“Don’t worry about what other people think.” Even those who typically embrace that philosophy likely toss it out the window when it comes to making wise choices as consumers. And when it comes to buying something as important as insurance, people not only want to know – they NEED to know – about other people’s experiences before they decide where to put their money and their trust. That’s why effective use of great customer testimonials should be an integral part of your marketing strategy.
Posting a few positive comments on your company website is definitely a great place to start, but there’s much more to be considered in leveraging the undeniable power of the testimonial to improve your business.
In addition to posting the traditional quotation-type testimonials on your landing page, why not incorporate some of the positive comments you’re getting from your social media as well? Facebook, Twitter, Instagram and Vine all make importing or embedding material pretty simple; and LinkedIn may provide you with some perfect testimonial material as well. For more on how to use social media posts to speak for your business, click here.
Speaking of Vine, whether you use that particular platform or not, don’t discount the value of testimonials that actually allow consumers to see and hear (or even just hear, via podcasts) the people who are singing your praises. Testimonials in these kinds of formats may have a greater impact on viewers/listeners because they ramp up the personal factor!
While satisfied clients will undoubtedly be the backbone of effective testimonials for your agency, remember that not every client is satisfied for the same reason or in precisely the same way. Be sure to include a mix of testimonials that showcase the diverse and distinct selling points of your business.
And if you know industry insiders who are willing to comment on what you and your agency do best, why not include their two cents as well?
Vague, “they’re the best” testimonials won’t cut it. Details are crucial if a testimonial of any kind is going to resonate with potential clients. Make sure that, whenever possible, testimonials include names, time frames or dates of service, precise figures and stats – and maybe even photos of the people making the testimonials. These are all elements that not only add authenticity, they also conjure up images that are more likely to “stick” in the minds of your audience.
Audiences have short attention spans. Remember that specificity, sincerity and brevity CAN AND SHOULD co-exist in your testimonials.
The perfect testimonial needn’t say that everything about your agency is perfect. In fact, if it does say that – especially if it says is in some sweeping, general way – it will sound fake. A testimonial should zero in on specifically what satisfied your satisfied client. It doesn’t need to say that he/she loved everything.
This is no time to be shy. Ask your clients for testimonials. And while you certainly shouldn’t tell them what to say, you should make sure that they understand the parameters of what you’re looking for. Talk openly with them regarding your expectations regarding specificity, brevity, etc. Give them the guidance they need, and their testimonials will sell insurance for you.
We'd be remiss if we ended this post without mentioning our recent recognition as "the best of the best" by readers of Insurance Business America Online Magazine. According to the online magazine, "Our survey respondents raved about AgenciesOnline, a marketing firm serving the insurance industry exclusively."
If you're interested in seeing how AgenciesOnline can help your develop a powerful marketing strategy while providing unparalelled support, get in touch with us today.