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Nothing helps close a sale better than a personal referral. However, when this isn’t possible, a testimonial from a verifiable source is the next best thing and often a deal clincher.

Showing potential clients that you offer value that your competitors don’t, you’ll generate more leads and close more sales. Nothing speaks more loudly than proof from an impartial organisation that you do deliver on your promises. Client testimonials give you that all-important the edge on your competition.

Testimonials add value to your product/service offering, because it verifies that you are as good as you say.

  • 92% of people read customer testimonials before making a purchase
  • 95% of people say that reviews influence their purchasing decisions
  • 63% of consumers state that they are more likely to buy from a site if it has product ratings & reviews
  • Customer testimonials can help you generate 62% more revenue

What’s more, testimonials can be used in almost all of your marketing collateral. If you want to know how to use client testimonials effectively in your marketing collateral, and how to approach a client for a testimonial, read on.

Why testimonials?

As mentioned above, testimonials add weight to what you’re saying because they’re coming from an independent, impartial source. They do this by:

  • Offering stats & data of how you help clients
  • Providing feedback on all your products & services
  • Showing the step-by-step process of what you do
  • Giving a contact for prospects to reach out to directly for a referral (if the testifying company is not anonymous)
  • Telling a story that evokes a response from your reader

A client testimonial proves that you do what you say. You can use one in all your marketing collateral.

This includes your:

  • Website and blogs
  • Case studies
  • Brochures
  • E-shots or direct mail
  • Videos
Include client testimonials in your videos, or even dedicate videos entirely to testimonials!

How do I use a client testimonial?

Testimonials fit nicely in all types of marketing content – but you need to use it in an appropriate way. Often, it’s better to place your client testimonial at the end of your:

  • Case studies – always!
  • Videos
  • Brochures
  • Blogs
  • Leaflets
  • Data sheets

This is because the first part of your content should tell the story of what happened. By placing the testimonial at the end, it acts as the ‘cherry on the cake’ – reinforcing the story you’ve just told.

Keep in mind that you always need a client testimonial in a case study. Whether or not you have a client testimonial will make or break the authenticity of what you’re trying to sell.

Meanwhile, you may want to try something different for your:

  • Website
  • Direct mail
  • E-shot

You should make your client testimonials more immediately obvious on your website. It’s a good idea to put a testimonial ‘slider’ (rotating between different testimonials) on your home page, so that site visitors are enticed, and want to delve further into your website.

You should also sprinkle client testimonials throughout different pages on your website. Don’t just have a dedicated page for testimonials – instead, give relevant feedback that applies to specific pages.

When sending direct mail, it’s worth considering printing a testimonial onto your envelope. This will help your mail stand out in the pile when your prospect receives it, and it will make them more likely to open it.

Just ensure the testimonial is directly relevant to what you’re contacting your prospect for – don’t use a testimonial about your latest lawnmower, if you’re trying to sell a sewing kit!

When sending e-shots, you may want to include a client testimonial in your title. This will likewise incentivise your receiver to open the email.

The above envelope is rather bland. Instead, try printing a client testimonial – relevant to what you’re trying to sell – onto your envelope. This will intrigue your prospect, and make them more likely to open it!

How do I approach a client for a testimonial?

If your client was highly satisfied with the work you did, they’re likely to be happy to offer you a testimonial.

When discussing this with your client, make it clear how their testimonial is going to be used. Assure them that you will only use the testimonial in a way that:

  • Accurately reflects the work you did
  • Doesn’t result in a conflict of interest for them
  • Reflects positively on their business, & what they do
  • Leaves their company name anonymous if desired
  • Is approved by them before publication

It’s important to double check that your client is happy to be named in your testimonial. Sometimes they may be uncomfortable with this – in which case, always respect their wishes and leave their name out!

Try to get permission from your client to use their name if possible, though, as this makes the testimonial far more credible.

For larger companies, this may involve going to a ‘higher authority’ or going through the businesses’ legal department.

Boost your credibility

Client testimonials are an invaluable resource for your business. They’re crucial for increasing your credibility and encouraging more prospects to contact you.

If you need an expert’s opinion on how to use testimonials in your marketing collateral, or if you need someone to reach out to your past clients and gather testimonials for you, then Ryall Marketing can help.

Need some help with your next project?

Call Ryall Marketing today on 01923 286999 for a no-obligation chat, to see how we can help your business grow.