Of course, not every company has a star client, a celebrity client, or an influencer in its customer base, but that doesn’t mean you can’t deploy a customer strategy that fits their needs. Look at the size of your customers, their global footprint, their growth trends, or where they rank among their peers in your field.
If a client's mission, vision, or values are highly regarded among industry competitor phone numbers philippines obtaining a testimonial from that company can draw the attention of others who aspire to operate under the same principles or standards. Let's say a client has experienced rapid growth over the past six months, and trends indicate that competitors are poised to experience the same
growth. In that case, a testimonial can entice those competitors to consider your products and services based on their work with the company.
In short, selecting the most suitable clients depends on your assessment of your customers, your general direction, and the state of your industry.
Be aware of different buyer personas.
In a recent blog post, we discussed the importance of creating content for different types of buyers at various stages of the buyer journey . In short, marketing to a CEO of a small business is different from marketing to a department head at a much larger company. The same principle applies to creating exceptional customer testimonials, and having the right testimonial for different buyer personas is essential to ensure you can position the testimonial as effectively as possible.
This also goes back to what we were saying at the beginning of this article about asking the right, targeted questions. A marketing director is likely to talk about the benefits of their product, service or solution very differently than a department head or manager, and the benefits your company provides them will be biased towards what they do on a daily basis. This means that a marketing director's testimony will be difficult to position in front of a manager they are trying to attract because they have different concerns and priorities.
Creating a variety of customer testimonials through the lens of different buyer personas will ensure you are speaking the right language to the right person at the right time.
Tangible impacts
It’s a cliché, but it has a point: Numbers don’t lie. Data tells a story. Let the math do the work. When creating effective customer testimonials, it’s easy to get lost in developing a narrative about how your company took a customer from nothing to something. This is especially true if your client’s business experienced seismic, explosive growth because of your work—and what a big deal, right? But the bottom line is that new leads are generated because a testimonial focuses on the tangible effects of a product, service, or solution. So it’s critical that you craft your testimonial around the concrete ways your client has benefited from your work.
Yes, everyone wants a feel-good story. This isn’t to say that a compelling customer testimonial can’t have an element of human interest or elements of pathos that make a potential prospect feel warm and fuzzy. But highlighting how your company increased sales, reduced overhead, streamlined processes, and promoted long-term, sustainable growth will go much further when it comes to effectiveness and ROI.
Content Channel Variation
Customer testimonials shouldn’t just reside on one page of your website. It’s like buying a Ferrari and driving it 50km/h around the neighborhood. Social media, blogs, white papers, gated content , email campaigns, geolocation, banner ads, and many other digital sales and marketing mediums are (and should be) playgrounds for your customer testimonials, especially in today’s world where more and more content is being created and distributed to be shared on digital networks. If you’ve taken the trouble to create a good customer testimonial, you should be proud of it and make sure you’re leveraging this vital piece of sales and marketing content across all of your channels to reach as wide an audience as possible.
Repurposing content
Along with varying content channels is repurposing great customer testimonials to extend their shelf life, boost ROI, and experiment with how you package and position a testimonial in various contexts. Whether it’s AB testing certain parts of a testimonial for different buyer personas or experimenting with how you distribute your testimonials across channels like social media versus an email campaign, it’s important not to get too pretentious with your testimonial. Like any other piece of sales and marketing content, everything in today’s digital world is editable, reworkable, and fairly easy to manipulate depending on context or circumstance. Your customer testimonial is no different.