4 Ways to Make Your Testimonials Stand Out
Gathering and using testimonials for your business is a huge area – one that too many people don’t get round to, but really one that can have an increasingly seriously good impact on your business. There are some great articles like these two which I enjoyed if you have chance to start really getting your head into it:
There are three variations of a quote testimonial. Let’s discuss each briefly. i. Quotes We’re all familiar with them. And if you were lucky enough to have a college yearbook, you might have been asked to give one to accompany your photo: Quotes are one of the earliest types of testimonial (and one of the easiest to acquire).
When potential customers are researching you online, they’re getting to know you by way of the content of your website. Understandably, many of them might be skeptical or hesitant to trust you right away. To prove the value of what you have to offer, why not let your happy customers do the talking?
There are some quick wins, however, that you should consider:
Include a photograph of your client
Putting a face to the name of a client increases the likelihood of people really engaging with the testimonial. It boosts credibility and personalises the comments. It makes you feel as if by reading it you have actually asked a real person for what they think, you are part of that conversation. Images also receive more click throughs than text in general, so immediately you are bringing that into play too.
How this works is dependent on your type of business. You can ask a client to provide you with a photo, or if you can use one of theirs from social media. You could get really good at taking a quick picture of them yourself if you are at the end of a meeting with them for instance. Always remember though that you want them to look brilliant too – by far the best way is to make sure you have a professional image of them. If the testimonial is from a business, use their logo too wherever you can and link back to them.
2. Testimonial as a Quote
Read through the testimonial and pick out the bit that really sings to you and helps pump energy into your brand. Then literally just copy that and paste it onto an image of your client, or part of your business they are referring to. Use them also as tweets and obviously @ them in.
3. Illustrate the Testimonial with Images
These are starting to look like case studies in a way – in fact you can make them whatever length you think your customers will be bothered with. Basically this point refers to using more than one image to visualise the story of the testimonial. So it could be that your client has been working with you for years and has really noticed a difference in their business because of it. There will be a Before you worked with them, During – what happens etc, and an After – why is working with you having an impact? This approach is also about bigging up your client remember, so make sure you are making this all about them. Professional images are a great way to illustrate the story and for example at Vervate we encourage our clients to share a few images with their testimonial client as a way of thanking them – it also encourages them to share the story more widely for you. Plus Accounting do this really well:
Burgess Hill-based VW Heritage began life 30 years ago as Karmann Classics – a company sourcing parts exclusively for Karmann Ghias
Plus Accounting maximise the use of the images from the 20 minutes their Plus Accounting Partner and photographer was with their client by sprinkling their marketing with images of their accountancy firm in action with this happy client. I know that because Vervate took them.
4. Video Testimonials
We all know that videos are a vital part of your marketing strategy now and you ignore their potential at your peril. You can take testimonial videos in a number of ways, too. For example, you could record a Skype chat, or take some great videos on your tablets or phones. You do then though have the issue (just as with photographs) of editing that footage to make sure you are making your client and you look professional. Always consider how much ROI you can get from this kind of content and that it may be well worth your while throwing some budget at it.
This example is a mixture of footage from various times we worked with The Martlets on their campaign and features an interview. However, testimonials can be anything from seconds long to a maximum of 2 minutes in order to hold attention as enable usage across platforms.