Turn Testimonials Into Business Development Tools

by Infinity Concepts | Jun 2, 2015 | Branding, Creative

Many organizations fail to utilize their best marketing tool- their clients. If your clients are pleased with the work you have done for them, they will be happy to give you a shining testimonial. However, like most everything in marketing, that content will only be a positive influence on your organization if it is put in the right place in front of the right people.

Here are 3 tips to turn testimonials into business development tools.

1. Place Your Testimonials Strategically

Having a specific testimonial page on your website is not necessarily a bad thing, but should NEVER be the only place that testimonials exist on your website. Why? Prospects will not spend the time sifting through bulk testimonials in hopes to find one relevant to their interests.

Placing testimonials in the proper context throughout specific pages on your website will give the prospects additional assurance as they are reading that the service you are proposing will benefit them.

You must place these strategically so that they act as reading aids or supplements instead of annoyances that the reader must navigate around.

2. Keep The Testimonials Short, Impactful, and Relevant

Just because a client gives a two paragraph testimonial does not mean that you have to use all of it. Pull out the key statements that hold the most impact and relevance to the prospect.

Testimonials containing quantifiable facts such as increased revenue percentages will hold more weight with a prospect than fluffy words such as “I loved working with you guys.”

Aim for a healthy balance of statements enforcing the client’s trust in your relationship, and the positive results they have seen because of your efforts.

3. Capture Testimonials On Camera

With a video, you capture the emotion and authenticity of a testimonial. Getting a client to do a video testimonial for you is a little more difficult than getting a written one. However, if you have given your client amazing results they will often be happy to share their experience with others if asked.

Displaying a few short but powerful testimonial videos can make a huge impact on a prospect’s perception of your organization. People are far more likely to watch a 15 or 30 second video than to read more than a few lines of text.

Videos are also easy to share through social media, and can reach many more people with virtually no cost to you.

You can say anything about your organization, it is what OTHER people are saying about you that makes the difference. It is time to let your testimonials speak for you and be the strongest asset to your organization’s success.