As business owners we invest a great deal of time and money to gain more clientele. Once we have obtained customers and have provided them the products and services that they desire, we know it doesn't end there. If the customers are satisfied and their experience was positive, the next logical step would be to get repeat business from them. However, it is not promised that they will buy from you again.
However, if you ask for their feedback and they give it, you will have the social proof that you need to take with you when it comes time to dazzle and impress new clientele. The client's experiential summary is a chapter to your company's success story. The more of these that you gather from satisfied customers the more evidence of the valuable services you provide to others that will amass. That evidence becomes your best seller--it is the client testimonial.
Although most are aware of the value in seeking customers' feedback, some may not be cognizant of the fact that all feedback is not created equal. Many might think of a review and testimony as being synonymous, but they are not. A review is simply a review; a comment or a rating. That is all! Although both are a form of feedback, a testimony goes above and beyond. That is not to say that a review isn't valid. Comments and ratings are definitely better than none at all. However, a testimony stakes a claim of value. It is a testament of experience that conveys a lasting impression.
A testimony cannot induce a lasting impression, however, unless it is effective. So, what makes an effective testimony? Let look at its attributes:
● Authenticity: The individual giving the testimony must have had a personal experience with your products and services. Additionally, that person should be fully familiar with your business and trust you as a professional. It is also a feather in your cap if that person has made positive comments before. This creates the perfect opportunity for you to ask if that person would be willing to put their comments in writing.
● Emotional Appeal: An effective testimony is one that describes a unique customer experience and conveys a personal satisfaction by speaking in one’s own words. Language should denote a feeling of gratitude, joy or relief.
● Brief but Informative: In addition to being an honest and positively charged account of their experience, your customer’s testimony is most effective when a factual account is given as to how your business successfully met that individual’s needs. An ideal exposition would be for your client to provide a before and after experience. If they can describe the details of their pain points and how your product or services changed, influenced or remedied those pain points, these provide strong points of evidence that attest to your company’s value. Make sure the client is giving enough details but without being too wordy. It should be direct and to the point. If you feel a client’s testimonial needs some editing down, you can always ask them politely if you can make some minor adjustments without changing the meaning of the message. See the following two examples. One is a review yet the other gives a detailed experience.
“Great web designers! I’d recommend them in a heartbeat!” ****
Verses
“It used to take me an hour or more to update a page and there was never anyone to help me.
I’m glad I decided to work with Ben and his team. Their talented design, no nonsense solutions and excellent customer service have helped me update a page in no time at all.”
● Strategic Placement: The location of your testimonials on your website is another crucial factor in determining their effectiveness. Don’t place your prized success stories on a separate page of your site that may get ignored or overlooked. Leads and potential clients will more likely read those testimonials that are placed on a product/service page that they are already on to get more information. Their chances of purchasing from your company are greater if there is a neighboring testimonial that endorses the product or service they are investigating. If you don’t have dedicated product pages, do consider placing them on a page of your site that gets the most traffic such as a landing or home page.
It is also wise to position your testimonials next to other content that has similar key phrasing. For instance, a massage therapy store owner receives a testimony from one of her regular customers who uses the term, “aromatherapy” to rave about his experience receiving an aromatherapy massage from this company. Let’s say this owner has posted some informative content about the benefits of this kind of massage therapy. It is best for her to place this testimonial in close proximity to that content. This benefits her website’s Search Engine Optimization by increasing the opportunity that users will be driven to that content and see her customer’s testimonial if they have used that term in their search query.
Getting the Testimonial
Now that you know the criteria for an effective testimonial, it’s time to gather them. Most likely your clients won’t be beating down your door to write about their experiences, no matter how good they are. You will have to ask for them. Here are some pointers for approaching your customers to write a testimonial:
It’s always best to strike when the iron is hot: Ask for the testimonial as soon as the job is complete and the transaction is fresh in your client’s mind. You can call them or send an email with a convenient link to leave a brief summary about their personal experience.
Ask for permission to share positive comments: If a client hasn’t recently done business with you but you have heard them praise you to others, ask them if you could use some of those comments in writing.
Be thoughtful and friendly, not boastful and pushy: Use a polite and friendly approach when asking for a testimonial whether in a note or conversation. Don’t expect that your clients’ feedback will be a given. If they don’t respond, thank them for their business and move on.
For editorial review or third party writing, the client needs to approve the final draft:
If the client asks you to write the testimony tell them it must be authentic and come from them. However in that case, you may contract a writer to interview the client and ghost write the testimonial. However, make sure that the writer has received final draft approval from your customer before it is published. That goes the same for any edits that need to be made of the customer’s own writing.
What should the testimony include?
The most basic information to be sure to include is the person’s full name, title and name of company. It is highly recommended to obtain a head shot of your customer. When people can put a face to a name it is more credible and relatable. If their company is large and well-known it’s a good idea to ask them if you can display their logo. It’s advertisement for both your company and theirs.
Additionally, if your customer wants to get fancy and help you increase your website engagement, you can suggest they create a compelling headline that encapsulates the subject of the testimonial, especially if the customer wants to convey growth figures. For example:
“30% increase in sales due to this company’s App”
The following is a testimony sample using a fictitious company. I’ve highlighted the recommended information in yellow, while bonus information is highlighted in blue.This is a suggested format but you may arrange your testimonial as you see fit.
As always, get permission before publishing any of your customer’s information that they did not volunteer on their own.
Ann’s Bridal Boutique
(Logo, if a well-known company)
35% INCREASE IN WEBSITE CONVERSIONS
It used to take me an hour or more to update a page and there was never
anyone to help me. I’m glad I decided to work with Ben and his team.
Their talented design, no nonsense solutions and excellent customer service
have helped me update my bridal gown product page in no time at all.
As a result, our store has experienced a 35% increase in website conversions
due to their help in improving this page on our site.
(HEADSHOT)
Ann Smith, Owner
NARROWING DOWN YOUR DIGITAL MARKETING GOALS
As a Content Marketing Writer I'm often faced with the task of helping my clients identify what their goals are for driving an audience online. Many have a clear idea of the format and nature of the message they want to convey, who they want to address it to and where they want it seen. Others, though, haven't the foggiest notion. All they know is that they want to gain more business and want me to bring it to them. Who in business doesn't want to gain more customers? That's a no-brainer. I've had clients like these who have expected me to do the impossible; market their business without any direction. One such client wanted publicity to attract clientele throughout New Jersey while another asked to be put in front of more corporate clients. It’s okay to start with a general goal as those, but if you can’t break your goal down into manageable increments I’m afraid your campaign, and ultimately your business, will go south very quickly.
How do you narrow down your digital marketing goals? If you are getting ready to generate content or have someone like me help you with that, it starts with deciding what you specifically want to accomplish, why would it be of value to your viewers and the targeted demographic you are focusing on. From there you should decide on the kind of content you want to generate and what platform to use to get your message out to the right people.
Let’s use my two clients as examples. Client A is an author who wants publicity throughout NJ to gain more readers to her newest publication on holistic health. I would start by asking her about specific populations who would be interested in reading about holistic health such as holistic practitioners or health conscious consumers. From there the client would need to further narrow down the characteristics of the group such as sex, age, geography and spending habits. Once the client has chosen the targeted characteristics of the group, he can begin to think of the purpose for his message. It could be this client wants to attract new readers; hence, generating content on creating awareness such as an introduction to his publication would be a good step.
Similarly, Client B must choose a particular corporate customer by narrowing down the industry, size, financial status, location and perhaps if that company would outsource for its tax preparation. Let’s say Client B is looking to attract the same demographics that their existing customers possess. There is still work to be done in focusing on a different area to target. Client B must also decide the purpose of attracting these new companies. Is he looking to promote an existing service that he thinks this group would be interested in or is there new information about the tax code that he believes this particular group would want to know to save money for their company?
Once a client has the specifics of whom they are targeting and why, they need to decide on what form their content will take and where their message will be seen. The format and platform will depend on some factors; the message’s purpose, the call to action, and the audience.
If the client’s purpose is to educate or inform, they may want to generate a blog and enable their prospects to subscribe to future publications. With respect to choosing a platform, it would depend on where one’s audience is usually found. For instance, Client A’s consumer audience may like to read about or get information about holistic products and health on Facebook. Thus, that is where Client A should be posting information about his book or perhaps how his prospects can purchase a publication. If he wanted to demonstrate a particular product or health regimen, he might want to create a video and upload it to Tube, then provide a link to it from Facebook. Prospects of Client B would most likely be on Linked In to get information about tax services and keep abreast of the changing tax laws. Client B would do well by posting an industry article. If their audience is more interested in numbers and trends then posting an Infographic may be a better choice.
Once a client has their goals narrowed down and is ready to generate content or have it created for them, it’s vital that they convey to their audience the action they want them to take. The Call to Action will provide a clear signal to the recipient of what they should do next in order to become a customer, educated consumer, loyal follower, etc. After all, that is the ultimate goal; to transform your leads into customers. The examples of CTAs are many but most popular requests are to subscribe to an email list, redeem a coupon offer, download product information, arrange a consultation, or encourage purchase from an online store.
Have a business and want to gain new customers? That’s just the beginning to driving an audience that will want to engage, follow your brand and eventually buy from your company. Have a marketing plan in place that will help you implement your goal.
Most importantly make sure you break your goal down into manageable increments. Know what you want to accomplish, who you want to reach, the kind of content you want to generate that will be most appealing to your audience and which platform your message will be best received in.
YOU'VE REACHED A FORK IN THE ROAD OF LIFE—COULD BE A GOOD SIGN!
Sometimes it takes a crisis, like a pandemic, before we decide it's a good time to reflect on aspects of our life. Maybe we've discovered that we need a change, a renewal in our daily routine to rejuvenate whatever has become stale, mundane, dispassionate, and even purposeless. Perhaps we need a new plan, a bolder goal to get where we want to go. Where do you want to go? Life is certainly a journey in which we cannot stop. When you hit a fork in the road that is a sign there needs to be a change. You need to figure out where you're headed, though, before you go any further.
Think about where you've been. Look at the path that you've traversed and reflect on what you've learned, good or bad. Then do some serious housecleaning and throw out what you no longer need in your life; discard of what no longer serves you. Hold onto the things that work and find a better way to do those things that bring you a greater sense of success and satisfaction.
Once you've completed your housekeeping it's time to tell your story; to show the world where you've been and where you're going. It is within that process that you can help others with their journeys while working on your own path to the sea of possibilities. Whether it is a re-invention or self-discover, business venture or personal achievement, you know you have to move forward with a clean slate.
Be a teacher by empowering others with your story and you'll be as rich as a king. Be a leader to others by helping them find a voice to tell their story so that they, in turn, can empower others.
Need help telling your story with fresh, invigorating content? If you’ve reached a roadblock, we can help you get your message across! Schedule your 15-minute complimentary consultation today. Call Andrea at 848-213-5520
COVID-19—TODAY'S CAME CHANGER FOR CONTENT MARKETING AND HOW TO NAVIGATE THE NEW NORM
There's no doubt that COVID-19 has compelled most business owners to reevaluate their costs and in so doing, shift attention to fulfilling only their most immediate needs.
Although you may be forced to cut back on certain services, marketing should always be an integral part of your business because it keeps an important door open to the future success of your company.
Whether it's retaining existing customers or laying the groundwork for procuring new clientele, marketing remains one of the key components that will determine your business's life expectancy. Although you cannot go all in like you had before the pandemic, there are economical ways you can get your message out and remain visible to current and potential customers. To begin, review your goals and strategies for the year and ask yourself the following questions:
1. What were you doing to market your products and/or services? Is it email, social media, blogging, video, traditional ads, networking, telemarketing, or something else? Maybe it is some of those or all of the above? If you were using multiple platforms, you may have to trim some of the fat. Decide on which approach(s) saved you most on cost and got you the most bang for your buck. Stick with those activities that brought you much attention, more followers and the most meaningful connections and discontinue those that are a liability, at least for now
2. How were you engaging with your audience to keep your offerings in their mindset and how often?
If you've been spending money on Facebook, Google or traditional ads, depending on what your ROI has been, consider reducing your campaign budget or its frequency. Find other means by which you can attract an audience. Although it takes a while to see results, organic methods of reach are free. For instance, you can update your SEO with more relevant key words, gather more testimonials, and offer regular webinars or post relevant videos and podcasts to keep your followers up to date on various topics and offers attached to your brand.
3. What value that you have provided before do your followers come to expect?
Whether it is a regular blog, video, newsletter or other offer that has helped you steadily increase traffic and engagement to your channels, stay with what you've been doing. Anything else that hasn't shown a pulse in some time, get some advice on how to revive it or let it go.
4. How can you retain the same level of visibility after having to make significant cuts to your marketing budget?
It's not easy, but it is very doable and this hardship will not last forever. Consider how you are coping in your personal life. No doubt that you've had to adjust your standard of living by becoming more frugal, practical, and simplistic. For instance, you are only shopping for essentials, cooking at home has become a constant, and entertainment is mostly confined to your home or backyard. It's not what you had envisioned but you are surviving because of your fortitude and creativity. The same can be done with your marketing approach. These are indeed unprecedented times that will call for a unique response to doing business.
In navigating these unchartered waters you may need assistance with reevaluating and renewing your marketing goals, thus generating the kind of content that will resonate with your audiences’ changing needs. Prolific Profiles 4 U can help! It begins by scheduling a no-cost consultation to start a discussion as to how we can work with you in creating an affordable campaign that is tailored to your brand to best attract and retain business during this difficult time. For an appointment, call Andrea at 848-213-5520