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Leveraging Testimonials to Promote Your Expertise 

Testimonials are a highly effective way to showcase the benefits that you bring to your clients and illustrate the problems you’ve solved for them. They are so effective because you're not singing your own praises, a third party is doing it for you. 

I can't believe how many times a new client will proudly announce, "Oh, I have lots of great testimonials!" And when I ask where they are: "Right here in this notebook...in an email folder...in my desk drawer." Exactly what good are they doing hidden away?

Read on to find out how to get testimonials and leverage them across all your marketing efforts: on your website, via social media, in your marketing materials, and in a video.

Collecting testimonials

The best time to ask for a testimonial is right after you've had a great experience with a client or key referral source. A good strategy is to figure out the messages you want to convey. Then draft a testimonial and ask your contact if he or she would recommend you along those lines. Believe me, they'll appreciate the fact that you've made their job easier!  

Promoting on your website

Don't bury these endorsements of your expertise under a testimonial tab. Make them prominent throughout your website. Feature rotating testimonials on your home page to make sure they are front and center on the site. Use relevant testimonials on the pages describing your services. If possible, include a photo to give the endorsement even greater impact.

Getting recommended on LinkedIn

Those same testimonials can serve as recommendations on LinkedIn. LinkedIn makes it very easy to request a recommendation from someone in your network. 

Featuring in your marketing materials

Feature one or two brief testimonials in your marketing materials. But beware. Don't make them too long --- the more copy, the less likely they'll be read. A couple of sentences should do the trick.

Using in videos

Video testimonials have an even greater impact than written testimonials and give added credibility. More pluses: videos draw people in, keep them on your site longer, and help improve your Google ranking.

Testimonials are a valuable endorsement of your credibility and expertise. Don't let them stay buried in a folder in your computer or in a drawer in your desk. There are many communication tools you can use to stay top of mind as an expert in your field. Feel free to give me a call at 310.546.2926. I'd love to show you how to take your business to the next level.