12 Ways to Use Testimonials to Increase Sales and Customer Loyalty

To build a loyal following, small businesses need to cultivate trust in their customers. You can tell your audience about the superiority of your products and services all day long, but why should people believe you? After all, you have a vested interest in motivating customers to buy. Testimonial marketing is an effective way to overcome this innate distrust. Because they have no reason to lie, people are much more likely to trust the words of other customers over what you tell them.

50% of consumers trust testimonials and reviews as much as they do recommendations from their family or friends
76% read online reviews regularly when browsing for local businesses.

And when people trust you, they are much more likely to buy from you. When you make your testimonials and reviews visible, you may increase your conversions by 270%.

How Can You Get Testimonials from Your Customers?

Ask for Them Directly

If your business is B2B, you may want to simply ask your loyal clients for testimonials by email, phone or even in-person. If you finish a project for a business, make it a habit to send them a review form at the end.

Ask for Them on Directory and Review Sites

Encourage your satisfied customers to leave positive reviews on platforms like Google Business Profiles, Yelp, and industry directory sites. Make sure to thank them when they do!

Solicit Them on Your Facebook Page and Other Social Media

Actively solicit reviews on your Facebook page and other social media. Take surveys and ask specific questions in order to solicit your customers’ opinion.

Ask for Reviews on Your Website

Ask for reviews at highly visible places on your website such as the home page and at checkout. Make it easy for people to fill out a brief form you guide them through.

Respond to All Reviews

If you want a flow of positive reviews and testimonials, you need to engage with your customers. People don’t want to shout into the void.

How Can You Get Your Testimonials Seen?

1. Place Testimonials Near Points of Sale

Whether on your website or in your physical store, place positive testimonials near where purchasing decisions are made to reassure customers about the quality of your products or services.

2. Highlight Testimonials in Promotions

Use testimonials in your promotional materials and sales pitches. This could be as straightforward as quoting a satisfied customer in a flyer or as sophisticated as a video testimonial featured in an online ad.

3. Optimize Your Google Business Profile

Ensure your profile is complete and up-to-date, with high-quality images, accurate business information and plenty of positive reviews. Regularly posting updates or offers can also keep your profile engaging.

4. Make the Most of Social Media

Use social media to share customer testimonials that feel personal and immediate. You could highlight reels on Instagram, pin posts on Facebook or feature them in social media ads for example.

5. Showcase Testimonials on Your Website

Your website is often the place where your customers engage with your business. Make it count by integrating testimonials effectively. You could have a rotating carousel of testimonials on your home page that links to a page of testimonials. Your testimonial page could include before-and-after photos, video and Q&As.

But include relevant testimonials on various pages throughout your website such as the homepage, product pages and checkout page to help guide each potential customer through their decision-making process.

6. Create Engaging Content

Turn testimonials into eye-catching graphics, short video clips or even live interviews with customers. Tagging customers (with their permission) can increase the reach and authenticity of your posts.

7. Encourage User-Generated Content

Encourage customers to share their own stories and tag your brand. Reposting user-generated content can be an effective form of testimonial that feels authentic and relatable to your audience.

8. Collaborate with Influencers

Influencer partnerships can lend immediate credibility to your brand. Look for influencers who not only have a significant following but also align with your brand values.

Work with influencers to create content that genuinely reflects their experiences with your products or services. Authentic endorsements are far more effective than scripted promotions.

9. Incorporate Testimonials into Email Campaigns

Email marketing allows you to reach your audience directly, making it a perfect channel for sharing testimonials.

Tailor your emails to different segments of your audience, featuring testimonials that specifically address each segment’s concerns or interests.

Include customer success stories in your email campaigns that narrate a problem your product or service solved. This storytelling approach can be very compelling.

10. Enhance Paid Advertising

Testimonials that feature images and quotes from real customers can make your paid advertising efforts more effective and credible. Seeing a real person endorse your product or service can significantly impact how potential customers perceive your ad.

11. Create Testimonial-Based Video Ads

Videos can capture the attention of your audience more effectively than text-based ads. They allow viewers to see and hear firsthand experiences, making the testimonials more impactful.

In a recent study, audiences who have viewed video ads that past week were 26% more likely to remember the product or service being advertised than those who had viewed a static ad.

12. Create Highlight Reels Aren’t Just for Social Media

Highlight reels are an excellent way to compile and present customer testimonials in a dynamic and engaging format. They can be used across various platforms, including your website, social media channels and even in presentations.

Include a range of testimonials in your highlight reels to show the breadth of your customer base and the various ways your product or service can meet different needs.

Mix in photos, video clips and text quotes to keep your highlight reels interesting and engaging. This variety will cater to different preferences and keep your audience’s attention.

Umbrella Local Can Help You with Testimonial Marketing

To schedule a free consultation with an Umbrella Local Expert about gathering and effectively using testimonials and reviews, complete the form on our website or call (646)440-1426.