AMiable Solution #295: Can I Quote You on That?
Ahhh…the testimonial. We know we need them, but asking for them from customers or collecting them from our sales reps and customer service reps can be a hassle, right?
Testimonials are one of the most powerful selling tools marketers have in their belts.
In March 2016, Kelsey Taber, marketer for Boast, a company that helps other companies “bridge the gap between testimonial collection and testimonial presentation” using proprietary web and mobile applications, published a list of 20 statistics and reasons for including testimonials in marketing campaigns. We believe these are the top 5:
1) Customer testimonials have the highest effectiveness rating for content marketing at 89%.
Why that’s important: The World Wide Web is a vast area of seemingly endless space. Put it to good use by flooding your website with written testimonials, video testimonials, and detailed case studies that give prospects and customers the confidence to ask you for help.
2) Brands that inspire a higher emotional intensity receive 3x as much word-of-mouth as less emotionally-connected brands.
Why that’s important: When you move someone, you often move them to act. And talk. Let your clients share their amazing stories of hope and success that others can’t help but retell.
3) 90% of respondents who recalled reading online reviews claimed that positive online reviews influenced buying decisions
Why that’s important: One good review could be all that it takes to turn a browser into a buyer.
4) 85% of consumers said they read up to 10 reviews before feeling they can trust a business
Why that’s important: People want to know your business is legitimate. Anyone can create a professional-looking marketing, but consumers want to know there’s substance behind the slogan. Providing testimonials in your marketing gives prospects the confidence to make contact.
5) 88% of people trust online reviews written by other consumers as much as they trust recommendations from personal contacts.
Why that’s important: That speaks volumes. Many people have become skeptical when it comes to news and information they read online. And yet 88% take online reviews for face value. How could you not include testimonials on your website?
Asking customers for feedback not only helps you generate future business, but it also helps strengthen current business: customers like knowing their voices are heard.