Do you use testimonials in your marketing? Here's how to get them, and then how to put them to great use
If you’ve ever needed a plumber, hairdresser, a good book or a nice place for dinner, I’m willing to bet you’ve asked someone for their recommendation. If you trust that person, the chances are you’ll take their suggestion.
Because you have that trust.
And when you look for those services or items online, I’ll also bet that’ll you look for reviews – if it’s an expensive item, you’ll probably do a Google search for reviews alone…
That’s how important a positive testimonial is for establishing trust and credibility as a business, not forgetting that Google ranks websites for trust as part of its quality framework assessment...
In fact getting good testimonials works on three levels to help businesses:
1. Boost Search Engine Optimisation
2. Build trust and credibility with your buyers
3. Create fresh content for social media.
How do you ask for testimonials?
Good question, because some people don’t feel comfortable coming straight out with it, especially early on in business, so here are some tips on how to gain positive testimonials that you can use in your marketing.
• Share a QR code or link to Google Reviews
You need a Google Business Profile to receive Google Reviews and once that’s set up you can share posts as well as collect reviews. It’s also great for boosting ‘near me’ searches, by the way.
The QR code or link can appear in your email signature, on your last invoice or in a final email signing off on your contract. I know of one business that had small cards made just for this purpose, that they leave by the kettle in a customers house when they leave.
• Ask for LinkedIn recommendations
You will need to be a bit brave about this one, because you’ll be messaging them directly with your request. If you build up to asking by mentioning that you’d appreciate feedback during other correspondence it won’t come as a surprise.
• Customer correspondence
Customers or clients may well give you a testimonial without making it official, during a phone call or email exchange. If they say something you’re proud to hear, why not ask if they can put that in writing, or if you can quote them? If it comes from an email, you can copy that into a social media post or blog, but you’ll need to make it clear how you got it.
The tactics for getting testimonials in a nutshell:
• Share a link – on email signatures, on business cards, on invoices
• Build the request into your email automation after a sale
• Talk about appreciating feedback to improve your service/product before asking
• Post on social media asking for reviews
• Remember, you can’t buy positive testimonials with discounts or free gifts! But you can send thanks after the fact.
Once you’ve got lots of great feedback, make the most of it and splash it around in your marketing. You can print them in brochures, add a live link to Google Reviews, TripAdvisor or Which? Trusted Traders to your website or email signature, and use them in case studies, as well create eye-catching visuals for social media.
Don’t be shy, celebrate your successes and wins!
Mike Foster
