Find out how to use testimonial examples in paid campaigns
No matter how creative and persuasive your marketing can be, when you are trying to sell to someone, they will feel that they are being sold to someone. Maybe they are prepared and ready to buy that sale, or maybe they are not.
On the flip side, it's far more compelling for someone to tell a story about their experience with a brand and recommend it, especially if they're not paid to do it.
Testimonial samples can enhance the social proof in your paid advertising campaigns and add authenticity to your online marketing. Adding recommendations from your clients or clients to your digital ads can help them stand out from the competition, prevent people from scrolling past, and encourage users to click through to learn more about your brand.
Why are testimonial samples important in paid advertising campaigns?
There are many considerations when creating paid advertising campaigns: images, text on the images and in the copy, calls-to-action (CTAs), URL, click-through landing page, and more.
With all of these limitations and necessities, you might be tempted to go for direct selling when creating your paid advertising campaign. Maybe you want to get things straight and tell people why you are great and why they should buy (and where).
There are also plenty of reasons to slow down and think about including testimonial samples in your paid ads.
Below are four reasons to include customer reviews in your paid campaigns.
1. Testimonial examples improve credibility
Whether your product works better than anyone else's or your prices are unbeatable, a skeptical customer will always wonder if it is too good to be true when they see your ad. If they haven't heard from you, they may be wondering what is yours about.
You may click to read and explore more, but you may just assume you are illegitimate and keep scrolling past your ad.
Testimonial samples can change all of that by adding credibility to your ad and brand. Suddenly there is proof that you are worth it.
2. Testimonial examples Prepare the conditions for good customer relationships
Customer service is a crucial element for many buyers. In fact, Microsoft reports that 90 percent of consumers consider customer service when considering working with a company.
It's not just about a good product at a reasonable price. Customers want to know that they will be supported if they have questions about your product or service.
Testimonial examples give you the opportunity to share the best experiences of satisfied customers. They can speak to the customer service they interacted with or the general experience of working with your brand. This can help potential customers feel more confident about choosing your brand.
3. Testimonial examples show authenticity
People feel sold all day and are always looking for real authenticity. An Edelman report shows that nearly three quarters of consumers are actively trying to avoid advertising.
Testimonial examples give you the opportunity to tell real stories about real experiences. People love hearing stories and when they feel connected to them they may be more emotionally inclined to work with you.
4. Testimonial Examples Increase Conversions
While all of the above reasons are good psychological reasons for using testimonials in your paid campaigns, ultimately your marketing is all about getting more sales for your brand. Your paid ads should be designed to convert.
If the users of your offers feel more confident and have an authentic connection with your brand, they are more likely to click through your ad and land on your landing page or website. From there, they tend to learn more and eventually make this sale. In fact, a VWO study found that using testimonials increased sales by 34 percent.
When it comes down to it, one of the best reasons to add testimonial samples to your ads is to get more sales.
Using Testimonial Examples in Paid Ads
Is it time to include testimonial samples in your paid ads? There are several ways to do this. However, let's talk about the general considerations of how to include these testimonials in your ads.
1. Incorporate high quality images
A photo of your product or of people interacting with your product (with a quote included) is a great way to start with testimonials in your ads.
Make sure you use a high quality image with a testimonial quote that is short, easy to read and will quickly grab a buyer's attention. You want people to "get it" right away.
Another way to use images to showcase your testimonials is to take a screenshot of reviews or star ratings on your website. Again, make sure you have the highest quality image so buyers don't bother reading or understanding what you're trying to convey. Keep it simple
More on this below, but remember to make sure you have legal rights to the reviews you share. You can't just copy them from anywhere without the reviewer's approval.
2. Experiment with different formats
Testimonials from your satisfied customers can come in many different formats. These can be text quotes, full case studies, or video testimonials.
As you build your marketing campaign funnel, you can experiment with different formats and incorporate different types of testimonial samples into the different touchpoints of your ads.
For example, you can use a simple, short quote in the images or in the text of your digital ads. This introductory text should really say something like "This product has changed my life" or "I couldn't do my job without this service".
You might want it to be gritty and grab readers' attention to make them want to read more.
You can also use video interviews or testimonials from clients or clients who love your job. While these are more interactive and engaging, they should be short and sweet and grab the audience's attention quickly.
3. Decide which narrative you want to share
Think carefully about the type of story you want to share with your testimonial examples. Of course, they should be positive endorsements, but you want to find out what angle you want your testimonials to take.
They should be more nuanced than just "it's a great product" or "you should buy it".
Make sure your testimonial examples have a compelling reason. Why is your product different from others? Why are your satisfied customers actually happy? Why would you want to tell others?
Imagine your customers are talking to their best friends. What's the reason they endorse your product? What did it bring up in your conversation in the first place and why are you looking forward to talking about it?
Especially if you do decide to do some A / B testing or different types of ads to see what works best, building all of the ads around a single representation can help keep it all together and improve the chances of you yourself connect with your customers and convert them.
4th Make it conversation
Testimonial samples in your ads can be a way to connect with your customers instead of just talking to them. Keeping the tone of the ad approachable and chatty can add to the authenticity of your message.
Maintaining a human touch is key to this type of message. Make sure it sounds like friends are talking to each other, not like a keynote presentation or a car salesman.
One way to do this is to include user-generated content such as videos or photos. This type of content gives your ads honesty and a real feel.
Be sure to watch this narration, as explained above, to make sure your message doesn't get mixed up. By setting these parameters on the message you want to deliver, you can filter which user-generated content is best for your paid ads.
5. Move from the ad to the side
Think of the entire customer journey as you build your paid campaign using your testimonial examples. Remember, it's not just about the ad. It's about where they are going next and what they will do when they get there.
You can use your ad to create intrigue and interest, and then continue that story on the page you send it to.
Start with a quick testimonial quote, a picture of the customer sharing the testimonial, a short video clip, or any other snapshot that will pique people's interest.
Maybe it starts with a question like, "How did this product change my life?" Maybe it includes the first part of a testimonial and a CTA asking the reader to click to hear the rest.
Your next step is to deliver. On the page, make sure to include the next part in written text, graphics, a lengthy video, or case study.
Don't forget to make it easy to complete the sale by adding a purchase link or some other way to collect the information.
6th Do not overlook the laws
There are many legal regulations regarding the use of testimonials. This is not legal advice and you should consult an attorney if you have specific questions. However, there are a few things to keep in mind when using testimonials in your ads.
- Make sure you have the permission of the people whose testimonials you are using. Don't just cut and paste a great review that you can find there.
- Contact the customer and give them written permission to use the review for marketing purposes. You can also include this information on your website or other places where you collect reviews so customers don't get surprised. However, you should still get this permission.
- Make sure your testimonials are accurate and typical of most buyers. In other words, don't overdo or sell with testimonials. Let's face it: this is not just about legality. It is also the right thing. Your testimonials should be about honesty and authenticity.
2 great testimonial examples
Still wondering what testimonial samples look like in a paid campaign? Here are a few examples to get you started:
Peet & # 39; s Coffee
This Facebook ad from Peet & # 39; s Coffee uses a real rating from a user of its coffee subscription services, and impresses with its simplicity and star bar.
You will get a positive review of the subscription service right in front of you. The verification also retains a bit of authenticity with the exclamations and random capitalization. It is not "tidied up", so to speak.
The rest of the display continues with details of the services and a quick video overview. Starting with the review, you will be drawn to learn more about what makes Renee so happy.
This Fabletics Facebook ad features a series of short testimonial video clips from happy people who wear their products. It's instant evidence that these pants do what they were advertised to do. They also show people actually wearing the pants, which adds an extra layer of authenticity.
You will notice the line at the bottom of the video reminding that these people have been compensated for using their reviews.
When you're collecting reviews from your customers, it may be time to start thinking about how to incorporate them into your paid advertising campaigns. Paid internet advertising can help you find your ideal audience and connect your brand to what your audience is looking for.
By setting up testimonial ads, you can add social evidence and reality to your brand, and encourage your audience to click to learn more and convert to customers.
Creating and managing your paid campaigns can be overwhelming for some users. If this applies to you, we can help. Our team of experts specializes in paid advertising as well as SEO and content marketing.
How will you use testimonial samples in your next paid advertising campaign?
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