9 Strategies for Using Customer Testimonials in Your Content

By Sujan Patel

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We look for and act on (even if subconsciously) social proof in all areas our life – including how we behave and the purchasing decisions we make online.

It doesn’t matter if that social proof comes from friends or strangers. What matters is that we’re seeing evidence from our peers – in this context, other consumers – that the decision we’re about to make is the right one.

As OptinMonster, co-founded by Syed Balkhi, writes:

Social proof is a psychological phenomenon where people conform to the actions of others under the assumption that those actions are reflective of the correct behavior.

In fact, according to Nielsen research, “92% of people will trust a recommendation from a peer, and 70% of people will trust a recommendation from someone they don’t even know.”


92% will trust recommendation from a peer & 70% will trust a rec from someone they don’t know via @Nielsen.
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These recommendations can come in many forms. Word-of-mouth and third-party reviews come to mind, as well as what I’m focusing on in this article – testimonials.

Testimonials are a type of review and social proof. They serve the same purpose (guiding potential customers and helping overcome objections), but they’re different in one big way: Testimonials are sought and selected by you. This means you have full control over which testimonials are used, as well as where and how they are displayed.

We’ll look at ways to leverage testimonials in your content and other marketing materials; but first, let’s talk about how to get them and present them for maximum impact.

Getting and crafting testimonials

The only way to get testimonials is to ask for them – but how?

Randomly contacting customers to request a testimonial can work only to an extent. For best results, implement a system that allows you to request …read more

Source:: content marketing

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