Testimonials are statements that are issued by customers or clients that you have had contact with. They can include the type of experience they had with your business and can be used to improve the credibility and trustworthiness of your business. Testimonials are basically a proof of the promises you make to your perspective clients.
In the business world, word of mouth is the strongest tool. One bad review from client or a customer can completely shatter the entire years-long built up reputation of a business. Whether you’re a start-up or a fully established business operating for years; word of mouth is what your success depends on. Therefore, it is important for business owners and managers to pay special attention to the generation and use of testimonials. If used effectively, they can be one do the most powerful tools that you can use to strengthen your business’s brand image.
Testimonials and Marketing
Testimonials and product reviews may not seem like an important marketing tool to many people, but once they are out to the use that they were invented for, they can work miracles. A good product review can help build credibility and trust in the minds of your potential customer base. The customer journey comprises of many steps before the final purchase is made and whether a customer makes it through the whole journey or not depends on the level of trust they have on the business. Customers that have experienced your product or service and have been satisfied can help with the building of that trust through testimonials. When potential buyers go through the product reviews and know that other people like them have been satisfied by doing business with your company, they are more likely to then go ahead with the purchase.
On the other hand, testimonials are also used by most businesses to connect with their audience on an emotional level. Research has shown that while making buying decisions, customers are more likely to be driven by emotion than by reason. Companies use this tool to be in a better position to persuade potential customers to buy their product through the use of happiness, laughter, excitement, or sadness.
Similarly, when we talk about connecting with the potential customer, there is another way that businesses use testimonials effectively. The buyers that have done business with a company have particular stories; about how they came to know about the product, how they bought it, how they started using it, etc. These stories are what the testimonials are built upon and these are what make them even more relatable for your potential customers. Narrative stories are, in fact, one of the most influential factors that affect the human mind and the use of them in testimonials is what makes them so effective.
The use of testimonials and/or product reviews is highly efficient tool in the marketing process which, if used properly, can help a business garner great success. Make sure to make the review posting process for your customers as easy and convenient and possible and you will be surprised at how easily your branding efforts can reap rewards.