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Client Testimonials: When To Ask & How To Use Them

Posted by Gary Henderson on Feb 12, 2019 10:11:06 AM

One of the biggest missed opportunities that businesses make today is failing to ask a customer to leave a review right after they make a purchase.  

In todays marketing world, you need word-of-mouth testimonials and reviews from your clients to help convince someone to become a client or buy a product.

User generated testimonials and reviews have proven to be a powerful tactic for online marketers.  Consumers trust other consumers experiences more than direct marketing from brands, their behaviors are more credible than direct marketing from businesses or brands.  

In this blog, we will go over why client testimonials are important and when you should ask someone to leave a glowing review or testimonial about your business or brand. 

Why Client Testimonials Are Important For Your Business

Client testimonials can be a huge factor in producing success for your business.  Especially, when your testimonials are from loving loyal customers who absolutely love your product, services or company.

One of the reasons testimonials work so well when converting warm people into customers is because a testimonial from a loyal person is not a sales pitch, it's another person speaking from an experience they had with your business. Testimonials are a form of social proof.  If you would like to learn more about social proof click here. 

According to 89% of B2B marketers, customer testimonials and case studies are considered the most effective content marketing strategy.

Here's an example of a testimonial we have:

Example Of Client Testimonial

Here are a few statistics to prove how impactful testimonials and reviews are:

  • 90% of respondents who recalled reading online reviews claimed that positive online reviews influenced buying decisions. 

  • 88% of people trust online reviews written by other consumers as much as they trust recommendations from personal contacts.

  • Video testimonials on landing pages increase conversions by 86%.

Testimonials have been shown to dramatically increase credibility, lead generation and customer retention by simply using the positive behaviors of existing clients. 

Testimonials also serve as a reminder to existing customers of why they continue to work with you. 

When Should You Ask For A Testimony?

When someone makes a purchase they are usually excited and happy about their decision, making this the best time to ask for a testimonial.  

There are so many opinions on when you should ask for a testimony from a valued customer, and frankly none are wrong.  But, we have seen the most success when asking right after a purchase.

The best time to ask someone for a testimony is right after they make a purchase.

Woman Online Shopping

Who Should You Ask For A Testimonial

When gathering testimonials it's important to keep each one of your personas in mind.  Every persona you have created for your business has specific pain points, and you want to make sure you are hitting each one of those pain points. 

When people look at testimonials or reviews on a website, they want to see testimonials that they can relate to - they want to see stories of people like them that show how your product or service helped people become successful or happy.

Buyers Personas

Every persona in your business is important and serves a purpose.  So focusing on just anyone who will give you a testimonial will not give you the most reach and value.  

You want to look at customers from all demographics and ask for a testimonial from all personas.

Also, when you understand each one of your buyer personas, that will help you identify where your ideal customers are online, the path they take before making a purchase, their interests, pain points and challenges.  

If you need more help with buyer personas click here.

HubSpot wrote a few examples of questions to ask your past and current customers. 

Here are a few questions you could ask your clients:

  1. What was it like before you tried our product or service?

  2. What problem were you trying to solve with our product(s) or service(s)?

  3. Where did you start your search?

  4. What made you happiest about working with our company?

To learn more about questions to ask your clients click here.

Final Thoughts

Now it's time for you to get started. 

Reach out to your current and past clients who you know are happy with your services and ask them to share their success story.  Ask them to either record them telling the success they had with your business or simply write a few words describing how your business helped them. 

Once you get your testimonials, show case those amazing success stories on your website, landing pages or social media -- share them with the world.

Use these testimonials as a powerful tool to help future prospects trust your business or brand.