There’s something about consumer psychology. Most buyers would love to see social proof of your credibility before they make every purchasing decision.
According to a study by Nielsen, 92% of consumers will trust a recommendation from a peer and 70% of consumers will trust a recommendation from someone—wait for it—they don’t even know.
Yes, that’s the power of recommendations, reviews, word-of-mouth and customer testimonials. That’s why an increasing number of B2B marketers are focused on building a positive brand experience around their products.
While content marketing is geared towards building your brand authority, many B2B marketers tend to underestimate the power of their customer testimonials and reviews.
If you think customer testimonials are only meant to be shown on the homepage of your website, you’re losing the competitive edge. Man companies, these days, are using their reviews and testimonials in the most unconventional places to augment their marketing efforts.
Let’s take a look at the different scenarios in which your hard-earned customer reviews and testimonials can help you generate more leads and conversions.
Blog posts and custom testimonials can make a super effective combination.
Imagine a first time visitor who lands on your website through your blog post. If your blog post is resonating enough for your visitors, the customer testimonials can act as an icing on the cake.
However, respect user experience and don’t be intrusive. To create a good user experience, for example, you can place your testimonials on your sidebar rather than in the middle of body content.
Moreover, if you want to show multiple testimonials, use a carousel widget to display more than one testimonials.
While quality content builds trust in your brand, customer testimonials act as a catalyst.
Case studies are powerful weapons in every content marketer’s arsenal. Considering the gradual transition of a prospect in a buyer’s journey, case studies can be highly effective in influencing the buyers’ perception and brand building.
Aside from facts, figures, charts, and statistics, customer testimonials can empower your case studies to a large extent, especially when they are used strategically with the aforementioned components.
In short, customer testimonials legitimize your case studies and add credence to the claims made.
Here’s a great example of how to use customer testimonials in case studies.
Key Pages on Your Website
Home, about us, services and contact us are some of the most important pages on your website, which drive sales and boost conversions.
In fact, when placed on your web pages strategically, a customer testimonial could tilt the prospect’s decision in your favor.
However, don’t add customer testimonials to just about every page. Use good judgment in picking the right page to use customer testimonials. In some cases, user testimonials can make your contact us page very powerful, helping you generate a higher number of inquiries.
Moreover, choosing the right customer testimonial for the right page is also vital. For example, a user review on a specific product is best suited to the relevant product category only.
Next to CTAs
CTAs (Call to Actions) are arguably the most effective tool in content marketing. It prompts an indecisive prospect to take the desired action, helping you strengthen your lead generation campaign.
While CATs are the most tried-and-tested winning formula, they can work wonders when combined with relevant user reviews.
For example, if you want to tempt your readers to download an ebook or whitepaper, you can place reviews of one of those subscribers who may already have done so and benefited from your contents.
All you have to do is make sure your testimonial is contextually relevant to your CTAs.
If you’re digital marketing revolves around drip campaigns, consumer reviews and testimonials are the perfect tools you need to drive your ROI (Return on Investment).
Here’s how it works:
When you send your emails, be sure to include the most appropriate customer testimonial at the end of your drip campaign.
If your testimonial is contextually aligned to the content you’re sending, it might work like magic.
Associating your customer reviews to the right drip campaign is often the most important decision you will make. One trip is keeping the primary objection of each of your drip campaign in mind. It will help you choose the most relevant testimonial to go with.
Look at how Close.io has cleverly used testimonial in their drip campaign here.
Social Media Posts
Using the power of customer testimonials is not limited to your website or drip campaign alone. Use them for your social media campaign to promote your products and services.
There are many popular brands that have used this technique to drive traction and generate leads on social media.
Just look at this Facebook campaign from Lifebeam:
If you’re using any such campaign for Facebook ads, be sure check out their character limit.
Customer testimonials are the most valuable digital marketing assets a brand can have at their disposal. Used correctly, you can achieve optimum ROI and drive sales and conversion. Just remember not to go overboard with them — use them intelligently and combine them smartly with the right content.
Have you ever tried using customer testimonials to promote your content? Share your strategies!
About the Author
Susanta Sahoo is founder and chief content marketing strategist at Top League Technologies, a digital marketing start-up in Bhubaneswar, India. By offering SEO consulting services, he helps SMB’s build their online presence and boost ROI. Follow him on Twitter: .