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Testimonials play a big role in modern marketing plans. In fact, they’re one of the most common types of content marketers use to hook users and build trust. Testimonials are so important because they help you establish trust with your audience — which is key when creating an effective marketing plan. After all, if you don’t trust the source of information, you won’t trust what it has to say about your product or service. And if you can’t trust the tool, why should anyone else? While testimonials might seem simple at first glance, there’s more to them than meets the eye. That’s why we’ve outlined some of the ways that testimonials have helped increase brand trust on sites like TrustRadius and Moz, as well as their importance in modern marketing strategies:

Build Reputation and More

Over the past few years, we’ve seen a dramatic uptick in the number of brands using customer testimonials. In fact, one study found that 76% of marketers plan to increase the use of customer testimonials in 2018. Why so many brands are taking customer testimonials so seriously is because they’re one of the most effective ways to build your brand reputation and more. After all, if the people you work with know you well and trust you, then you’ve got a leg up on your competition. And you can use that to your advantage by demonstrating the quality of your products and services through testimonials. For example, if a client uses your product, they’ll be able to provide a firsthand account of how they used it. What they say, and how they feel, should tell your story and show your customers you care about them.

Test New Marketing Strategies

Not every strategy is right for every brand. And that’s precisely why testimonials are such a good way to test new strategies. After all, if the testimonials show that your products or services work, you’re one step closer to proving that they’re right for your audience. For example, one of the most common ways brands use testimonials is to show how users feel after using their product. By showing your testimonials how-to videos, you can test out new marketing strategies and create more appealing content for your audience. This is especially helpful when you’re trying to build trust with a new audience and/or develop brand advocates. Let’s say, for example, that you’re launching a new product and want to see how testimonials can help you build a following. Simply test out different ways to showcase how your customers use your product, and see how those experiences compare to your competitors.

Create a Sense of Belonging

As you build trust with your customers and community, you need to create a sense of belonging. This is because loyal customers already have an emotional connection to your brand, and they’ll be more likely to continue buying your products or recommending them to others. To build that sense of belonging, you can use testimonials to show the impact your products have on your customers’ lives.

Develop Brand Advocates

As you build a sense of belonging, you’re also building a sense of community among your brand advocates. To do that, you need to develop brand advocates — and testimonials are a great way to do that. By creating testimonials that celebrate your brand’s success, you can inspire your audience to think about how their purchase might make a difference too.

Help Employees Make the Case for You

Whether you’re using testimonials to support internal marketing strategies or promoting your products to the outside world, you can use customer testimonials to help employees make the case for your brand. In fact, testimonials can help employees show their boss just how valuable their role is at your company. By giving testimonials to employees, you can create a way for managers to highlight the value employees bring to the company. This is especially helpful if you have a corporate culture that doesn’t always value employee contributions.

Stay Updated on Industry Trends and Develop New Strategies

Testimonials are an excellent way to stay updated on what’s happening in your industry. Because they show customers’ firsthand experiences with your product, you can use testimonials to see what’s working and what’s not in your industry. That way, you can create new strategies and products that meet the needs of your audience. For example, if you notice that your competitors are using testimonials to promote certain themes or topics, you can create your own brand of testimonials by incorporating those same themes and topics.

Bottom Line

Testimonials are one of the most common types of content marketers use to build trust with their audiences. These testimonials help you build reputation and more, test new strategies, create a sense of belonging, and develop brand advocates. They can even help employees make the case for their company. They’re also great for staying updated on industry trends and creating new strategies.