with your company, brand, and product.

Why is a Testimonial So Important?

Testimonials create something called social proof, but wait,- what is social proof?

Social proof (also called informational social influence) is a psychological phenomenon coined by Robert Cialdini in his 1984 book Influence. Social Proof is when “people copy the actions of others in an attempt to undertake behavior in a given situation.” But in the world of e-commerce, we see it play outand defined “as a testimonial of the good service provided to previous customers, who leave a positive review on your page or refer it to others.”Put simply,

people are more likely to buy a product or service when they learn of it from their friends and family . 

Here Are Four Reasons Testimonials Are So Important:

  1. Establish Credibility
    You can strategically use testimonials to establish and improve the credibility of your brand or product. Testimonials signal to other users that you are, in fact, a trustworthy brand and that you have added value in some way to their life.
  2. Build Customer Relationships
    Testimonials allow you to feature a wide range of clients who have benefited from your business. This range of clients allows you to diversify your portfolio and expandsthe array of clients and industries you can service. Testimonials are also a great way to touch on your client’s pain points, directing how you can help solve those recurring problems. 
  3. Create Trust
    Credibility is everything when it comes to your business- we’ve all been there, trying to choose between two brands (or services) and when we’re undecided, we go straight to the reviews. Seeing that other people –real people– have consumed those services and seeing their authentic experience is important, as it instills a confidence and a trust that we can’t get elsewhere. Seeing hundreds of positive reviews (or negative) is paramount in that sale. We see those reviews and trust that we will be making a purchase we can be secure in. Prominently displaying testimonials on your website can also speed up the purchasing process for some clients!
  4. Humanize Your Brand or Service
    Humans are inherently interested in what other humans are doing, what they’re feeling, and how they’re perceived, which is why testimonials are so important. Testimonials give us insight into someone else’s train-of-thought. They allow us to connect with someone else’s experience, and this also gives us a better explanation as to what we can expect from a product or service; for some individuals, a range of testimonials can also ease the anxiety or fear that often accompanies the purchase of a large product or service. 

Now Comes the Tricky Part- Getting Those Reviews.

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Now Comes the Tricky Part- Getting Those Reviews.

Most business owners find it hard to get reviews, so here are four quick tips that can make the process just a little bit easier: 

  1. Send an email from an “admin” account asking for those reviews
    It’s totally okay (and normal) to ask for reviews- we recommend those emails come from an Admin@ or Sales@ email account; keep the email brief, be polite in your request, and provide links to places like Google business, your Facebook account, and give them the option to submit via email. Making the process as easy as possible increases the odds a client will submit a review or testimonial. 

    After 60 days, if the client has not responded to the request for a review, it is encouraged that you send a follow-up, requesting the review once again.
  2. Text or email automation follow-ups
    Have automations set up to go out at different intervals after you’ve completed a project or a sale for a customer- think 10 days, then 30, and if at that point they haven’t left a review, have another automation set for 60 days.
  3. Offer an incentive
    If possible, you can also find an incentive relevant to your business and offer an incentive for submitting a review. It could be something as simple as a $25 Amazon gift card, or “big ticket” items like 10% off your next invoice. It often doesn’t take much, just a little compensation for their effort is appreciated. Incentives are great, just don’t buy those reviews!4. Set up profiles for review on multiple sites

Consider all places which are relevant to your business, and create a profile- again, the more options people have available to them, the more likely you are to get those reviews. Some great options are:• Google• Facebook• Yelp• TrustPilot• LinkedIn• Yahoo! Local• TripAdvisor• CitySearch

And perhaps most importantly, once you’ve received those reviews, be sure to respond thoroughly and thoughtfully to each and every review or testimonial.

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