Using Testimonials as a Digital Marketing Strategy
For those in the B2B sector, a digital marketing strategy that is often overlooked is gathering testimonials for your LinkedIn personal/business page. These testimonials should be from customers, clients, and organizations you have or continue to work with.
Never underestimate the power of these endorsements. Someone considering hiring you or your service will likely review them, and this includes people that take testimonials with a "grain of salt." They read them nonetheless, they do have an impact, and they can influence buying decisions.
Further, studies have found that they help personalize you and your company. LinkedIn visitors reading testimonials often develop an emotional connection with that person or organization. This certainly can lead to contact and potentially a sale. Even more, if the tribute is from someone they know, respect, or have done business with in the past, it can prove to be a door opener.
Because of this, businesses, especially service businesses, should make a point of asking for endorsements and testimonials on an ongoing basis. About once a quarter, contact people you believe would be willing to provide you and your company with a recommendation. Build them up. There is no "right" number of testimonials to post. In fact, more is typically better.
As to when to ask for a recommendation, many people ask for them as soon as a project is completed. It's a bit more tactful to wait a while, maybe a few weeks. After a little time has transpired, and they fully understand what a great job you have done for them, they will likely provide you with an even better testimonial than had you asked them right at the end of the project.
So, now that you realize the value of testimonials and why you should ask for them, a stumbling block may materialize. Most people do not know how to write a LinkedIn testimonial. So, along with asking for the review, offering them tips on how to put one together may prove helpful.
For instance, let's say you are a graphic designer named Julie, and you have completed a couple of projects for a client. After you ask for a testimonial, offer these suggestions to your client on how to write one:
The client should note what work you did for them
If several projects were involved or if they went on for long periods, this should also be mentioned.
Suggest that the client discuss how you helped them deal with a rush situation or alleviated a "pain" the company was grappling with. For instance, they could write:
"Julie saved us because we did not have anyone in the office that could do this work."
"We were up against a deadline, and Julie got the job done even faster than we expected."
"We had tried several graphic designers in the past, but Julie was the only one that really understood our needs."
If your project helped the company secure new clients, this should also be added to the testimonial.
Always ask them to end the testimonial with some personal notes. "Julie was a joy to work with. We worked with her for several months, and not only did everyone like her, we soon realized she became a part of our company family."
Whether you want to increase brand recognition, improve brand loyalty, increase web traffic, or increase conversions, DS&P is your one-stop shop for all your digital marketing needs.
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Prepared for DS&P by AlturaSolutions Communications