23 May How to Boost Your Social Media Presence with Customer Testimonials
By Joe Cox
Taking full advantage of customer testimonials and reviews is an effective way for a business to build trust in their brand. With surveys suggesting as many as 88 percent of people have used reviews to determine the quality of a business, the power of customer opinion cannot be overstated.
Before we dive into the power of testimonials and how to source and promote them with social media, I want to clarify that I’ve used the word “testimonial” to mean any customer review, assessment, comment, endorsement, or interview relating to a business or its products or services.
What makes a good testimonial?
Testimonials occupy a unique space in the world of online marketing in that they aren’t self-promotional. By this I mean that it’s not you that’s doing the promoting, but rather your customer or client. The introduction of a third party has the power to remove any bias associated with traditional ‘marketing speak’ and replace it with something far more genuine—and thus influential.
In most instances businesses have little say over the content of a testimonial, beyond setting out specific questions in the hope of eliciting favorable responses. The exception to this rule is with video testimonials, where ideally you will have vetted your interviewee and can exercise a much greater degree of control.
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