My family and I returned from vacation last week. We landed at what seemed like the furthest possible terminal from the baggage claim, packed up the kids, and began the long trek through the airport. As we walked, I glanced at the many advertisements promoting a wide variety of companies. Somehow, I had the presence of mind to notice some consistencies. It was fascinating to see how many were testimonial driven, highlighting a customer or group of customers, often with a specific quote singing the company’s praises. Companies with vast marketing budgets often boil down their message by referencing particular customers. Publicly traded powerhouses like Oracle, SAP and Accenture, for example, spend tens of millions of dollars on advertising each year. Several of their ad campaigns are centered around emphasizing their customer wins – it’s a tried and true marketing strategy applicable to large and small businesses alike. The goal of testimonial marketing is to validate a product or service by showcasing satisfied customers with authentic feedback.
Get the most bang for your buck.
Big businesses with huge resources invest heavily in testimonial marketing with good reason. Citing WebDAM, a leading digital asset management platform for marketers, Social Media Today states that, “Customer testimonials have the highest effectiveness rating for all types of content marketing.” Customer feedback sells a product or service in a way that’s impossible to replicate with other marketing tactics. Here’s why:
Testimonials provide an unbiased perspective.
The goal of all marketing is to show potential customers how great we are, with the intention of engaging them in new business. When a user describes why they love to work with us, that perspective is somehow more believable. Successful marketing campaigns count on testimonials because real customer feedback carries an inherent level of legitimacy.
Testimonials establish relevance.
When customers can identify with another user, they’re likely to see themselves in that person. They connect with how a similar person with similar criteria has solved a similar problem. Testimonials provide a relatable use case, driving home the point that ‘if it works for them, it works for me’.
Testimonials reduce the unknowns.
No matter how big or small the deal, entering into any business relationship involves a certain level of risk. Using testimonials to establish and prove a pattern of excellence reduces that perceived risk. It’s impossible to predict just how a deal will go down, but reliable examples of great service offer new customers peace of mind that they can expect a comparable level of quality.
Testimonials build credibility.
With every bit of feedback that we gather from testimonials, we strengthen our credibility in the marketplace. In the same way that large global companies highlight their most influential customers, advertising our positive customer interactions solidifies the favorable impression of the service we provide, thereby establishing that same credibility.
Whether you’re a global company or a sole proprietor, customers are your best salespeople. They have the greatest power to promote you in a meaningful way. Reach150 makes testimonials, a big time marketing strategy with universal appeal, accessible to all kinds of business owners. Across industries, proven customer successes are the hallmark of quality. You’re dedicated to providing that high quality. Once you’ve achieved it, let them sing your praises with Reach 150.
With Reach150, we help you gather recommendations from happy clients, promote yourself on social networks, and stay top of mind with in-market prospects and past clients with re-targeted advertising on today’s most popular websites. Reach150 helps bring you more referrals and close more business.