Customer testimonials and reviews are often overlooked in the rush to create new content, but they could be the key to unlocking more trust and engagement with your audience. Today, we’re diving into how you can use these powerful tools to enhance your messaging and connect with potential customers on a deeper level.
You Have to Ask for Testimonials
Your happiest customers are your best advocates. But it’s still your responsibility to get them to start talking.
Reach out to them after you’ve completed a project or delivered a service, and ask them to share their experiences. Make the process simple by guiding them on what to focus on, such as the benefits they received or what set your service apart from others.
You can even prompt them with specific questions to ensure you get meaningful insights that will resonate with future customers. Think of helping them tell a story by asking for the specifics every story needs:
- What problem were you facing?
- How did we help you address the problem?
- How do you feel now that you’ve conquered your problem?
Use Google Reviews in Your Thank You Process
Google reviews are critical for building credibility online. After every successful customer experience, send a personalized “thank you” email and include a request for a review.
Let your customers know their feedback is valuable and helps you improve your service. A steady stream of positive Google reviews can not only boost your search engine rankings but also give prospects the confidence to choose your business over the competition.
Display and Repurpose Everywhere
Once you have a collection of testimonials and reviews, don’t let them sit somewhere in a folder or in your Google profile. Add them to your home page and product pages to create trust in your brand.
You can also repurpose testimonials as stories in social media posts and emails, or even as the foundation for detailed case studies. These real-life examples create a narrative that your target customer can relate to and will help push them over the finish line.
Video Testimonials Pack a Bigger Punch
Video content has a way of building trust faster than text alone. Seeing the person speak the words makes it more real than reading text on a screen.
Ask satisfied customers if they’d be willing to provide a short video testimonial. It doesn’t need to be overproduced — in fact, don’t overproduce. The authenticity of a customer’s own words in their voice is the key.
Video adds a personal touch and allows potential customers to see and hear the enthusiasm behind the words. It also helps prospects see themselves in the shoes of the speaker.
Use Testimonials to Address Objections
Customer testimonials are not just about sharing positive feedback. They can also help to address common objections or concerns that prospective clients may have. Identify the most frequent doubts your customers face before they commit, then find testimonials that speak directly to those concerns.
Did someone think your light fixture was too expensive but then found the value worth the cost after their cheaper purchase let them down? Using these reviews to overcome barriers can significantly shorten the sales cycle.
Collect ‘em All!
Testimonials, that is. Customer testimonials and reviews are versatile tools that build trust, address objections, and create lasting engagement. Use them across all your content platforms to make your messaging more powerful, relatable, and credible.
If you need help telling your brand story, creating, and implementing a content strategy, our free content guide is a great place to start. Download it here today.
Your friend,
Jose
