Practicing an inbound marketing strategy is a great way to move potential customers through your sales funnel. Implementing testimonials into your inbound marketing strategy will help you collect and convey valuable social proof. You need to be strategic about where you collect and display testimonials within your inbound marketing content to make sure its the most effective for each various customer group. Here is a overview about when to collect testimonials, and what kind of testimonial content is most effective at converting a person in each stage of your inbound marketing strategy.

Inbound Marketing Strategy

Here’s how to integrate testimonials into your inbound marketing strategy:


The attraction stage of your marketing automation strategy is when you try to convert complete strangers into visitors to your website. This is when your blog is most important because you can cater your posts to attract unique buyer personas that would potentially be interested in your brand. This stage is also when you utilize strong keywords to attract potential customers by what they are searching. Finally, it’s when your social media posts can work well at reaching an even larger audience when created with unique and strategic content. Although it doesn’t make sense to request testimonials from users in this phase (they aren’t your customers yet after all), it does make sense to use strategic testimonial content to intrigue and influence strangers.

TYME Facebook Video testimonial


  • This is not the best time to request and collect testimonials because these users are just getting acquainted with your website.

  • Create social proof in social media posts and social media ads that help answer questions to potential customers problems and show value.
  • Feature a customer testimonial on your blog that features a relatable use case.
  • Show testimonials on your website’s homepage to convey immediate social proof.


This stage is when you connect with visitors to your website to convert them to leads. They landed on your website by connecting with your blog, keywords, and social media content because it fit with their current problem or interest. Now it’s time to align your brand with their current situation to turn them into a lead. This is the stage that you create content that will help solve their problems. Whether that is in the form of a guide, ebook, consultation, or demo, you will need to create a barrier to this content to create a line of communication. This stage is when you create landing pages, forms, and call to actions to aide in further connecting with these visitors to qualify them as leads. Testimonials also fit into this stage through display. Using testimonial content that conveys value will help aide your conversion of visitors to leads. Because these users still are only leads, this is not a great time to request a testimonial from them.

Landing page testimonials


  • This is also not the best time to collect a testimonial because these visitors are still getting to know your company as potential leads.

  • Use testimonials to add social proof to forms to increase their effectiveness.
  • Create landing pages that have testimonials featuring valuable stats that help convert leads.
  • Lead to compelling thank you pages that include customer testimonials.


This is the phase of inbound marketing when you turn qualified leads into customers. During this stage you’re using supplemental materials to the guides, e-books, demos, and other content that was used to convert these leads to continue to keep them engaged. This is where you create email drip campaigns, strategic workflows, and various signals that help funnel these leads into customer groups.

Customer Testimonials Success Stories Brainshark


  • Collect a testimonial as soon as a sale is closed.
  • Add a testimonial collection link to your email marketing drips.
  • Collect testimonials in person during a final meeting.
  • Attend a trade show or professional event and collect customer experience testimonials.

  • Show current testimonials in your email marketing drips.
  • Add testimonials to unique pages on your website that align with the content on that page.
  • Segment your testimonials to hit different target audiences through blog content.


This is the phase that you work to connect with your customers to turn them into loyal promoters of your brand. To do this you will host events, create a community with social communication, and write content that is helpful and will keep your customers engaged for the long run. During this phase customers will be most receptive to leaving a testimonial because they are the most acquainted with your brand.

Boast Facebook Integration


  • Hold a contest or sweepstakes to collect testimonials from your current customers.
  • Have an event rewarding your loyal customers and collect testimonials in person there.
  • Follow up with customers who have left testimonials in the past and turn them into long-tail case studies.

  • Show your testimonials off at an event.
  • Post customer case studies on your blog and send them out in a marketing email.
  • Feature testimonials on Social Media in posts and in a feed format – create a community!

Collecting and displaying testimonials at the right time in a customer’s sales journey will ensure that you’re using your social proof in the most effective way. Aligning these processes with your current inbound marketing strategy will help you figure out what flow works best for your unique audience. When and where does your company collect and display customer testimonials? Comment below!


Conversion Optimization: Automation Guide

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Testimonials: Testimonial Request Toolkit

Find the right words to ask for a testimonial

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Posted in: Conversion Optimization, Testimonials