Testimonials sell your brand better than anything else you probably have in your bag of tricks. In my findings when I use PURLS (personalized URLS) on my magazine ads, email campaigns, and direct mail pieces, and then link to a “microsite” if I put a Testimonial section on the Microsite that customers can click on and read actual stories about the product we are trying to sell, it is the highest clicked on section of the site.
So when thinking about developing your microsites, your direct mail pieces, or any media for that matter, always remember a key element we learned in basic marketing 101 which is that customers believe what others say about your own brand!
On a recent magazine ad I did, we actually put a photo of a customer who was able to get 85% ROI using our product and to hear the entire story, you had to visit the “microsite.” Once at the microsite, customers were able to read the full testimonial and see a video of the customer talking about his experience with the product at his place of business in action! The impact was great and the PURL (personalized URL) allowed for the entire campaign to be tracked instantly. The campaign had one of the highest response rates I have seen so far.
How do you obtain these testimonials?
What one client I work with does, is every time they sell one of their items (they sell $100K capital equipment) they immediately ask for a survey to be filled out and at the same time ask if the customer is willing to answer 12 questions about their buying experience. They then ask if it’s okay if they turn that questionnaire into a testimonial using their name and company name. In most cases the customer says yes, especially if you tell them “And we’ll put a link back to your website from this of course.” That is marketing for them and you! Also, tell them you’ll add their phone number and contact info in case anyone wants to call them as a way to entice them. They just may get a referral from your testimonial! Now that’s smart marketing!
Social Media concerning Testimonials
If you’re concerned about the usage of a testimonial in social media, Andy Sernovitz has it all broken down on his blog. It’s not complicated at all! So, get moving with your testimonials!
Hope this helps you to keep the clients rolling in and to remember, getting back to the basics can be fun!