“Of course, Facebook ads do not work, there are too many people using Facebook ads.”

“And who looks at them anyway?!”

“People go onto Facebook to socialise, they don’t want to be sold to, promoted, see ads left, right and centre!”

“How can Facebook ads surely work?”

“Yeah, agreed, I’ve tried Facebook ads and got zilch in return!”

“I never click on ads in Facebook, so why should my customers?”

Why don’t Facebook ads work?

These are just some of the excuses we hear when talking to potential clients about using effective Facebook ads for their business.

People often have tried boosting a post for such a low budget, to such a wide audience that it’s almost impossible for Facebook to show their ads. So they do not work! Agreed.

Let’s look at this in a little more detail:

Facebook Ad Budget

Consider going to a national newspaper and asking them to post your advert in their paper. Your budget is £10. The newspaper has national coverage and limited pages. So how big do you think your ad would be, to warrant the paper including in their print?

Now increase that budget. Now concentrate the

BUT advertising on Facebook does work. Our experience shows us this. We have an ad spend of over £500,000 and returning clients, so we KNOW it works, our clients wouldn’t signup for 6-month contracts if they weren’t happy!

Our dentist, lawyers and business coach clients are seeing their leads costs at around an average of £10 per lead, some are as low as £7 a lead.

So Facebook ads do work. 

Facebook is soon to be running out of space for the placement of ads, it is getting so popular because it works!

Due to Facebook’s algorithm changes, only high quality ads will be shown, competition is getting fierce.

So, if Facebook are going to favour anyone for placing ads, it will be for those with a proven experience in producing ads that work.

Facebook Campaign Contracts

Yes, 6 to 12-month contracts, for our Facebook ad campaigns. Longer if you wish. Our experienced team provide all content, setting up of the ads, images and management. We do not just write one ad, like our £300 monthly management agency competitors might. We add as many as we need to make your campaigns effective.

Facebook Campaign Management Costs

Campaigns take up a lot of time. Time costs.

There are Facebook agencies charging £300 per month and others charging £20,000. We are nowhere near that high-end cost but they do not do anything different from what we charge. You can gather that our costs are higher than the low end too. This is mainly due to the work we do, each and every month to provide highly effective, low lead cost generation.

Are you missing out on a winning Facebook ad campaign?

Facebook Ads Audit

Facebook Ads Audit UK

Are you ready to find out more?

Get a Free Facebook Ads audit on your Top 5 BEST performing and worst Facebook ads. Then schedule a call to discuss this further.

Free Facebook Ads Audit UK

 

 

E-commerce tips for a successful Christmas and New Year – next year!

With Christmas fast approaching, how can you make this festive period successful for your online business? Here we talk about promotion of your online store but also for any business that has an online presence.

father-christmas-ordering-online

 

For some, Christmas has already been booked, ordered and paid for months ago but what about all the others that are leaving to the end of November pay packet or credit cards and last minute purchasing?

More and more people are reaching for their mobile devices when surfing the internet to research and buy their gifts online. For some they must have it there and then, others are going to spend hours researching the best deals. Whilst often this is not best on their time and stress, they want that bargain!

Being found online is key to many if not all businesses, even the High street shops now need a digital presence. The small to large high street businesses, an online presence can be the trigger to a profitable Christmas. This is especially for those that have not the time to buy or who have seen what you have on offer whilst family shopping on a manic Saturday and then return online to make that all important purchase.

So what can you do in your business to ensure successful sales for Christmas 2018?

1. Optimise your website for Christmas

Whilst for some this might be too late for 2017, as a good site optimised might take 3-4 months to start seeing improved rankings. However, this is important to ensure your goods are found.

What to look out for when optimising your site:

Make sure you use the manufacturer’s version. If you know you are the cheapest for this product, then this will get your products found by those bargain hunters. However, to stand out from all the others, make sure your product is using bespoke content about the product. Do not use what the supplier has sent you, just like all the other sites will use! How will Google know you are different and better?

TITLE tags are within Google’s desired character length – 55-65 characters should be ok.

The description tag is manually written and to no more than 160 characters. You want this to be engaging to the Google searcher. In search page results you want your page to jump out to the searcher. ENGAGE with them to ensure they click on YOUR site as opposed to your competitors’ sites.

Images are correctly named, ALT TEXT labelled and images are not too large. If your images are too large, this results in a slow download. Most online searchers are using mobile devices now. You know the situation, “watching” Eastenders or I’m a Celebrity… but really online searching for what to buy – or adding to your present wish list!

Keywords research – festive keywords used for Christmas shopping could be different from those you use all year round. You might need to change some, add some new keywords. It is best to know what people are searching for, to manipulate your website to be found by those searching for your products/services.

For instance “Christmas Jumpers” “Christmas Novelty Socks” – probably not keywords you would use to attract visitors to your site in the middle of Spring or Summer.

2. E-commerce tips – Social Media

Ramp up your social media posting. Promote what you offer. If you are selling services – write blogs about what you can do for people. Not how good you are, people expect that you are in business, selling your services!! Write about your services, including case studies – SHOW what you are capable of! You might be an event organiser, so are many others – SHOW what you have done, can do and importantly use photos to prove your point!

If you sell products, use photographs in your posts to show what quality your products are. Maybe to include a price, or don’t  – it’s up to you but not showing the price will drive visitors to your website! If you are confident of being the cheapest, show the price!

3. E-commerce tips – Social Media Paid Ads

One excellent way of getting your posts, blogs, case studies etc. seen by many more than just those who follow you is Facebook Ads. Yes, you’ve got to pay for them. Free Facebook business marketing is almost over. These are very powerful adverts, you can direct these to your target audience, based on age, sex, geographic location and more. One great way is to target your competitor’s friends!! Bet you didn’t know that!

This can be straightforward to set up but can be more effective to use an experienced social media marketing company. Even with their costs, their experience means that you might get a better return on your budget.

4. E-commerce tips – Pay Per Click

Google Adwords works. It is the only way Google get’s its money. So it has to work. You might not click on the ads yourself but you can bet your bottom dollar that lots of people do. You might have “wasted” a lot of money in the past on this BUT was it set up correctly? Did you have enough budget for an effective winning campaign? Try it again but use a professional pay per click company to set it up and run it for you.

I know a chocolate promotional company that spends £4,000 per month on Adwords. They do it because it works. They make more than enough money, profit, to spend this each month. Their business is growing. They also are found on the first page of Google – thanks to our work!  😉

4. E-commerce tips – Reviews

It might be a little late but in time for next year, not only Christmas, get reviews. There are many sites where you can leave reviews, a good place is Google. If you have set up your site’s optimisation correctly and using Google My Business – you’ll see reviews there. Facebook is another search engine that you can have reviews on. Depending on what your business is, there are other sites you can use feefo, tripadviser and trustpilot. Some do charge but Google is free and that should be used at least bare minimum!

Facebook is a great place to leave reviews – friends of friends can see these and they are more “personal” as if a recommendation.

5. E-commerce tips – Other Search Engines

What other search engines can you use? Hopefully, you have heard of Pinterest, Amazon, Etsy, Instagram? Excellent, if not check them out. Add all your products to these alternative search engines. Read how one person fitted our their new home without using Google! They were able to search for products using these sites – the businesses had used search engine optimisation, not Google optimisation. Sounds impossible eh but if you can add your products – and services, check out our Pinterest page – to these sites, you are expanding your branding. Links are important to Google in how they rank you, so adding your products/services etc. to these sites can only help. They are not high ranking links, but Google themselves say any link (not spam though) helps.

6. E-commerce tips – Remarketing or Retargeting

Have you seen those adverts that seemingly follow you around?

Scenario – you search the internet for a pair of shoes, or a service, say Garage door servicing – and visit that site. Stay a couple of minutes, look around and think that you’ll come back later and shop further. Check out the competition.  Then as you check out other sites, go to Facebook or Google search again – one of those company’s adverts is in your face! That company has paid either Google or say Adroll to send adverts where you might go. They are dependent on your cookies or IP address – clever eh?! BUT they work. People are reminded of their visits, especially (usually if set up correctly) if they have NOT purchased. These adverts work well for that subliminal advertising. Keeping your brand in front of your customers. Facebook also have this service!

7. E-commerce tips – Content

Don’t forget content, Google often advises Content is King. What they mean is make sure your visitors know within 8 seconds, what your business does. But also, it tells Google what you do. Optimisation works but so does content. If you offer the newest niche product, shout out about it, what it does and why people need it. If you offer services, again content, content and more content. Think about Case Studies, FAQs, Recipes, News…. and more!

So – if you have the time now, before Christmas to grab a slice of this huge opportunity, then get to work fast. You have to spend, market yourself, brand your business and get found online.

We can obviously help, we have the expertise and knowledge to make sites get found online. We welcome interest from anyone, via email or fill in our contact form and we’ll call you back or call 01903 791660 and speak to a Retriever.

voice search

Voice search is fast becoming on of the most important SEO factors in search engine optimisation history. Bold statement to make but consider that voice is becoming predominately used by people, is your website missing out on being found?

Considering that Apple devices like Siri and Android is fast catching up, possibly overtaking Siri in the close future, getting your business found by voice recognition software is a must have and should be utilised in all online digital marketing campaigns.

A website or business not using voice search will miss out on a vast amount of potential business.

TRY IT YOURSELF   Go to your your favourite device and browser and search for what you offer, your products or services using “Voice Search” – do not mention your business name, as people NOT knowing of you are the ones you want to attract! Well, what are the results? Did you find your business?

If you cannot find your own business, then how on earth can your potential customers?

TRY AN ALTERNATIVE – Try inputting the same words via your keyboard, again looking for your website, not using your company name. Well, what are the results this time?

Again, If you cannot find your own business, then how on earth can your potential customers? However, this time it is more important to take note as this is how the majority of search engine visitors search online. BUT voice search is overtaking in popularity, FAST.

Why is Voice Search growing so fast?

It’s easy using voice to look for what you want!!

People are getting so lazy. Just using your voice, whilst driving or using a Siri device like HomePod to look for information, to play the radio, to activate devices, check on the weather, the theatre, cinema listings, a restaurant opening or men details; the capabilities are enormous.

It also saves time on typing on small keyboards on devices like phones and tablets. Having “big finger syndrome”, making mistakes and the pain of predictive text as well, typing in dog instead of God, can bring up the most weird of searches.

But hey, voice recognition software is not beyond causing a laugh, not recognising your dialect or pronunciation but it is learning, fast evolving and becoming quite clever.

Question:

How can you ensure voice search finds my website?

Fully optimising your website, providing the right content and using long tailed keywords will in essence ensure your website is found in Voice Search. Voice SEO goes a little further though. By including the following options, you’ll go that little bit further to ensure your site is found in voice searching.

FAQs and solution pages – by making pages for these and optimising them correctly; you’ll be providing content as how people will search online using voice. If you have a questions, ask Google for what it is. If people are looking for a plumber in Brighton, for instance; might ask “Plumber in Brighton”. If people are wanting to know “Why you should use traditional marketing in an SEO campaign” – people will ask for question like that. They will expect an answer, so optimise and produce content that will answer that question.

Google My Business listing – make sure you fully complete your listing. It’s provided by Google, so Google will look to it for answers. Are you a restaurant? Add your opening hours, produce content – recipes, wheelchair access, free parking and more. What will your customers WANT to know about booking a meal at your place – provide the answers!!

Use conversational keywords. Write titles, title tags and content like people will use in Google voice search to find your business, products and services.

Structured data markup –  tell Google what you want them to know about your page, your website, your businesses.

Voice Search in SEO

As you can see, it is not difficult to utilise Google’s voice search into your online marketing campaigns. The knowledge can be gained or use a digital marketing agency to do the work for you. However, you then still need to market your website, add new content and find out what works and what doesn’t.

Paying a digital marketing agency to do this work will pay dividends when it all comes together. Being on the first page of Google has been promoted so much already! 91% of people do not go beyond this page when looking for information in Google. So why be anywhere else!?

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We can help with voice search in digital marketing. We get results for you, driving customers to your site and increasing followers. Call us on 01903 791660 or visit fill in our contact form and we’ll get back to you as soon as possible.

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Reasons for using Google My Business

Google My Business tips

 

Google has been improving Google My Business (GMB) over the last few months by adding new features that target small businesses and the search results. Here we touch on the benefits of using Google My Business – GMB – for any business.

The reason seems to be to encourage all businesses to utilise their Google My Business option, hin.

New Google My Business features include:

  • Adding content to your Google My Business profile. Does this form another ranking signal to Google? We do not know yet but can it not be of benefit, another link to your website, more chances of your content being found and seen. Extra chances of link bait to get people to your website. Use it!
  • New FREE tool – Small Thanks with Google – is only available to businesses in the USA and Puerto Rico – but if all goes well will launch Worldwide. It allows small businesses to leverage their existing Google reviews. Showcase the best positive reviews from customers left on your Google My Business Listing by generating a poster to display at your business. It’s free, easy to use. An excellent way to encourage businesses to use Google My Business listing for their reviews.
  • Ask a Question! Questions & Answers In Google Business Listings – Google Maps launched a new Questions & Answers feature that allows customers to ask a business questions and the owner the ability to answer directly. While this feature is only accessible in Android, it will be rolled out later in the year. See Tim Capper’s review of the new feature, the benefits, and what you can expect.
  • Online Orders and Bookings – Customers can now take action directly from search results using Google Maps. Options like view a menu, search for items, book an appointment, place an order and make a table booking. To learn more about this feature, check out Phil Rozek’s – 12 Facts to Know about Google My Business Appointment URLs.

These extra features are on top of those introduced in July this year, which includes:

  • SMS Text Message – The ability to communicate with searchers via text messages through your GMB listing was built into the GMB dashboard.
  • Publish Events – Business owners can now promote events directly to Search and Maps results, enhancing their branded Knowledge Panel in local search results.
  • New Website – If your business is new and you don’t have a website, you can build one in under 5 minutes with the help of Google’s website builder.

These additions to the Googles suite lead us to believe that Google is pushing harder to have users connect with their Google My Business dashboard more frequently. The more often users are in the dashboard, the more chances they have to sell them on advertising platforms like Adwords Express and Home Service Ads.

Our Top Tips on Google My Business Listings:

  • Follow Google MY Business on Twitter for THE latest news @googlemybiz.
  • Add ALL of your latest blogs to your GMB page
  • Make sure you complete your GMB profile  100%
    • Add photos, opening hours, link your website, make sure all details are correct.
    • NAP – name, address and phone number are accurate across all online listings
  • Get reviews – Preferably on Google, otherwise on Facebook
  • Manage your online reputation – check for negative reviews and take action
  • Need help – ask Google!

Conclusion:

It might sound like more work but if you help Google help their customers  – those who are searching online for your business, then you are bound to rank well. Google wants its customers, those who use Google, to find what they are looking for, FAST and accurately.

So, ensure your website is fully optimised, this is the basic requirements to be found in Google. See here for further help on search engine optimisation. Using social media to increase your brand awareness, use relevant – probably not ALL social media. For instance, if your business is a florist, make sure you use Pinterest, Instagram, Facebook BUT is Twitter of benefit? If you are a service provider, say “Cloud services” for online storage – can Pinterest or Instagram be of use?

Make sure you add content to your website, in the form of quality content on pages and articles AND ten promote them on social media.

Consider your website design. Is a one page website worth using? Limited amount of pages to optimise and promote!! Is it mobile friendly? Doe sit load FAST?

Get backlinks – sign up to free directories, business listings (usually but not always paid). Make sure the NAP is correct and same across all digital listing. For instance, if you want to use Street, do not shorten it to St. If you are at 14 Columbus Buildings, The High Street, Town, County, Postcode – do not miss out the “Columbus Buildings”. Google wants to see all listings the same, it helps them build trust that your business is where it is!

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We can help with online marketing, SEO etc.  – getting results for you, driving customers to your site and increasing followers. Call us on 01903 791660 or visit fill in our contact form and we’ll get back to you as soon as possible.

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Why reviews are so important and how to get them

Getting and using great reviews and Testimonials

Adding reviews and testimonials (comments from your satisfied customers) is one of the easiest and most powerful ways to improve your online brand awareness. Testimonials or reviews are excellent personal “recommendations” of your products and services.

Positive ones! However, negative reviews, when handled correctly can be just as powerful. They show your customer service skills and the caring nature of your business. Whilst a bad review might seem like the end of World to any business, a carefully managed reply could persuade others to use you!! See how on How to Manage Your Reputation Management.

Reviews and testimonials can be found and added to your website, landing pages, Social Media, Direct Mail, Email – any place where your prospects are looking at you. These can be added via Google My Business or via third party sites like Yelp, Yell.com and Feefo

A good testimonial can generate more selling power than some of the best sales copy available!

Why are testimonials so effective?

  • Testimonials help build trust. Whether your customers are shouting out about what how great your product is, or what it has done for them or about the great service you provided, they are telling your visitors first and foremost that they had a positive experience with your products and company.
  • Reviews aren’t salesy.” Because testimonials aren’t written in your “voice,” they stand out in your copy as candid and unbiased accounts of how well your product works.
  • Testimonials overcome scepticism. A good testimonial has the power to convince even your “tough sell” visitors that your product or service really made a difference in your customer’s life– and can help them, too.
  • Reviews are personal recommendations. These will have a name and usually, a business name on them. They will be written by the user/owner of your services or products. Some sites have testimonials like “Mr S, London” how less trustworthy is that than “Mr Stuart Marler, Retriever Digital, Worthing”?

Simply put reviews and testimonials are powerful SOCIAL PROOF!

Reviews are Powerful

  • When a client says great things about you, about your work or the products you sell, give them the opportunity to turn that praise into a review or testimonial. Simply ask: “I’d really love to share your success with others. Would that be okay?”
  • People generally like to be helpful to other people, but they’ll rarely think to give you that all powerful testimonial unless you ask. “Would you tell your friends about your experience with us? Please provide a review on….(your most powerful review site – google, Yell.com etc.)
  • They’ll feel much more engaged with your business and want it to be a success, so they’re much more likely to remain loyal than someone who hasn’t written one.
  • What’s more, when someone writes something nice about you, they put they’re name and reputation on the line – they won’t want to be publically proved wrong, so they’re more likely to stand behind their testimonial and become a staunch supporter of your business.
  • The bottom line is that customers who write great testimonials stay more loyal, which is why getting testimonials is such a key part of client retention.
  • Building testimonial capture into your sales process brings another useful bonus – a constant flow of new testimonials! Get it right and you’ll never have to worry about using old or out-of-date testimonials in your marketing.
  • Adding this single element to your website can multiply your profits – and get your customers selling your products for you.
  • What do people who’ve actually purchased and used your product or service think about it?
  • Answering that question is one of the most fundamental tasks your website needs to accomplish– and it’s as simple to do as it is important.
  • By using testimonials in text, audio, pictorial or video format on your website, you not only answer the question, you also transform your sales pitch into a credible, unbiased recommendation for your product.

How To Get Great Reviews & Testimonials

If your customers have given you positive feedback on your product already, then you may already have some great testimonials to add to your site. However, if your customer response is a little scarce–or if you’re just starting out–getting testimonials from your buyers might take a little more effort.

So how do you collect the testimonials you need and keep them coming as you grow your business? One easy way to collect testimonials is to include a link on your site with a form that allows your customers to provide their vote of confidence: “Tell us how this product changed your life!” or “Click here to let us know what you think!” Put this link next to some testimonials that you’ve already gathered to give customers an example of the kind of feedback you are looking for.

Automate your reviews process

A more effective method is to create an auto-responder that contacts your buyers after they’ve purchased your product to ask how they’re enjoying the product, as well as giving them a chance to offer feedback on their experience with your business. And, of course, anytime you receive a great letter or e-mail from a customer, ask them if you can use their comments on your website to recommend your product to others. If they were happy enough to let you know, they’re bound to want to spread the word.

A further inducement might be that you can provide a link back to their site. After all, backlinks are powerful for rankings, and difficult to get!!

If you haven’t yet begun selling your product and have no feedback yet, offer your product or service for free to a select group of customers in exchange for their thoughts on the product or some details on their experience with your site. The impact that testimonial will have on your bottom line will be well worth the initial expense.

Examples of proven strategies for getting testimonials:

1. Contact your most recent customers first.

The best time to get a testimonial from a customer is as soon as they’ve bought something. Not a month later, or even a week later in most cases, but straightaway. When customers buy something it creates a ‘high’ in their mind, they are in a very positive frame of mind, especially with regard to their shiny new purchase. They are looking to validate their smart and sensible purchase with themselves and the world, they are looking for reasons to affirm their buying decision as smart and canny one, and writing a testimonial gives them chance to do this.

So don’t make the mistake of thinking that it’ll be easier to get great testimonials from long-time customers. Get on the phone and call your newest customers.

No matter which industry you serve, the most passionate praise you’ll find for your work and the service tends to come from customers with whom you have only recently started doing business.

2. Contact your wise and insightful repeat customers.

Your repeat customers, while perhaps not as excited because they are used to the great service you give them, provide prospects with important insight about what makes your product or service worth buying.

Make a point of calling up people you’ve been doing business with for a long time and ask them why it is that they use on you. The answers you get will often include a great sentence or two that can be added to your testimonial collection. Again, all you have to do is ask.

3. Make it easy for people to leave a review.

One of the most common comments you’ll hear from clients when asking for testimonials is “Well I’m really not much of a writer, so it’s hard for me to put it in words.” The real power of testimonials comes from the fact that they’re not polished, that they’re authentic and from the heart.

A business owner I know recently told me that he interviews all clients starting with “Finish this sentence in twenty-five words or less: I really like (product/service/person) because . . .” This approach works because it gets right to the point about the feelings people have for you, and how what you do helps them.

You can also pre-write testimonial and send it to the client for approval. This takes all the effort out of the process for them and is a fast and effective way of getting you up and running.

4. Do unto others.

Write testimonials for others in your client community and those whose services have impressed you. This creates reciprocity, and sends an important message to everyone about the high standards you have not only as a supplier, but as a buyer, too.

Social networking sites such as LinkedIn are handy tools for doing this. (Please note that I am not suggesting you use the LinkedIn “endorsement” function. That I find useless and quite frankly, annoying. Instead, use the functionality that lets you actually write a testimonial for the client, supplier, or partner.)

You will find that they will return the favour with glowing references for you too.

5. Thank your customers regularly.

When you ask for a testimonial, you are battling with numerous other competing customer priorities. By thanking them (sincerely!) for taking the time to act on your request, your customers will treat your request with higher priority.

…And when you receive the testimonial, be old-fashioned; send a handwritten thank-you note.

Testimonials are the best way to convince prospects to do business with you.

They allow you to say: “Don’t just take my word for it, have a look at what my customers say . . .”

When you do so, you deepen prospect confidence and dramatically reduce barriers to closing the sales. 

6. Ask your customers to be specific

The more specific your testimonial is, the more effective it will be. The best way to encourage your customers to be specific in their testimonial is to ask the right leading questions – for example:

  • Were you sceptical before you decided to order? Please explain why you felt that way.
  • Why did you decide to take the plunge and buy? What was the key to that decision?
  • Did you get your product on time? What was the packaging like? Did it do a good job of protecting your purchase?
  • Who would you recommend this product / service to, and why?
  • Did you speak to one of our sales team? If so, who did you speak to, and how did they help you? More specific testimonials will work better than general because they are more believable and easier to relate to.

Here’s an example of a glowing, but ultimately ineffective testimonial:

“We love this product! I can’t get enough! Im so glad I bought your stuff and Ill definitely be back to get more!

What could be wrong with that? It sounds like you have a happy customer on your hands!

But what does this testimonial really tell your visitors? Does it prove the product works, or explain exactly how your customer benefited from using it? While the feedback is definitely positive, the testimonial doesn’t provide enough detail to have any real impact on your visitors.

Here’s an example of an effective, benefits-driven testimonial that will turn a visitor into a customer:

“I used the methods you told me to use, and for three days my phone’s been ringing!”

“We sold over £3,500 in goods and services in three days! It’s the first time in five months that anyone had really purchased anything.”

When you’re choosing testimonials, there are a few key ingredients to look for that make the difference between an ineffective testimonial and one that sells.

The elements of an effective testimonial

1. A good testimonial is filled with benefits.

A comment like, “This product is great!” is nice to hear, but it doesn’t tell visitors what your product can actually do for them.

You want the benefits of what you offer to be front and centre in every testimonial:

  • “This product doubled our profits in a month!” or
  • “This product made the pain in my back disappear completely–and did it fast!” or
  • “We’ve never seen any product that could get the rust off our car without damaging the paint–until now.“

2. A good testimonial substantiates your claims.

  • If you say your product can do something, your testimonials should back up your promises, complete with actual facts and figures.
  • Did it save your customer money, if so how much did your customer save by using your product?
  • How much time did they save by using your service?
  • How did it solve their problems or improve their lives?

3. A good testimonial is from someone your audience can relate to

You want your visitors to see that your product helped someone just like them. Make sure your testimonials come from someone with whom your target market can identify.

If you sell age related goods or services, ask your customers if you can include their age along with the testimonial. If you’re selling to mum’s with children, ask if you can mention how many kids they have. Ask to include a photo of their family, especially using the product!

4. A good testimonial is credible

Accompany each testimonial with the first name, last name and hometown of each testimonial-giver to show that your endorsements come from real people. Always try to include a photo as well.

Take it to the next level by including audio or video testimonials for maximum effect. Do anything you can to help your visitors connect with your testimonial-givers on a personal level.

5. A good testimonial endorses the key benefits of your product.

It’s great to hear that your floor cleaner smells nice or that the bottle doesn’t drip! Both of which are important to people who would consider using your product. But have you established that it cleans their floors well?

6. A good testimonial is comparative

Did your customers try another product that didn’t work before they found yours? You want your visitors to know what your product can do that other products can’t. Choose testimonials that set your product apart from your competition.

How to use your reviews and testimonials

Once you’ve got some testimonials to share with your visitors, you need to make sure you’re putting them to the best possible use on your site. Always make sure that you:

  • Include your best testimonials front and centre on your homepage, like in your sidebars, or even above your headline.
  • Place some testimonials right in the middle of your homepage. This will keep your readers focused on your credibility as you outline the features and benefits of your product.
  • Set up a whole page dedicated to your glowing testimonials. Include snippets of their comments throughout your site. Be sure to put a link to your testimonial page next to each of those snippets.
  • Include testimonials on each and every page of your website. No matter where your visitors click, you want them to find a positive customer review of your product or service.

How NOT to use reviews and testimonials on your website:

  • Don’t edit your testimonials to exclude a comment or add information you want to hear! If you can’t post a comment “as is” and feel comfortable with it, it shouldn’t go up.
  • Never use a customer testimonial without permission.
  • Never, ever invent testimonials! This is fraud, plain and simple, and lying never results in a positive impact on your business.

Final Thoughts

If you’re not using testimonials on your website and throughout your marketing, you’re missing out on one of the most powerful, easy-to-use and cheap marketing tools available to you.

Most of us would rather act on a referral from a friend than make a purchase based on a sales pitch alone. We want to know that the product actually works before we take the leap to buy. We are more likely to put more trust in someone who has already used the product successfully than the person trying to convince us to buy it.

Using glowing, fact-filled testimonials on your website will let your visitors know that you’re worthy of their trust.

If you can, get more powerful reviews by including audio or video testimonials for maximum effect. Do anything you can to help your visitors connect with your testimonial-givers on a personal level.

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We can help with reputation management – getting results for you, driving customers to your site and increasing followers. Call us on 01903 791660 or visit fill in our contact form and we’ll get back to you as soon as possible.

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