Tag Archive for: content creation tips

5 Strategies To Use Customer Testimonials To Gain Leads

We all look for and act on social proof, otherwise known as reviews or recommendations from any community. These recommendations can come in many forms. Word-of-mouth, third-party reviews, as well as what I’m focusing on in this article – testimonials. Customer testimonials influence us all of the time, even subconsciously, on how we behave and also our purchasing decisions.

It doesn’t really matter anymore who the review or recommendation is coming from. What matters is that we see evidence from our peers about services or products that either worked or didn’t. What matters is that we’re seeing evidence from our peers – in this context, other consumers – that the decision we’re about to make to purchase is the right one.

Design Great Testimonials

A great testimonial should include specific product or service details, but what does it all entail? Vague statements such as “great product” or “loved it” don’t usually persuade a customer.  Instead, your testimonials should describe what is so great about your product or service and how it benefited your customers. Include elements such as a name, date, and photographs of the customer or brand that you worked with. This information all serves to help legitimize the testimonial.

Improving Customer Experience

This goal is relatively straightforward. If you improve customer experience, you’ll satisfy more people and generate more testimonials. Consistent engagement is very important because only 28% of positive customer experiences end with leaving a review. If you’re putting effort in to enhance the customer experience, make sure you are also including feedback collection features. It is important to give your consumers the opportunity to provide a customer testimonial.

Understand Customer Journeys

Customer service teams often focus on negative feedback, but we want to remind you that there is a lot to learn from positive reviews as well. They tell you what your company is doing right and what you shouldn’t change. Understanding your customer journeys will help you replicate customer success and generate future testimonials.

Use Visual Content

What’s even better than a text box talking about your amazing products or services? Video content.

For a few of your most enthusiastic and dedicated customers, invest in video production of their testimonials to bring their stories to life. The video will tell your story across different media — on your website, YouTube, and social media — in a unique and engaging way.

Feature Content Anywhere Possible

If you have any compelling case studies, make sure to feature them anywhere you can on your site. Other creative ways to feature them are putting a link to the case studies on your blog, in your email signature, and in all of your social media profiles. The more places potential customers can see the results of your work across different media, the better.

More From Onimod Global

Onimod Global releases the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on the top digital marketing news and trends, click here. To find out more about who we are and what we do, click here.

The 3 Pillars Of Link Building

High quality content is the one of the keys to success when it comes to internet presence. Creating high-quality content can strengthen your business’ branding and spark conversions, but not if your audience is never exposed to that content. Link building is your solution to help your content be visible via other websites and in the search results.

Check out this list created by Michael Johnson, sales manager at Page One Power. He explains how to identify relevant linking opportunities, create and leverage linkable assets, and communicate with site owners in a way that compels them to link to your content.

Create audience-focused, linkable assets

Your links will be as good as your content. If you link to a site or an asset of your company that is worthless to the audience you’re selling to, it makes no sense to include in your content. For example, pointing directly to a product page or other pages that provide low-value to your audience of the sites that you target, you will have a tough time converting into paying customers.

Great linkable assets are audience focused and provide informational educational value. Your linkable assets should not be promotional. Johnson specifically cautions against requesting links to lower-value promotional content or product pages because they may come across as paid links, which may also discourage users from clicking through.

Identify relevant, valued and trusted sites for links

Use the following criteria to evaluate which sites are worth including in a link building campaign.

Value for users. The page that you’re interested in getting a link from should provide value to your customers. And of course, be sure the anchor text in the link helps set user expectations when they click through.

Relevance. Your link building should be relevant to the context of which the link is appearing and also match the audience that you want to attract.

Vet every site. Make a thorough investigation on every site. It’s very important that your sources are credible, and that you can be counted on as a trusted source for your audience.  “Always ask yourself the question, ‘In a world without Google, would I still want this link?’” Johnson said, adding, “If the answer is no, then you have to question whether or not that’s an organic link.”

Trust and authority. Always look at the backlinks to the site you’re thinking of incorporating into your content. “If you see that they are linking out to a lot of spam or are posting low quality content on their website, those are red flags that mean you should probably avoid that website.”

Keep the momentum after the link

After acquiring a link, link builders should send a followup communication thanking the site owner. To keep in contact with these brands puts you in a good position of goodwill between brands. Working together to make sure your audience has accurate and reliable information will translate into paying customers for you both.

Johnson also recommends paying attention to the internal linking of the page that earned the backlink. Since product or promotional pages aren’t likely to attract many of their own backlinks, internally linking those conversion-based pages to other pages with a stronger backlink profile will help you to build link equity.

More From Onimod Global

Onimod Global releases the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on the top digital marketing news and trends, click here. To find out more about who we are and what we do, click here.