The power of testimonials for your business
Testimonials are an important part of the relationship building process for your business. They act as a way to enforce credibility and expertise and can strengthen your reputation by expressing the trust that other people have in your business.
Typically, testimonials come from two kinds of people – customers who use and love your product and from established people and/or organisations who enjoy a good reputation themselves. They have the power to attract deeper interest from prospective clients and reaffirm existing relationships by reminding clients of their positive experience using your services.
Used as written word in longform articles, excerpts added to graphics for social media and in printed collateral, or perhaps in a video format for your website, testimonials can create an emotional appeal for your brand and help to convey your overall brand image. The objective of a testimonial is not to create brand awareness but to establish and reinforce credibility, and what better way to do this than using a real person talking about your business! In fact, customer testimonials and case studies are considered the most effective content marketing tactics, identified by 89% and 88% respectively, of B2B marketeers (B2B Content Marketing Trends Report).
Video testimonials can help to boost your email marketing conversions, in particular, thanks to the fact that using the word ‘video’ in an email subject line boosts open rates by 19%, click-through rates by 65% and reduces unsubscribes by 26% (Hubspot). Testimonials in video format can also help to increase your social media engagement, as visual content is 40 times more likely to get shared on social media than other types of content (Hubspot).
Creating a bank of testimonials that can be shared across multiple platforms (e.g. your company’s social media channels, your website and in e-mail), at staggered times is a cost-effective way to really get the message out about your offer.
A business that has a good number of testimonials, from a diverse group of customers, is much more appealing to potential customers than one without. A testimonial usually means that the person giving it is putting their reputation on the line, so it can be a significant bond between the business getting the testimonial and the individual giving it.
Testimonials help to facilitate word of mouth promotion by increasing trust and incentive. They are powerful, essential and free marketing tools that are growing in importance as the world we live in continually creates more choice and options for the consumer.
We practice what we preach too! Here is one of our customer testimonial videos…