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How do you use customer feedback and testimonials to build trust and credibility for your brand?

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Customer feedback and testimonials are powerful tools to build trust and credibility for your brand. They show potential customers that you have satisfied and loyal customers who value your products or services. They also provide social proof, which is the influence that other people's opinions and actions have on our own decisions. In this article, you will learn how to use customer feedback and testimonials effectively to boost your customer acquisition strategy.

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1 Collect feedback and testimonials regularly

The first step is to collect feedback and testimonials from your existing customers on a regular basis. You can use different methods, such as surveys, reviews, ratings, interviews, case studies, or user-generated content. The key is to ask for feedback and testimonials at the right time, such as after a purchase, a positive experience, or a referral. You should also make it easy for customers to share their feedback and testimonials, by providing clear instructions, incentives, or platforms.

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Sarah Nimersheim

IT Account Manager at ActOne Group
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When customers feel heard and see that their feedback fosters change, it helps build brand/product loyalty. Collecting feedback is just step one, communicating how the feedback has helped others is an invaluable second step.

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Neil MacLeod

Passionate leader and coach helping companies build great products and powerful teams
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You should also consider setting an OKR for your feedback so you have a goal and measurement for the frequency of input. For example, set an objective of weekly feedback review sessions measured by receiving at least 10 (or whatever is appropriate for your business) new inputs to evaluate themes with statistical relevance.

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2 Showcase feedback and testimonials strategically

The second step is to showcase feedback and testimonials strategically on your website, social media, email, or other channels. You should choose the most relevant and impactful feedback and testimonials for your target audience, and highlight the benefits and outcomes of your products or services. You should also display feedback and testimonials in different formats, such as text, images, videos, or audio, and use design elements, such as quotes, logos, or ratings, to make them stand out.

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Gaurav Chandrashekar

?? Messaging > GTM for B2B scaleups | Alum: Spotify, PayPal, Grab | PM + xFounder
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A lot of the feedback and reviews are gamed, so proving trustability by actually linking it to the feedback on a public platform like LinkedIn, Twitter or even a platform that helps you "manage" testimonials goes a long way.

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Neil MacLeod

Passionate leader and coach helping companies build great products and powerful teams
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I would be more explicit and add that you need to socialize these findings internally with key stakeholders as well depending on the size of the organization. Sharing these insights builds trust and confidence in the feedback mechanisms being deployed.

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Dmytro Tymoshenko

CEO Eightify | Marketing, Sales and Hiring ?? I help tech founders and corporations to optimise and scale promising startups | Created 50+ strategies | Worked with 11 markets | Hired 250+ people | MBA
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Providing customers reviews and testimonials in the right manner can as a result mainly increase your brand reputation. Place testimonials prominently on your website, especially on the homepage and product pages. Choose feedback that highlights specific benefits of your products or services, showing potential customers the real value they offer. Put some of user testimonials into your marketing materials, consider a newsletter or a social media post as well. To create a connection, visuals that you can edit, like the photos of customers or video clips, will create authenticity. As example, using video testimonials in ad campaigns has proven to increase conversion rates, as customers perceive these as more genuine compared to text alone.

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3 Respond to feedback and testimonials personally

The third step is to respond to feedback and testimonials personally and professionally. You should thank your customers for their feedback and testimonials, and show appreciation for their support and loyalty. You should also address any negative feedback or complaints, and offer solutions or improvements. By responding to feedback and testimonials, you can build rapport and trust with your customers, and encourage them to spread the word about your brand.

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4 Analyze feedback and testimonials for insights

The fourth step is to analyze feedback and testimonials for insights and opportunities. You should look for patterns, trends, or gaps in your customer feedback and testimonials, and use them to improve your products, services, or processes. You should also identify your most satisfied and loyal customers, and leverage them as advocates or influencers for your brand. By analyzing feedback and testimonials, you can enhance your customer satisfaction and retention, and attract more referrals and leads.

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Neil MacLeod

Passionate leader and coach helping companies build great products and powerful teams
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Inversion also works in analyzing data trends. People misusing the product/service or receiving negative feedback may lead to an interesting alternative approach to delivering value.

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5 Test feedback and testimonials for effectiveness

The fifth step is to test feedback and testimonials for effectiveness and optimization. You should measure the impact of feedback and testimonials on your customer acquisition metrics, such as traffic, conversions, or revenue. You should also experiment with different types, sources, or placements of feedback and testimonials, and see what works best for your audience and goals. By testing feedback and testimonials, you can optimize your customer acquisition strategy and increase your return on investment.

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6 Learn from feedback and testimonials for growth

The sixth step is to learn from feedback and testimonials for growth and innovation. You should use feedback and testimonials as a source of inspiration and motivation for your brand. You should also listen to your customers' needs, preferences, or challenges, and use them to create new products, services, or features. By learning from feedback and testimonials, you can stay ahead of the competition and deliver value to your customers.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Neil MacLeod

Passionate leader and coach helping companies build great products and powerful teams
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Your own approach to sourcing content allows for upvoting of the idea, I suggest you mention that as a strong way to help drive prioritization of crowdsourced feedback.

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How do you use customer feedback and testimonials to build trust and credibility for your brand?

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1 Collect feedback and testimonials regularly

2 Showcase feedback and testimonials strategically

3 Respond to feedback and testimonials personally

4 Analyze feedback and testimonials for insights

5 Test feedback and testimonials for effectiveness

6 Learn from feedback and testimonials for growth

7 Here’s what else to consider

Customer Acquisition

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