Marketing Mix: 7 Creative Ways to Use Customer Testimonials to Make Sales


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Reading testimonials and customer reviews is now part of the buying process. It is easy to understand why. With so many products and services to choose from and so much information available online, consumers want an honest, personal review from someone who has purchased and used the product.

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The numbers tell the story. Most online shoppers (79%) trust reviews as much as recommendations from people they know. Ninety-four percent of consumers say they are more likely to buy from a business they have read positive reviews about. On another side, 92 percent say they are less likely to use a business that has negative reviews.

The impact of opinions is all the greater if we consider that 55 percent of consumers no longer trust the companies they buy from as much. Sixty-five percent do not trust the advertisements and 71 percent do not trust sponsored media advertisements.

This lack of trust makes it harder and more expensive to acquire new customers. In this environment, leveraging positive customer testimonials can help brands build credibility, generate interest, and ultimately generate leads with high purchase intent.

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The different types of testimonials

Testimonials on social networks

These are the organic and authentic statements of satisfied customers on your social networks. They are usually short, straight to the point, and relay a specific positive experience. It has become a good practice to present them as they appear, without any modifications or visual enhancements.

Testimonials from industry “experts”

These testimonials/opinions come from opinion leaders in your market and work well for B2B businesses.

Testimonials from satisfied customers

These usually follow a similar format: a sentence or two from a satisfied customer explaining how a product/service has helped them. To maximize the impact of this type of testimonial, include a photo of the customer. This builds engagement and increases trust in what they say.

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Video testimonials

The popularity and impact of marketing videos continue to grow. When it comes to testimonials, video offers brands the opportunity to get creative and build engagement with potential customers.

The Best Ways to Use Testimonials for Lead Generation

  1. Document and share the experiences of your most satisfied customers

Do an in-depth analysis of your long-term customers and find out how your products/services help them. Ask permission to share these real-world stories on your website (on your landing, product, and pricing pages, for example). It’s a great way to build trust and credibility.

  1. Use video to create engagement

Don’t rely on text alone. Film the testimonials of your satisfied customers. Seventy-two percent of people prefer to receive marketing information in video rather than text, and 84% say a branded video convinced them to make a purchase. People are also twice as likely to share video content with their friends than any other type of content, including social media posts, blog posts/articles, and product pages.

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Make sure testimonials stay real and explain exactly how your product or service made a difference. This is especially important in the B2B space where tangible impact is key.

  1. Use different media to increase awareness

Include links to testimonials on your YouTube, LinkedIn, Facebook, Instagram and other social media accounts, as well as in your digital marketing campaigns. Sharing compelling customer testimonials across a range of media can help expand reach and encourage people to learn more about you.

  1. Keep the focus on credibility

Trust is the priority of consumers. To confirm authenticity, link to the reviewer’s social channel or website.

  1. Create different testimonials for different target audiences

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There is no single testimony. As with all aspects of marketing, it’s important to be specific and targeted. Keep your target buyer personas in mind when crafting testimonials. This will ensure that the potential customers you are trying to attract see themselves and their needs reflected in the success stories you share.

  1. Capture attention by highlighting what influencers are saying about you

Influencers are influencers for a reason. Their followers trust them and are inclined to act on their reviews, recommendations, and opinions. If you have influencers among your happy customers, be sure to shine the spotlight on their testimonials.

It’s easier to sell to potential customers who read and interact with testimonials about your business and products. Even people who are unsure can be persuaded by convincing success stories from satisfied customers.

Want to learn more about incorporating testimonials into your business marketing plan? Contact Anna Merchant ([email protected]) to find out how Postmedia Solutions can help you!


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