Consumer reviews are a promising avenue for marketing your company because they enhance believability. Testimonials help you connect with readers and send the message that your company is safe and will provide the best service. Place customer testimonials on mailouts such as postcards or post on the business website. Many times consumers will write a review on an online blog, which can draw more customers to you than your own website. No matter the form, maximize the effectiveness of reviews with the following tips.
1. Choose specific testimonials to display, not ones that give a general praise. Specificity shows not only that you are a good company but how you are a good company.
2. Use case studies, which are simply extended testimonials, in larger marketing tools such as brochures and newsletters as this type of review requires more space. A case study includes the consumer review along with an explanation of what your company did for that customer.
3. Avoid the temptation to write fake reviews. If customers find out that you write reviews under false assumptions, they will not be quick to forgive and more than likely will use a new company. The risk of lost positive image is too great to even slip in one fake testimonial.
4. Include the name of the reviewer, a picture if possible, and information, such as city and state, email, website, occupation, or length of your relationship. Of course, get written permission from the reviewer for personal information. More specific information increases believability and also provide potential clients with a way to get in touch with the customer to ask questions.
5. Guide online reviews by searching for blogs written on your company. If you find a bad review, do not panic. Instead, make it up to the reviewer by offering a free service. Oftentimes, this customer will re-post and praise your company for its response to customers.
Consumers love to be encouraged and confirmed when purchasing services or products. Begin incorporating testimonials whenever possible. You never know when a testimonial will dispel doubt and put an unsure buyer at ease enough to make that first purchase.
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