Chances are that when you are reviewing a company to partner with or one to build a relationship with, you do more than just read about the business from its personally published words. Rather, you are likely to do research into what others are saying and what those who have used a company or website before have to say about it.
These testimonials can have a very big ROI for business websites — especially on professional services and ecommerce sites — and should not be underestimated in their value. Unsure why this is the case?
They Are Trusted
You can tell your consumers anything that you want via marketing materials but there is always doubt in what you say about yourself. This is inherent and is not necessarily a bad thing – the astute consumer will know that your words are coming from a biased perspective. After all it is your business or marketing schematic that you are promoting.
Yet, genuine testimonials — even if solicited — take on a whole new meaning. They appear real and more accurate because they are not coming from you, but from consumers or clients just like your readers or prospects. Therefore, whether it is an experience regarding your website’s content, how you treated them in a correspondence, or the overall user experience, these testimonials are going to carry more weight than if you yourself had written something for a site.
Why? One needs look no further than a 2012 Nielsen Study to find out. It was estimated in this research that over sixty percent of consumers trusted testimonials and what they offered in the way of guidance. Knowing this, its obvious why you should be using them if you’re not already.
They Are Marketing Tools
Testimonials are marketing tools in and of themselves. They are endorsements that can bring valuable marketing content to your business, even if unplanned or random. To garner more testimonials or recommendations – ask for them! I know I do – see my Testimonials page for the results.
The more positive remarks, the more opportunities you have for utilizing them in your marketing.
They Have a Great Payoff
When it comes to the cost of doing business, there are many investments in marketing that need to be made. But with testimonial acquisition, for the great return they deliver, there is very little investment outside of the normal cost of doing business. Most importantly though – do good business, have a great work ethic, communicate well with your customers or clients, and these testimonials will deliver themselves.
Testimonials can be a powerful element in your content marketing strategy.
If you don’t currently have testimonials, genuine ones from real clients, then I urge you to go out and get them. If you have done great work or provided superb service, your customers and clients will be only too happy to support your business in this way.