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$pa Marketing: Using Client Testimonials to Boost Your Biz

Client testimonials are an excellent way to build your business, create loyalty among customers and boost your bottom line.

When was the last time you purchased something without checking customer testimonials or reviews? I’m guessing it’s been a while! Thanks to crowd-sourcing platforms like Yelp and Google Customer Reviews, as well as customer product reviews on websites such as Amazon, it’s easier than ever to get a “feel” for a service or product before pulling out your credit card.

From a service provider’s standpoint, client testimonials are one of the easiest (and free) ways to convey who you are, what you offer, and how that relates to your overall brand. Testimonials also have the potential to:

  • Lend credibility
  • Build trust in both current and potential clients
  • Increase sales conversions among clients who may be “on the fence” about a purchase

Getting Started

When posting or sharing testimonials, think about what you look for in testimonials. For me, the key is authenticity. Does the testimonial include a person’s name? Is there a picture or video included? How detailed is the testimonial? Does it describe a particular aspect of excellent customer service such as “My facialist went above and beyond doing such and such,” or is it more along the lines of, “My facialist was nice.” The more in-depth and personalized the testimonial, the more likely a person reading it will feel connected to it.

How Do I Get More Reviews?

Aside from providing consistently superior customer service, the answer to getting more reviews is simple: ask for them! Sometimes we get shy on this part, perhaps thinking we don’t want to bother our clients. But most people are more than happy to give a shout-out to any person or business who has provided them a great experience. The best time to ask for a testimonial is before the client leaves. Ask permission to take their picture or a short video right then and there, and post it. If they prefer writing a testimonial instead, send a reminder when you email or call them to thank them for coming in to see you.

If you fail to get a response from your first request, follow-up with another email, text or call and offer a discounted service or product to them for a glowing, detailed review. Use prompts to get more specific testimonials such as, what in particular stood out about your recent treatment? Tell me what you liked about your esthetician’s personality or technique?

Where Should Testimonials Go?

Everywhere! Here are some ideas to get you started:

  • Your website’s home page (which should link to a lengthier dedicated testimonial page)
  • Social media accounts
  • Blogs and vlogs
  • Reception area television (run a loop)
  • All marketing materials (such as service menus, email campaigns, reception and treatment room posters, etc.)

What If I Get a Bad Review?

Nobody likes getting a bad review, but it’s life—and it happens. Hopefully, you can work out a solution with a disgruntled client in person or by phone but if they zing you on social media, it gives you the opportunity to open a discussion with them privately, apologize if necessary, and in the process, show others how professionally you handle conflict.

Client testimonials are an excellent way to build your business, create loyalty among customers and boost your bottom line. Go get ‘em!

Louis “The Laser Guy’s” Three Additional Tips Using Testimonials:

  1. Be specific when advertising client testimonials—if you have hundreds or thousands of them (and I hope you do!), let people know how many.
  2. Ask clients to tag you on social media, so every time they give you a shout-out you’ll know about it and can repost it.
  3. You can also boost your number of testimonials by offering to swap with clients.