Why client testimonials & reviews help to build brand trust.

Across many marketing channels in today’s digital world, we talk about client testimonials or reviews. Often a positive review can help you to sell more of your product or service, offering an unbiased perspective of your product (assuming they are genuine, but that is a different conversation). In this month’s blog we wish to explore: “Why are client testimonials and reviews important?”and “What impact can they have on your business?”

Customer buyer behaviour is changing, no longer is it enough to see a billboard, TV or magazine ad to encourage people to engage and buy from your brand, it is now more complicated than that. We have so much information at our finger tips that we can proactively go and seek out whatever information we wish. I heard an interesting example recently from a local car dealership. They were saying that customers now go out, research online maybe 10 car brands. Based on their personal needs, the car model specifications and reviews they will reduce that down to 2, maybe 3 potential brands that they wish to explore further. Once they have the 2-3 brands, only then will they go into a dealership and arrange a test drive or speak to someone. A big challenge as people select or not your brand without you even knowing. This process I am sure happens with brands of all sizes.

Why are Client Testimonials important?

We have to provide relevant and useful information, via the right channels, to build a connection with our audience, build authority and then connect with a potential client. All without meeting them in person or truly understanding their individual needs. A tall order. With this in mind, client testimonials become a key part of the decision making process to help build brand authority. Even if you have never met someone the endorsement (or otherwise) is taken very seriously. Of course a negative review can also have a big impact on your brand and have the opposite effect too. What process you have in place and how you respond to negative reviews is just as important and impactful as receiving a positive review.

What impact can client testimonials have for your digital marketing?

We naturally all want happy clients, what are the overall benefits that positive client testimonials could have on your business:

  1. New Product Launch. If you are launching a new product or service, to demonstrate how good/ successful they have been will help encourage more customers to take the leap and also try.
  2. Identify business challenges. If you start to get negative business reviews, this could be a useful way to help identify if there are problems with a particular product or service.
  3. SEO (Site Engine Optimisation). As with many of the online activities, positive reviews and ratings will help our business to gain authority within the online/ digital space and support our SEO work.

How do I build trust and positive brand perception?

Positive client testimonials are a source of great marketing content. You can easily share via your social media channels, your website and across your media channels eg: cost per click advertising or email marketing. Brands like Dove also use happy clients in their ads to demonstrate a real person using their products.

In summary, there are many brands out there all shouting for your attention an endorsement from a happy customer is definitely a positive step to helping you build authority. Keeping an eye on what your customers are saying about you is also not only useful to help identify if things are going wrong but also important to help manage your brand reputation. If you would like some help in building greater trust with your potential target audience please get in touch to arrange your initial 60-minute consultation.


Sophie Comas

A highly successful self-motivated and results driven, senior marketing professional. My passion lies within developing and delivering marketing solutions which make a difference in today's complex digital market place. A marketeer with a strong academic background and broad ranging level of experience working with small businesses and in the travel and hospitality sector, across the Thames Valley, I love a challenge!

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