Prospects expect you to say that your business is excellent but sometimes an outside opinion holds more weight. Persuade prospects of the value of your services with a testimonial from clients.
Testimonials lend credibility to your business, says Kevin Toney, a marketing coach with Primetime Promotions in Winnipeg, and make your marketing pieces believable because they come from a third party — your clients.
Yesterday’s BYB article focused on how to ask for and craft a testimonial. Follow these tips on how best to use and manage testimonials as part of a marketing strategy:
> Place them everywhere
Use testimonials whenever possible to make the most of them in your marketing strategy.
Testimonials can be placed almost anywhere, from websites to LinkedIn, to direct mail campaigns, says Toney. If you have the space and your firm permits it, you could even place one on the back of a business card.
Remember, says Toney, always ask the client’s permission to use the testimonial in all of your marketing materials.
> Go high tech
Grab some extra attention with an audio or video testimonial from a client.
Consider using a video clip of a client talking about your business that you can post on your website, says Toney. Or create an audio clip that you can post online.
> Create a record
Create a database to keep your testimonials organized and easy to find.
Use a filing system for testimonials, says Toney. For example, you could have a binder with a written record of every testimonial you’ve gathered over the years.
You want to have a steady supply of testimonials. Toney suggests having five to six pages worth of testimonials at any one time.
> Use testimonials again and again
Don’t be afraid to re-use a testimonial or its source.
It’s acceptable to use the same testimonial on different marketing materials, says Toney. For example, you might have the same testimonial posted on your website and your LinkedIn profile.
As well, it’s fine to get different testimonials from the same client, says Toney. The longer you know a client the more opportunities there are to help him or her with goals or challenges, all of which would make excellent testimonials.
> Show your appreciation
Remember to always say “thank you” to clients for giving a testimonial.
Whether you give clients a small gift, a verbal “thank you” or a card, says Toney, it’s important to let them know you appreciate the testimonial.
This is the second in a two-part series on testimonials.