Reviews, Testimonials and Case Studies Will Give Your Marketing a Boost

Reviews, Testimonials and Case Studies Will Give Your Marketing a Boosty - Photograph by You X Ventures | Kathy Ennis | LittlePiggy

Hallowe’en is over and we’re firmly in the run-up to Christmas… Which means only one thing!

You need to be ramping up the pressure on those seasonal campaigns you’ve been running.

Still in the planning stage? You really do need to get cracking.

What’s One Thing You Need to Back-Up Your Offer?


Something to tell the world just how really good you are!

If you’re anything like the vast majority of micro and side hustle business owners I work with, you’ll be panicking at this point.  You know you’re great at what you do, but how exactly do you tell people about it?

It’s hard to blow your own trumpet in a way that inspires confidence in others, and so easy to feel like you’re being big-headed.  If you’ve ever been on the receiving end of an arrogant, over-confident sales pitch, then you’ll know how easy it is to put people off – even if what’s being sold is actually good.

All this is exactly why you’re going to ask your customers to talk you up, instead.

Let’s get those reviews, testimonials and case studies rolling in.

We’re Living in A Review-Based World

Be honest: do you check TripAdvisor before booking a holiday?  Do you glance at Trustpilot before you work with a new delivery company?  How about consulting Checkatrade, to find a good builder for those home improvements?

If not, you’re in the minority.

More than 90% of consumers say they read reviews before they make a purchase, with over 78% trusting those reviews more than ads or promotions.

(That’s why we’re constantly being pestered by companies desperate to know “how they did” every time we interact with them).

People who have never worked with you before will almost certainly look your business up online before they get in contact.  They’ll visit your website, and they’ll browse your social media profiles, trying to get an understanding of what you do and – more importantly – what you’re like.

They are looking for reasons why they should choose you, over any of your competitors.

A good selection of happy customer reviews, testimonials and case studies will show them exactly why they must!

How to Gather Social Proof – Reviews and Testimonials

It can be difficult to ask for a review outright.

We’re all so busy, and doesn’t everybody get irritated by those “how did we do?” emails that pop into our inboxes after we’ve bought a loaf of bread at the supermarket?

But if you know you’ve done a really good job for a customer, there’s no harm in asking them to recommend you with a few words on Facebook, LinkedIn or your Google My Business profile.  Most people will be only too willing to oblige (wouldn’t you be, if someone did a good job for you?)

Remember, reviews and testimonials don’t have to be very long; two or three sentences work really well.

This is one of my favourite testimonials; it’s from someone who attended a number of my training courses

Kathy is a bad ass breath of fresh air and inspiration

Shannon Delwiche, Applied Reality Ltd

I love it because fun and inspiration are two of my core business values, and Shannon got both of those from the work we did together.

If you are asking for testimonials, you should ask your reviewers to be specific about what the outcome was for them, such as “you increased my confidence so much that I got the job I wanted”, or “my profits went up X% after I finished your course”.

We’ve all read those “she’s a really lovely person” type recommendations. They are nice, but not very influential. They don’t really tell anyone about the true impact your products or services have.

The best type of review or testimonial is specific; it proves to new customers that you can be trusted to deliver what you say you will.

Or in other words, that they can trust you with their hard-earned cash!

Planning a Case Study

If you’ve done some more in-depth work for a customer, such as running an on-site workshop, building a website, enabling them to deal with pain or emotional issues or maybe helping them customise a product, you could ask them to become a Case Study.

A case study delves a bit deeper into the what, the who and the how.

What do I mean by this?

Well, whenever I ask someone to be a case study, I ask them three things:

  1. What was the problem / issue you had that you wanted me to help you solve?
  2. What did we do to solve the issue?
  3. What was the outcome of us working together?

To construct my case study, I simply remove the questions, leaving the answers to tell the story!

Where Should Your Reviews, Testimonials and Case Studies Go?

Case studies, because they are much longer than reviews or testimonials, work very well on your website. You could have a Case Studies heading on your menu.

When it comes to customers submitting reviews themselves, try mixing it up.  Ask different customers to use your Google My Business profile and your social media pages, as well as your website – and if some would prefer to record a video testimonial than write it all down, so much the better!

What About Bad Reviews?

Finally, if you receive any negative reviews, always deal with them immediately.

Make sure you answer in a factual and professional manner.

It’s not a pleasant, experience but with the right approach, you can show future customers how well you handle problems.

Have you looked at reviews to help with a recent buying decision?  Share your comments below…and don’t forget to sign up to my regular newsletter before you go.

If you’d like to talk about your own marketing campaigns in more detail, then why not book a FREE Discovery Call with me today?

Kathy Ennis

I mentor dynamic, action-taking micro business owners who are not making the profit they deserve or dream of. I help them transform their good ideas into a successful business. I enable them to create simple, sensible, achievable business plans and engagement marketing strategies that turn their passion into profit.