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Ways to Use Testimonials in Your Marketing Strategy

Jun 21, 2024

Are you sitting on a treasure trove of amazing client testimonials that you rarely use? Trust me, I’ve been there, too. I know I need to do more than simply collect all the nice things clients say to and about me, but sometimes it feels like bragging. Yet I know they are powerful for my business. It’s time for us to dust off those precious comments and bring them into the spotlight. After all, we’ve worked hard to earn them!

Establish a Proven Track Record

Testimonials are proof of your success. When potential clients see you come pre-approved, they feel more confident in investing in you. Reading the nice words, or refining our processes based on the feedback we receive is great, but we can use testimonials to establish our own proven track record.

First we need to make sure we are collecting effective testimonials.

We need to make sure to ask for them, to begin with! Testimonials with a picture along with a name are pretty effective if you’re not able to get a video recording.

Even if we do get a testimonial, sometimes we can’t use the name of the person who gave it to us. But we can still ask for permission to share, without their name. Not the best, but still doable. Or consider using initials if possible.

Five quick tips for effective testimonials:

  • Give guideline on what the testimonial should include, if possible (like “It should speak to how I helped you overcome….” or “Please include a specific feature you’ve already appreciated”)
  • Ask specific questions to gain feedback and a testimonial. For example, “What was your biggest worry before working with me? How did you feel after we completed the project?”, etc
  • Keep the testimonial short and focused on your service/the outcome they received working with you, and it should feel authentic.
  • Use data points if possible (example: “she helped me increase the number of inquiries by 200% last month alone”)
  • Remember having testimonials that are more than “She was nice to work with”, that relate back to the problem you help your clients overcome, will speak more to prospects than more generic ones.

    Website Skimmers

    We all work so hard to create website copy that people will read. But, we can’t assume that people will scour your whole website and stumble upon your testimonials before booking a call with you. Especially since so many of us get new clients by word of mouth, prospects might go directly from a referral or your social media to your Contact page.

    Social Proof

    I’m an introvert and quite shy, although I’m much more comfortable one on one. Others are a lot more comfortable sharing testimonials on social than I am. But that’s not necessarily what “Social Proof” means. “Social proof in a marketing context is evidence that other people have purchased and found value in a product or service offered by a business.” (Optimizely)

    This basically means, sharing testimonials helps others know they may have a good experience, too. So including testimonials as social proof on your website, on social media, and at various other times in your client process is a good thing!

    I’m starting to pay more attention to what my clients say, and making a point of using their words more often, rather than to simply improve my process.

    Less Obvious Ways to Use Testimonials

    Most people providing a service are pretty good at sharing at least a few testimonials on their websites, sales pages or on social media. Yet I’m going to suggest a few more ways to put them to use!

    Placing testimonials in your content at different touch points throughout your process helps instill confidence in you as a service provider.

    For example, placing testimonials in your confirmation email ensures they get noticed and act as a positive nugget that connecting with you is a really good thing because others have had a great experience already.

    Include them on your contact page. If prospects are hearing about you word of mouth, they make only visit this page after landing on your home page. Seeing a testimonial here and then on your confirmation page or in your confirmation email may make a huge impact on them wanting to work with you.

    What other client touch-points do you have in your process?

    Do you provide proposals? Prepare custom presentations for individual inquiries? Include them in these!

    If you provide a lead magnet/freebie/opt-in did you remember to include a testimonial in it?

    Do you have an email nurture campaign after someone signs up for that lead magnet? Sprinkle testimonials throughout those emails with testimonials relating to the specific services you provide.

    Do you write case studies? Using them here will help demonstrate the real-life impact of what you offer.

    If you don’t write case studies, do you write blog posts? Incorporating a testimonial into a blog post can help a reader visualize what results you deliver.

    Why Client Testimonials Is a Great Strategy

    Incorporating testimonials into your business strategy can significantly improve your client engagement. They’ll help prove your credibility and also build anticipation and excitement for potential clients. Testimonials have the power to increase your conversions, foster loyalty among your existing clients and help tell your brand’s story through the eyes of your clients.

    Do you have other creative ways to use client testimonials in your business?

    Tricia laughing, looking at the camera

    Hello! I’m Tricia, and I help consultants get online with websites that aren’t only great to look at, but that reflect the quality service you provide and do the heavy work to get you booked!

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