A client testimonial is one of the most epic methods of content marketing. To grow brand awareness and improve reputation, you utilize marketing campaigns to pull in new leads and generate conversions. You can use client testimonials to meet these goals.
Several studies demonstrate that client testimonial carries a lot of weight as a type of word of mouth (WOM) marketing.
In one study conducted by AC Nielsen, 30,000 consumers were surveyed. Out of these survey participants, 83% completely or somewhat trust the recommendations of friends and family, and 66% place a high value on client testimonials.
Another survey asked 2100 respondents about their faith in client testimonials, and the results showed that 88% of respondents believe these evaluations help to “determine the quality of a business”.
Getting testimonials to enhance your conversion rate on your website is critical. What is the best way to get testimonials from customers? It is so simple: just ask them. However, buyers expect your product or service to meet or exceed their expectations.
This article will highlight the 8 ways client testimonials are critical for content marketing.
Let’s jump right in, shall we?
8 Ways Client Testimonial is Important for Content Marketing
1. Client testimonial uses the power of storytelling
When you take the time to read and watch client testimonials, you’re hearing the story of a buyer (the protagonist) who is on a mission to solve a problem and who eventually discovers a solution once they have turned to your firm.
Moreover, a scientific study found that we’re hardwired to tell stories. People who understand and express human characteristics are better able to communicate their ideas and initiatives, which results in more reliable success.
A tale that concludes with clients receiving a happy ending when they turn to you influences the new leads who notice your products and services.
Social media is a terrific way to get exposure for your brand. On social media, client testimonials tend to be more shared.
Your customers will showcase your endorsements to their friends, who will then highlight them to their friends, and so on. Word of mouth is quite effective.
Moreover, including your website address in your posts results in many more clicks without requiring any salesmanship.
In short, share-ability plays a dominant role in making client testimonials important for content marketing.
3. Client testimonial influences a person’s purchasing behavior
Client testimonial has a massive impact on the buying decisions made by both business-to-business (B2B) and business-to-consumer (B2C) customers. There is a considerable amount of evidence in favor of this claim, as in the examples below:
- Almost all online shoppers use client testimonials to help them decide whether or not to buy something. In particular, for products and services that have a higher price tag client testimonial is a big help.
- For lower-priced products, reviews can enhance conversion by up to 190 percent; for higher-priced products, they can raise conversion by 380 percent. (Spiegel Research Center)
- 88% of customers rely on client testimonials when making a purchase choice (Zendesk).
- “Excellent testimonials” lead to a 31% increase in client spending. (Invespcro)
4. Higher CTRs
Brightlocal performed a survey on 6,283 consumers to investigate the relationship between client testimonials and click-through rates.
They discovered that a listing with 5-star ratings is more likely to result in more clicks than a listing with 4 or 3-star ratings. However, the click-through rate for a 1-star or 2-star rating was less than for a listing with no rating.
Furthermore, this study demonstrates that firms with outstanding evaluations are successful at getting additional customers.
Additionally, a negative or low review has the potential to damage a business’s reputation and reduce lead generation.
5. Client testimonial helps rank your website in google search engine
Higher-rated businesses receive more clicks. To do it off, you must first appear in search engine rankings. Google uses data from well-known review sites to gather and compute ranks for search results when visitors do a query.
When client testimonial gets outdated, you should reevaluate your collection process. Most businesses fail to ask clients for a testimonial because it is awkward to do so. It is paramount to understand that search engines push sites that are updated often.
Once customers have completed their checkout, using Google Customer Reviews is another straightforward way to have customers rate your business. A Customer Survey badge is also given to you if you are a Google Creative.
6. Case studies and other vendor resources yield leads at a lower rate than client testimonials
B2B marketing uses case studies as much as anything else. However, a recent Buyer Report by TrustRadius claims that online customer testimonial is a more credible and unbiased source of information than case studies.
When participants examined testimonials, they found them to be personal, easier to read and consume, unbiased. Moreover, they accurately reflected actual experiences.
Client testimonial showcases the benefits and limitations of a product. More so, they also support or contradict the claims of a vendor.
7. Attracts customers by creating client loyalty
More than likely, you have used or purchased a product or service that blew you away with its unexpected quality. The likelihood is that you were delighted enough to write an email to the company congratulating them on their latest achievement.
They went out of their way to make contact and requested whether they might publish your kind sentiments in the form of a client testimonial on their website. Awe-inspiring is how it felt when they selected your work for their site! You felt like you were a part of the brand.
By doing this, you will ensure that your consumers feel appreciated every time they interact with you. You will have a client testimonial appearing organically as a result.
8. Attract new customers by tapping into the emotional wellspring of their needs
Aside from being a marketing tool, client testimonial has the additional benefit of building an emotional connection with your audience. Emotions have an enormous impact on decision-making.
A neurologist named Antonio Damasio examined the brains of individuals who had suffered damage to regions of the brain vital for the production of emotions (the amygdala and prefrontal cortex). The patients were capable of defining their goals but unable to make decisions. Because they did not process feelings, this is what they created.
Marketing messages used by businesses that depend on such studies include ones that produce feelings of delight, anger, concern, surprise, and sadness. Client testimonial makes your audience enthusiastic, and therefore more likely to buy.
As you can see, client testimonial is critical for companies of all sizes, whether they’re in the B2B or B2C sector. Your customers will tend to trust the word of other customers because no matter if you are running a local business or a global brand, your customers will be inclined to believe what other people say.
Moreover, reaching out to us at Vidmonials is an efficient way to start, especially if you are overwhelmed by the whole process.
At Vidmonials, we help clients to capture, manage, and share engaging video testimonials from their customers.