Working With User Reviews
Many people believe strongly in user testimonials, and I believe that you can also apply this to the various reviews you may get on different sites, as well. These messages are a powerful way of relating other customers and clients’ experiences with your company or your products, and more often than not- these are some of the very first things potentials are going to be reading about your company. It’s important to make sure that the ones that you have posted, you choose very well. Not all testimonials and reviews are created equal.
Let me start with how to get testimonials or reviews you can actually use- this is done through a feedback form, either on your web site or sent directly to the customer or client. Often, these are also great incentive makers- offering a percentage discount where possible can not only get you the feedback you want, but entice them to be a return. This also helps you to get the approval of the customer or client to use the materiel for marketing and business purposes- but, make sure that you have a disclaimer under your feedback form where they do grant you permission to use it. If they send photos of themselves- for instance when you have the social networking aspect, be sure you have that permission. (Using tagged photos on Facebook for example) This is actually quite powerful in furthering the personal aspect of the testimonial or review, and making it that much more meaningful to potential clients and customers.
Choose the ones that are more specific. Vague assertions of how wonderful it was to do business with your company are not very convincing and they don’t offer enough direct information about what you do. Make sure that the testimonials that you use are direct. There’s an easy way to do this without coaching- simply ask them to provide a reason that the experience with your business was a good one, and why. A good review or testimonial is going to show those potential customers or clients quite directly what you have to offer, and that you have in fact provided on what you claim. Speaking directly to the customer is much easier, when it is coming from another customer, especially a satisfied one.
Also, in this same light, information that is verifiable is always best. You do this with hard numbers and facts, but how do you get a client or customer to provide those? In your feedback forms, it’s always good to include a benefits section- for instance as I mentioned above, if you’re asking for a specific reason, you can also include a question about the key benefits that customer or client saw.
These are just a few of the ways that I have seen effective testimonials and reviews work for businesses. If you have a page specified for this on your site, working with it, and managing it in a better way can bring a more personal aspect to your business and create a stronger trust in your brand.