EDITOR'S NOTE: I took a different approach with the
following article. Rather than just confining myself to SEO,
traffic, etc., I tackled the subject of testimonials and their
vital importance in your marketing communications materials.
Let me know if you like this approach.
I had a conversation with a prospect (make that a suspect)
and he informed me that testimonials were completely worthless.
This all started when I inquired what would convince him that
we are a quality SEO services provider. I offered several
clients names and contact info, and he replied, “That
means nothing.”
Hmmmm…well let’s look deeper into this dynamic.
I have noticed that SEO is getting a bad rap because of the
questionable practices and various scam/spam artists making
hay on the Internet these days.
Well whether it’s SEO, or you’re selling a service
or a product, testimonials DO work. In fact, when done correctly,
testimonials can effectively boost conversion rates. (That’s
the percentage of people who actually buy, factoring in all
those who visited your site.)
My good friend, mentor and traffic conversion guru, Alex
Mandossian, has identified 454
specific traffic conversion techniques.
Here are a couple of Alex’s proven tips regarding testimonials:
any testimonials with photos (and especially audio) are the
most effective.
And these same prospects are usually disappointed, through
our own experience, as well as that of other Internet marketers,
there are several additional tips that can help your create
your own testimonial powerhouse!
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11 PROVEN TIPS FOR POWERFUL
TESTIMONIALS THAT SELL
-
Include the FULL name. Just
an initial for a last name looks fake.
-
Always include a link to their
web site.
-
Feature testimonials in ALL
your marketing materials.
-
A testimonial in a P.S. of
an email is especially effective.
-
Include testimonials at
the “point-of-action.” Examples:
newsletter sign up and a “pre-order”
page.
-
NEVER publish testimonials
without your customers’ permission.
-
-
Show photos to increase believability.
-
-
Write the testimonial yourself.
Volunteer this option if your customers
are too busy. And get their approval!
-
Keep testimonials fresh.
Add and rotate them throughout your marketing
materials.
-
Get testimonials from proven
authorities.
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What makes a testimonial so powerful? It's third party
credibility that you deliver on what you promise. Do you
read review before going to a movie or a restaurant? Well,
a testimonial is like a mini-review.
Make testimonials part of your ongoing marketing efforts.
It doesn’t cost anything to build your testimonial
program. And the results could really help boost your ROI.
Marc Harty is the owner of SearchEnginePatrol.com. His
firm has obtained hundreds of top 10 search engine rankings
for a diverse list of clients, including those in the financial,
legal, human resources, educational and manufacturing sectors.
Marc regularly leads Internet marketing seminars and is
an authority on guerilla-style e-marketing.
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