As we explored in part one of this series, customer testimonials are effective ways for B2B companies to convert new customers. Here in part two, we’ll look at some effective ways to leverage testimonials through multi-channel marketing, further amplifying your message and building trust.
Feature Testimonials on Your Website
Your website is often the first point of contact for potential clients, so you want to position testimonials there, front and center. This may include the homepage, your homepage hero image or slider, product/services page or a dedicated testimonial page. Use a mix of written testimonials, video clips, and ratings, depending on your website builder and brand guidelines, and consider placing them near a call-to-action, to increase the probability of making a conversion.
Create Engaging Video Testimonials
Humanizing your brand with video testimonials adds a personal touch and helps customers connect better to what you have to offer. Record your best, most satisfied customers sharing their testimonial in their own words. Seeing and hearing real customers talk about your brand conveys emotion and authenticity, and further enhances credibility. Videos can be shared on social media platforms like YouTube, Facebook, Instagram and LinkedIn. From there you can embed them back to your website, include them in email campaigns and feature them in your email signature.
Fuel Your Social Media Presence
Social media is a key element of multichannel marketing. Share full client testimonials, snippets, video testimonials or audio clips on your social media profiles. Be sure to use eye-catching graphics with easy-to-read text. With their permission, tag clients when you post their testimonials to help extend the post's reach and increase your credibility through word-of-mouth marketing.
Add a Face to a Name
Without some level of personalization, a testimonial has less currency. Whenever possible, it is best to include a photo, name and company with testimonials. This affirms what your client has to say about your brand, helping the reader to connect emotionally and trust your product/service.
Incorporate Testimonials into Email Campaigns
Email remains a powerful marketing tool and you can integrate client testimonials there too. Complement your content by sharing feedback from a client that benefited from the specific product or service that you’re promoting. You can even segment your email lists to target specific audiences that will identify with your content, such as the same pain point. Whether it's a newsletter or a product announcement, include testimonials to strengthen your message and foster trust.
Maximize Webinars and Live Events
Webinars and live events provide an excellent platform to showcase the real-world impact of your products or services. Invite satisfied clients to participate in or even co-host these events and share their success stories. Their authentic narratives can be compelling and persuasive, leading to increased engagement and conversions.
Craft Compelling Case Studies
Case studies are the deep dive version of a testimonial. They typically share some background about the client, what their challenges were, how you solved their problem and what their results were. Case studies go far beyond lighter testimonials and reviews like, “This company was great to work with...” and dig into much more complex problems. Not only do they provide excellent social proof for potential customers, but they also give you insights into what worked, what didn’t and how you can make your product or service even better.
Conclusion
Client testimonials should be an essential part of your marketing strategy. By strategically repurposing testimonials across various platforms, businesses can build credibility, establish trust, and resonate with their target audience. Embrace the power of testimonials in your multi-channel marketing, and watch as your brand's impact and influence grow.
(Read more about using testimonials as part of multi-channel marketing in part three of this series.)
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