Testimonials are often an under-used resource in accountancy practices. This blog sets out how to use client testimonials effectively.
But first, if you don’t think client testimonials work, ask yourself why the likes of TripAdvisor and Amazon reviews are used so extensively? Whether we’re looking to book a holiday, buy a new settee or order food or goods from a local shop, 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 accountancy practice.
Where to find your client 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 satisfaction 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. As you start to use client testimonials more, you’ll start to proactively look out for them.
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 that seeks to get feedback on the quality of a product or service you offer can also be an excellent source of testimonials. The surveys can be conducted over the phone or online and should give respondents the opportunity to leave additional comments. It is usually in these comments sections that testimonials can be written.
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 permission to use the quote and the person’s name in an email, so that you have written proof.
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 testimonials page;
- as part of your email signatures;
- brochures and leaflets; and
- adverts including print, radio, and billboards if appropriate.
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 it 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 of why they should be using your firm.
So, in summary, client testimonials do work and are a vital part of your marketing toolbox to help 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!
If you need assistance with how to generate client testimonials or how to use them effectively, do get in touch.
