If you own a small business or startup, the leads for your first projects have probably come through word of mouth or personal contacts. These early jobs can do wonders to get your company off the ground, but if you don’t formulate a marketing plan, you may soon find that your pool of potential clients is dwindling. Luckily, social media enables anyone to become a publisher and distributor of content.
One of the most effective ways to market your business is to capture client testimonials, states an infographic by WebDAM. It explains that customer testimonials have the highest effectiveness rating for content marketing at 89 percent. Here's a brief outline on how you can get started using testimonials and social media to help build your brand.
Capturing TestimonialsThe first thing you need to do when capturing testimonials is reflect on your most successful projects because these clients are the first people you should contact. You also should consider who has the most clout in your community or industry. According to a study by Zendesk, 88 percent of consumers have been influenced by an online review when making a buying decision, so a positive endorsement from a well-regarded person can be a powerful marketing tool. If you’ve done good work for these clients, they’ll typically be more than happy to provide a testimonial for you.
Once you find the right people, ask them for a written statement or schedule a video shoot. If you have a limited time schedule or a shoestring budget, then written content is the way to go. A great example of this type of testimonial can be found on Ritani's engagement ring product page. The testimonials add a little personality to the page and provide ringing endorsements for its products.
However, it has been proven that video is a much more powerful means of conveying a message. A study by B2B Marketing found that video content is six times more effective than the written word. Silverpop is a good example because its clients page offers video testimonials as well as short quotes in case visitors don't have time to watch the entire video.