How To Use Testimonials In Content Marketing
If you’re in the online space, there’s no doubt that you’ve seen testimonials – statements from customers who’ve bought and experienced your service or product – as you’ve scrolled through your feed.
You know those screenshots people share of positive messages from clients? Yup. Those are testimonials, sometimes called social proof in the online business space.
When executed well, customer testimonials are an excellent way to gauge how your customers like your products or services. A good testimonial will give insights into your customers’ experiences and help you evolve your services. In addition, testimonials will help you determine what pain points need to be more thoroughly addressed and evaluate the likelihood of customer referrals.
But that’s not the only way a customer testimonial can help you improve your business. While it can help you better perfect your operations and offerings, it can also help you create content that connects that fires up cold audiences. But as I said, this is information you get only when a testimonial is executed correctly. Not sure what it takes to get a good testimonial that helps you sell?
In this blog, I’ll share with you how the opinions of your past customers can help you create better content to attract new ones, plus the survey questions that will help you make more sales.
Why Sharing “Client Love” Doesn’t Work
Not feeling the love on your “client love” posts?
Sharing a testimonial post on Instagram with a message of gratitude for your current or previous client is missing one crucial thing: The perspective of a potential new client.
Spelling out the transformation in a testimonial post makes social proof effective in a content marketing strategy.
If you've heard the vague advice to "show the transformation," let me explain the how of “transformation” in real life.
When I mention the transformation my clients have gone through, I’m referring to a specific change they’ve seen in their lives after working with me. This could be something as simple and impactful as having more time on their hands to think about the bigger picture — or something more tangible like seeing new customers clicking the "book now" button.
No matter what type of business you own, sharing these transformations with your audience will help them understand why hiring you is worth every penny.
Bonus: It showcases your expertise.
Remember, less "client love." More "When I met {client} she {detailed pictured of problem/need}. Using {the methods you used} she {paint a picture of the outcome}."
Own your expertise in the transformations you provide. This also gives your content thematic context that allows people to see what you’re about and whom you’re doing it for.
How To Highlight The Transformation
The hard truth is that no one will care enough to engage with your content if you’re not expressing what is in it for them.
So if you haven’t yet, it’s time to dive deep — What transformations are providing that no one else can do like you? The answer to this answer is gonna suss out content ideas that get people clicking at every stage of their customer journey.
Most people buy with emotion first. So what are the before-and-after feelings associated with the transformation you deliver? List as many as many fears and desires as you can to express both their pain points (fears or negative bias) and their desires (what does life feel like after their problem is fixed via your brand?)
Emotions aside, how does your brand tangibly improve your customer’s problem from a head-over-heart perspective? Think of this as the features of your offers. For example, shirts made with materials that don’t fade in the wash. Or, coaching packages come with 1:1: Voxer support.
Content marketing is all about meeting people where they are in their buying process. And this emotion-meets-login approach ensures your content attracts all types of buyers who need, desire, and can benefit from your product or service.
Once you can voice those transformations succinctly, you’ll be able to come up with an endless stream of content ideas and, more importantly, attract people who resonate with your brand.
Using Surveys To Get To Know Your Audience
At one point, your hot audience was a part of your cold audience. But somewhere along the way, they decided to invest in what you had to offer, handed over the cash, and signed on the dotted line.
The journey that took them there shouldn’t be ignored. It’s probably the most valuable part of your relationship with them. By taking the time to understand your customer’s mindset throughout their time working with you, you can better understand how you need to speak to your current audience.
To bridge the gap from audience to customer, I recommend surveying your customers and getting that treasured testimonial.
Rather than giving your customer a general “please leave a testimonial on my FB page” request, surveys give you much more control over the information you’re after and places you in a better position to use it.
For example, Instagram testimonials that’ll attract new clients should highlight a customer’s specific transformation. Customers tend to be vague when free writing their testimonials. Thankfully, in a survey you can ask customers predetermined questions that better lead them to describe and highlight the transformation your audience will want to hear about.
Poll prompts in your stories can also be used to establish relatability with your audience. For example, you can ask them what apps they’re using, what shows they’re watching, or who they love having in their network. Questions like these will determine what content customers are attracted to and what their values and aspirations are so you can curate your content around their interests and what they care about.
Pro tip: Poll surveys can also double as market research! You’re getting to know your audience, and with the right questions, you’ll better understand what they’re more likely to invest in.
The only problem with surveys and polls? To make them effective, you need to ask the right questions.
Create Effective Surveys and Polls For Your Online Business
Asking your customers vague questions will give you vague answers that do nothing for your business. So it’s time to get intentional with your surveys and polls! You want to ask questions that pinpoint the transformations, address the hesitations, and help you get into your customer’s mind. This way, you can get the necessary information and later use it in your copy.
Survey Questions For Better Content
1. What did you like about the product/service?
When you created your product or service, you likely had your own ideas on what made it so great. But a problem many business owners have is standing too close to the things they love (i.e., their business). So when you ask this question to your audience, you get a clear view of the benefits from their point of view. Often, things you never realized were a perk might be something potential customers will love.
Tweak for poll form: What is one product/service you’ve had your eye on for your business?
2. Why were you hesitant/reluctant to try the product/service?
While you may think money objections are the only thing standing in their way, your audience may not resonate with specific frameworks or systems. By discovering everything that kept them from saying yes, you can remove the obstacles that may hold back other customers.
Tweak for poll form: What about product/service scares you from investing?
3. What were some of your biggest challenges before trying my product/service?
As much as you try to get into your customer’s heads, you don’t always know what they’re dealing with. This question gives them room to explain problems they were having before coming to you so that you can better understand what was keeping them from getting the transformation they needed. These are likely to be the same pain points the majority of your audience is experiencing now!
Tweak for poll form: What is your biggest struggle when it comes to [insert a problem that your business solves]
4. Why did you choose me over a competitor?
Whether you’re an online coach, bookkeeper, or lawyer, I can guarantee that you have competitors, and it’s more than likely that your customers know about them as well. However, this question allows you to understand what you’re currently doing to set yourself apart from the rest. In the future, this will help you to prioritize your content to keep raising brand awareness and divert the attention away from competitors.
Tweak for poll form: What is one quality you prioritize in a [insert your profession]
5. What were your end results?
The transformation! What have they experienced since working with or shopping with you? This answer will likely be one you repeatedly share in Instagram testimonials because this is often what people want to know about. How are you taking them from point A to point B? And there’s nothing better than seeing you’ve already done it for someone else.
Tweak for poll form: If you could [insert solved problem that your business can do], what would your business/life look like?
Once you get these answers, you’re off to the races.
However, how you infuse your testimonials into your copy will be the key to increasing your success in selling. So before you post them, make sure to analyze them.
What recurring themes do customers bring up?
What are the words they use to describe their pain points?
What highlights and descriptions do they share about their transformations?
These surveys and polls are your personal invite into the heads of your audience. By marrying these unique insights and your own brand voice in your copy, you’ll not only have leverage in the copy you make in the future but power in the copy you make now. By using their own words, you’ll have your audience hitting the buy button and thinking, “Wow, you get me!” every time.
Happy Creating!
Cyndi, Owner of Ascent StoryCraft
Let’s Get Social! Connect with me on: Instagram Or Get More Like This To Your Inbox 📥
