What Type Of Testimonials or Reviews Should My Business Have?

It’s no secret that well over 90% of consumers check out online reviews and recommendations,  before deciding where to spend their money.  Likewise, it’s common knowledge that the vast majority of shoppers trust online feedback just as much as they would a personal recommendation from a friend or colleague.

Social proof comes in many forms, but none more powerful than testimonials.  In which case, it simply makes sense to leverage as many different types of testimonials as possible. Bog standard Google reviews are well and good, but getting a little more creative can help you tap into the limitless power of positive word-of-mouth.

With this in mind, here’s a rundown of five of the most powerful testimonials types to add value to your business:

1. Social Media Mentions

These sometimes occur organically, but are typically the result of consumers being reminded to help you out.  Each time you make a sale and chalk up another happy customer, ask them to mention you via their social media profiles.  Let them know how much it will help you out, and show genuine appreciation. Social media mentions can be a great way to boost your credibility and image, while at the same time maximising your reach.

2. Source Video Testimonials

Video has become the preferred form of content for the masses, which also extends to testimonials.  One study conducted by Wyzowl suggests that almost 80% of people now use video testimonials to evaluate businesses and products, before making purchases. Brief, believable videos shot by genuine customers carry the kind of authenticity that goes beyond anything you can say as a brand.

3. Before and After

This is essentially a variant of the above, in which you use videos or image-based testimonials to showcase the practical value and benefits of whatever it is you’re selling.  Online shoppers aren’t interested in sales pitches and product descriptions. They’re interested in how their lives will benefit from your products/services, and this is a great way to show them.  Just as long as what you’re selling delivers tangible, measurable benefits, it’s an avenue to consider.

4. Influencer Partnerships

There are two types of influencer partnerships – those you pay for, and those that actually mean something.  When an influencer has clearly been paid a high price to endorse something, it has little to no impact. But if you can persuade an influencer to promote your brand because they genuinely want to, it’s an entirely different story. Hence, where the ‘partnership’ aspect comes in – an approach that involves getting others in your niche involved in what you do, and collaborating for mutual benefit.

5. Case Studies

Finally, case studies give you the opportunity to build on the whole value proposition aspect of your products/services. It’s a little like a before-and-after piece, but delivered with a lot more depth. With case studies, you can really go into detail with things like the buyer’s problem or requirement, how and why they chose you, what they bought, what they get out of the deal, and how they’re so much better off today for having bought it.  Case studies can be particularly influential in B2B circles, but can also be great for convincing everyday shoppers to get on board with what you do.