With the amount of power that testimonials hold in a buyer’s decision process, we’re often shocked to see how often they get overlooked in a brand’s marketing strategies.

Today we’re talking about the importance of client testimonials and dishing out some tips and tools to help you get the absolute best testimonials for your brand.

Chances are, you already have plenty of satisfied clients who would love to sing your praises and talk about their experiences. So how do you make it happen? Keep reading to find out.

WHAT ARE TESTIMONIALS?

A testimonial is a formal statement testifying to someone’s character and qualifications.

WHY ARE THEY ESSENTIAL?

Testimonials provide the ultimate level of trust and transparency. And honestly, customers not only expect them, but will sometimes avoid converting altogether if a brand isn’t properly reviewed.

Testimonials give your clients something to look to beyond just your own words. We say it all the time, you can talk about your brand till you’re blue in the face, but it’s always going to appear biased. Never underestimate the power of social proof.

Consumers trust other consumers; that’s never going to change. So why not capitalize on that! Testimonials give your audience a chance to hear directly from someone who was once in their shoes, establishing credibility and proof of concept while shining a positive light on your process.

Not to mention, it makes your current clients feel valued and heard. It’s really a win for everyone involved.

LET'S LOOK AT THE NUMBERS:

• 9 out of 10 people say they trust what a customer says about a business more than what that business says about itself.
• 90% of buyers who read positive customer success content claimed that it influenced their purchasing decisions.
• 92% of consumers read online reviews and testimonials when considering a purchase.
• 63% of consumers indicate that they are more likely to purchase from a site if it has product ratings and reviews.
• 89% of marketers say that customer testimonials and case studies are the most effective content forms for influencing purchases.
• 88% of consumers trust online reviews as much as personal recommendations.

Source: Wyzowl

EXAMPLES OF TESTIMONIALS:

While a written testimonial may be the most common review format, that doesn’t mean it’s the best.

Video testimonials take the whole experience to a new level and add a layer of human connection and transparency that written testimonials tend to lack.

A high-quality video shows your audience that you have nothing to hide and provides visuals to back up any claims and keep the content entertaining.

Whether it’s interview style, a case study, or a montage of many testimonials combined into one promotional reel, video is the best way to let your clients sing your praises.

Here are some examples:

HOW TO GET THE ABSOLUTE BEST TESTIMONIALS FOR YOUR BRAND:

ASK!

We get that asking for a review can feel awkward sometimes. But believe us, it’s always going to be worth it.

By asking your current customers to share their experiences, they’ll feel a deeper connection to your brand. Plus, you’ll have more opportunities to listen and grow from their shared stories. It’s a win-win.

HERE’S A BASIC SCRIPT TO GET YOU STARTED:

“Hey ________! We’re putting together some case studies and shooting some client testimonials right now. We love you as a client and we really appreciate working with you! Would it be possible to set up a time for us to come shoot a quick testimonial? Or if you’d rather film one yourself on your phone and send it to us, that would be great. Thanks!”

QUESTIONS TO ASK:

Okay, so your client agreed to provide a testimonial. That’s great! Now, what do you ask them? We’re providing some of our favorite questions to get the ball rolling. These will help to really dive into the details of your client’s experience to ensure that the entire process is highlighted.

Q: How did you get involved or hear about this brand/person?

Q: Tell us a little about your experience working with this brand/person?

Q: Working with this brand/person, what expertise or working style impressed you?

Q: What hurdles or challenges did you run into? How did they help you overcome/conquer this?

Q: Why would you recommend this brand to others?

The more prepared you are, the better the testimonial will turn out. Without a structure in place, you’re more likely to end up with a brief video of your client just saying, “They were great!” Which is nice, but doesn’t provide many helpful insights.  

Want even more insights into how to turn your client testimonials into profits? INDIRAP’s Founder, Julian Tillotson, breaks it all down in the video below 👇👇

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