Business Testimonials

Years ago after I’d taught a workshop on SEO, a gentleman came up to me and asked how he could acquire testimonials for a new Software As A Service (also called SaaS for short) he’d developed and wanted to sell through his website.

Now, after we had discussed the power of SEO in detail, I described to him the process I go into below.

This process, like all valuable processes that deliver Returns On Investment (whether in time or financial, or both), they require a degree of pre-planning, deliberate intentional organization and scheduled actions taken in a specific order just as you would have to add certain ingredients in a particular manner and in a set order to cook a type of meal.

The value of testimonials for online businesses is difficult to underestimate. Studies have shown that websites displaying client testimonials increase not only perception of value in consumers’ view of that business, but they also lead to increased sales.

For businesses that work with clients in very sensitive matters, such as lawyers, doctors, therapists, psychologists and others, testimonials can make the difference between a potential client signing on with you or going elsewhere to someone with more experience, clearer credentials, or actual testimonials showing photos of real people with real names.

So now that we understand the value of testimonials on a business website, what are some strategies that a new business could employ to acquire testimonials for its products or services?

Acquiring Business Testimonials

As a digital marketing agency owner who’s been working with startups and small businesses and Non-Profit Organizations for at least 25 years now, the best way for a startup business to get testimonials for its products or services is taking a multi-level approach.

Putting Together a Plan

I’m a big fan of being organized and working in a deliberate manner in order to achieve specific results faster and with less drama. So here’s what I would do, (obviously without knowing specifics relating to each individual business owners’ issues or more specific market niche):

• If you live in a large metropolitan city I would pay the small fee with Meetup dot come to create three meetup groups. I would pick the search “topics” or terms that represent the audience I most want to reach (for example lawyers or doctors). I would create these three groups that look different, feature different search topics, but direct those who join to the same location and address for a physical in-person meeting or brief overview workshop where I would offer to help this ideal market group of consumers with my products or services. I’d offer to help some for free or reduced rates if my products or services are very new and untested – simply asking for testimonials. Get these testimonials in writing and in video with waivers signed so you can use them. Video testimonials are even more powerful than written, studies have shown repeatedly. Most libraries in large cities will let you use conference rooms especially if the events are free and open to the public. I’d create the groups with about a month or two leeway so you can then promote them through other social media channels and online calendars, Chamber of Commerce calendars, local TV and radio station affiliate calendars online, and so on.

• Next, I’d get in touch with local companies who would also be ideal consumers of your services, downloads, or products. I’d inform them about the meetings, ask them if they’d like to send someone to test out your services or goods. If they blow you off, don’t take it personally. It’s just how most will respond without even thinking of the pros and cons, but if you call one hundred individuals statistically a handful may respond. I remember reading somewhere that people have to see something seven times before noticing it .

• I’d also get in touch with complementary businesses (not direct competitors) and ask if they’d like to get involved, but only if you knew in advance how they could benefit and form mutually beneficial partnerships. It would be like me, as a digital marketing agency owner networking with graphic designers: since I’m not exactly Leonardo Da Vinci with graphic design (I think I’m okay), networking with them is a win-win since most graphic designers are open to partnering with someone who’s good at SEO for example. So find overlapping complimentary businesses you can team up with as well.

Then I’d run some Facebook ads targeting your ideal consumers, and give this approach sixty days, with everything I just said, and then pause to reassess and see what has resulted from the efforts.

I’d wager if you do all of those in unison, you’ll see the needle move.