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It's a critical part of your marketing efforts, but for many reasons, the task of getting customer testimonials can fall to the bottom of the to-do list. We've recently been reminded of why it's worth the effort.

As part of our marketing strategy, our PMG team has been investing time to build up our presence on the HubSpot Service Marketplace, the place where HubSpot prospects and customers are directed to when they need a HubSpot Certified Partner to help generate faster ROI from their HubSpot investment

This has involved reaching out to clients – those who are on HubSpot and those who aren't – to request reviews on our core HubSpot service offerings, including premium content, on-page SEO, blog ghostwriting, and lead nurturing.

Here are some valuable observations we've made in this process:

Deciding which services you want to highlight in your testimonials clarifies your marketing focus.

Knowing we were going to ask for reviews that would be categorized under certain service areas helped us to identify where we believe we provide the greatest value to our clients and which services we want to offer – and which we don't.

Asking a client for a testimonial can reveal where you are shining and where you aren't.

As we identified clients to ask, it forced us to think about (1) who would be comfortable and enthusiastic about providing testimony and (2) what types of tangible results had we achieved for them that we would want them to mention.

It also forced us to think about who may not be as comfortable giving a rave review at this time—maybe it's too early in our engagement or they haven't seen desired results yet—and what we can do to turn them into fans as soon as possible. 

Client testimonials can reveal unexpected things that your clients love about you.

While we have naturally been focused on the specific projects and results achieved when asking for testimonials, it's been interesting to see clients mention things like the process of working together, the experience as a whole and the relationship's value.

This is excellent feedback because it provides key marketing messages through a third party, or valuable social proof. Think about it – if a company says "We are fun to work with" or "We make you feel important," it sounds less credible than if one of its clients says "They listen to us and clearly value our relationship."

It's worth it to recognize those moments when clients are most apt to give you a great testimonial - and capture it then.

Many of our clients know the importance of gathering testimonials but they do it in fits and starts, which may mean reaching out to clients who aren't in a place to give the best testimonial – maybe the work together was a long time ago, they have changed companies or positions, etc.

Keeping reviews top of mind, encouraging clients to give them at the time they make the most sense and making it as easy as possible—through social media sites like Yelp or LinkedIn—will save time and energy and keep your reviews fresh and current.

The Ultimate Guide to Harnessing the Power of Customer Success

About the Author

Maureen Condon | PMG Principal
Maureen Condon, PMG Principal

Before Maureen Condon became one of the Principals of PMG in 2006, she was a writer and a business owner – which explains why she specializes in content marketing and strategy. Covering topics that will help businesses get real, measured results from marketing – success you can see in numbers – Maureen likes to back companies in their efforts to create a strategy, a compelling message, and programs that connect with prospects, clients and influencers in ways that drive sales. And she does so, with panache!

 Tags: Reporting & Analytics Content Marketing

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