Avoid These Common Mistakes When Collecting Testimonials
Testimonials are one of the most powerful marketing tools to help leverage social proof for your business. A few major mistakes can be made though when it comes to companies that lack research and preparation before starting to collect testimonials. Learn from these common mistakes others have made to get the most out of your very own testimonial campaign.
No Goals Are Set
Setting goals should be a routine practice for your company. When launching a testimonial campaign it is essential to have objectives for what you plan to do. Remember these three things when setting your goals. Make sure they are:
1. Realistic: Aim high, but not impossible to reach.
2. Clear and concise: Be specific and use numbers.
3. Both Long and short term: Set goals for each day, week, month, and the entire length of your campaign.
Campaigns tend to fail when there are not clear goals set because it makes it impossible to track progress. To ensure the long-term success of the campaign, set and aim to reach a realistic end goal. Setting goals will provide you with a means to measure the success of your company’s campaign. The goals you set now will help you know what to tweak along the way, and what to make note of for next time.
Uncertain About Collection
When collecting testimonials it is important to choose which type of testimonial campaign you would like to run. Whether you want to collect testimonials with a giveaway, contest or sweepstakes, or plan to personally ask your customers, being specific is valuable. Based on the industry your business is in, be sure to choose the option that will give you the highest participation. One of the biggest mistakes a company can make is not having a vision on how they will collect testimonials from their customers. You must take into consideration the size of your company, the relationship you have with your customers, and the amount of employees you have to help with the campaign, because they ultimately will all impact which type of collection method works best for you.
For example, a cupcake shop would get the best results from asking their clients personally, due to the fact that they have excellent personal relationships with their customers. On the other hand, a large company such as Target would be better off offering a contest or sweepstake. They do not have the same personal connection as the smaller businesses, in turn they would need to give their customers an incentive to participate. Take into consideration every detail of your customer relationships when choosing which type of campaign you are going to run.
Don’t Promote Enough
It is common for businesses to make the mistake of setting goals, choosing how they plan to collect, then forgetting to promote their campaign. It is unrealistic to believe that testimonials will come in on their own 100% of the time. Getting word out about your testimonial campaign is the first step in making it successful. Once you’ve made the initial announcement that you’ll be launching your campaign, make sure to continue to promote it across multiple platforms. For example, promote your campaign at your storefront, on social media, on your website, and in an email newsletter. The more you reach out, the better chance you have of collecting business boosting testimonials.
Overall, avoiding these 3 major mistakes is the best way to ensure you get the most out of your testimonial campaign. Set realistic and clear, long and short term goals. Take into consideration how you could get the most interaction from your customers, and don’t forget to keep getting the word out to your customers.