Positive reviews from customers are at the very top of the list of things that can increase a business’s revenue. That is especially so if they are customer testimonials since potential customers are more likely to trust the unbiased opinion of their fellow customers.
That is the main reason most businesses have begun prioritizing customer testimonials as a marketing tool. But how do you use customer testimonials to increase revenue?
There are various ways you can do that. But before we get to that, let’s look at why you need customer testimonials apart from increasing revenue.
Benefits of Using Customer Testimonials in Marketing
1. Customer Testimonials Boost Credibility
If you want to gain customers’ trust in your brand, there is no better way to go about it than to have one of your customers give a good account of you.
Customers will be more inclined to believe fellow customers than they are to believe you. You will likely build more trust in your brand in the process.
2. Improved Relationship with your Customers
Getting testimonials from particular customers can be a daunting task if you don’t have a good relationship with them. Having video testimonials examples on your website will help you improve the relationship with existing customers.
3. Testimonials Explain More about Products and Services
Customer testimonials will often include a customer speaking about your service or product and how it helped them. It is good to have new customers understand how your product or service works, often through practical examples.
That will save you a lot of time in your marketing since potential customers will have already heard of you from the testimonials.
4. Testimonials Will Help Boost your Business’s Profile
The more customers speak about a particular company, the more customers will want to try it. Testimonials help to boost the company’s profile by introducing it to a broader audience.
They act as an extensive publicity campaign for your company, only it isn’t you doing it but your loyal customers.
To get the above benefits, you will need to know how to use customer testimonials to increase your revenue. Let’s look at how you can do that.
Ways to Improve Revenue Using Customer Testimonials
1. Use the Testimonials to Build Loyalty
Testimonials will help you improve customer relations with the company and its staff. They will enable you to gauge customer satisfaction and to connect with them on a personal level.
The key to increasing sales is taking advantage of the budding relationship. This instills a sense of loyalty in the customer and makes them come back for more.
Not all customers who give you testimonials will return. But if you can make them loyal to you and your services, they could become return customers.
2. Use the Testimonials to Improve
While the main aim of getting testimonials is to market yourself and cast your net farther in the market, you could also use it as an avenue to grow.
That’s because the testimonials won’t always be positive. Some customers might have a few issues they could air out in the testimonials. It is up to you to use their views to improve on the mentioned areas.
3. Utilize Video Testimonials as Much as Possible
Most reviews or testimonials are in written form. However, most people underestimate the power B2B video testimonials have over written words.
Video testimonials help build a deeper connection between your customers and will be more credible. That’s because the potential customers get to hear directly from the client who benefitted from your services.
Furthermore, it’s easier to watch a short video than to read through the text. Videos have that personal touch that resonates with other people. Videos are dynamic and allow you to say more.
4. Invite Customers to record a testimonial video
There is no shame in requesting customers to come and record testimonials, especially after they have had the opportunity to use a product for some time. Loyal customers are likely to give their testimonials about a product.
You can invite the customers when celebrating customer service day. After recording the testimonials why not share them with other customers so that they can see the unbiased opinion of their fellow customers about a particular product or service. With consent from your customers, you can use the video testimonial examples for advertisement.
5. Have the Testimonials Prominently Feature on Your Website
Customer testimonials should be visible and easy to understand. Make sure that your website is responsive on all devices and the testimonials are straight to the point. That is why you need to have the testimonials, whether video or written text, feature prominently on your landing page.
At the moment someone lands on the homepage, they need to be able to see the testimonials. You could create a testimonials page featuring a collection of customers that page visitors can immediately see.
6. Feature the Testimonials on Your Social Media Pages
You have spoken to the customer, and they have agreed to give you a testimonial. You have the testimonial ready, but you only post it on your website and not on your social media sites.
How would your target market see them? It would help if you had the testimonials on your social media pages to ensure they reach as many people as possible.
For testimonials to work, people need to see them. That won’t happen if you’ve hidden them at a nondescript place on your website.
7. Maximize the Testimonials Selling Power with Quality Testimonials
Believe it or not, some customer testimonials would scarcely seem believable to the average customer. That’s because not much thought was put into refining them into credible pieces.
Testimonials might get you more customers—but not if you do a subpar job of making them. They need to be of the best quality and feature words that most potential customers would relate to.
That would be the best way to make them believable and maximize their selling potential. If you don’t know how to do it, you can look up some sites that offer video testimonial services and have them do it for you.
8. Share Testimonials in Sync with your Target Market
You will want as many testimonials as possible to boost the credibility of your business. However, it would be wise to highlight testimonials that feature your target market whenever you share them.
If, for example, you sell mainly to mothers, have a testimonial from a mother. That will resonate better with the target market and increase conversions.
9. Utilize Influencer Marketers to Share the Testimonials
You might wonder where next to share your customer testimonials after exhausting all your marketing channels.
If you use email marketing to get the testimonials to your target market, then maybe it’s time you added something new.
Influencers, however, could be another way to share your testimonials and have a wider audience see them. Influencers usually have a massive following and are likely to reach many people.
10. Frequently update your Testimonials to have them Rank High on Search Engines
Asking for testimonials from customers is a daunting task. That might explain why most businesses share out-of-date testimonials that their old customers gave them ages ago.
That, however, shouldn’t be the case since search engines will overlook such testimonials. It would be best to update your testimonials with newer ones frequently.
Testimonials aren’t the dateless marketing tool most businesses think they are. If you want to increase conversions, you will want the search engines to rank your testimonials high.
The Bottom Line
Customer testimonials can have a plethora of benefits for a company if it uses them well. With the many ways we have shared, that shouldn’t be too hard. It’s time you gave a shot at using customer testimonials to increase revenue for your business.
Sam Shepler is the founder and CEO of Testimonial Hero. 150+ B2B revenue teams at Google, UiPath, Medallia, InsightSquared, and many others use Testimonial Hero to easily create customer videos that engage prospects, reduce friction in the sales cycle, and drive more revenue faster.
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