The persuasive power of Testimonials
“Rome wasn’t built in a day”, similarly building a brand image doesn’t happen overnight. It takes a lot of effort, a series of campaigns, and an army altogether. It’s more than the work of one mastermind, and it’s more than the success of one big marketing campaign. You have 100s of ideas, strategies, and resources but if you do not know how to execute them well, they are all worthless. One of your greatest resources is your frontline- your customers. You might be wondering, how can a customer be a marketing or a brand-building resource. Then let’s go back to the 90s. Remember those Fridays when people waited for the latest movie to grab the theatre. There was no branding, no big hoardings, no insta ads but still one after the other, people went to watch the movie. A mere “word of mouth” worked then. Exactly your frontline customers help you get a chunk of other users at absolutely no cost. If you haven’t incorporated your loyal customers into any of your marketing initiatives yet, you might want to reconsider (okay, you definitely want to reconsider).
Testimonials are persuasive because they are social proof: it’s a psychological behavior that people are more likely to follow others because they assume that those actions reflect the correct behavior. There could be many ways to use the testimonials, a few being listed below:
- Create a customer testimonial page: This is one of the most common pages you see businesses displaying their customer testimonials. Usually, max visitors visit the homepage and look for what other people have to say about the product/service. They wouldn’t believe much in your description of the product but would focus more on others’ testimonials. One of the best ways is to add a CTA button along with the testimonial page. This could be either to purchase the product or know more about the features. This would help increase the conversion.
- Use them in case studies: The lives and stories of loyal customers could be an interesting angle to lure new prospects. People tend to connect themselves to real-life stories more than anything else. Case studies are more detailed accounts of how a business helped a customer, typically including testimonials and other information on the transformation that the customer underwent on their journey.
- Send them as email campaigns: Many of the companies run email campaigns on a regular basis to create a brand image amongst the audience. The major challenge here is to decide the daily structure and genre of the emails. Here testimonials are of great help. You can get video testimonials recorded as well as make good creatives out of the written reviews and distribute them amongst the prospects through email campaigns. There is a variety of software in the market that allows video embedding way too easily.
- Share them on social media: Testimonials can act as short quotes which make it great to be shared on platforms like Twitter, facebook, instagram, linkedin, etc. Similarly, when you receive positive feedback from your customers directly on the social media platform, engage! Retweet them, feature them on your Instagram and Facebook stories, or create a longer post highlighting them on LinkedIn. Through this, your target audience engages with you very quickly as well as the real word of mouth starts.
Testimonial collection is a task in itself. You can either automate this process within your company, outsource it to some expert, handover it to your marketing team, or seek out some other creative way to unearth the positive sentiments from past customers. The only collection is not enough, the real creativity lies in presenting it well to fascinate the other prospects.