Some people question whether client testimonials are effective in promoting products and services. Comments such as: “They’re not real clients”; “They’ve made that up”; or “Nobody reads testimonials or reviews any more” are often mentioned when the topic comes up in conversation.
However, if you don’t think client testimonials work, ask yourself why are the likes of TripAdvisor and Amazon reviews used so extensively?!
Whether we’re looking to book a holiday, buy a new settee or see the latest blockbuster release at the cinema, it has become second nature to do some online research, including reading other people’s reviews, to help us decide whether to buy or not.
The same is true for your business.
Where to find your reviews and testimonials?
All too often, positive feedback from our clients is received and then forgotten. So what can you do to embrace positive feedback and to acknowledge it more openly going forward?
Start with your emails.
Have a scan down your email folders or inbox. There are likely to be comments you recall from specific clients (because they gave you a ‘warm and fuzzy moment’ at the time!). This could be to do with the quality of service, the speed in which you carried out the job, how much time or money you have helped them to save etc. Find those emails and go back to the client to ask if you could use their comments in future marketing activities.
Open your mind and your ears when speaking to clients.
Quite often we receive positive feedback verbally but then ignore it. Don’t! From now on, if someone is waxing lyrical about how good you or your firm is, ask them if you could use that in a quote. They may be happy to email you some wording, or you could make a note of what they have said, email it to them and ask if they would be happy to put their name to it.
Actively seek product/service feedback from surveys.
A survey which seeks to get feedback on the quality of a product or service you offer can also be an excellent source of testimonials (providing they like what you are offering!). The surveys can be conducted face to face, over the phone or online and should give respondents the opportunity to leave additional comments.
Get permission
In order for your testimonial to have credibility it is best to have the name of the person, and their business name where appropriate, allied to the quote. Ideally get the permission to use the quote and the person’s name in an email, so that you have written proof.
However, you can also use testimonials anonymously, but credited ones work best.
Where to use your testimonials
The great thing about client testimonials is that you can use them across various different channels and keep reposting them.
Suggested channels include:
- different social media platforms (firm-wide and on individual’s pages where appropriate);
- the relevant product or services page on your website and/or on a dedicated client testimonial page;
- as part of your email signatures;
- brochures and leaflets;
- adverts including print, radio, billboards if appropriate; and
- newsletters.
Video testimonials
To give your client testimonials added oomph, consider doing a short video interviewing your client and getting them to talk about how your business has helped them and why you stand out from the crowd. This could be done in your own office, but will have more impact if it is filmed at your client’s premises. This also gives them an opportunity to showcase their business and to help with their own marketing activities.
The video testimonials can then be used on your website, social media posts and can be emailed to prospective clients to help them get a better understanding on why they should be using your firm.
So, in summary, client testimonials and reviews are still a vital part of your marketing toolbox and can help to attract new clients to your firm. You just have to remember to look out for them or ask for them and of course, use them!
