By Business & Finance 
By Paul Teahan, master franchisor for TheBestOf Ireland
Consumers are more cautious than ever these days, so simply claiming to be ‘the best’ is not enough.
In my last article for Businessandfinance.com, I discussed the power of photography within a company; however another significant smarketing component is the importance of testimonials for companies and how to positively make use of any reviews that the business receives.
With so many companies now having a website or social media pages, it’s all too easy for customers to read reviews or information about a business before they make an informed decision of whether or not to purchase from a business.
Customer reviews are considered a powerful tool when it comes to strengthening a brand as they reinforce the credibility of the company and aid in encouraging an online rapport with an existing and potential audience. Moreover, they present an unbiased indication of the quality of products and can even aid in product selection, as well as distinguish a company from its competitors.
Not so positive reviews can also be valuable, as a combination of positive and negative feedback helps improve consumer trust. However, too many bad reviews aren’t good for business, as although negative reviews make the positive ones more believable, there is a point at which they ring alarm bells for consumers. For example, if a company has 20 reviews, and four are negative, then the other 16 look trustworthy. If the proportion of negative comments rises, it’s a different matter.
At thebestof.ie, we only promote companies that have received a minimum of three positive testimonials, as we want to ensure we endorse the best businesses in each industry. Whilst all types of feedback is important, we try to encourage the use of our reviews facility which is moderated and independent in which a company has no input to. This provides consumers with the assurance that all reviews are published regardless of the content. If a company receives a poor review, the business is asked to look into it and respond appropriately.
Not so positive reviews can also be valuable, as a combination of positive and negative feedback helps improve consumer trust
TAILORED REVIEWS
Although receiving testimonials is essential, making use of them in an effective manner will really be of benefit to a business. Companies need to consider which style of testimonials best suit their business, whether it is through simple client quotes or even videos of customers stating how good the product or service they received was.
Testimonials should also reflect the target market of the business: reviews from the public should be tailored for consumer buyers, or if a company sells to particular specialist markets, testimonials from similar purchasers should be promoted.
Being creative with promotional material is also a must. Companies need to consider including an additional section on client feedback in a sales booklet, as well as share previous testimonials from satisfied customers. Many businesses also include a positive review in an advert if they choose to advertise, or put a testimonial on the back of a business card to leave a lasting impression.
A lot of bigger companies offer a variety of services and products. It is important for these businesses to categorise their reviews or testimonials accordingly so specific concerns that customers may have can be addressed. Comments that highlight credibility as a supplier or feedback about swiftness of delivery, for instance, could be used on an order page.
Quotes of testimonials should be kept short and easy to read, and most importantly for authenticity, a full name, as well as company and job title (if applicable) should be included.
Finally, companies shouldn’t be scared to ask customers for feedback. It is an essential part of business and if the client is happy with the service they received, they will most likely be open to promoting it. If businesses can, they should send out an online feedback form after purchase to generate a steady flow of feedback, or alternatively approaching key clients personally and explaining why they would appreciate their comments is also beneficial.
Photo above: 10ch
About the blogger
Paul Teahan is the master franchisor for TheBestOf Ireland.
TheBestOf is an outsourced local marketing franchise that has championed businesses across the UK, for more than 10 years, to help establish their presence in their local areas.
