Posts Tagged ‘reputation’

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Effective Uses of Testimonials

Testimonials are an often overlooked, yet effective marketing tool. They can be helpful to gain new customers and keep potential return customers.

Think of your own experience making purchasing decisions. Do you go to a restaurant based upon a recommendation from family or friends? Before making major purchases, do you research and read reviews from people who have experience with the product or service?

Testimonials work because they aren’t strong sales pitches and they come across in an unbiased voice and establish trust. You’re using real people to show success in your product or service. In the end, your testimonials will be there to convert more prospects into customers as long as you use them correctly.

If you’re selling a product or service on your website, customer testimonials can be a key content element because they are unbiased comments that prompt visitors to buy. By using testimonials in text, audio or video formats on your site, you introduce content that will promote your product in convincing fashion.

Here are some tips for effectively using testimonials to convert more leads on your website:

1. Be Selective

A key to using testimonials is to choose the ones that work best. Instead of direct recommendations of your product or service (“I think it is great!”) – find testimonials that provide details that explain how it satisfies a consumer need or tackles a pain point. Testimonials that provide specific product benefits will induce sales.

2. Show Face

Make your testimonials eye-catching by adding an image next to your customer’s statement. Research has shown that adding a picture increases your click-through-rate by a significant amount.

Prospects like to put a face to a name. It helps them feel more secure and confident in what you’re claiming. It shows that the testimonial is coming from a real person. Adding an image is a simple addition that will increase your trust factor.

3. Show Them Everywhere

Once you get great testimonials for your website, it’s important to show them off.

Make sure to add them across your website wherever appropriate. Add them to your homepage, contact page, case studies page or even create a dedicated testimonials page. Use in ads, on social media and other materials.

You might try a web application that allows you to set up a testimonial page or a plugin that will allow you to post different testimonials on each page of your site. There are a number of possibilities, so determine what works best and incorporate testimonials all over your site.

4. Remember Your Buyer Personas

When gathering your testimonials it’s important to make sure you’re hitting all the pain points of every one of your buyer personas. Many of your prospects are looking to see testimonials that they can relate to; stories that show others like them being successful.

Be sure to feature customers from all the demographics and buyer personas that you’re trying to attract. Focusing on just one in your testimonials will limit your reach and value.

5. Never Fake It

The most important rule in sharing testimonials is to use real testimonials from real customers. It’s not worth the risk to fake anything on your site, especially testimonials.

Testimonials are there to provide credibility and establish trust. If you’re faking them, how are your prospects supposed to build a healthy relationship with your company? Faking testimonials can put your reputation on the line and even if you do win some business, your customers are likely to go in with unrealistic expectations.

6. Get Video

Creating a video testimonial isn’t a must, but it’s something you definitely should consider. Seeing and hearing a customer talk about your product or service resonates more than just reading about it.

Get some of your more personable customers to create a short 30 second to 1 minute video testimonial sharing how your company has helped them. Your prospects will be able to really see the appreciation and emotion from your current customers. 

Reach out to your current customers who you know are happy with your company and ask them to share their success story. By showcasing these powerful feelings and stories about your product or services, you’re creating another tool to get prospects to trust your brand and commit to it.

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Why online reviews matter

There’s been a huge shift in the way businesses receive feedback. In today’s fast-moving digital orbit, recommendations are dictated by online reviews (think Yelp, Google My Business and Facebook).

For those willing to invest the effort, it’s clear that paying attention—and responding when appropriate—to online reviews is a powerful tool to boost credibility, authenticity and transparency.

Learn more

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Are online reviews important, and should you respond to them?

It used to be that personal recommendations solidified decisions, but in today’s fast-moving digital orbit, news about your company travels differently, and online reviews—think Yelp, Google and Facebook—are a primary source of feedback.

In fact, a recent survey conducted by Pew Research Center concluded that 78 percent of Internet users conduct research online and believe reviews are the most credible form of advertising.

A 2018 Local Consumer Review Survey conducted by Brightlocal.com reported that 85 percent of consumers trust online reviews as much as personal recommendations and that 57 percent of consumers will only use a business if it’s rated four stars or higher.

Suffice it to say that online reviews are remarkably influential.

Not everyone responds to reviews, but there are several reasons why you should (even if they’re negative), including the fact that replying to feedback shows that you’re paying attention to your clients and customers, you’re not afraid of transparency and your business is all about building relationships.

The goal is to convert fans of your business into super-fans and offer disappointed reviewers an acceptable resolution, which often leads to a revised review or inspiration to remove a negative one. While there are multiple ways to respond to reviews – the positive and the negative – follow these tips to put the face of your business in the best light.

Be pleasant and don’t hurl insults: When a client or consumer is frustrated, they’re ready to fight. The last thing your business wants to do is fuel the fire or burn bridges, so when you’re responding to negative reviews, take a deep breath, be courteous and polite and provide solutions when feasible.

A little sympathy goes a long way in defusing an unpleasant situation. If you sense that the dialogue is taking a turn for the worse, suggest settling the matter offline, far away from judgmental public eyes. 

Keep your responses short and to the point: Social media users are looking to digest information quickly. If they want to read a novel, they’ll grab their Kindle or head to the bookstore. Keep your responses brief and genuine and stay on topic.

Thank those who post positive reviews: While handwritten “thank you” notes are, sadly, a thing of the past, clicking the “Like” button on a positive Facebook comment takes a second. Literally. Typing “Thank you for the kind words!” takes four seconds – five if your typing skills need work.

You don’t have to thank every single person, but if someone takes the time to write a favorable review, it’s a good idea to show your appreciation.

Don’t be a salesperson: When a user writes a review, it’s usually proof that they’ve already interacted with your business, so there’s no need to tell them what they already know.

If you have something new to share about your business, it’s fine to share, but make sure the content isn’t spammy or irrelevant.

Let clients and customers know that you loved working with them: Want to turn a customer or client into repeat customers or clients? If they post a glowing review, let them know how much you enjoyed working with them – and you’d welcome the opportunity to do so again.

If you want people to continue to work with your business, you need to let them know that you’re the kind of business that welcomes them back.


Real Estate Corner:
Mortgage rates are the lowest in a year and a half, but homebuyers aren’t taking the bait

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Mortgage rates continue to fall, but homebuyers aren’t impressed, writes Diane Olick, real estate reporter for CNBC.com.

Mortgage applications to purchase a home fell 2 percent in the last week in May and were barely 0.5 percent higher than a year ago, she notes.

And despite rates that are the lowest they’ve been in a year and a half, “High prices continue to sideline buyers, especially first-time buyers, who are a growing segment of the market.

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Intellectual Property: Value & Pitfalls

It can be helpful to have a baseline understanding of what intellectual property is; and how it can benefit you and your agency.

Intellectual property comes in many forms. Your company logo is intellectual property. So is the name of your agency, any tag lines you’ve developed and consistently use to identify your company, your color schemes, if you have any – and content you’ve originated, like your website’s copy.

The good news about intellectual property is that it clearly identifies and separates you from your competitors. What can be a challenge, however, is challenges to your right to use your agency’s name or logo – if another entity takes issue with the use and raises the question of your right to its use.

IP lawyers know the ins-and-outs of intellectual property, but it can be helpful to have a baseline understanding of (a) what intellectual property is; and (b) how it can benefit you and your agency. The World Intellectual Property Organization (WIPO) is a helpful website dedicated to intellectual property issues.


Real Estate Corner
Zillow or Redfin?

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Who hasn’t stopped, looked up addresses (including one’s own) – to determine what a property is worth, how it compares to similar properties and whether or not professionals involved in appraisals really know what they’re doing?

As Zillow and similar sights today embrace the added option of selling a property and eliminating real estate brokers’ commissions, the conversation about accuracy is a fast and furious trending topic.

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Writing tips for inspiration

Do you consider yourself a good writer?

Do your coworkers frequently need to help you with polishing emails, letters and other critical business communications? Do you cringe when you think about writing any business communications pieces?

Writing is a crucial communications skill and so important to any businessperson. Here we offer three articles with tips for writing inspiration. Ready, set, write!

Real Estate Corner:

Increasing the supply of housing stock is the key to making housing affordable to a larger population of homebuyers, according to the lenders who responded to Fannie Mae’s Mortgage Lender Sentiment Survey for the fourth quarter of 2018.

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