Who do you think is a more credible ambassador for your business, you or a satisfied customer? While you know your business, your consumers want proof that you’re the real deal. So the importance of receiving testimonials cannot be overstated (or indeed that of giving one).
Research tells us that nine out of 10 people trust what a customer says about a business more than it says about itself. As a result, customers are likely to spend 31% more with a company with good customer testimonials. That’s a gold mine waiting to be accessed.
It also plays a vital role in the networking cycle. As the saying goes, do onto others as you would have them do unto you. The more you rave about others, the more others will rave about you. And one of the easiest ways to receive a testimonial is first to give one.
Testimonials are the rubber stamp of approval
And many modern customers need those to seal the deal. Consumers have grown weary of sensationalised sales claims in a world of fake news and “influencer” mistrust, which is why testimonials are essential – to customers and marketers alike – for building relationships.
Five reasons for making testimonials a significant part of your marketing strategy
- Build Trust & Credibility
Reputation is everything in business. Which company are you more likely to go for, the one with no reviews or the one with hundreds of positive reviews? And therein lies the importance of testimonials for enlisting your most enthusiastic brand advocates to deliver some reputational flex on your behalf. According to BigCommerce, 72% of consumers say positive reviews and testimonials make them trust a business more, and 88% of consumers trust online reviews as much as personal recommendations. That’s a tremendous amount of credibility you can leverage with some well-executed testimonials from genuine customers/clients.
- Provide Social Proof
Have you ever bought a product because a celebrity endorsed it? Or eaten at a restaurant your friends or family recommended? That’s social proof. 95% of people say that reviews – whether positive or negative – influence their purchasing decisions. Because a great testimonial taps into our herd mentality and persuades us that we do need that product or service after all because everyone else can’t be wrong, right?
- Demonstrate how a brand’s problem/pain points can be solved
A glowing testimonial can illustrate how you were able to solve a recurring challenge for your customers. Better still, it can do it with way more immediacy than a website or would. Especially if you go down the route of a video testimonial.
- They humanise your brand
We all love a good story. Our curiosity and empathy towards other human beings are ingrained in our psyches, which is another reason why testimonials are so effective. They provide a human interest angle that enables customers to relate to, connect with, and better understand the products and services before them.
- They increase conversions
According to BigCommerce, customers who interact with a review are 58% more likely to convert, and 50 or more reviews can generate a 4.6% increase in conversion rates. Wouldn’t you like to grab a slice of that action? It just goes to show that the more positive testimonials you can get from your customers, the more likely it is you’ll convert more.
Take Action Today!
It’s easier than you think to get those testimonials too. More than 80% of reviews originate from follow-up emails and asking your clients to leave one. So you’re much better off being proactive with a follow-up request for a review than leaving it to chance. Better still is giving someone a testimonial without being asked. Consider someone you’ve worked with recently and make their day.