The Ultimate Guide to Using Testimonials for Marketing

Goutham Jay
Goutham Jay

Founder - Famewall

Jul 19, 2023
The Ultimate Guide to Using Testimonials for Marketing
The Ultimate Guide to Using Testimonials for Marketing

As customers, the most important things we check, before buying something are customer reviews & testimonials to see what past customers think about a product/service

Testimonials provide social proof that a product or service is valuable & trustworthy.

So from the perspective of a business, if you're looking to boost your marketing efforts and drive sales, using customer testimonials can be a game-changer.

In this ultimate guide, we'll show you how to use testimonials in your marketing strategy to attract and convert more customers. From the benefits of using testimonials to how to collect and showcase them effectively, we'll cover everything you need to know to maximize the impact of customer feedback on your business.

So let's dive in and learn how to use testimonials to take your marketing efforts to the next level.

I. Introduction

We all know that testimonials are positive & elaborate texts/videos from customers describing their experience using a product/service. Hence they are a powerful marketing tool to help build trust & credibility with your target audience.

By featuring feedback and reviews from satisfied customers, testimonials can provide social proof and help prospective customers feel more confident in making a purchase or working with your business.

At its core, a testimonial is simply a statement from a customer expressing their satisfaction with your product or service.

Hence we need to use them strategically in marketing which can be a big driver of growth for businesses of all sizes and industries.

One way to effectively collect and manage customer testimonials is by using a testimonial collection tool like Famewall.

Famewall makes it easy to request and gather testimonials from your customers, and provides a centralized platform for organizing and showcasing your best feedback.

Here's a detailed guide that would help you collect testimonials from your customers from scratch

II. Why Use Testimonials in Marketing?

Testimonials create a positive impression in the minds of a consumer and even convert customers who're still thinking about other choices. Here are a few reasons why testimonials are an effective marketing tool:

  • Social proof influences consumer behavior:

People are more likely to trust the opinions of others who have used a product or service before them. There's a peculiar term for this phenomenon called social proof, and it can be a powerful motivator for consumers when making purchasing decisions.

  • Testimonials become a differentiating factor for your business:

By featuring testimonials on your website or marketing materials, you present a different perspective to your customers.

Rather than comparing your product with the features of competitors, potential customers will start to empathize with past customers and think about how they can succeed the same way.

Testimonials help to differentiate your business from competitors and provide valuable insights into the needs and preferences of your customers.

  • Performs better compared to traditional advertising:

Testimonials are a form of user-generated content, which means that they come from real people who have had a positive experience with your business.

Unlike traditional advertising, which can be seen as biased or self-promotional, testimonials are a way to showcase the value of your business through the voices of your customers.

III. How to Use Testimonials to Progress a Sale

Now that we've discussed the benefits of using Testimonials in marketing, let's see how Testimonials can be used effectively throughout the buyer's journey to help convert prospects into customers.

Here are a few ways to use testimonials to progress a sale:

Using testimonials in different stages of the buyer's journey:

Testimonials can be effective at different stages of the buyer's journey, from initial awareness to post-purchase follow-up.

1. Landing Page

The testimonials on the landing page increase website conversions. Here are how testimonials can be used on your landing page:

You can showcase your testimonials in a carousel format using Famewall. Here's how a customer has done it on their landing page

Carousel Testimonials in Landing page

When you have a lot of testimonials, they can have an even bigger impact. You can display all the testimonials in a grid format to show more social proof!

Here's how it can be shown in a grid format on the landing page using Famewall

Grid format for testimonials

You can have a look at the Famewall Widget varieties to see multiple widget types which can be placed on different sections of your website

Famewall Widget Varieties

2. Different sections of your website

To maximize the impact of your testimonials, it's important to place them strategically on your website. Testimonials should be prominently displayed and placed near the call-to-action to encourage visitors to take the next step.

You can also use visual elements such as photos or icons to make your testimonials stand out. Here are a few ideas

  • Pricing Page: Use the testimonial carousels or avatar widgets just above your pricing plans so customers get to see the value other customers are getting
  • Signup Page: Display testimonials beside the signup form to remind users of the reward they get once they sign up and use your product
  • Wall of Love: You can also use a dedicated wall of love page to showcase all your social proof in one place and place the referring link on your website

Here's a small example showing how you can display social proof on the Signup Page:

Social Proof on the signup page

3. Email marketing campaigns

By sharing customer testimonials in your email marketing campaigns, you break the ice and build an amazing relationship with your customer.

Testimonials can be incorporated into your email content in a variety of ways, such as including quotes from satisfied customers, sharing success stories, or linking to reviews.

When including testimonials in your email campaigns, make sure to highlight the benefits of your product or service and focus on the most compelling aspects of the customer feedback.

By incorporating customer testimonials into your email marketing strategy, you can increase the effectiveness of your campaigns and ultimately drive more conversions.

The best part is you can generate images from testimonials using Famewall and use them in emails. Here's an example of how we at Famewall use testimonials as images in our email campaign.

Email Marketing Campaign in Famewall

4. Social Media

Social media has the potential to give you reach to a wide audience. People who are connected with you might turn into potential customers once they see your testimonials

There are a variety of ways to share testimonials on social media, such as creating graphics with customer quotes, sharing customer photos and videos.

When sharing testimonials on social media, make sure to tag the customers who provided the feedback and use relevant hashtags to increase visibility.

By incorporating customer testimonials into your social media posts, you can increase engagement with your audience and ultimately drive more sales for your business.

Here's a Famewall user generating an image from the testimonial they collected using Famewall and sharing it on Twitter

Famewall user sharing testimonial on social media

5. Ads

With ads, you need to grab your customer's attention as quickly as possible and what better way to do that is by having a customer like them describe their experience about your product/service. That's why testimonials work really well with Ads.

When using testimonials in ads, it's important to choose ones that are relevant and compelling and to ensure that they are presented in a clear and easy-to-read format.

By incorporating testimonials into your advertising strategy, you can convert customers better & generate more sales

Here's a simple example of a business using testimonials in their Facebook Ad campaign

Facebook Ad Campaign with Testimonial

In fact, we have curated 20 of the best testimonial advertising examples that would convince your customers to click & purchase

6. Using video testimonials to increase engagement:

Since video testimonials have a human describing their experience live in front of a camera, it's a powerful way to increase engagement and build a deeper connection with your target audience.

By featuring video testimonials from satisfied customers, you can showcase the value of your business in a more direct and interactive way.

Video testimonials can be shared on your website, social media channels, or email marketing campaigns and ads to help drive conversions and sales.

IV. The Power of Testimonials in Marketing

Testimonials can be a powerful marketing tool that can help build trust and credibility with your target audience. Here are a few ways in which testimonials can have a powerful impact on your marketing efforts:

  • Build trust and credibility:

Testimonials provide social proof that your business is reputable, trustworthy, and provides value to customers. By featuring testimonials from satisfied customers, you win the trust & loyalty of your target audience, which can be an important factor in driving conversions and sales.

  • Positive impact on conversions and sales:

Testimonials also have a significant impact on your business's bottom line.

According to a survey by BrightLocal, 91% of consumers read online reviews when considering a purchase, and 84% of people trust online reviews as much as personal recommendations.

By featuring testimonials prominently on your website or marketing materials, you drive more conversions and sales with the help of social proof.

  • Emotional connection with customers:

Testimonials create an emotional connection with your customers due to the fact that there are people in the testimonials with whom they could relate as opposed to those marketing come from a faceless brand.

By featuring feedback from real people who have had a positive experience with your business, you can showcase the human side of your brand and build a deeper connection with your target audience.

This emotional connection can be an important factor in building brand loyalty and increasing customer lifetime value.

V. How to collect Testimonials?

The traditional way of collecting testimonials is to send a Google form to your customers and ask them to write feedback.

The main disadvantage of this method is that it becomes difficult to manage a lot of testimonials and you can not collect video testimonials from your customers this way.

That's why it's a good idea to use testimonial collection software like  Famewall, which is a powerful tool that can help you collect, manage, and showcase customer testimonials.

By using Famewall, you can easily solicit feedback from your customers, collect testimonials in a variety of formats, and feature testimonials prominently on your website or marketing materials.

It makes it easy to collect and manage customer testimonials, so you can focus on building your business and driving sales.

Also, you need to have a strategy in place to collect video testimonials as they're the best form of social proof for any business since they appear genuine at first glance

You can look at this quick guide to collect video testimonials from your customers & then use them for marketing

VI. Conclusion

Testimonials can be a powerful marketing tool that can help build trust, credibility, and emotional connections with your target audience. By using testimonials strategically in your marketing efforts, you can drive conversions, increase sales, and build brand loyalty.

If you're not already using customer testimonials in your marketing efforts, now is the time to start. By featuring authentic, specific, and valuable customer feedback in your marketing materials, you can help to build trust, drive conversions, and create a deeper emotional connection with your target audience.

When it comes to collecting and managing customer testimonials, it's important to choose the right tool for the job. Famewall is a powerful testimonial collection tool that makes it easy to solicit, collect, and showcase customer testimonials in a variety of formats. By using Famewall, you can streamline your testimonial collection process and feature testimonials prominently in your marketing materials.

So why wait? Start collecting and using customer testimonials today, and see the impact they can have on your business.

Try Famewall for free and start realizing the power of using testimonials on your website.