1. Email marketing
Testimonials can be a great way to help nurture leads into sales ready leads. This is often carried through an email channel whereby you have already formed some relationship with a prospect allowing you to have obtained someone’s email address and permission to market to them. It’s important though not to drive the product or service with the testimonial. Instead, use an appropriate testimonial that aims to reinforce the proposition value and consequently address the objection that the prospect may well have at this point.
Testimonials and UGC (user generated content) are by far the most compelling drivers for sales on social media. To know that your friend or indeed somebody you respect may endorse a brand can really drive you to purchase. Aim to encourage users to write testimonials and post on your pages. Include imagery of customers with your product or service to make the message even more powerful and contextually relevant.
Testimonials are great when positioned on a shopping cart page prior to purchase. It aids the momentum of the shopper at this crucial stage to hit the “buy now” button. However, there is still a lot of work to be done before this page. The majority of traffic may well land on your homepage and as such have to be drawn in in order to navigate your product or service pages and come to decisions whether to purchase or not. Therefore, place testimonials on your homepage and other pages where relevant as they will realistically play a part in driving traffic through the site.
If you can acquire a guest blog from a customer then this would be a fantastic way of using long form testimonial content to attract users to your product or services pages who may have landed on your blog.
5. Case studies
Case studies provide potential customers with super relevant examples of the product or service in action. It’s important to structure your case studies so they are easy to read and the sub titles resonate with common customer queries. This way you will drive engagement and help to answer questions through real life examples. Testimonials that sit within case studies add credible weight to the example and are an extremely powerful sales tool
6. Offline Marketing
Not to be forgotten, print material is and will remain a powerful marketing channel that people associate with brands. Be sure to add testimonials to your printed marketing materials, ensuring eye catching imagery and easy to scan text help the reader easily connect with the intended message .