Testimonials, also referred to as customer reviews, are first-hand accounts used to validate a product or service. Essentially, they are comments from customers that offer praise or criticism of the product or service being assessed. Testimonials can be highly influential and can have a huge impact on a potential customer’s decision-making process. It’s no wonder that a well-crafted and effective customer testimonial can be a powerful tool in a company’s marketing arsenal.
In the world of digital marketing, customer testimonials are particularly effective, thanks to the ease with which customers can submit their comments and reviews. Website visitors and social media followers can then be exposed to these reviews, and form their own opinion of the product or service being assessed.
The first and most important guideline when creating customer testimonials is to make sure that they are genuine. As tempting as it may be, try to avoid creating fake customer reviews - doing so could result in penalties or even get you shut down. Instead, always start by collecting genuinely useful feedback from actual customers.
The next step is to craft the testimonial in a way that is both engaging and authentic. The best customer testimonials aren’t generic or insincere - they provide specifics and are easy to relate to. You’ll also want to give potential customers an in-depth look at your service, so that they can make an informed decision.
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When designing your testimonials, be sure to include relevant quotes and images that capture the spirit of the customer experience. Try using phrases like “the product is great” or “the customer service team was friendly and helpful”, as well as pictures from customer reviews. Doing so will make your customer testimonials even more effective.
It’s also important to get permission from customers before publishing their reviews. When seeking permission, be sure to explain what the testimonial will be used for, how it will be displayed, and when and where it will be shared. Doing so will ensure that customers are comfortable with their review being shared.
Finally, be sure to use customer testimonials on all marketing channels. Promote them on social media, include them in blog posts and newsletters, and even include customer reviews on your website. Doing so will help customers learn more about your product or service, and it will help to boost your customer retention rates.
When properly crafted, customer testimonials can be a powerful method to win over potential customers. Keep these guidelines and best practices in mind and you’ll be able to create reviews that can help turn prospects into paying customers.
