HOW TO USE SUCCESS STORIES IN YOUR INBOUND MARKETING STRATEGY
If you are using your website to attract new prospects, you may have wondered how to offer testimonials more successfully.
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Testimonials and success stories are a key piece of content because they provide unbiased feedback that helps you sell better.
By using these testimonials in text, audio or video on your site, you will be presenting content that will promote your product in a much more convincing way. And that's something that will give you credibility .
Why do testimonials and success stories work? Because they are not your typical sales pitch. At the end of the day, you are using real stories, real people, your real customers, to show the success of a product or service.
At GROU we have learned that, if you use them correctly, testimonials will be there to convert more leads into customers , in the same way as a referral campaign.
Here are 6 tips on how to use testimonials to convert more leads on your website:
- Be MORE selective
One key to using testimonials is to use the ones that work best. Instead of the classic direct recommendations for your product ("This is wonderful!") Find testimonials that speak more about the details of the product or service and how it solved the "pain points" of that particular customer. It is more than proven that testimonials that talk about specific benefits, rather than generalities, attract more sales.
- Show faces
In the case of written testimonies, make them catch eyes by placing an image of the person giving the statement.
All of Hubspot's research, for example, suggests that adding photos increases clicks significantly. People like to associate a real face with a name, so never use stock photos.
- Show them off
Once you include testimonials on your website it is important that you show them off. It is key that you distribute them appropriately throughout the navigation of your site.
You can even create an exclusive page for testimonials. Talk to your web design team and ask them to include the testimonials on different pages, such as your home page, contact page, description page of product or service features, and so on.
There are several possibilities. Better research which ones work for your type of business and get to work.
- Remember your buyer personas
When you collect your testimonials, it is important that you make sure that you are attacking all the "pain points" and solving the doubts of each of your buyer personas.
Many prospects are looking for testimonials that they can relate to. That's why you need stories that show people with a profile very similar to the prospect you are looking for.
Also make sure to show customers representing all the buyer personas you are looking to attract. Focusing on just one, even with multiple testimonials, will not have the same impact.
- Never fake it
The most important rule of thumb when sharing testimonials is to use real statements from real clients. It's not worth risking your reputation by using fake testimonials.
The testimonials are there to provide credibility and establish trust. If you're willing to fake them ... how are you supposed to form a trusting relationship with your prospects?
- Include videos
Creating video testimonials is not something you have to do, but you should consider it.
Seeing and hearing a customer talk about your product or service sounds more powerful than just reading it.
Get your closest customers to record a 30 second to one minute video sharing how your company has helped them. Only then will your prospects see the appreciation that your current customers feel.
How to start?
Since you learned how to make testimonials on a web page, now is the time to gather the information you need to implement this Inbound Marketing tactic.
Reach out to existing customers who are happy with your company and ask them to share their success story.
By showing these feelings and stories about your products or services, you are creating one more tool in your Inbound Marketing arsenal to get prospects to trust and engage with your company.
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