Easy Ways to Share the Praise
Unpopular opinion: Testimonials are a great marketing tool.
I say unpopular because this is an area where I sometimes get pushback from clients. Most of them have customer testimonials lurking on their websites, but when I suggest turning them into social media posts, responses range from “I’m not so sure about that” to a polite but firm “No thank you.”
The Testimonial Turn-Off
I get it. A lot of business owners align with this thinking. Some believe in keeping quiet and letting their good work speak for itself. Some blush furiously at the slightest compliment, so the thought of taking it public is a hard pass. Some equate testimonial marketing with the many cringey ways there are to do wrong. The companies that endlessly (and loudly) post number one customer rankings without any evidence to back it up. The slick, scripted reels that don’t look or sound genuine at all. The social carousels that bombard you with one recommendation after another.
Easy Ways to Share the Praise
There is, of course, a big delta between using client feedback as hype and not using it at all. The first step is to find said testimonials, which can feel hard if you’re not sure where to look. Does the thought of having to ask a client to write a recommendation sound like a big ask to you? The good news is, that’s just one way to gather the good words you’re seeking. Here are three options that deliver without any heavy lifting:
- Did your company receive legitimate recognition from a legitimate organization or publication (I’m not talking about those pay-for-play industry lists)? Share it with a thank you to the organization that gave you the honor, and maybe even give a shout out to your fellow honorees.
- Did a customer post a positive mention about you, your company, or your product/service in their social media feed? Repost it and be sure to thank them for their business.
- Did someone email you with specific, positive feedback about your work? Hit reply and ask for permission to use their words. This is one of my favorite tips because no one has ever said no and using these ready-made recommendations is as simple as a quick cut and paste.
Good Words about Your Business are Good FOR Your Business
If you’re still on the fence, here’s more food for thought. Potential customers are over 70% more likely to trust your business if you share positive testimonials. That number jumps to 92% when they come from real people who are singing your praises because they genuinely like your work and not because you paid them. The bottom line is, there is huge value and credibility to be gained when someone other than you talks about you. AND, you absolutely can reap those benefits in a way that feels authentic instead of artificial.
So, I’ll say it again. Testimonials are a great marketing tool. The next time a customer talks about you (in a good way), let them! Then, use one of the tips above – or one of your own – and share their praise with confidence. You’ve earned it!
