Ask your Customers!
You can ask for them in your email interactions, on social media posts, through surveys on your website, and in other places. In fact, you can create your own dedicated web page for accepting customer testimonials. You can then provide links to it in your sales and marketing materials.
Send out an email campaign with a link to your page. Web designers can help you build a website that gets you more customer testimonials.
Rules for Using Customer Testimonials
Using customer testimonials for SaaS marketing can be a powerful way of establishing authority, credibility, and trust among your potential customers, but you have to be careful with how you use them. In some cases, there can be legal implications for the misuse of customer testimonials. Here are some guidelines to follow:
Make customers aware that their comments may be used as a testimonial. Do this before they provide commentary. If you are asking for customer testimonials online or through your points of contact, you simply need to include language that states this clearly. The best testimonials are obtained through transparent means, not underhanded ones.
Use Review Sites Properly
We all get excited when we find good reviews on review sites. However, we don't automatically have a license to use them as testimonials. Most review sites have clear guidelines about who has ownership of the posted reviews (usually the reviewer) and how they may be used. Misuse of the commentary on third-party review sites can lead to copyright issues.
This also includes social media sites and the comments on your business page.
Before using a piece of commentary from a review site or social networking site, read their terms of service. If you use a customer’s full name and image, that customer needs to approve of it. If you do want to use testimonials from review sites, those testimonials need to be made anonymous.
You can’t use any photos or any individuals’ last names. Of course, the best way to use commentary from a third party site is to ask the customer directly. If they already gave you a good review, they will be more likely to agree.
Maintain the Integrity of Testimonials
Most people can tell when quoted materials have been doctored to fit the agenda of the party presenting them. Misquoting and manipulating testimonials to fit your needs degrades the authenticity of the testimonial. It can also make you look untrustworthy.
In some cases, you can use an ellipsis (…) in a quote to skip over language that is redundant or irrelevant. Use [brackets] to designate grammar corrections and [sic] to designated uncorrected errors. Beyond that, keep your testimonials true to their original form.
Using Customer Testimonials for SaaS Marketing
If you’re strapped for testimonials, you can make obtaining more customer testimonials a dedicated marketing effort. By leveraging the power of surveys and website optimization, you can get more testimonials as part of a single effort or an ongoing one. If you need extra help, lean on an external marketing team.
They'll create the surveys and the web designs you need. They can also teach you more about using customer testimonials for SaaS marketing. Most importantly, they'll show you how to use other marketing tactics to get more customers.
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