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DIGITAL GROWTH


Rave about your rave reviews


Nothing shouts success more than a satisfied customer. So when you get it spot on, how do you make the most of their glowing reviews? Paul Ince (pictured), a Digital Growth Programme expert consultant, shares his top tips on how to maximise your customer testimonials.


In the world of TripAdvisor, AirBnB and even Uber reviews, we’re looking for validation of choices we want to make. Today, it’s natural for your potential customers to hunt out what others are saying about you before connecting with you. If you can’t provide the social proof, you could be out of the running without even knowing it.


START WITH THE MOST EFFORT The trick to getting the most from the testimonial is to start with the format that takes the most effort and work backwards. Generally speaking, that’s video. Video is the format that requires


the most effort because it involves your customer being present during the recording and various set-up components such as lighting, audio and post- production. But it’s so much more believable for potential customers to see a real person speak about how great you are. They can see the person’s face, hear their voice; as an audience, we trust what we see and hear first-hand. Posting a video also stands out among the many posts in someone’s newsfeed.


TRANSCRIPTION The first thing you should do once your video is ready is transcribe what your customer says. If you don’t fancy doing that yourself, use a virtual assistant.


78 business network April 2020


Once you have a transcription, it’s not too far a step to then use the copy in a multitude of ways.


WEBSITE Make sure there is an area on your


website for potential customers to browse to a testimonial. If they are on your website, they’re probably researching what you offer. Make it easy for them to find the proof that you’re great. On the page your customer


testimonial sits on, write up the testimonial as a story: • Who is the customer? • What was their problem? • How did you resolve it and/or help them?


• What was the outcome? • How did you improve their business directly?


• What should potential customers do to find out more?


• As you have a video, embed it in the page – that way, the website visitor has the option to read the text or consume the video.


AUDIO CONTENT Do you have a podcast or an Anchor station? You have the video, so it’s a short leap to detach the audio and save as an audio file that can then be uploaded. Facebook has the option to


upload just audio, so consider using that as a fresh piece of content.


IMAGES There are bound to be a few snippets from the video that can be


used as great quotes from the customer - some great statements that will resonate with potential customers. Take note of them. Once you have a few quotes, use an image tool such as Canva to turn them into visuals that you can post on social media. Images will get more attention. If you want to animate them (e.g. using things like Ripl or Adobe Spark) even better.


VIDEO SHORTS Now you have a web page with the case study on, you can turn that into a video summary. Lumen5 is a tool that will read the content of any web page and make a video out of it, with key phrases as text. Given video gets the most


traction on social media, you’re creating a double-whammy of video content: the original case study video and the new summary. It allows you to mix up your content so your audience doesn’t feel like you’re simply recycling.


INFOGRAPHIC Our attention spans are shorter than they were. To get your points across, infographics can help show outcomes visually. Statistics, icons, arrows pointing upwards, are all good indicators to the reader that your efforts have had a positive outcome for the customer. We use Piktochart and Canva as


tools to create our infographics, but you can use any design-based application, even PowerPoint and the like.


EFFORT = REWARD This may seem like quite a lot to go through for a customer testimonial, but just utilising a few of these methods will increase the life of the testimonial and give you plenty of content for your digital channels.


The Digital Growth Programme is managed by the Chamber. It is part- funded by the European Regional Development Fund, the Chamber and Leicestershire County Council and designed to help SMEs embrace new digital technology to improve productivity and aid growth.


To sign up to the programme visit www.leics-digital.co.uk/register or contact events and engagement officers Kam Atker on Kam.Atker@emc- dnl.co.uk or Collette Degia on Collette.Degia@emc-dnl.co.uk.


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