When it comes to creating collateral for marketing and sales, customer testimonials are a must-have.
As the Creative Director and graphic designer at ROI Online, I utilize testimonials whenever I can. Why? Because customer testimonials give your business authority and offer your audience a sneak peek into the success they can expect if they engage with your business, purchase your product or sign up for your service.
In this blog, I’ve outlined a few of my favorite ways to utilize customer testimonials. I hope you’ll take inspiration from this list and harness the power of a testimonial for your business as well!
1. Include Testimonials In Your Emails
Whether you are sending a one-off sales email or an email series, it’s a good idea to consider including a customer testimonial.
On average, professionals spend 6 hours a day checking their email. Although that might sound depressing, this fact can be a huge benefit to you! Take advantage of your captive audience by showing them how your brand can help them be successful by highlighting a customer testimonial that speaks to their desires.
NOTE: No need to get too fancy. Try accompanying your customer testimonial with a simple picture of the individual who said it or a picture of the product they are speaking highly of.
2. Create Social Media Graphics With Testimonials
You should be proud of the praise your business receives. Dress it up and take it for a stroll around social media for all of your followers to admire as well.
NOTE: Because social media is a more visual platform, it’s a good idea to spend some time making your customer testimonial look sharp and catch the eye of your audience. Don’t be afraid to put some $$ behind your social post to increase visibility.
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3. Incorporate Testimonials Into Your Website
Your potential customers are doing their research, vetting your business out and trying to make an educated decision. Chances are, they are doing a good amount of this research on your website. Which means, you have the upperhand!
Don’t let them make assumptions about how your business will make them feel, change their lives and solve their problems. Show them, like StoryBrand did here.
NOTE: Make sure your testimonials are visually appealing and easy to read. Including an image that equals “success” to your end user is a huge plus. That could mean an image of a individual they aspire to be, someone they can relate to and respect or a picture of your product/service making someone's life easier. Don’t be afraid to be creative!
4. Create Video Testimonials
In this day and age, people are more likely to watch a video than they are to read text on a screen. And word of mouth is still a huge piece of the sales process.
Creating a video testimonial kills two birds with one stone! A video testimonial can be used on several different platforms, including your website, social media, email campaigns and in sales meetings.
NOTE: Make sure your video testimonial speaks directly to your audience's concerns and aspirations. Creating a montage of testimonials in a single short video builds your authority and makes the video more entertaining.
5. Highlight ‘Big Name’ Customer Logos
Although this isn’t exactly a “Customer Testimonial,” it does accomplish a similar task. It shows your audience that your product or service is trusted by other companies, hopefully companies they respect or aspire to be like. It also gives you authority in the sense that this isn’t your first rodeo. Your business has experience and is able to accomplish the same success for others that you can accomplish for them.
NOTE: This is a fantastic workaround for businesses who find it difficult to acquire actual testimonials. Be careful not to include too many customer logos, as it can quickly clutter your design and confuse your audience. Quality logos over quantity of logos is key.
Ready to make an impact on your business's marketing and sales? Then start putting those testimonials to work! I’d love to hear how you utilized one of these testimonial tactics and how it benefited your business, tell me about it in the comments below!
Have another suggestion of how to take advantage of customer testimonials? I’d love to hear about that as well!
Want to discover other ways to use customer testimonials in your marketing? Sign up for StoryBrand's online marketing course!