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Testimonials are used in advertising to show potential customers what other people have said about a particular product or service. They are a great way to build trust and credibility with potential buyers, as they provide an independent third-party opinion.
The three most common types of testimonials used in advertising are written testimonials, video testimonials, and customer reviews.
“65% of respondents write negative reviews because of rude or poor customer service” - Moz’s Local Business Reviews Impact Report
1. Written testimonials are typically brief statements from customers that appear on a website or advertisement to demonstrate the quality of the advertised product or service.
These can be as simple as a one-sentence quote or as detailed as a mini-review from a customer. Written testimonials can also be used in print marketing materials such as brochures and flyers.
2. Video testimonials are a great way to engage potential customers, as they allow customers to share their personal experiences in a more visual and engaging format. Videos can be used in ads, on social media, or even on websites.
This type of testimonial allows customers to connect with the company on a more personal level, which can be a powerful way to build trust and loyalty.
“And as more consumers make their first in-app purchases in 2023, building trust through social proof, influencer marketing, social customer service, and multi-channel purchase options will be even more crucial” - 2023 Marketing Guide Report by Meltwater
3. Customer reviews are another popular form of testimonial used in advertising. Reviews are often posted on third-party sites such as Amazon or Yelp, and they provide an unedited look at how customers feel about a particular product or service.
Reviews are an important part of the customer journey, as potential customers rely on them to make informed decisions about their purchases.
“Reviews are the number one [#1] factor in consumer purchase decisions, so it’s important to prioritize review management for optimal customer care and conversion” – SOCi Email
These are the three most common types of testimonials used in advertising. When used correctly, they can be a powerful tool to engage potential customers and show them why your product or service is worth investing in.
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