The Importance of Testimonials

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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.

Ada ObiThe Importance of Testimonials
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How can PR help my business?

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Maintaining public relations are one of the most impactful ways of creating awareness about small businesses. Most small businesses do not have sufficient marketing budgets needed to boost their brand. However, public relations are ideal if your business has a stretched budget as often it will cost you nothing but time. Moreover, PR also increases your credibility as a business as other people recommend your business to their fellows. So, if you have a small business and want to raise awareness about it, public relations are best for you. In this article, we will tell you how PR can help your business flourish.

1) PR raises awareness

As a small business, you would like to be known by more people. Public relations are ideal if you want to create awareness about your business. By creating an effective PR strategy, people will be willing to talk about you and potential customers will learn more about you through the mouths of people whom they trust. It means that you have higher chances of gaining not only customers but customers who are loyal to you.

You can also broaden your piece of PR. For instance, if your business is in a local paper for winning an award, you can upload your achievement on social media, or make it a part of your e-mail signature. Also don’t forget to mention it during those all-important sales calls to maximise on the opportunity.

2) Increases your credibility

Marketing can be a tricky process. Businesses can spend endlessly on advertising and raising awareness but still not get enough clients, which implies that marketing isn’t just about creating awareness, it is also about developing credibility too.

It is not enough to say that you are credible, credibility cannot be created alone. But by being referenced in a well-known newspaper or magazine, for example, your business can suddenly seem more trustworthy and convincing to your potential clients. Suddenly people will talk more about your business and help do the job of gaining more business and loyal customers for you.

A small business, therefore, doesn’t necessarily need a huge marketing budget in order to become successful. All you have to do is make sure you create and then sustain your PR strategy.

 3) Attracts investors

Public relations can help you attract more investors, which is beneficial for new business. If you plan your public relations strategy carefully to make sure that it generates positive feedback, you’ll be in a better negotiating position with your investors and can help you get more funds. You can use these funds to help your business become successful!

4) Attracts workers

PR can also attract more employees to your business. It proves that your business operates in a professional environment. More skilled, qualified, and experienced employees will want to be a part of your business. It will help your business become even better and improve it in terms of its operations. Therefore, excellent PR benefits your business both internally as well as externally.

In conclusion, PR is a key marketing strategy for new businesses since it can be a cheap, effective, and fundamentally easy way to promote your business!

Ada ObiHow can PR help my business?
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Things To Consider When Creating A Marketing Plan

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A marketing plan is a comprehensive and detailed report written on marketing objectives and the marketing strategy to be used in the coming financial year. The business activities outlined in this plan help an organization in working towards the accomplishment of its objectives in a certain time period. When you are a business startup or a small business, it is imperative to understand the importance of having a marketing plan and even more essential to have one in place as well. Without pre-defined goals and clear directions, you cannot hope to achieve your desired target. Hence, forgetting a marketing plan is not an option!

Below are some factors mentioned that you, as a business aiming for success, need to consider when creating a marketing plan.

What is your Unique Selling Point (USP)? 

A unique selling point or proposition is what makes your business stand out in the eyes of a viewer or customer. It is something that your business stands for and that sets you apart from other businesses, making you unique. Having USP’s is a must for businesses as advertisements and promotions are going to feature and highlight it, making them known for that specific quality. Therefore, first of all you should be identifying your USP, followed by utilizing it in your marketing plan to develop suitable promotions and advertisements.

Who is your customer/target market? 

Customers are one of the most valued stakeholders of a business as they are the ones who are being targeted with your goods and services. Therefore, you need to have a clear picture of your target market and the persona of your potential customers; extensive primary research will need to be carried out to define the characteristics (qualitative and quantitative) of your customers. Detailed information about customers will give your marketing team a clear cut picture of the people your business is looking to appeal and will consequently aid in structuring more precise objectives and strategies.

What challenges do you face when selling and how can you overcome/address these? 

Small businesses and startups face a lot of competition in their initial stages. To overcome obstacles you encounter on your road towards achieving your objectives, you need to first identify the challenges you face and the areas you lack in. Once you are through with analyzing your current situation and the identification stage, you need to think about solutions you can work towards by working on your marketing mix. This analysis will provide great help when drawing out marketing objectives and strategies, making them more comprehensive and relevant.

Which channels will work best for you? 

Channels of distribution are pathways through which the products or services of a business are made accessible to the end customer. Choosing the best channels is critical as these will greatly affect your position in the competitive market and aid convenience for your customers. Once the channels have been chosen and cleared out, the marketing team will be in a better place to draw out specific goals and strategies related to them.

What is your marketing budget?

This is one of the most critical factors affecting your marketing objectives and strategies, as the budget will set the benchmark for your marketing spending. With a pre-set value for this budget, marketing managers and directors will be able to think about solutions and activities allowed by their budget. As a result this will undoubtedly save time and effort which would’ve been wasted otherwise if the budget would’ve been evaluated later.

How can technology help? 

There have been great technological advancements over the years, aiding marketing activities (promotions, advertisements) greatly. You need to figure out ways in which modern technology (Internet, social media, emails, text messages, online sponsorships) can make the implementation of your strategies more effective and efficient and allow you to reach a larger target audience.

Time frame – set goals and deadlines for your business 

While setting goals, you need to make sure that they aren’t vague or irrelevant and your deadlines are realistically achievable in the time frame you have chosen. Realistic and relevant goals will help you in formulating a marketing plan that serves as a motivator for your entire marketing team. Furthermore, it gives them a sense of direction and a pathway to follow, without which no team can hope of achieving their final objectives efficiently.

Ada ObiThings To Consider When Creating A Marketing Plan
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