Client testimonials are powerful. Research shows that 72% of people trust a business more after reading positive reviews and testimonials. When shared well, testimonials can help you not only build trust but remove skepticism and allow prospects to imagine their own success when using promo. This is because you’re not just talking about your offerings but showing real results and outcomes. This makes it easier for potential clients to see the value in working with you.
Zendesk’s Mozhdeh Rastegar-Panah says testimonials are goldmines where real-life experiences shine. They allow you to showcase everything from products to experiences to results. What kinds of testimonials work best? We share Rastegar-Panah’s thoughts in this issue of PromoPro Daily.
- Quote testimonials. These short, impactful statements highlight your company’s key benefits, features or experiences. Because these quotes are short and sweet, Rastegar-Panah says they usually appear on websites and in sales collateral and marketing materials.
- Social media testimonials. According to Rastegar-Panah, these testimonials are featured directly on platforms like LinkedIn and Instagram. They typically feature client praise or reviews, and they make highly public endorsements.
- Customer testimonial pages. Another option is dedicating pages on your company website for storing and sharing client success stories and endorsements. She says you could organize these testimonials in various ways, like by industry or use case.
- Case study testimonials. Rastegar-Panah explains that case study testimonials are in-depth, narrative-driven accounts about specific customers and complex problems. They usually include background info, challenges faced, solutions implemented and results achieved. For a different spin on this type of testimonial, create a testimonial video. They can be more time-intensive to produce, she says, but they combine verbal storytelling with emotional visual cues.
- Blog post testimonials. Instead of just featuring a few flattering quotes, Rastegar-Panah suggests turning particularly rich customer stories into full blog posts. Narrative-driven customer testimonial articles paint a clearer picture of a company’s relationship with a client, creating space for more details and takeaways. Plus, they offer valuable insights while simultaneously serving as powerful marketing content, she says.
When you want to convey the power of promo, turn to testimonials. Whether you use case studies, quotes or another format, testimonials provide solid proof of what you can help people achieve with promo. Instead of asking prospects to trust your expertise, testimonials let you show, with real examples, that you’re someone who solves problems and delivers results.
Compiled by Audrey Sellers
Source: Mozhdeh Rastegar-Panah is the senior director, product marketing at Zendesk.
