You’re not selling to robots, but to real human beings who need to be convinced your product is the right fit for them. Testimonials are a powerful way to create social proof and trigger prospects into becoming customers. In this blog post, we’ll explore why testimonials are important for B2B products and what benefits they provide
What are testimonials?
Customer testimonials are first-hand accounts of someone’s experience with a product or service. They can be written, audio, or video format. The important part is that they’re coming from a satisfied customer who has used the product and can attest to its value publicly. When done well they tell the story of how the product was used to solve a problem, which is exactly what B2B prospects are looking for.
Are testimonials and reviews the same?
Testimonials and reviews are similar in that they’re both first-hand accounts from customers. However, they serve different purposes. Reviews are focused on the product itself while testimonials focus on how the product was used to solve a problem. This distinction is important because B2B prospects are looking for solutions, not just products.
Why are testimonials important for B2B?
Testimonials are important for B2B because they provide social proof that other companies find value in your product. When a prospect is evaluating different vendors, they want to see that you have a track record of happy customers. By featuring testimonials on your website and marketing collateral, you can show prospects that your product is trusted by other businesses like theirs.
Not only do testimonials build trust with prospects, but they can also be very persuasive in converting them into customers. When a prospect sees that your product has helped others achieve their goals, they’ll be more likely to believe that you can help them as well. Testimonials provide real-life examples of how your product has been used successfully, which is much more impactful than simply listing features and benefits. They should describe the outcomes of using your product and the impact of the outcomes.
Combining testimonials and storytelling
People have been telling stories for thousands of years as a way to entertain, educate and inform. But what many people don’t realize is that stories are also one of the most powerful ways to connect with others and build relationships.
Stories create a more personal connection with potential customers by helping them see, feel and experience the world from an existing customer’s perspective. They’re an effective way to tap into people’s emotions and help them understand complex concepts or ideas. When listeners can relate to the story, they’re more likely to trust and believe what you’re saying.
Stories are memorable, persuasive and emotional – three key factors that make them so powerful when used as part of a testimonial. The best testimonials will combine all three of these elements to create a compelling and convincing message that resonates with prospects.
Video testimonials offer the best format for storytelling because they provide the opportunity to show, rather than just tell, the story. Seeing the person’s facial expressions and body language makes it easier for viewers to feel empathy and connect with them on a personal level, so choose a video testimonial where possible.
Testimonials trigger action
A persuasive testimonial can be the nudge your prospect needs to convert throughout the customer journey – from the awareness stage when prospects are just beginning to consider their options, all the way to the decision stage when they’re ready to make a purchase.
To maximize their impact, testimonials should be placed in key locations on your website and marketing collateral where they can have the biggest influence. This might include:
-A dedicated testimonials page
-A landing page for a specific product or service or feature
-An email campaign
-A case study or white paper
-A sales deck or pitch
As you can see, testimonials play an important role in the B2B purchasing decision. By featuring testimonials on your website and marketing materials, you can build trust with prospects and trigger them into becoming customers. If you’re not already using testimonials as part of your marketing mix, now is the time to start!