Little Things 8 - Testimonials

Welcome to this week’s edition of “Little Things”, a weekly blog series covering the small changes that you can make to improve marketing performance.

Last week’s topic was using customer surveys.

This week’s tip:

Use Testimonials

As much as people are learning to tune out traditional advertising, there are still marketing strategies that connect with consumers. They might not want to hear what you think of the product your selling, but they definitely want to know about what people who purchased from you think about it.

The rise in popularity of user reviews of products and services can be tracked back through the digital age, from Amazon to Yelp, Angie’s List to Facebook. Nowadays, almost any ecommerce site worth visiting includes feedback from customers on their product pages.

Take a cue from what shoppers are looking for, and start collecting and showcasing testimonials from satisfied customers.

Here’s how to get started:

1. Follow up with your customers regularly in the form of surveys (last week’s tip), promos, and service check-ins
2. Use these follow ups to solicit feedback testimonials, positive feedback equals testimonials
3. Put someone in charge of reviewing all feedback on a regular basis
4. Pull out those quotes that can be used as testimonials, follow up with the person who provided it to get inform them of your intention to use the quote and get their permission
6. Or you can cut out most steps above and build in a reviews section on your website so that all the work is automated

More testimonials will mean more sales. It’s an easy way to improve your marketing, and it takes very little extra effort from anyone on your team.

Happy customers are a marketer’s best friend!

Marketing Satisfaction in 5 Easy Steps

Customer satisfaction, something we all strive for. And what a wonderful feeling it is when we achieve it, even with one person.

For some companies, customer satisfaction is the key message they’re trying to get across in all of their marketing. If you’d like to sell new customers on the satisfaction of past and current customers, here are 5 things you need to do.

1. Heavy Use of Testimonials

This may sound obvious. And if it does, good. Testimonials from satisfied customers should be on every single piece of marketing material you have. And the more personal they are, the better. Show a person’s face next to their quote, use a video, give us a name. These all make the testimonials that much more real and “believable”. If I’m going to choose your company over a competitor based on this one selling point, I want to be able to relate to one of the customers you’ve already satisfied.

2. Actively Collect More Testimonials

If your customers have good things to say about you, don’t rely on them to do it on their own. Give them a forum to provide testimonials. Promote the fact that you’re proud of the feedback you get, and you’re looking for more. Give them a place on your website where they can share their experience and give you permission to use their testimonial in your marketing.

3. Invest in Your Customer Service Team

Customer service is on the front lines in the battle to satisfy customers. Sure, you might have one hell of a product or service, but you can still almost guarantee that some people will have a problem or a question. And your customer service team are the people that are going to be communicating directly with the consumer base. Make sure they’re friendly, well-trained, and empowered to help out a customer in any way they can.

4. Invite Feedback and Criticism at Every Turn

You can’t satisfy them all. The only way to get better is to find out what people don’t like about your product and make it better. Unlike publicly asking for testimonials, keep this one a little more private. Provide a questionnaire or survey to your customers with their order so that they can tell you about any problems or suggest improvements. You might have to wade through some angry tirades, but you’ll come out stronger on the other side.

5. Compare the Feeling of Satisfaction to the Lack of it

You’re marketing yourself against the competition. And if its customer satisfaction you’re marketing, that means your competition doesn’t have it. Make sure new or potential customers know what it is they are paying for by explaining what customer satisfaction looks like, and what the lack of satisfaction will look like should they make the “wrong” choice.