Client testimonials are a piece of marketing collateral in which a person (a satisfied customer) expresses their positive opinion of your product or service. Its goal is to increase brand awareness and trust. When combined with strong messaging, sharp salesmanship, and targeted marketing, client testimonials can help buyers overcome objections, improve online sales, and turn consumers into brand ambassadors.
What Distinguishes Client Testimonials in A B2B Market from Those in A B2C Market?
The majority of products in a B2C market may be found on social media. Products with a hedonistic appeal in a B2C market can easily get their customers talking. When your product is working in a B2B market, however, you should focus your efforts on channels like LinkedIn and YouTube to simply illustrate those facts. In a B2B market, you must first demonstrate the value of your organization.
A B2B market, Client testimonials, on the other hand, become a crucial tool because B2B purchasers commit a large amount of time, resources, and money before making a purchase decision. In this case, testimonials can cut through the clutter, streamlining the process and allowing buyers to make more informed and timely judgments.
Client Testimonials Come in a Variety of Forms
It’s crucial to remember that different Client Testimonial Examples and platforms will have varied effects on your target audience. As a result, you might want to choose a format that closely matches their values. Below are seven types of Client testimonials that may be utilized to showcase your clients‘ tales to give you a sense of how they can be presented.
1. Quote Testimonials
Quote Testimonials help visitors’ confidence that they’re on the right track when considering purchasing a product or service. Because most people value a peer over a paid actor, it is typically far more effective than traditional forms of advertising. By harnessing the voices of your devoted customers to advocate for your business, you’ll gain significant credibility with new prospects.
Quote testimonials come in a variety of formats; for example, one of the first types of quote testimonials cites only the statement on the product landing pages and homepages. It can be used in conjunction with the feature of a star rating slider, which will increase the number of ratings.
2. Audio Recommendations
A cost-effective alternative to a video testimonial is an audio testimonial. All you’ll need is a microphone, recording software, and a quiet environment. Audio testimonials have the extra benefit of being easily distributed and consumed by clients. If done correctly, they can work wonders for you.
3. Video Testimonials
Video Review Service engages both the visual and audio senses while telling a compelling marketing story that drives viewers. It’s no surprise that it’s the most effective way to sell a product or service. According to a study, video is the sort of material with the best return on investment (ROMI) for 52 percent of marketers worldwide (Return on Marketing Investment).
You can ask your consumers to make a brief testimonial video on their smartphone, or any device for that matter, discussing what they like best about your brand. You can show these films to your prospects at various points of the buying process.
4. Testimonials From Influencers
Inquire with your industry’s leaders to see if they’d like to try your product or service. Getting noticed in Business Insider or Forbes, on the other hand, isn’t easy. As a result, attempt to attract the attention of industry influencers, who your target audience is most familiar with.
5. Testimonials for Blog Posts (Reviews)
Blog post testimonials are comparable to case studies, however unlike case studies, this style allows the business to convey its customers’ stories from its own point of view. A blog post can be used to present client testimonials in an educational manner. Bloggers can delve into a customer’s tale and dissect little nuances about the customer’s experience.
6. Testimonials on social media
With our increased reliance on social media, the way we express ourselves has completely altered. We frequently use social media to voice our concerns and complaints about our favorite brands. The ability to immediately click through and see the person you’re reading about is a significant advantage of social media testimonials over others. As a result, prospects find this form of testimonial to be incredibly engaging and relatable.
7. Testimonials from Peer Reviewers
As clients, we are more receptive to the acts of people who share our beliefs. We are more receptive to their recommendations. Peer review testimonials include reviews and feedback from review platforms such as Vidmonials, these reviews can have a significant impact on customers, since many of them consult these review sites during the decision-making process. Peer reviews are especially useful for new consumers who connect with your company for the first time.
Best Practices to Follow While Collecting and Curating Client Testimonials
Following are the best practices
1. Create A Formal Request Procedure
If you want them to participate in a case study, many companies have formal testimonial guidelines that can prolong the process. In order to proceed, your customer may need to consult with a legal department or senior management. As a result, establishing a structured method for creating a testimonial pipeline becomes critical. Create an official document that outlines how to submit the testimonial after that. Specify how frequently your sales and customer service representatives will deliver names. After a consumer decides to join, give them a brief overview of the time commitment required.
2. Make Use of Your New Clients’ Top-Of-Mind Recall
Because your product or service is likely to be at the forefront of your recent consumers’ minds, now is an excellent opportunity to inquire about their impressions. Obtaining customer testimonies at various phases of their relationship will assist you in dealing with and overcoming a wider range of objections. To secure a testimonial, use drip campaigns to send emails to recent customers automatically after a predetermined period of time.
3. Your Most Loyal Consumers May Become Brand Ambassadors
You’re confident that one of your best customers will give you a glowing recommendation. The simple act of reaching out to them personally will enhance their bond with you and your brand. It’s a huge win-win situation for everyone.
Give your customers something of worth.
Testimonials are typically of inherent value to a client, and you must communicate this to them. Explain how you’ll link it to their website, how you’ll promote it on social media, and how you’ll send them an email. You can also offer them the use of B-roll in the case of video testimonials.
4. Use Generic Comments Sparingly
Throughout the buying journey, a fantastic client testimonial pinpoints the outstanding experience at each client touchpoint. It should highlight the technical aspects of your product or service in a concise manner. Generic comments like “good product” or “excellent service” would fail to express to your prospects the advantages of using your product. Correct any grammar flaws, and paraphrase if necessary to express the information clearly. Before sending the testimonial to the customer for approval, make sure to send back any substantial modifications.
5. Enhance And Validate the Testimonial
Provide the name, date, and photo of the individual who provided the testimonial in addition to the testimonial itself. Wherever possible, include a link to the customer’s website. All of this material contributes to the testimonial’s legitimacy.
Client Testimonials Examples
Check out some of our favorite Client Testimonials from each industry, as well as our thoughts on what makes them so perfect.
1. Manulife Financial Corporation Type of Testimonial: Blog Post (Review)
A financial services organization deals with a wide range of issues, making it difficult to demonstrate your expertise to potential clients. In this blog post testimonial, Manulife effectively grouped the testimonials in terms of a specific customer’s experience with various service offerings. This allows a potential client to swiftly skim through a specific testimonial for a service offering they are considering.
Type of Testimonial: Quote (Case-study approach)
Using a case-study approach, McKesson has designed a distinctive template for testimonials. McKesson has taken several client testimonies throughout the testimonial and stitched them together in the form of a story in a single template.
2. Cardinal Logistics is a company that specializes in logistics Type of Testimonial: Quote
The best approach followed in this testimonial is to avoid using general statements. From the start, its customer, Red Bull, has offered a detailed account of the entire experience. It also discusses how Cardinal Logistics was able to deliver the results in the face of adversity. This approach allows your clients to have faith in your operations even when things aren’t going well.
Client testimonials are a verbal or written review of your product or service left by a customer that you (the business) choose to put on your page as a testimonial because it helps you achieve your goal. People write customer evaluations for a variety of reasons, the most essential of which is to assist other buyers in making informed judgments. Other motivations are related to their relationship with the brand, such as the desire to express their concerns and what improvements they expect, to write a thank-you message for a good service, or just to have their voice heard.