Before the popularity of Internet, testimonials were typically found on your company’s print brochures, press kits, and even print ads. Now that the Internet is extremely popular (to say the least!), there is an ever-growing platform to help prospects further their consideration of purchasing a product or service from you.
In order to leverage your testimonials successfully in today’s web-hungry world you must make sure to they are seen by more than just visitors to your website. But before you learn where to place your testimonials online, it’s vital to know how to craft an effective testimonial.
1. What Does A Great Testimonial Look Like?
All testimonials are not created equal. Some are full of fluff and a waste of space. A good testimonial provides the individual with a quick route to the great, dependable, safe buying decision they really want to make.
Unique Selling Proposition (USP) – This is where your company offers a differentiation that sets you apart from your competitors. People like to buy stability and consistency. And when your USP is emphasized over and over again with testimonials, it shows there is consistency and longevity associated with your brand and its promise.
Hard Value – Is measurable, you can express it in numbers or percentages. For example, has the individual generated greater revenues by “X” as a result of your business relationship?
Soft Value – These are a little bit more difficult to measure, because you aren’t expressing the values as numbers or percentages. Utilize descriptive words and phrases like “Greater piece of mind,” “Enhanced brand recognition,” “More security and stability” …etc.
Time Element - People want to hear how long it takes to the results of your product or service. It is one deciding factor for them.
Loyalty & Future Business – You want your customers to say they are continuing to work with you now and in the future. Your company is the one they trust and theres no reason to go with any other competitor. This will leave a powerful impression for people and they will be eager to become your next customer.
2. Where Should You Place Your Testimonials Online?
Capturing a great testimonial won’t mean much unless it is effectively communicated to the right person at the right time. In the ever-growing online world, people will very likely come in contact with your brand in more places than just your website. Here is quick list of places you should considering putting your online testimonials.
Website Homepage – Potential customers will most likely see your company homepage before any other online material. You have just 2-3 seconds to convince them they should not leave. By placing a brief, powerful testimonial in an easy-to-read area you are multiplying the likelihood of the visitor’s consideration to contact your company or purchase what you are offering.
Blog – Sidebars and columns can be a great place to add company testimonials. They can also be placed effectively under blog posts as comments (if your blog allows other to leave comments).
LinkedIn – In this business-heavy social media platform, testimonials can go a long way in promoting your individual brand or company’s credibility. You simply ask for recommendations from others within your network. You can even choose which testimonials you choose to publish for others to see, so don’t be afraid to solicit recommendations from your network!
Facebook – From research and other people’s reviews – case in point! – there doesn’t seem to be any spectacular Facebook apps for soliciting and retrieving testimonials yet. However, if you have a Company Facebook Fanpage, there is tab labeled “Testimonials” you can easily add in your profile settings.
Video/YouTube – Internet video is growing at a rapid rate. The power of an individual explaining your benefits and products in a story format is huge! By using the right tags and keywords to optimize your posts, you can even use these video testimonials as a way to increase traffic to your site.
Local Business Directories – If your business is dependent on customers from a close proximity (ie, dentist, dry-cleaner, restaurant, gym..etc.) than you should know more people are searching on local directories like Google local and Yelp! than ever before. Encourage your happy customers to leave positive testimonials and high reviews on company pages you set up on such directories.
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