Client referrals and recommendations are a great marketing tool for independent professionals. Testimonials give your business credibility and are particularly helpful for prospective clients who may be considering your services. What other people say about your work is an important part of their decision-making process—testimonials often are the main driver of purchasing decisions.
So, once you landed that coveted referral, what’s the best way to showcase it? Here are five ways to present client testimonials to help you attract the clients you want and get new business.
Displaying testimonials on your professional website is a no-brainer. Your website will likely be the first-place prospective clients look for examples of your work, and if they like what they see they will want to know what it is like to work with you.
Make it easy for them to find and read testimonials from past clients by creating a specific page, tab, or carousel on your website to showcase recommendations. You may also consider highlighting a more in-depth profile of a client through an interview-style blog post.
Quotes are a great way to highlight shorter referrals that you may receive. If a client provides a referral, ask if you can add a photo of them next to a quote from their recommendation. Incorporating a picture with the quote will help to personalize the referral and allow prospective clients place a name with a face.
For an example of how to use call-out quotes on your website, check out Salesforce’s customer success stories.
Case studies can provide a more personalized, in-depth customer story that interested clients can dig into. When you find a client who is interested in being featured in a case study, make sure that you actively communicate and involve them in the write-up process; remember, you are featuring their business and they will want to make sure the information you include is accurate.
Case studies tend to follow this general format: introduction (background information about the client and their problem), action (how you helped solve their problem), and results (what happened). Be sure to put your case study into a medium that is easy for people to view and understand such as a blog post, infographic, or white paper.
Check out Zendesk for case study examples.
People talk about their favorite brands online all the time—your business is no different. When you receive a positive tweet or mention, embed it in your newsletter, highlight it on your website, or like it and retweet it with a thank you.
Use your social media platforms to invite people to give you feedback as well. When you receive feedback, whether it is positive or negative, engage with the person who provided it and start a conversation. People will appreciate you listening to them and taking the time to draft a personal response.
Video can be a highly engaging medium to share client testimonials. If you’re on a budget, ask clients to record a short testimonial on their smartphone talking about their experience working with you. Or, find a local videographer to capture client feedback. Share the videos on your website, social media, blog, or email newsletter.
Video testimonials require more moving parts and a bit more effort, but they can provide a valuable, compelling case for your business.
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