It is easy to make the mistake of thinking there is no difference between a testimonial and a review. The two are often confused with one another. Testimonials and reviews are apples and oranges and should be leveraged differently. Here are some tips that you can keep in mind when considering how testimonials and reviews can help your business to succeed.

Testimonials

Let’s use a dressmaker as an example of a business that can benefit from testimonials. The dressmaker spins magic into the linen of a customer’s dream wedding dress. She is so happy with her dress and wants to tell anybody that will listen just how wonderful her wedding dress is and how the dressmaker contributed to making her special day one that was perfect. The dressmaker asks the new bride to write a testimonial and for permission to post this on her website with a photo of the bride in her gown. This is a textbook example of a testimonial.

How to Use Testimonials

Do not have just one testimonial. Choose several of your best customers and ask them for a testimonial. You want to show proof that these are real people that sincerely support you because of their personal experiences as clients. Visual content is important. Do not just publish their words on your website or social media page. Utilize your creativity and do a testimonial video or create a gallery of photos. If you make a video, you could use YouTube to publish it. You want your testimonials to be sincere and devoid of fluff and filler. In order to achieve this quality, it may be a good idea to come up with a series of questions to ask your clients with regard to their experience with your business.

Reviews

This is where reviews are very different. They are still customer input, but they are open platforms where both good and bad experiences can be shared. If you utilize Google to locate a business, you can check their ratings immediately and read reviews by other customers to see what experiences they have had. Testimonials are gathered by a business about that business for the benefit of that business. Reviews are gathered by other platforms and businesses for the benefit of the customer to see what previous experiences have been shared regarding a business the customer is considering patronizing.

How to Use Reviews

Social media has given a powerful punch to the value of word of mouth advertising (also known as WOM). You have platforms such as Yelp, Angie’s List, HomeAdvisor, and more that have made it their business to help customers know your professional reputation before setting foot in your establishment or even calling you. Today, the first point of contact between you and a potential customer may not even involve you. It may involve that possible client, their laptop or smartphone, and Google. 

The practice of hiring freelance writers and off-shore companies to write fake reviews that are glowing for businesses has become so common that marketing companies have struggled to make sure their reviews are solid and believable. Keep in mind that paying for reviews and endorsements without public disclosure is illegal. Incentivizing reviews, on the other hand, is not illegal. You could offer a discount coupon to customers for a review on Yelp, Google, or any other review site that fits the niche of your industry. You can also ask the customers who give you their testimonial to give you a review as well. 

Testimonials and reviews are two differing marketing tools, but they go hand-in-hand in a masterful marketing plan. They can be leveraged properly to propel your small business toward a successful quarter and a profitable year.
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