Digital media has changed relationships between companies and consumers in both positive and negative ways. Customers now have a bigger voice in supporting or questioning a company’s products and services—as well as its social, economic, and environmental contributions. On the other hand, digital media has also made it easier for consumers to be lied to or tricked by dishonest marketers and “fake news” sources. It’s harder for companies to gain their customers’ trust and keep it.
One solution is customer testimonials. Hearing about positive experiences from current customers makes it easier for new customers to buy your goods or services. Third-party review sites encourage customers to share their experiences, bad or good, with others. And while some consumers may take that opportunity to complain, the happy customers will stick up for you.
If you’re not already utilizing customer testimonials, either on your website or through a third party like Yelp or Google, here are some reasons to start now:
Consumers today are better informed. Prior to the popularity of e-commerce and social media, most customers would go to a salesperson for information about a product or company. But now consumers have a wealth of information from online reviews and testimonials. They don’t have to go to a salesperson, and frequently don’t trust anonymous testimonials.
You want consumers to know both the good and bad about your organization. A company with many reviews (both positive and negative) will be seen as more trustworthy than one with none. Encourage customers to review your site after purchase via email marketing or social media. And if you see a negative review, respond by offering a way for you and the customer to resolve the issue.
You can use testimonials in case studies. Case studies are a powerful marketing tool, especially in B2B marketing. The best way to show consumers what your company can provide is through a detailed case study of a previous customer’s experience. While you should use facts and data to advocate for your company, a testimonial will provide the human element that customers are looking for.
Experiences are more important than products. Studies show that consumers are now more likely to buy services rather than physical products. If you sell a physical product, you also need to highlight your follow-up service or additional benefits, or they might choose to spend their money on an experience instead.
Many product-based startups are shaking the competition by providing excellent customer service and testimonials. For example, Dollar Shave Club (a subscription-based razor brand) is challenging competitors with its fast, convenient delivery model. Customers rave about the Club not because of its superior product, but because it provides personalized customer service.
The power of customer testimonials shouldn’t be underestimated in your digital marketing strategy. Learn how to get more reviews and use them in your digital marketing campaigns here.
