Social proof demonstrates your unique value to potential customers by showing them what your current clients think about you. It shows a potential buyer, that you’re trusted by their peers.
Customers make purchase decisions based on what their peers think. You can attract new customers by adding social proof into your marketing mix.
An easy and effective way to do this is with testimonials.
What Is a Testimonial, exactly?
A testimonial is a recommendation written or spoken by someone who has used your products or services.
They share their experience, share how they use your solution, and highlight the value to them.
It’s more in-depth and personal than a review, but not as detailed as a case study. The purpose is to quickly show potential users what they can expect and help them make the right buying decision.
How to Get Testimonials
Testimonials are relatively easy to get, but they require an ask from you.
How To Use Testimonials
Once you start gathering testimonials, there are several ways you can use them:
- Post them prominently on your website. Testimonials work well on pages where you want site visitors to take action.
- Share on social media, as your own testimonials - along with how the reader can benefit from your solution.
- Put testimonials on your landing page or sales page.
- Include them on the sidebar of your blog where they’ll be seen but not distracting.
- You may want to create a testimonials page on your website where you say, “See what other people are saying about ___.”
- Turn parts of testimonials into quotes to use as blurbs or press releases.
Testimonial Do’s and Don’ts
Here are some best practices to follow with testimonial content:
- DO put your best ones where they’ll be seen most.
- DON’T edit testimonials. If there are spelling errors or glaring mistakes, edit those and make sure the user approves the final version.
- DO use videos and visuals wherever you can. Video testimonials are highly effective. Try to include a picture of the user with written testimonials to add a personal element.
- DON’T get friends or business associates to leave your testimonials for you. They need to be authentic in order to work.
- Testimonials are just one type of social proof content to include in your mix, and they can have a huge impact on your conversion rate and sales.
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