Client Testimonials – How Marketers and Agencies Can Use Them to Grow

March 29, 2021
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Word-of-mouth marketing has emerged as one of the most effective organic ways for online marketers and digital marketing agencies to attract new clients and grow their businesses.

The Emergence of Client Testimonials

Have you ever seen a passage on a company website detailing positive customer experiences with the company, its products, or it’s services? Well, that’s a testimonial.

Categorized as a form of “earned advertising”, client testimonials provide valuable word-of-mouth exposure for businesses. Since 84% of consumers trust online testimonials as much as recommendations from friends, they represent a real opportunity if used properly.

Testimonials are a form of social proof, and speak to past experience while using a product or a service. Businesses use them to show website visitors and prospects how much previous customers enjoyed what they have to offer.

group of people at a table

How Customer Testimonials Can Drive Growth for Marketers and Agencies

Whether you’re looking to increase repeat business, add more leads to your pipeline, or boost your conversion rate, customer testimonials can serve as an invaluable tool.

They can help agencies to increase credibility, drive customer purchasing decisions, boost search visibility, and much more.

Here are just a few strategies you can use to leverage the power of testimonials for your agency or marketing business.

Tell a story

The best testimonials tell a story about how using your services has helped clients solve problems. Therefore, use them to craft a compelling narrative that pulls visitors in and makes them want to experience all those benefits for themselves.

It’s best to be as specific as possible here. What problems was the customer having, how did your business help them, and what was the end result?

Remember the golden rule of story-selling: the main character isn’t you, your business, or your services. It’s the customer.

Woman on a boat

Include testimonials on your services page

Have you ever been browsing an e-commerce website, considering a purchase, and been swayed by the great reviews of a product? You can utilize the same principle on your site.

If you have a services page where you outline the various services you offer, include relevant testimonials on that page. This means prospective clients don’t have to go looking for reviews of your work, because they’re right there in front of them. This increases the likelihood that they will go ahead and make an enquiry about working with you.

Use Google Reviews for a local SEO boost

Did you know that reviews can give your local search performance a boost? If you haven’t claimed your Google My Business page yet, you should make it a priority to do so. Happy customers and clients can then leave reviews.

Even if your business is entirely online and not geographically restricted, people like to patronize local businesses. Therefore, it’s well worth taking the time to improve your local rankings with reviews.

How many reviews do you need? Probably fewer than you think. Marketer and author Brodie Tyler found that businesses that appeared in the top 3 local search results had 7.62 reviews on average.


Use testimonials on your landing pages

A landing page, unlike your homepage, is tied to a specific campaign and designed to push visitors to take a specific action (such as joining your email list, signing up for a webinar, downloading a resource, or availing themselves of a free trial).

Strategic use of landing page testimonials can increase their success markedly. Therefore, always include at least one testimonial that aligns with the goal of that particular page.

Share testimonials on social media

Social media is an immensely powerful marketing tool. If someone is considering working with you, chances are they’ll check out your social media channels.

Therefore, as you plan your content for social media, make sure you include content based around testimonials. There are numerous ways to do this. You can take advantage of platform-specific reviews (like those you’ll see on business pages on Facebook), post client feedback on your social media pages, or repost and share social media praise from satisfied clients.


Make use of video testimonials

Visual content has a few advantages over text. Videos are often easier to consume, easier to share, and more engaging and entertaining than other forms of content. Moreover, Cisco predicts that video content will account for more than 80% of internet traffic by 2021.

With video testimonials, you can represent visually how your business has helped clients. These could take the form of simple straight-to-camera videos where your client talks about how you’ve helped them. You could also shoot longer case-study style videos, such as Slack’s extremely successful So Yeah, We Tried Slack campaign.

You can post these videos on your social media pages, upload them to your YouTube channel, embed them on your website, and even send them in email marketing communications.

Wrapping up

If you haven’t already, you should make client testimonials a priority. The data speaks for itself: they are enormously effective for marketers and agencies looking to grow, attract more clients, and increase conversions.

By showing prospective clients what they stand to gain by using your services, testimonials increase your brand’s credibility through the power of social proof.

Now it’s over to you – how will you use testimonials to grow your business?

About the author

Matt Diggity is a search engine optimisation expert focused on affiliate marketing, client ranking, lead generation, and SEO services. He is the founder and CEO of Diggity Marketing, The Search Initiative, Authority Builders, LeadSpring LLC, and host of the Chiang Mai SEO Conference.

Matt Diggity