Utilizing Client Testimonials in Your Marketing

Happy clients and customers can be a valuable asset to utilize in your marketing efforts.

If you’ve done good work, you likely have happy customers. That’s great, but are you using your success and their positive experiences to help build your brand’s reputation? If not, you should be. From Google Business reviews to your website, sales collateral, and social media content, positive customer comments can be used to bolster your brand and build trust.

Reviews are one of the best ways to boost buyer confidence. In fact, research shows 97% of business buyers look to peer reviews to gain a sense of credibility and 96% of consumers read online business reviews to help with their buying decisions.

Beyond building brand confidence and trust with prospective buyers, testimonials can improve your search engine results, leading to broader reach for your brand. They can also help you build your reputation by being associated with other brands or influential people. And they can offer a way to reinforce positive feelings with your current customers.

Here are three quick tips to help you gather and use client testimonials in your marketing mix.

1. Weave it into your process 

Most of us have things we do when we finish a project or deliver our final goods and services. Sending the bill, closing out the job, and wrapping things up are a normal part of the customer experience. Adding one more step to your existing process will make gathering client testimonials quick and easy.

Decide who should make the ask, create some boilerplate language to make it easy to do each time, and then bake it into your existing process to ensure you are taking the time to gather and share what others think of your brand. Plus, timing is everything. You are more likely to get a positive review and find people willing to say nice things when they are still basking in the newness and recent delight of your product or service.

2. Make it easy for your customers 

Many people feel intimidated when asked to write something original. This is where you can make it easy. If you have a relationship with the client, pay attention to what they say (in person or in emails) and then feed it back to them when it comes time to do a review. If the transaction is less personal, give the customer some prompts or sample language of what is commonly said about your brand. And then be direct in suggesting they use what you’ve heard them say or what others often say directly in a testimonial or review. For example:

Dear Customer,
As we work to build our brand reputation, we’re asking happy customers like you to share their experiences. While working with us, you mentioned that “OUR BRAND NAME is easy to work with and has a staff that is quick to answer questions.” Do you mind if we use your comments in a client testimonial? And if you are willing, would you please add your comments to our Google Review page? Feel free to simply cut and paste your earlier comments or replace it with anything else that speaks to your experience. (Tip: Remember to insert the direct link to your Google Review page with your ask.)

3. Be grateful

Once you get a review or approval to use a testimonial, make sure you take the time to thank your customers and clients. Responding with a Google Review reply comment, a simple email, a personal note, or even a special coffee kudos (a thank-you note with a coffee gift card included) can go a long way in reinforcing the customer’s positive experience with your brand.

Remember to tag and give thanks when sharing client references or quotes on your social channels. Mentioning other brands and people is not only good for your brand by association but also gives the person or company that gave you the reference an added marketing mention, position of authority, and recognition for their kindness. And don’t forget to reciprocate a positive review if a partner or collaborator gives you one first.