If you’ve debated adding customer testimonials to your website, stop debating and do it now. These positive comments from your customers can be a powerful marketing tool. They tell new buyers that you've got a legitimate product or service and that people are getting benefit from it, and they can truly influence a buyer.
One survey by Zendesk found 90 percent of customers who recalled reading online reviews claimed that positive reviews influenced their buying decisions. Gathering those customer testimonials is easier than you’d think.
Here are a few ways to encourage customers to give you reviews you can use.
Gather Customer Reviews from Social Media Platforms
Major social media platforms offer a place for your customers to leave reviews. The platforms your company uses to engage with customers are the perfect place to capture these comments. LinkedIn allows comments for individuals. This might work well for your company if you'd like feedback on individual employees.
Engage with your customers by asking them to leave reviews at platforms where your company or employees have accounts, explaining that you might be using select ones at your company website.
YouTube Video Reviews from Customers
If text reviews from customers are helpful, videoed ones are even more so. Encourage customers to make videos of themselves talking about their experiences with your products or services. They might want to enthuse about the company overall or an individual with whom they’ve worked.
Have them post review videos on their personal YouTube pages. You can then favorite them from your company YouTube account. If you get several, create a playlist of customer reviews.
Keep a camera around the office for capturing quick customer reviews on the fly. Add these to your company YouTube channel. If it has enough traffic to warrant it, customers might be enticed to be want a feature on your channel in exchange for their comments.
Questions to Ask for Powerful Customer Testimonials
To prompt powerful (and useful testimonials) from your customers, you will want to ask pertinent questions about their buying experience. Prompt them with questions like:
- What features convinced you to buy this product or service from us?
- What are the biggest benefits you've experienced?
- Would you recommend this product to others?
You might also ask them about their experiences working with your company. If you go with a structured set of questions like this, be sure to round it out by asking if they'd like to add anything else. Those spontaneous comments may be even better for your site.
Respond to Negative Reviews Immediately
Of course, not all the reviews you receive will be positive. That's the nature of being in business; you can't please all the people all of the time.
When you do get negative reviews, be prepared to respond to them quickly and professionally. When potential customers come across these at some point and see you've offered to address the unhappy customer issues, you may ultimately score a positive impression overall.