Before buying on a website or hiring a professional, 85% of visitors check online reviews.
Hence the importance of asking your customers to leave a a review on your Google My Business page, Facebook, your guestbook…
Integrated into your strategy of Content marketing, these testimonials are valuable because they help reassure your prospects and convert them.
How to use your customers' testimonials?
Include reviews on your homepage
If you have a website, your homepage is your shop window. Most visitors will go there.
Take the opportunity to showcase a few customer reviews there.
If you use a certified reviews service, display the customer satisfaction rate and the number of reviews received on your site.
Use a customer testimonial to write a blog post
A customer review can be an excellent source of inspiration for a blog post.
Imagine a user who used your services leaves a review highlighting your responsiveness. For a plumber, that could inspire a post title like: Water damage: our method for fixing a leak in under an hour.
By adding the customer testimonial that inspired your article to your post, you give your readers something concrete.
Display your reviews on your printed materials
Do you use advertising brochures or regularly have flyers printed? Your customers' reviews fit perfectly there.
Another option: for the branding on your company vehicles, ask your designer to display your satisfaction rating from TripAdvisor, Eldotravo, Facebook, Google My Business…
Create case studies
Here is another excellent way to turn a customer testimonial into high-value content.
Have you worked on a large-scale project or a somewhat complex assignment and satisfied your client? Write a case study from analyzing your client's needs to the end of your service.
This type of content is especially interesting to people who might have similar work to be done. By telling them, with images to illustrate, how you proceeded, they feel reassured.
Use a testimonial as a prospecting tool
Your customers' testimonials can be used as part of an active commercial approach.
If you sell several types of products or offer different services, include reviews related to each sales page on that page.
This method has the advantage of offering each visitor to your site reviews that match their current interests. It can also be used during an in-person sales meeting.
Finally, don't forget that content marketing also extends to video and audio. Webinars, video tutorials, and podcasts allow you to effectively incorporate customer testimonials and showcase your satisfaction rate.
Integrate video customer testimonials
The customer testimonial Video is also a key element for succeeding in your content marketing strategy! Indeed, internet users no longer take the time to read reviews nowadays and instead turn directly to videos. It should be noted that in the near future, 82% of internet traffic will be video, and it will be much easier for you to attract customers via video testimonials if you want to leverage your current customers' reviews.
However, you will be required to have your customers speak in these testimonials! They should explain how your products or services helped them, in order to convince prospects. Once collection is finished and the videos are edited, you will integrate them on your site according to the following steps:
- Create a banner on the homepage
The homepage is the first destination for internet users when they want to learn about your business. It should generally include all information about you, such as the company name, the nature of the activity, service offerings, your differentiators, etc. If a prospect is interested in products or services, their instinct will be to look for customer testimonials to form an opinion. So, make sure to create a banner in this section so visitors can access them easily. Also, videos should include verbatim quotes and subtitles so they can be understood without sound and highlight the key points of the testimonials.
- Add video testimonials to the resources section
The resource section is a place that allows prospects and visitors to quickly get an idea of what you actually do. It typically includes blog posts, white papers, webinars, tutorials and customer testimonials. The four main lines group the different topics that relate to your activity, followed by any partners and your staff members. But specifically regarding the customer testimonials in the section, they will serve to demonstrate to your prospects the scenarios in which they might need your services! Indeed, some of the clients who give testimonials likely had problems similar to those of the prospects, and the testimonials will help convince them to follow the same path.
- Create a YouTube playlist for all customer testimonials
Embedding testimonials on the web is the first thing to do, but you also have other options to strengthen your content marketing strategy! This includes creating a dedicated YouTube channel, listing the video titles, the clients’ full names, and the company name. The more visible your testimonials are, the higher the videos will rank in search results.
How to collect customer testimonials?
There are several ways to collect customer testimonials! It simply involves gathering the various elements that enable them to share their opinions about your business.
Collect customer testimonials online
Collect customer testimonials on your website
If there is one place where customer testimonials can appear, it is on your business website! We live in the internet and technology era, and most customers following your brand visit your site so they don’t miss any new offers, etc. It will be up to you to give them places to speak by offering review and comment sections, then collect and compile them.
Collect customer testimonials on Google My Business
Adding a testimonial section to Google My Business is also an excellent idea! Besides being able to collect reviews, it will also improve the ranking of your GMB listing in search engines. Indeed, the listing’s ranking depends on the amount of traffic it receives, and participation in reviews and comments will only increase that traffic.
Collect customer testimonials on social media
B2B social networks are just as important as the business website! Most customers, visitors and prospects are currently on social media, and it’s much easier to engage there to leave comments or reviews. You can therefore gather as many testimonials as possible through customers’ participation on posts.
Collect customer testimonials in-store
The collection of customer testimonials in-store remains to this day an effective marketing technique for getting a direct evaluation of your products and services! It notably allows the use of several methods, such as written testimonials (via forms) or video testimonials. Collecting testimonials in-store represents a very great advantage! It is much easier to convince a customer in person to give a testimonial for the company than to encourage them to participate online. The refusal rate will be lower than the abstention rate for online participation.
Our tip for integrating your customer testimonials into your marketing strategy
Marketing strategy brings together different techniques to advertise your brand, and one of the heaviest weights is customer testimonials when they are satisfied. So use every method to collect as many testimonials as possible, and make sure to display them to convince more people to buy your products and services.
If you want to integrate all your customer testimonials into content marketing, professionals on Redacteur.com can help you, and you will benefit from the advisors’ expertise as well as the platform writers’ know-how.
