Leveraging Testimonials to Build Brand Trust
| Monday, July 20, 2015
been fortunate to work with some tremendous clients. Clients that are marketing
savvy and engaged. It’s part of what makes my job so enjoyable. I've had
people ask about how to leverage testimonials and what their
approach should be for incorporating it into their content. It’s great to see
folks out there looking to improve their content and potential engagement with
their audience. And I happen to be a big fan of testimonial content.
portions of this post are an opinion piece from yours truly. IMO every single
page on your website has the potential to be an intersection or point of
contact for your audience. In fact every piece of content that you produce,
whether it is a web page, a video, a tweet has the opportunity to be an
intersection point with your audience. So it becomes somewhat obvious in the
value of having testimonials dispersed through your web properties. Having your
customers share their success stories can go a long way in building brand
trust. Yes, I know that you cannot please everybody all of the time and I know
that you are bound to have some negative feedback about your brand or service
offering. It is going to happen; it just means that you are human.
are the original form of user generated content. That is they are the oldest
form of users providing feedback about a given product, service or brand.
Remember the old Faberge Organic Shampoo commercials where they’ll tell two
friends and they’ll tell two friends?
of mouth can still be the best form of advertising. Testimonials, in digital
form, can act as good old fashioned word of mouth advertising. In fact, what
better way is there to build brand trust? They say that good marketing is about
psychology. It is about understanding your audience and being able to address
their needs. The perception of your business may not be what you think it is.
Consumers may have a different opinion about your brand, your products and the
level of service that you provide. Let’s look at an example. When it
comes to trusted brands, how many of you think of Kentucky Fried Chicken? My
guess is none of you. However did you know that KFC was
recently named the “Most Trusted Quick-Service
Restaurant Brand in India? It’s true, The Brand Trust Report 2015 study, which
is one of the most in-depth studies conducted about brand trust around the
world, named KFC as the top “fast food” brand in India. The report is a result
of “13,000 hours of research with sociologists, communication experts and
behavioral scientists. Issued annually the 2015 study assessed 19,000 brands
from which the top 1,000 were selected for the report.” Who knew that KFC was
one of the most trusted brands in a country that is predicted to become the
largest consumer market in the world by 2030? There is no question that trust
in your brand is important… a good testimonial will help you build brand trust.
10 Ways to Leverage Testimonials on Your Website
you ever stopped and thought about just how many forms of testimonial options
are available out there? There are a number of different ways to include
testimonials on your website and in your marketing materials. Here are some of
the common methods for leveraging testimonials on your webs properties:
testimonial landing page –
or series of pages featuring client testimonials. This is the traditional
approach that you see on many websites. There is still some value in this
especially if you do a great job in promoting and communicating your
- Customer Reviews– there are a variety of options for
presenting reviews on your web properties. This form of User-Generated
Content (UGC) must be managed carefully so that it is not faked or
contains hyper negative reviews that can be damaging to your brand.
Amazon is a great example of being one of the leaders in leveraging
reviews on their web properties and Apps. Reviews are quite easy to
integrate into your content. Common software options include:
Voice - http://www.bazaarvoice.com/
Reviews - http://www.powerreviews.com/
Services can be found here
Studies / Client Success Stories –
depending on the nature of your business, case studies can be a powerful
sales tool that can increase engagement with your brand.
Testimonials – another form of
testimonial that can be promoted on your social platforms (including
YouTube) in addition to being featured on your website is the video
testimonial. Videos testimonials can be great especially if they go viral
or become shared through social channels like Facebook. SalesForce is an
example that comes to mind of a brand that includes video testimonials on
Snippets – aka customer quotes which
are simply documented cases of customer feedback that you are allowed to
share on your web properties, are another form of testimonial. These
snippets may have come from surveys, call center feedback, tradeshow
feedback or simple feedback that you have solicited from your clients
directly. It is important that you get permission where necessary,
especially if you will be incorporating their full name.
- Photos – displaying images of your customers using
your product or service can also build trust with your audience and can be
easily promoted through your social channels.
- Feeds – you can share customer feedback via a feed
from your blog comments or from your latest tweets. This can be a simple
plugin or widget that can display this form of testimonial on your
website. Of course you have to be prepared to share the good and the bad
so this option may need to be monitored regularly. 4
Ways to Embed your Twitter Feed.
Reviews on third party sites –
ask your customers to review you on third party sites such as Google+ or
Yelp. You can link to this material or even feature some of this
commentary within your own testimonials on your website.
Comments – allow blog comments on
your posts and be sure to reply to both the good and the bad. Eliminate
spam comments and focus on the positive to help build trust with your
- Forums – this is a format of testimonials that we advise
to proceed with caution. Hosting a forum can be a great avenue for
soliciting customer feedback on your brand and service offering. However,
you cannot please everybody all of the time. So you will need to moderate.
Due to this level of resourcing, forums are not a viable option for all
you can see there is a wide array of testimonial formats that you can
incorporate on your web properties. Of course you will want to use your
discretion of where, when and how often to display testimonials.
closing, testimonials are one of the most cost friendly and easiest ways to
promote your business and your brand. Ensure that you have a means of compiling
and taking inventory of your testimonials. Use different types of testimonial
content throughout your website. Experiment with video, case studies and
twitter feeds to see which content users most engage with and contribute to.
Chances are you have had a content strategy for quite some time, but have you
included testimonial content as part of your content marketing efforts? If not,
there is no better time to start.
|posted by Jody @ Monday, July 20, 2015