Using testimonials in your marketing
November 18, 2017

Testimonials may not be the first thing that occurs to you as something that should be incorporated into your marketing strategy, but they are definitely worth considering. Testimonials are often underrated but if you think of how many times you have either read a review or heard of another customer’s first-hand experience, the chances are that it helped sway your decision on whether to make that purchase or not.

Therefore, testimonials can be great for marketing purposes as they can really help your clients. Testimonials are convenient as they can also be used on a variety of media and you can build a bank of testimonials over time to strengthen the perspective of your firm by prospective clients.

Having said that, at some point we have all probably read a testimonial which has sounded so good that we wondered if that was actually said by someone. This is why it is important to strike the right balance between a good review that is reassuring to potential clients while also sounding realistic and genuine. These two blogs look at collecting testimonials as well as demonstrating their authenticity.

We have compiled a couple of pointers on how to go about getting testimonials and how to make them work for you in this series of blogs.

When to ask for them?
To gather your bank of testimonials will need a lot of marketing activities and communication with your clients. This will be the case for whichever channels you use. We recommend that you keep continually asking your clients, particularly if you have something to use as a stimulus or an incentive to contact them. For instance, particular stimulus or occasions which prompt asking for testimonials can include a newsletter update or a new adviser joining the team.

The testimonial could ask for information which demonstrates the adviser’s credibility and skills. However, if the clients of a new adviser do not have a track record with the firm, it can be difficult to get a testimony. You need to be very aware of the ethics in situations of approaching former clients and it will depend on the relationship the adviser has with their clients. You also need to be sure their relationships don’t compromise this where testimonials can be gathered. But if for instance, the adviser has been able to bring their clients to your firm, it could emphasise the genuineness of the testimonial which rates the adviser’s skills if readers see that clients want to continue working with their adviser despite moving.

Be sure to take advantage of any opportunity that prompts a testimony. Naturally, new marketing collateral will need to be developed, try to include your testimonials in them where possible. For instance, a few words added to a new website or brochure can really make a difference.

In the next blog we look at how and what to ask for and how testimonials can be used.