As prospects first learn about your product or service, they may be skeptical. That’s when a well-crafted testimonial can provide proof of the value offered by your brand.
Testimonials work because they’re honest, unbiased and (typically) unpaid endorsements. More than that, they work because prospects can relate to those with similar goals, needs, and challenges. When a potential client sees people they consider peers having an excellent experience with your brand, it helps build trust and connection. Simply put, a good testimonial sets appropriate expectations about what it’s like to engage with your business.
Effective testimonials must resonate with those you’re trying to attract – the people who could potentially benefit from your product/service. They tell a story, inspire and motivate those reading them. There are many ways beyond just a traditional quote to showcase your happy customers and success stories. Here are some ways to put your current and former customers to work as authentic, believable salespeople for your brand.
By engaging all the senses with motion, images and sound, videos can tell powerful stories about your business as seen through the eyes of your customers. Video content is easy and interesting to share – meaning your message has a chance of going viral.
When done well, audio can convey honesty and emotion as effectively as video. And since you won’t have to invest in a production crew or expensive gear to record an audio message, it’s also cost-efficient.
Give your prospects a “deep dive” into the experience of working with your business. Case studies are not only a great vehicle for storytelling, but also an opportunity to back up the narrative with facts. Through a simple narrative, you can define the customer’s challenge, describe your solution, and detail the results. Once the content is established, you can leverage case studies on your website, social platforms, and sales presentations – or even in a video.
When someone promotes your brand online – with a “Like,” a positive comment, or a good review – be sure to engage and recognize them. Likewise, if a customer posts criticism or a negative review, always respond in a timely manner. Keep in mind that, depending on the size of your social media following, many other customers and prospects could be watching how you manage a dissatisfied user.
Research shows that 85% of people trust an online review as much as a personal recommendation. Start a conversation with the MasonBaronet team and learn how to put your customers’ good words to work for your brand.