No matter how honest you are with your marketing efforts, consumers aren’t so quick to accept your claims without proof. When you say that your product or service offers a specific benefit, consumers want some sort of evidence that backs your claims.
Including proof isn’t hard. It’s an extra step, but it can go a long way towards increasing conversion rates. From customer testimonials to verifiable statistics, learn how to offer proof in your marketing.
The most used and well-known form of proof is customer testimonials. The concept is simple. You’re including actual comments from people that have actually used your products or services.
There are multiple ways to obtain these testimonials and to use them in your marketing. For obtaining comments and testimonials, consider the following options:
Social media comments
Ask for customer feedback
Offer free evaluations
The easiest solution is to pull social media comments. Look for positive comments and reviews about your products or services on Facebook, Twitter, and other sites.
Another option is to ask for customer feedback. Send a survey out to your customers via email and ask for their input.
Just make sure that you let them know that their comments will be used in your marketing material. You can even include a section to allow them to choose whether they want their name to be used.
Some businesses send out free products or services and ask for customer feedback. When using these evaluations, you need to mention the fact that the customers received the product for free.
Along with obtaining testimonials, there are different ways of displaying them. The methods listed above are among the easiest. But, you could also film customer testimonials.
Think of the last infomercial that you’ve seen. They always include customers on film discussing what they liked about the product or services.
You can film customer testimonials and include them on your landing pages. Though, that’ll require a little more work than the other options.
Online Reviews and Ratings
The next form of proof is similar to customer testimonials. Using online reviews and ratings from review sites, you can offer potential customers proof that people have used and enjoyed your products or services.
Adding these reviews to your landing pages or marketing material is different from customer testimonials. You would normally include a summary of these reviews and then link to the actual page containing the reviews.
Showcase Badges or Certifications
Certifications, badges, and seals can also be used to offer proof of your abilities. You’ll see these certificates at the bottom of various landing pages.
This could include BBB accreditation, awards, and other proof that builds credibility. These should always link to a page where visitors can learn more about the certificate or badge.
Link to Stats and Figures
The majority of the previous steps are aimed at showing proof of your abilities or the effectiveness of your products or services. This last step is designed to show that you know what you’re talking about.
For example, if you claim that more people now use mobile devices for browsing the web, you should link to a study or a web page that backs up this claim.
Offering proof is becoming increasingly important. It helps prospects weed out the scams. Without this simple step, you could be missing out on a portion of the marketplace.