While Billy Joel may not have been singing about marketing in his hit “It’s a Matter of Trust,” the message certainly applies. Building trust is essential for marketers, and customer testimonials are a powerful tool for achieving that.

Customer testimonials are incredibly effective trust signals that can be used throughout your marketing, from landing pages to ad campaigns. Testimonials from happy customers can convince even the most skeptical prospects. But how do you make the most of them?

In this post, we’ll explore:

• The crucial role of trust in marketing
• The benefits of using customer testimonials
• Different types of testimonials and their ideal applications
• How to gather outstanding customer testimonials

Trust: The Cornerstone of Marketing

Today’s consumers are bombarded with marketing and have little tolerance for shady tactics. Platforms like Yelp, Amazon reviews, and social media have made transparency and authenticity paramount.

Building trust isn’t just about increasing sales—it’s about establishing a company’s identity. Trust cannot be bought, no matter how large the marketing budget. It must be earned.

Seeing is Believing

Research by Temkin Group last year revealed which companies were the most and least trusted companies in America.

Image via Temkin Group

USAA, the financial services giant, dominated the top three categories—Banks, Insurance Carriers, and Credit Cards—with impressive trust ratings between 80-85%. Lexus, Trader Joe’s, and Costco also earned high marks for consumer trust.

The bottom of the list, however, offered valuable insights. Comcast, one of the most hated companies in the United States, landed among the least-trusted brands in not one but two categories—TV Service and Internet Service—both core offerings. Time Warner Cable, Charter Communications, HSBC, and US Airways also struggled to gain consumer trust.

Is it merely coincidence that Comcast is widely disliked and ranks among the least trustworthy companies? No amount of marketing spending can erase the public’s distrust. It’s a stark reminder of the impact trust has on a brand’s image.

The Power of Social Proof

Despite increased consumer awareness, the internet is still awash with scams and fake testimonials. You know the kind—“glowing” reviews like this:

Results may vary.

While these obviously fake testimonials might seem to discredit the entire concept, genuine social proof is more powerful than ever.

Social trust signals are highly effective for two key reasons. First, authenticity is invaluable in marketing. Using real responses from real people not only promotes your product’s value but also demonstrates a genuine customer base. Second, social media is where a significant portion of brand interaction now takes place. Integrating social proof in this familiar environment is a natural fit and allows brands to showcase their responsiveness to customer feedback.

Types of Customer Testimonials

While similar in content, different types of testimonials offer unique advantages. Let’s explore these variations:

The Social Media Interaction

This organic approach captures customer feedback directly from social media platforms, often presented as-is.

The example above shows a Facebook comment praising a specific product from fashion retailer Verrier Handcrafted. The comment is concise, positive, and highlights the customer’s satisfaction. Notice how the customer offers a more detailed testimonial without prompting. This illustrates the power of quality and service, demonstrating how a simple Facebook comment can become a compelling testimonial.

The ‘Industry Insider’ Testimonial

This type features the opinion of an industry expert or thought leader, adding an extra layer of credibility.

Ideal for B2B companies, this approach not only leverages the power of a traditional testimonial but also highlights the endorser’s expertise. HubSpot effectively uses this approach by showcasing endorsements from well-known brands:

The ‘Satisfied Customer’ Testimonial

This classic format features a quote from a satisfied customer, accompanied by their image and name.

The examples from Help Scout, shown above, prioritize conciseness and focus on praise rather than job titles. Including a customer image is crucial for this type of testimonial, as it allows prospects to connect with the person behind the quote.

Some companies, like AWeber, go further by indicating the customer’s length of relationship, subtly highlighting their user lifecycle:

The Video Testimonial

Video testimonials offer a dynamic and engaging alternative. While production requires more effort, the impact can be significant.

Videos go beyond text, allowing prospects to see the product in action and connect with the customer on a more personal level.

How to Leverage Customer Testimonials

Strategic placement and careful selection are key to maximizing the impact of testimonials.

Put the Customer First

Before making any decisions, view your website through the eyes of a potential customer. Understand their needs and how they arrived at your site.

Image via Less Accounting

Once you grasp their intent, you can strategically use testimonials to address their concerns. For example, in a crowded market, emphasize your commitment to customer service. If your product carries perceived risks, use testimonials to alleviate those concerns.

Highlight Your Perfect Customers

Testimonials should feature your ideal customers.

Image via Help Scout

Showcase customers who embody your target audience. This allows prospects to identify with those already benefiting from your product and reinforces your understanding of their needs.

Emphasize Your USP

Don’t just settle for general praise. Ensure your testimonials highlight your unique selling proposition (USP).

Encourage customers to explain why they chose you over competitors. Let their words demonstrate what sets you apart, whether it’s exceptional service or innovative features.

Focus on a Different Selling Point in Each Testimonial

If you excel in multiple areas, highlight a different strength in each testimonial.

This avoids repetition and adds depth to your brand. By addressing various selling points, you can preemptively tackle potential objections and showcase the full range of your product’s benefits.

Let Your Products Do the Talking

While unconventional, showcasing your products in action can be highly effective. Saddleback Leather exemplifies this approach.

Instead of relying solely on customer images, Saddleback features its products in stunning photographs from around the world:

These visuals not only emphasize the quality and durability of their products but also reinforce their brand identity, which centers on adventure and exploration. As these examples (and the others on the Saddleback site) demonstrate, a powerful image can speak volumes.

Customer Satisfaction: The Ultimate Goal

Customer testimonials are potent trust signals when used strategically. By carefully considering your target audience and key selling points, you can harness the power of testimonials to build lasting customer relationships.

I hope this post has provided you with valuable insights on using customer testimonials effectively. Feel free to ask any questions in the comments section below.