They're an impressive sales tool in their own right, but they can be further improved with testimonials from the customers in question. Because of this, Afterpay's comment sections become a place for customers to interact with the brand and create a sense of community. We'll discuss ways to take advantage of testimonials in your content and other marketing materials, but first, let's talk about how to obtain and present them for maximum impact.
Content marketingis about interacting with your audience and creating the unique content they want to read.
Word of mouth is still a very powerful influence on a customer's buying decisions, so you should take advantage of it for your marketing campaigns. Including short testimonials in the content of your blog (ideally in the sidebar so as not to be intrusive) can help attract the attention and interest of visitors who have arrived at your blog by chance, and to reaffirm your credentials to those who are there because they are browsing your site. No matter how impressed people may have been with your product or service, if your review process is too complicated and doesn't allow people to submit feedback easily, your customers won't be upset and you won't take advantage of word-of-mouth advertising. Some candidates will deliver content that will have to go through several rounds of editing before it's almost ready.
Getting customer testimonials at every stage of their relationship can help you address and overcome a wider range of objections. A reviewer who has talked about the programming capabilities of your software could be a perfect choice for a guest blog about the importance of keeping a content calendar on social networks. And finding those promoters the first time will bring you much closer to creating the perfect marketing material. Sujan has more than 16 years of experience in marketing and has led digital marketing strategy for companies such as Salesforce, Mint, Cafepress and many other Fortune 500 companies.
Or, instead of asking a customer to speak directly to the camera, talk to them and ask them about their experience with your brand. Content marketing, a form of marketing focused on engaging an audience by publishing relevant content, has long depended on full-time writers who will be responsible for the creation of content, from research to publication. That said, before content marketers jump on the instructional video bandwagon, they need to determine what exactly the audience wants to learn. By targeting busy moms looking for a healthy alternative, they can collect a wide range of customer testimonials to post directly on their home page.