Customer testimonials are effective marketing tools that impact how users perceive your brand. They act as social proof of your products or services’ quality and value, pushing on-the-fence buyers into a purchase.
However, not all testimonials are created equal. They can take various formats, each bringing a unique perspective to your brand’s narrative.
In this blog, we delve into the following topics:
• What Are the Different Types of Testimonials?
• How Do You Get Customers To Write Testimonials?
What Are the Different Types of Testimonials?
There are six types of testimonials that can bring significant value to your business:
1. Direct Quotes
These testimonials feature verbatim quotes from customers, capturing their exact words and sentiments about your product or service. Direct quotes are powerful because they provide authentic and unfiltered customer feedback, showcasing genuine experiences.
Details such as the author’s name, job title, company and photograph add a layer of authenticity to the review.
On the Thrive website, you will find an excellent example of quote testimonials. Each quote explains how Thrive has helped them grow their businesses. Quotes also show the types of customers who would benefit most from these services.
Source: Thrive
2. Video Testimonials
Video content captures the attention of viewers like no other format. Research shows that 43% of consumers find branded video content to be the most memorable, surpassing other formats like photos and written content (HubSpot).
Moreover, 79% of individuals rely on video testimonials to gain insights into a business and its offerings (Wyzowl). These videos condense valuable information about a business in an easily digestible format.
Consider this video testimonial from Thrive featuring Michael Farah, founder of the Farah Law Firm. In the video, Farah starts by introducing his company and its services. He then delves into the marketing challenges his firm faced and shares his journey of researching companies until he discovered Thrive.
In just two minutes, the video presented the entire customer journey. It also highlighted precise reasons why the client recommends Thrive to others in his industry.
Source: Thrive
Effective video testimonials are structured like a complete narrative, featuring a clear beginning, middle and end. Prospective customers are more likely to convert when they can relate their own pain points to those shared in the testimonial.
3. Social Media Mentions
Social media mentions occur when your brand or business is referenced on platforms like Facebook, X (previously Twitter), Instagram, LinkedIn and others. They can appear in the form of tags, shares, comments or posts by users.
Social mentions serve as informal, real-time feedback. They can impact your brand reputation, credibility and relationship with your audience.
Both positive and negative mentions boost visibility and offer a chance to engage with your followers. When someone mentions your brand on social media, it’s important to respond promptly. In fact, 64% of consumers expect brands to respond and interact with them in real time (Salesforce).
Social media platforms are equipped with analytics tools to track mentions and measure customer satisfaction and engagement. They also have notification features that alert you when someone tags your brand.
Resharing positive mentions is a great way to attract new customers and sales. Be sure to acknowledge profiles that mention your brand by sending a quick thank-you message. This can help make them feel valued and appreciated.
On top of that, monitoring social media mentions enables you to pinpoint influential individuals or brand advocates who speak favorably about your brand. This can lead to potential partnerships that further boost your visibility and advocacy.
4. Influencer Partnerships
Influencers are people who have built a large following that trusts their opinions and recommendations. They create and share videos or images that resonate with their audience, often focusing on specific niches such as fashion, beauty, fitness, lifestyle, travel, technology, gaming or business.
Leveraging testimonials from influencers is highly effective because of the credibility and recognition associated with their names. When they share their positive experience with your product, it carries weight and encourages their followers to consider making a purchase. Capitalizing on their following also enables you to access audience segments that may have otherwise been out of reach.
Today, both small and large brands incorporate influencer marketing. Studies indicate that 82% of consumers have either bought, researched or thought about purchasing a product or service after seeing posts from influencers or loved ones.
Naturally, influencers need to be compensated, often with cash or complimentary products. The more renowned the influencer, the higher the fee they may charge to endorse your brand.
For instance, HelloFresh, a home-delivery meal kit subscription service, partnered with celebrities and macro-influencers to get their brand in front of ideal prospects.
Their Refresh with HelloFresh campaign won the 2020 Influencer Marketing Awards for Best Food and Drink Campaign. The brand partnered with 15 micro-influencers who took part in a 21-day challenge to prepare healthy meals from scratch and explore a range of HelloFresh recipes.
@heyitsjenna, a lifestyle blogger and mom of three, shared her positive experience with HelloFresh and urged her followers to try it using her discount code.
The campaign, comprising 461 influencer posts, garnered 5.5 million impressions and prompted 20% of the influencers’ followers to mention HelloFresh on Instagram. This data highlights the power of influencers in reaching and engaging with audiences effectively.
5. Before-and-After Stories
Before and after customer testimonials serve as powerful social proof. These real-life examples prove that your product or service can deliver on its promises.
Here’s an example of a before-and-after review of Kylie Jenner’s skincare line published on Harper’s BAZAAR.
Source: Harpers Bazaar
This type of customer feedback can also address common objections or doubts that prospects may have. Seeing the success stories of others can alleviate concerns and instill confidence in your brand.
6. Product Page Reviews
Customer feedback displayed on your product pages helps potential buyers make informed decisions. It usually addresses aspects such as product quality, the accuracy of product photos, shipping times and customer support.
Source: Amazon
A higher number of positive reviews can give you a competitive edge over similar products in the market. Shoppers use product reviews to verify the authenticity of the product and its seller, reducing the risk of purchasing counterfeit or low-quality items.
Products with higher ratings and more reviews also tend to rank higher in Amazon search results, increasing visibility and potential sales.
How Do You Get Customers To Write Testimonials?
Here are three ways to get your customers to take time off their way to provide testimonials:
• Simplify Feedback Submission
When the process is simple, quick and convenient, customers are more likely to share their thoughts and experiences. In contrast, if your feedback submission process involves too many steps or lengthy forms, customers may feel discouraged or overwhelmed.
Besides having a dedicated testimonial form on your website, consider using a Google Reviews Link, which directs users to your Google Reviews form. Share this link across your social media channels and marketing materials to encourage more testimonials.
• Time Your Requests Properly
Timing is everything in effective marketing. Consider sending SMS or email review requests within a few days to a week after a positive interaction or successful purchase. This way, the experience is still fresh in the customer’s mind.
Address the recipient by name and keep the message concise and engaging. Provide a clear call to action on how they can leave a review.
If you don’t receive a response to the initial request, consider sending a follow-up message after one to two weeks. However, avoid being overly persistent or spammy, as this can deter customers from responding.
• Display Customer Reviews Across Various Platforms
When customers see that their peers have taken the time to write positive reviews, they may feel compelled to do the same.
Displaying testimonials prominently on your website shows your commitment to customer satisfaction. It proves that you appreciate your audience’s opinions and are dedicated to improving their experiences.
Leverage Social Proof and Strengthen Your Brand Reputation With Thrive Local
Both negative and positive reviews offer valuable opportunities for businesses to learn, improve and build a strong brand reputation.
At Thrive Local, we help you build an effective marketing strategy that turns leads into brand advocates. We work with small businesses and multi-location companies aiming to attract high-intent traffic and yield greater returns. Our team follows a multi-channel approach to drive engagement and customer satisfaction.
Get in touch with our team now and grow your bottom line!
