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The Power of a Testimonial

The importance of testimonials for your marketing collateral and digital presence

Testimonials should be a priority in your marketing collateral, proposal, conference, presentations, and digital presence. Why? There are few marketing vehicles that are more convincing than a testimonial. If your clients are speaking highly about you or your firm, then you must have something to offer.

Testimonials in your content is proof

Sujan Patel of Content Marketing Institute states “We look for and act on (even if subconsciously) social proof in all areas our life” – this includes how clients behave when selecting an architect, engineer, or contractor, including how we behave and the purchasing decisions we make online.

“It doesn’t matter if that social proof comes from friends or strangers. What matters is that we’re seeing evidence from our peers – that the decision we’re about to make is the right one” (Patel, 2017).

This same proof applies to the AEC industry. More and more clients are asking for references and evaluation forms on their proposals. Why? Because they want the proof that the company they are choosing is also endorsed by their peers.

As OptinMonster co-founder Syed Balkhi, writes:

“Social proof is a psychological phenomenon where people conform to the actions of others under the assumption that those actions are reflective of the correct behavior.”

Another study from Nielsen’s Global AdView Pulse found that the testimonials are the second most trusted form of information about a brand or product, with the most effective being recommendations from people known personally.

Make it easy!

Asking your client for a reference can often feel awkward, uncomfortable and sometimes difficult – especially for technical staff who are often introverts. As a marketer, make it as painless as possible for your project managers and your clients.

Four things you can do to help make the process simple!

  1. Offer to write the letter/quote for the client to review, revise and approve.
  2. Conduct an interview/survey at the end of the project. Your clients are most excited about your work immediately upon completion. Make use of this time by asking for an interview or to take a quick survey.
  3. Use what people are already saying - People may say nice things and provide feedback through email or even social media. Reach out and get permission to use those nice words as testimonials.
  4. You can hire a third party to get testimonial statements from your clients.

Stay in contact with your references!  

Once you have a testimonial secured, be sure to stay in touch with that client! Not only is that great business practice but it is key to ensuring you always have their updated contact information. It’s also a good idea to receive two testimonials from the same company in case one client retires. Bottom line? If someone needs to verify your reference, they should easily be able to pick up the phone and call your contact.

There are many reasons to use testimonials to position your firm successfully and win your next project. While you pay attention to your entire marketing program, remember to include testimonials as a personal touch to strengthen your marketing strategy!

References:
http://contentmarketinginstitute.com/2017/06/strategies-customer-testimonials-content/
https://www.freshbooks.com/blog/5-non-icky-ways-to-ask-for-testimonials

Ampy McIntyre
Chief of COntent, TankGirl Marketing

With more than 15 years in the A/E/C industry, Ampy brings high level proposal and content management to TankGirl Marketing. Ampy has been at TankGirl for almost two years and is the Chief of Content. During her free time, she likes to workout and read about latest trends in home and fashion.

 

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