There is no better credible ambassador for your business than a satisfied customer! Don’t believe us? The proof is in the statistics. According to a recent study by forbes.com, 90% of people are much more likely to trust a brand through a word-of-mouth recommendation over the brand’s sales pitch alone, even if that recommendation comes from someone they don’t know. Consumers want proof that your brand is the real deal, and that is what the word of other consumers provides them – so don’t underestimate the influence of a customer testimonial!
Testimonials are essentially a stamp of approval awarded to you by a customer for a great brand experience. In today’s digital world where paid influencer testimonials are becoming more prominent and fake news can spread like wildfire, consumers have grown weary and even built up a wall of mistrust for sensationalised sales promises and claims. But this is where real-world consumer testimonials can jump in and save the day and help you build up a relationship of trust with your consumers.
So why should testimonials be a part of your marketing strategy?
They help to build trust and credibility with consumers
Picture that you are in a buying situation and you are choosing between two brands. One brand has no reviews and the other is flooded with positive consumer reviews. Which one are you more likely to choose? The second one, right? That is the power of testimonials. These brand advocates are delivering a reputation boost to your brand that you couldn’t get anywhere else. It is proof, but also a promise of a positive experience for anyone who engages with your brand.
They humanise your brand
Testimonials provide your brand with a human-interest angle that consumers are more easily able to relate to and connect with to gain a better understanding of how your brand or product can positively serve them. It proves that your product delivers on its promise in the real world, and not just in a scripted and dramatised sales campaign.
They prove your product can solve the pain points of consumers
A strong customer testimonial can demonstrate how your product or service is able to actually solve the problems or challenges faced by your target consumers. Without this kind of word-of-mouth, there is no equivalent proof that you can provide that can ensure your product can actually deliver on its promise. By using these testimonials, you communicate to new and old consumers how and why your brand continues to add value to the lives of consumers.
They help with customer retention
Not only do testimonials act as a reminder to your current customers as to why they continue to buy from you, but they also show that you value the input and opinions of your customers, which in turn encourages them to continue to do so.
Nowadays more and more people are turning to the internet to do research before making a purchase. In fact, a recent study by webfx.com revealed that 63% of consumers research a company’s website before making a purchase, and 74% of people use social media to conduct research before making a purchase decision. With that in mind, making sure that you include testimonials on your website (both on the homepage and product pages), as well as on your social media channels is a great way to utilise the word-of-mouth of your customers to help your brand make a great first impression.
Have we convinced you of the importance of testimonials? Not only are they a vital tool to help you win the trust of consumers, but they also help to make your brand more relatable and prove you can deliver on the sales promises you are making. Make sure that you are utilising the amazing words left for you by your customers on many different platforms, and watch your business grow!
For more content ideas to add value to your social feed, check out our recent blog here.