Testimonials: put up or shut up

This week is a busy one in work terms. Thankfully work involves social media so I’m able to take time to blog.

I’ve been working on some content and collating testimonials for the launch of one of our own sites – NetDirector Auto.  NetDirector Auto is a platform that’s used by our automotive clients to create a digital dealership. The new site is to promote and sell ND Auto.

Part of my work on the site has involved collecting and collating the testimonials to appear on the clients pages. Testimonials are of huge importance in a competitive market place. When you’ve got a dozen or so companies all pitching for your business, if you’ve got one that can provide testimony to their results their more likely to get the job.  It’s all very well saying you can achieve, but where’s your proof?!

As transparency increases to play a role in the web, it’s important to provide sources for your testimonials too. We’ve all had those leaflets come through the post or stuffed inside the local rag from some double-glazing company or the like with “Best product EVER” type quotes with either no name or highly dubious A.Smith type citations.

Being great, we go one further and provide video testimonials too.

In my opinion, testimonials do a large part of a company’s marketing work for them and are an important element that I believe will see increasing implementation as the whole user-interaction trend continues to rise. Some sites I’ve seen feature customer feedback that comes in on a feed and is constantly updating as the feedback arrives. However, obviously I’m not the first to say this but, moderation is important in the same as it is with all things that allow users’ comments.

I’m not saying change what people say, or manipulate it. Just make sure that nobody starts filling your feedback pages with offensive messages and it goes without saying that negative feedback will only make your job harder if it appears. From a marketing point of view only the healthy testimonials are going to beneficial to you on your site (and in general).

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