When it comes to promoting a business, the gold standard for many entrepreneurs is great testimonials. They resonate with potential customers because they come from customers. It’s an effective way to convey your “why shop here” message. And that helps strengthen your competitive position. Here are some tips to get great testimonials and share them with potential customers.
A TechValidate study reports that 94 percent of business-to-business marketers rate content from real customers as “very” or “extremely” effective. The results are just as strong if you market to consumers. 92 percent of consumers read online reviews and 48 percent will visit a company’s website after reading them.
That’s why it’s critical to make testimonials a visible part of your marketing strategy. Buyers tend to view this content as less biased. It’s part of their information gathering and it often steers them toward a buying decision.
“Timeliness” and “motivation” are two important factors in gathering testimonials. One survey reports that testimonials need to be gathered within one month after purchase to be relevant. Some retail businesses get instant feedback by providing a survey link on their receipt. Online businesses might follow-up with an email shortly after delivery with links to a survey or a social media site where they can leave a review.
Consider offering an incentive to motivate customers. Some businesses offer a chance to win cash rewards if customers leave a review. Others provide coupons for reduced pricing on a customer’s next purchase or a giveaway item.
Here are some other tools you can use to gather feedback:
Once you’ve gathered customer testimonials, here are some ways to use them:
Great testimonials can make your small business stand out from the competition. Start by considering these tips to collect customer stories then feature them prominently in your marketing efforts.