A client testimonial is a powerful MSP marketing advertisement that few companies take advantage of. Some are scared away by the effort involved in capturing testimonials. Others fear negative feedback or have another hangup about this intriguing means of data collection and advertising. Here is a look at some tips that will enhance your customer service testimonials:
Testimonials Must be Sincere
It is awfully tempting to fake one or several testimonials in an attempt to convince prospective clients to respond. Though faking a testimonial will retain current customers and generate a buzz about your company, yet phony testimonials have no place in MSP marketing. They are simply not worth the risk. For one, people can identify phony reviews better than most assume. If it is revealed that your company faked testimonials, clients will be inclined to flee to competitors. Furthermore, fines for such fake reviews can reach hundreds or thousands of dollars.
Do not Limit Testimonials to Email
Plenty of businesses use email for customer testimonials. The problem with this approach is the writer cannot see what others have written. The inability to see other reviews leads to egregiously short write-ups that do not prove insightful. Studies have shown when people are shown other testimonials before composing their own, the length increases by upwards of five-fold. Testimonials are engaging, insightful and can convert prospects.
Consider Testimonial Positioning
A fantastic customer testimonial is an excellent piece of content to place by a call to action. This is the positive success story prospects want to see. Tests show moving testimonials above the call to action generates a better conversion rate than those positioned below the call to action. Ideally, the positioning of the testimonials will be tested prior to committing to a permanent location.
Use Video, Photos and Other Features
A video testimonial is more effective than other testimonials. One study showed video testimonials boost conversion rates by more than 200 percent. A video helps establish a rapport with prospects. It inspires trust and commands attention. Consider offering some sort of positive reinforcement such as a minor discount to those who are willing to provide a video testimonial.
Client Testimonials Should not be Limited to Your Website
Do not fall into the trap of letting client testimonials stay on the website. Share them on social media, get them to go viral and build a buzz around your business. Take advantage of social media to gain exposure for client testimonials and you will enjoy an abundance of free traffic to your site.
Request Testimonials From Customers
It is clear that client testimonials provide a plethora of benefits. However, many businesses do not collect these reviews for varied reasons. If the owners and managers of these businesses knew just how beneficial testimonials are, they would rethink their position. Consider the following fact as reported by Nielsen: A survey of business-to-business marketers shows the best way to make a prospect select a business is with customer testimonials.
It is shocking that customer testimonials are not a part of every company’s customer journey. The failure to collect this information is inexcusable as it is a free means of collecting valuable marketing material as well as important feedback about the company. It is also important to note that customer testimonials also serve the purpose of reinforcing the customer’s memory and experience with the business.
Make the Most of Your Customer Service Testimonials
If you have not yet implemented customer service testimonials in your MSP marketing, the time to do so is now. Abide by the tips outlined in this write-up and the process will prove that much easier. Testimonials will serve as the persuasive force required to inspire trust in your business.