Gathering customer testimonials is important for demonstrating social proof. Learn how to ask for testimonials and how to incentivize customers to share testimonials.
- [Instructor] Hey, and welcome to Marketing Tips. I'm Brad Batesole and in today's episode, I want to share with you one way to improve how you source testimonials. Now it's no doubt that testimonials are incredibly valuable in your marketing efforts. They provide social proof. They create emotional appeal. They help you convey your brand's message without having to say it yourself, and they really serve as a way for your consumers to increase the trust as well as increase the incentive in engaging with your company.
But not all testimonials are equal. But it can be difficult if you're in a small business or a niche market to identify these really great testimonials. So here's an approach. Identify the most ideal segment and then incentivize them. In other words, out of all of your customers, you need to figure out who are the ones that are going to give you the best testimonial and then you want to give that little audience a big reason to contribute a testimony.
So you might look at your audience and identify anyone who's a repeat buyer, perhaps any customers who have been using your service for longer than a period time, say six months. Perhaps you track every customer who has had a positive customer service experience. Maybe you've tagged them in your ticketing platform or you simply have kept notes of those who've called in. Or identify any customers of yours that are also influencers, people who have a fairly strong social following or great connections in the industry that you're in.
To secure the testimonial, you simply need to create an incentive, create terms and conditions for that incentive as well as that testimonial, create the form, and then message the segment. So here's what I mean. First you need to create an incentive. Why am I as a consumer going to take time to write the testimonial? Now either you have such a great business and a great brand, I've already volunteered this. So some brands don't need any incentive. You can simply ask and people may do so.
But what's important is that you have terms and conditions for this testimonial. So you need to make sure that the user is agreeing to allow you to share this testimonial on your website, to use their likeness, to use their name whether it's their first name and last initial, their whole name, just their name, as well as their photo if they provide it. You may need to contact an attorney to identify the appropriate terms and conditions for how you intend to use those testimonials, but be sure that you have received the appropriate approvals to market with that testimonial.
Now I like to gather testimonials using a Google Form. I find that it's incredibly easy. It also allows a customer a quick way to check a box and they agree to the terms of conditions, and then simply send out a message. Here's an example of a testimonial incentive that I did with a company called RentTrack. It was simply a hey, share your story for a chance to win. Now this considered a sweepstakes so it does have additional terms and conditions and all kinds of regulations at the federal and state level to run, so be sure that you're looking into those when you're running a sweepstakes.
But it was pretty simple. I asked for a story, incentivized it for a chance to win. Another option would be to simply offer every single person in that segment a gift card at the completion of the testimonial. And Amazon makes it really easy to buy gift cards in bulk, and you can immediately distribute them after somebody has filled out a form. And finally, just create a form. Here's an example of a form that I have put together. What is your email address? Your first and last name? The city? How has our brand impacted you? In this case, RentTrack benefits credit scores by using Rent reporting.
So in this case, we ask specifically how did your credit score improve while using this product. You could ask other types of leading questions. The idea is use some leading questions. Don't just ask how did this work. Why do you like our company? Instead you can ask one, two, or three questions that allow you to then paste the answers together to form the narrative that you want. You really want to control that narrative. Thanks for checking in. As always, I'd love to hear from you. So connect with me on Twitter, via at bradbatesole, or on LinkedIn, and let me know if you have had a success gathering testimonials from your customers and how'd you go about doing it.
Note: Because this is an ongoing series, viewers will not receive a certificate of completion.