How Agencies Can Deliver More Value To Clients With Testimonial Processes
As an agency, you want to provide value to your clients with software and applications that work to help them increase ROI. Many of these processes implemented into your client’s marketing strategy takes effort from both ends to work. One process that is important, is to have a system in place to collect social proof. Collecting testimonials is an imperative part of adding social proof to your customer’s marketing strategy, but you need to equip them with the skill set and tools to make their testimonial processes produce the most value. Here are a few steps your agency can take to create a testimonial process and deliver more value to your clients. In turn, making you look like marketing rockstars.
The first step toward creating value through testimonials for your customers is to have a strategy in place. Each customer’s situation is unique and you’ll need to pin point why you’re creating a testimonial strategy for them specifically. Maybe your customer is having a hard time showing credibility over their competitors, or maybe they are constantly getting positive feedback but don’t quite know how to show it off. Finding out why they’re implementing a testimonial process in the first place, will help you build a foundation for your strategy and problem solve. Next, you’ll need to figure out how and when your customer plans to collect testimonials. Most strategies should include a few different methods that work specifically for that customer’s target audience, and are planned at strategic times for the greatest amount of reach. Finally, your strategy should include goals. How many testimonials do you think should result from each campaign? What does your customer want the end result to be? Having a set strategy in mind will help you and your customers be on the same page and working toward common goals.
Equip your customer with custom content that is sure to effectively engage their customers willing to submit a testimonial. Start by providing them with marketing emails, call script content, and quality questions to ask their customers to ensure they’re consistently reaching out to customers, and asking the right questions. You’ll also need to create social media posts, and call to actions throughout their website, that directly lead to a submission form landing page. Finally, create a content offer and promotion strategy that incentivizes submissions. Keep a cohesive and branded theme to your content to increase awareness and engagement with the campaign. This is an important step that will help you actively ensure a continuous and consistent outcome and will keep you on target to hitting the goals that were put in place in your strategy.
Once you and your customer have taken the necessary steps to collect quality testimonials, the next step is to put them to use by implementing them into your customer’s online marketing strategy. Placing testimonials in multiple places online will ensure that your customers see the greatest return for the testimonial content they worked so hard to collect. First, you’ll want to create a cohesive, branded testimonial style that can help users visually connect the content across the board. Keep the style of the implemented content similar to the marketing content you used to collect testimonials. Next you’ll need to place this content strategically on your customer’s website, social media pages, and within other marketing materials, like promotional email drips for example. Another important element to implementation is to show off the testimonials in an organized way that makes sense for your customer’s bottom line. For example, if your customer provides a handful of services, group together testimonials that talk about each of those services and show them on the same page as the content they relate to. The easier you make it for consumers to find content they can resonate with on your customer’s website and social pages, the better the ROI for your customer.
Not only should you implement the testimonials onto your customers website and social pages in a strategic way, you need to create a plan that helps to continually promote the content. Set up a promotion schedule for your customers to follow. This schedule should include social posts, and email marketing efforts that specifically pertain to the testimonial content they’ve collected, and give an outline about when and what to post. Next, you can work to repurpose the testimonial content in a number of ways to continue to promote it. Create a client spotlight where one client’s story is highlighted a week, or reach out to the customers that submitted a testimonial with additional questions to create a case study. The more ways you help your customers to promote their testimonial content, the greater amount of traffic and leads they will receive, and over time this will help your customer’s increase their brand credibility and authority in their industry at an exponential rate.
As a trusted agency and partner to your clients, your job is to continually work to find solutions to the marketing pains your customers deal with every day. Having testimonial processes in place helps you quickly provide customers a solution to collecting and showcasing social proof. Focusing on these four areas will ensure that you create a testimonial strategy for your customer that is successful and can be used time and time again.
What processes does your agency currently have in place to collect social proof for your customers?