Highlighting customer statements and focusing on how satisfied a customer is can have a positive impact on brand reputation and the overall success of a business. When organisations spotlight the positive comments and opinions of an individual customer, it inclines other potential customers to be invested in the business. This impacts their purchasing behaviour and prompts them to consider buying from the company. To support this sentiment, it was found that 88% of people trust online reviews written by other consumers in comparison to recommendations from their own personal contacts. Therefore, by utilising testimonials in marketing, customers are motivated to purchase from the business.
Customer testimonials can be a powerful marketing tool for companies, as they provide social proof and credibility for a business’s products or services. Some benefits of using customer testimonials in marketing are discussed below.
1. Increased credibility
Customer testimonials are vital as they provide third-party validation for a business’s products or services. When potential customers see that other people have had positive experiences with a brand, they are more likely to trust and believe in the company. When consumers generate content themselves about their purchase experience, it significantly influences product judgements. It also has an impact on purchase decisions as it provides potential customers with an understanding of another person’s experience with their purchase.
2. Social proof
By showing that other people are using and enjoying a company’s products or services, customer testimonials can become clear proof of a product or services advantages to a potential customer. This can be especially effective in driving conversions, as people are more likely to act when they see that others are doing the same. When customers visually see positive testimonials, it facilitates discussion and encourages brand awareness of a product or service. This may encourage potential customers to be invested in the business and what they offer. As a result, this contributes to the overall viability and financial prosperity of an organisation.
3. Personalisation
The viewpoints and opinions of customers can be personalised to highlight specific aspects of a company’s products or services that are most relevant to customers. This can help businesses tailor their marketing messages to specific segments of their audience and make their products or services more relatable and appealing. By understanding what an individual values in a product or service, it helps the marketers further comprehend how to advertise their product or service to ensure consumer requirements are being achieved. Based on statistics that was found, 80% of consumers are more likely to conduct business with a brand that provides them with a more personal experience. Therefore, testimonials can help a business recognise certain aspects that are applauded by customers and use these specific elements in marketing.
