Testimonial – You want to increase your conversion rate (“closing rate”, “sales rate”)? How about using referral marketing as a strategy, more precisely testimonials. Here’s a little insight into the marketing concept behind it (recommendation, trust, sales increase) with practical examples.
Testimonial in advertising: recommendation marketing
A testimonial is a positive description, endorsement or recommendation of a product or service by a person who has already used the product or service. Testimonials are often written by customers, influencers, business partners or media professionals and are used to authentically present the added value of a product or service.
Advantages of testimonials
Simply put:
Positive recommendation / experience
Strengths trust of the user / visitor
Increase conversion rate
Ways to collect testimonials
There are several ways to collect and use testimonials(brand advocates). One way is to provide a questionnaire or form where customers can describe their experience with the product or service. These testimonials can then be used on the website or in other marketing materials to build potential customers’ trust in the company or brand.
Influencer and content creator
Another option is to ask customers or influencers or “smaller” content creators to produce a video describing their experience with the product or service. These videos can then be published on the website or on social platforms such as YouTube or Instagram.
It is important that testimonials are authentic and credible, as they can have a great impact on the decisions of potential customers. It is therefore advisable to use real customer or user experiences and not made-up or purchased testimonials. Testimonials should also be as specific as possible, rather than general, so that they are relevant to the target audience.
Trust = Better conversion rate
Testimonials can be used in a variety of ways to build trust in a company or brand and increase conversion rates. For example, they can be used on the website or in landing pages to convince users of the benefits of the product or service.
They can also be used in emails, blog posts or social media to draw users’ attention to the company or brand and get them to try the product or service. Testimonials can also be used in classic print advertising materials such as flyers or brochures as well to build trust in the company or brand.
It is important to note that testimonials are not a substitute for a comprehensive cross-media strategy, but merely one element of it. They should therefore be embedded in the overall context of the marketing campaign and coordinated with each other.
Testimonial example
Here directly a few practical example for you:
Example Media and Advertising
An example of a testimonial in advertising and marketing might be:
“I am thrilled with the new marketing campaign from XYZ Inc. It has not only helped increase our brand awareness, but also increased our sales by 20%. Working with the XYZ Inc. marketing team was very professional and on target from the beginning. We look forward to future projects with them.”
This testimonial describes the positive impact of the marketing campaign on brand awareness and sales, and praises the marketing team at XYZ Inc. It is clear that the client is satisfied and looking forward to future projects.
Example insurance and pension
An example of a testimonial in insurance might be:
“I have been a customer of ABC Insurance for years and am always impressed with their professional advice and excellent customer service. I recently had a claim that was settled quickly and easily by the insurance company. I feel I am in good hands with ABC Insurance and highly recommend them.”
This testimonial describes the customer’s positive experience with the insurance company and praises both the advice and customer service. The customer feels well taken care of and recommends the insurance company to others.
4.9 / 5.0