Do you use testimonials on your website and on other forms of marketing? Do you have a system for collecting or requesting feedback? How do you encourage clients to leave Google, Facebook or Yell reviews (if at all)?

If you’re not using testimonials, reviews, and case studies in your marketing, you should be, and here’s why:

  • 79% of people trust online reviews as much as personal recommendations
  • People read an average of 10 reviews before trusting a business
  • Positive reviews make 94% of us trust local businesses more

(Source: BrightLocal Local Consumer Review Survey 2020)

Reviews aren’t just important to potential clients – although this should be your main reason for collecting them. They’re also seen as a positive signal about expertise, authority, and trust (EAT) by the search engines, which means that good reviews can increase your page rankings in searches.

In addition, when you have Google reviews via your Google My Business listing, the average star rating appears alongside your business name in Google searches, in Google Maps, and in the Knowledge Panel on the right-hand side of the screen, all of which help you to stand out from the other search results and should attract more clicks through to your website.

Above all though, reviews act as a type of social proof. They let potential clients know that other companies have used your training services and benefitted from the outcome. This can help to take away some of the fear of booking an unknown trainer.

Where to use testimonials and reviews

Once reviews and testimonials from clients start to come in, create a file on your computer that keeps them all together.

Check out my blog about how to ask for testimonials – I’ve written a template you can copy and use to ask your clients for reviews.

You can use reviews in a number of places both on- and offline, such as:

  • On social media – As well as the dedicated ‘Reviews’ facility on platforms such as Facebook, you could take a short soundbite and pop it over a striking image or background in a tool like Canva to share on your social media pages.
  • On your website – You could have a dedicated ‘Reviews’ page but it’s also effective to feature short snippets from reviews throughout your site so that there is at-a-glance social proof on every page.
  • In printed brochures and leaflets – As with online, client reviews create a sense of trust and experience in printed marketing materials too.
  • In marketing emails – Again, you might decide to highlight a short snippet from a review in your latest email marketing campaign.

Online reviews are a fantastic marketing tool to connect with prospective and existing clients and highlight the benefits of your training from the clients’ perspective.

Do you have a process in place to ask for testimonials? How important are reviews to you when looking for a new product or service? How do you use testimonials in your marketing? I’d love to hear your thoughts in the comments below.

Don’t forget, you can find more advice about collecting and using testimonials here, including that all-important template!

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