A testimonial is a statement or recommendation from a satisfied customer that confirms the value of your product or service. It can be written, verbal or video and is used to give potential customers confidence in your offering.


Why are testimonials important?

Testimonials can have a significant impact on a potential customer’s buying decision. They provide social proof that other people – especially those with whom the customer can identify – have had positive experiences with your product or service. This can help dispel doubts and build trust in your brand.

How do you use testimonials in marketing?

There are many ways you can incorporate testimonials into your content strategy. One common method is to place them on the website – for example, on the home page or a special “customer reviews” page. Some companies also use them in advertisements or social media posts.

The important thing is always: A good testimonial should be authentic! This means not only that it should come from a real customer (fake reviews are an absolute no-go!), but also that it should be honest and understandable.

The role of testimonials in inbound marketing

Testimonials play a particularly important role in inbound marketing. They help move leads through the conversion funnel and ultimately turn them into customers.

By placing testimonials at different touchpoints of the buyer’s journey, you can convince potential customers that you are the right place for them.

Conclusion: Use the power of opinion

Customer testimonials are much more than just nice words. They are a powerful tool in the fight for the attention and trust of potential customers.

So if you’re not yet collecting customer testimonials and using them for your marketing – start now! And if you already have some – use them specifically!