Use Customer Testimonials as a Marketing Tool

Satisfied customer

What people say about a product or service can have a big impact on a business’ success.

No matter whether the purchase is large or small, consumer behavior often is directed, if not driven, by what we hear from others about a specific product or about a business. In the world of marketing, we have been influenced by a ‘customer testimonial’.

My family and I are a good example of customer testimonials at work. We are probably headed out to a new restaurant this weekend. Our choice was not influenced by the commercials we heard. Our choice was driven by the positive comments others have offered about the restaurant.

Customer testimonials have been used in marketing for years. Whether informal, such as word-of-mouth, or more formalized through print media, online or video, hearing what others say has a tremendous influence on our behavior.

However, customer testimonials are more prevalent today than ever before. Consumers can leave comments on business websites, post them to social media sites of the business, use a third-party review sites such as Trip Advisor or Yelp, or simply make a post to their own online social media site.

What comes as a surprise to many business owners is the general acceptance of such posts as legitimate. Whether you know the person making the comment or not, research suggests that well in excess of 50 percent of those seeing the reviews accept the comments as accurate. And nearly one-third of respondents indicated they have been influenced by those comments.

Yet less than 30 percent of businesses include customer testimonials in their online marketing, and even fewer include them in their traditional advertising.

The use of customer testimonials in marketing is perplexing to small-business owners. Common questions include:

  • How do you get those testimonials?
  • When can you get them?
  • Where can you use them?
  • What if the person does not offer positive comments?

The answers to these questions are surprisingly simple. You can get tesimonials simply by asking. You can ask anytime you interact with the client, especially if he or she had a positive experience. Then you use them everywhere: online, in-store, in printed material, in advertising, etc.

Make providing a testimonial easy for the customer. The simplest way is to offer comment cards just as the customer is leaving. Better yet, ask if they would do a short video. Adding a visual element strengthens the impact of their words. Give them a disposable camera to take pictures or ask them to share their videos and pictures.

To effectively use customer testimonials, you want them to be authentic and specific. You also want to have a diverse set. Change them periodically. And let your clients know that you have used their comments.

It is important that business owners remember one thing, and that is to get written permission to use the testimonial and any pictures. Also ensure the claims are truthful as outlined by the Federal Trade Commission rules and avoid misleading claims. For example, don’t promise ‘everyone will have the same experience.

Customer stories or testimonials are a powerful marketing tool, so consider using them when developing your marketing strategy.

Photo by Fabricio Zuardi (fcquardi) – Posted on Flickr