The “build it and they will come” mentality won’t suffice if you want to grow your business and boost your bottom line. You’ll have to ramp up your marketing efforts to garner the attention your business needs to expand. Sound expensive? It doesn’t have to be. Let your customers do some of the work for you through real-life testimonials.
The website design company Rocketspark refers to testimonials as the holy grail of advertising, because they “harness [the] positive word-of-mouth and [give] it a platform.” Furthermore, a Marketing Experiments study found that written and video testimonials skyrocketed customer conversion rates by 25 and 201 percent, respectively. Take a look at three additional reasons why you should include real-life testimonials on your business website:
1. Prospects want the real deal
Even if your products or services are stellar and live up to the marketing copy circulating around the Web, potential customers want an unbiased perspective. In most instances, the first thing consumers will do after determining a product may suit their needs is search for real-life reviews (which is what testimonials really are) to validate your claims or unique selling proposition. If they like what they see, the sale is practically already made. By contrast, a series of negative reviews will quickly send prospects elsewhere to do business. For more on what consumers want when they visit your site, read this post from Entrepreneur.
2. Testimonials diminish skepticism
Companies sometimes fabricate the truth (no!) to boost interest in their offerings, which only backfires when the product or service doesn’t meet the consumer’s expectations. And for those who are beyond infuriated, they go online to let others know so they won’t make the same purchasing mistake.
Seventy-five percent of people believe that companies are dishonest in their advertising, according to the Yankelovich Consumer Report. Consumers typically have reservations until a series of reviews forces them to believe otherwise or boost their confidence in what you’re offering.
3. The buyer is in control
Consumers desire to be in control of the purchasing cycle at all times. If at any time they feel they’re being sold to or pressured into making a decision, you could lose their business. But since testimonials are objective accounts of actual customer experiences, prospects are more inclined to do business with you if they like what they hear. Most importantly, they feel like they are in charge of their decision, minus the high-pressure sales pitch.
Harness the power of real-life testimonials
While it’s in your best interest to encourage customers to leave testimonials, bear in mind that all won’t be suitable for inclusion on your website. If you’re interested in learning more about the key components of a stellar video testimonial or how to obtain them if you don’t yet have any, check out this article from the SurePayroll blog.
Lastly, don’t forget to retrieve testimonials from the big names on your client list. Consumers tend to follow trends, and an endorsement from a well-known individual adds an additional boost of credibility to your overall brand.
This piece was contributed by Social Monsters.