An online study by strategicfactory.com, a marketing consulting firm reveals that 88% of consumers find online testimonials as trustworthy as their friends or family’s recommendations. This suggests that testimonials can help in establishing brand presence and achieving a higher conversion rate.
Cafemutual spoke to Rahul Jain of GR Finvisors, Udaipur and Trinath Lenka of Wallet Finserve, Bhubaneswar to understand the approach they follow for seeking testimonials.
Here are some useful tips that can help in getting the right quality and quantity of testimonials.
Asking testimonials at the right time
You should ask for testimonials from clients who have achieved their financial goals with your advice. You may also ask clients to give testimonials after resolving their queries or issues related to investments.
Also, it is advisable to ask personally as against dropping in a message or e-mail directly. In case a client expresses any kind of discontentment, it must be promptly addressed before asking for a testimonial again.
Creating a diverse testimonial base
Testimonials can be an effective way of generating word of mouth publicity and for widening the reach across various investor types. Rahul has gathered testimonials from his clients associated with different industries such as banking, FMCG (Fast Moving Consumer Goods), advertising, etc. Additionally, he has also collected testimonials from NRI clients.
A diversified testimonial base hints at strong business setup of MFDs for catering to different investors across geographies.
Ensuring meaningful content
Giving guidelines to clients for writing testimonials may dilute their originality. However, sharing some relevant questions may help them to weave a more meaningful story for sharing their experience. These questions could include - How has your experience been with us? What do you appreciate the most? How have we been able to add value? What is the key reason for you to recommend our services to others?
Video testimonials could also be an effective way of grabbing the attention of prospects. ‘A video testimonial having a length of up to one minute is good for digital platforms’, added Trinath.
Presenting testimonials effectively
It is a normal practice to place testimonials on websites. However, one must be mindful of the number and their presentation. “A website must carry at least 8 to 10 testimonials across all mediums i.e. written or video. Prospects like to read more and more testimonials before taking a final call, said Rahul.
Seconding this, Trinath added, “From the viewpoint of the presentation, a website’s homepage could carry three latest testimonials and other testimonials could be captured under a separate tab.”
Further, publishing testimonials along with client’s name, organisation, designation and photograph increase credibility.
