If you pay attention to trends in
social media, then you already know how important and powerful recommendations
and testimonials can be. Sometimes called social proofs, recommendations and testimonials from satisfied can be your best marketing
tool.
Having the story of your success told
by others can establish credibility and trust, and at the same time, give you a
boost in the search rankings. Think of recommendations as the modern version of
word of mouth advertising—it can be highly effective and is certainly
affordable.
Given that we know that
recommendations and testimonials are a very good thing, how do we go about
getting them? The short answer is, ask! Of course, how easy that actually is
will depend on the type of business you have and what type of relationship you
have with your customers.
Asking for testimonials
If you have the type of business that
allows you to establish personal relationships with your customers, the best
way to ask is by framing your question with a compliment. Let the client know
you value his or her opinion and would love to get
feedback. You might suggest that they provide a product review on video or talk about how your product has
contributed to their success. If they agree, be sure to follow up with a
thank you and reciprocate where you can. In cases where you have lots of
customers but you don’t know them personally, a follow-up survey at the close
of a project or the end of a sale can work well. A well-designed feedback form on your website can also do the trick.
Different Types of Recommendations
Keep in mind that having a variety of
types of testimonials and recommendations can make it easier to repurpose them.
Written recommendations, for example, can be posted to social media, used on
your website, or included in print materials such as brochures and fliers.
Video testimonials are particularly versatile since they can be used on your
social media pages, your YouTube channel, on your website, or in an email
campaign.
A word of caution regarding plans to solicit recommendations.
While it is perfectly appropriate to ask for them, never be tempted to
commission them or pay for them. That is not to say
that you can’t say thank you with a small gift, but compensating for customer
reviews can erase any credibility you gain.
Positive recommendations and
testimonials are a valuable asset to your business. When you nurture them you’ll find you have a full complement to use in a wide variety of
marketing channels. With a little creativity and targeted use of customer
feedback, you can turn your recommendations into improved standing in the
market, enhanced client goodwill, and increased sales.
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