Customer testimonials are a gold mine of valuable information for your business. If done right, you can turn them into great blog posts; turning your readers into potential clients.
Leveraging customer testimonials is a great way to build trust with your audience. According to BrightLocal, “The average consumer reads 10 reviews before feeling able to trust your business.”
Customer testimonials work because of social proof. People are more likely to try something if someone else tries it first. Think about the times you’ve tried a new restaurant. I’m sure you’ve asked a friend for an opinion or read Yelp reviews.
By turning your customer testimonials into a blog post, you’ll create a story for the reader to take part in. Stories create an emotional journey where readers can put themselves in the narrative. Have you watched a movie where you identified with the main character? You might not have gone on an epic journey, but you can relate to their struggles, goals, and motivations.
We tend to look at businesses as faceless entities. By creating a blog post with stories, you’ll connect to the reader to give your company a face. You’ll be able to show your value to them by tapping into their goals, motivations, and emotions.
Besides helping the reader, blog posts benefit you by optimizing your SEO. With more content, you’ll be able to boost your ranking in search engines.
A Short Checklist
Before we get into ways to turn customer testimonials into blog posts, let’s go over some key points. Include as many of these as you can.
Know your target audience - Find out who you’re writing for and speak to that person.
Tell an emotional story - Make it a journey for your reader so they can relate to what is happening.
Identify the benefits - This lets the reader identify what they may gain by working with you.
Identify the obstacles - Tell all the challenges your customer is facing. If your reader has the same obstacles, this lets them know you have the answers.
Use real testimonials - Never fake any of your testimonials. If you’re ever found out, you’ll lose all trust and credibility.
Lots of details in all blog posts - This makes it more believable. The more details, the better: details of the situation and details of the clients. There’s no such thing as too much detail.
At the end of the day, a business is the people behind the name. A blog post about customer testimonials will make it personal.
My favorite way to use customer testimonials is case studies. They’re like an interview with your customers. Using case studies help you get into the finer details of your customer’s journey and story.
Start with who the customer is and what their problem was—treat this as the character and setting. The reader may have the same questions that the customer did. This lets your reader identify themselves with the customer.
After setting the plot, find your customer’s challenges. There are many issues you can talk about. Your customer may have had a lot of worries when they approached you. Maybe they didn’t know your solution existed. Maybe they didn’t trust you at first. Whatever it is, talking about these pain points paint a clearer picture for the reader.
Here, you’ll want to give the complete details of how you were your customer’s hero.
Talk about how you provided a strategy and how you executed it for the customer. You’ll want to talk about all the solutions and how you provided results for your customer. This lets the reader identify what they stand to gain.
If you exceeded their expectations, they may say something like “This business saved mine! I don’t know how I can operate without them.” Your goal here is to have them praise your business and convey that to the reader.
Find ways to distinguish yourself from your competitors. You can do this by asking your customer for more details. Why did they choose you? Why do they return to your business? How did you follow up with them?
As you end your interview, ask if they would recommend you to their friends and family.
From the interview, try to pull as many details as you can. Anything from when they were searching for answers, all the way to the moment you began the interview. Getting this deep will let you tackle all areas.
Another great way to use customer testimonials is having them say it themselves. Invite them for a guest post.
This method takes the workload off of you and lets your customer say what they want. Look at this as building a relationship with your customer. Of course, if they ask you to do a blog post in the future, return the favor.
Although it’s less work for you, it may be a little more difficult to fulfill. It all depends on how busy your customers are. But usually, they wouldn’t mind. It gives them a chance to help build their business. By giving them a chance to guest post on your blog, it provides an opportunity for them to link back to their webpage.
Another benefit of a guest post is credibility and transparency. It’s a great way for social proof. This allows your reader to see testimonials written by someone other than you. What you say about your business is one thing, what your customer says is infinitely better.
According to statistics done by OptinMonster, “62.96% of readers perceive blogs with multiple authors to be more credible.” By having your customer do a guest post, the reader will see that your customer reviews aren’t fake.
Having a customer as a guest not only gives you credibility, it gives you authority with Google. One of the factors for domain authority is linking to credible sites. If your guest is credible and links back to their site, Google will factor that when users search for answers.
We’re in a global world. Think of your audience as your tribe and your guest has their tribe. Guest posts build a bridge of trust between both your audience and their audience. It acts as a peer recommendation.
Think about how many times you’ve followed other influencers online. If you’ve watched YouTube videos or listened to podcasts, they’ve had many guests on their show. I’m sure you’ve found great influencers that were guests.
An example for me was listening to Joe Rogan’s podcast. Through his podcasts, I found many great people that I followed. And through their work, I found more.
At the end of the day, it’s a cycle of giving. It’s all about helping and working with one another.
Now, what if you don’t want to use case studies, guest posts, or even a story? What if all your testimonials are vague, short, and simple quotes?
Create a blog post by going over customer testimonials and find a quote that catches your eye. This way allows you to find unique perspectives about your service. Let me explain.
An example is Coca-Cola. We use it as a drink. But I found out it can also be used as a ceramic bowl cleaner, garden pesticide, and dishwashing fluid.
In a similar way, people have different perspectives that can give you insights into your service.
The second way to use quotes is by gathering all testimonials and going over them. Doing this allows you to find common links between them. This should give you some points to cover in a blog post.
Let’s say your service is content managing for B2B and you find many people talking about your social media posts. Build a blog post around that. Create topics such as how to use social media, how to edit photos, and the perfect time to post. The possibilities are endless.
Then throughout the blog post, sprinkle in those quotes from your clients.
Another way to use quotes from customer testimonials in blog posts is having a sidebar/popup. There are apps that you can add to your blog. As your reader scrolls down on your blog post, a pop up appears with a photo of your customer and their quote. Take a look at Zapier if you’re curious to see how this works.
This is a great way to showcase testimonials if you don’t want to dedicate a whole blog post to them. Just make sure that the quote is relevant to the content in your blog posts. You wouldn’t want to be talking about social media and a testimonial for emails pop up. That would create a disconnect for the reader.
Keeping it relevant helps the reader stay on a single train of thought.
You now have 3 techniques to turn customer testimonials into blog posts: case studies, guest posts, and quote building. Go over your testimonials to see what you can do with them.
You have the power to tell your company story and give it a face. Remember to keep your audience in mind and show them all the ways you can help them. Use as many details as you can. Get out there and create some great blog posts with your customer testimonials today. You’ll help convert readers into customers.
It’s a lot of work but nothing great is easy. To write great content, copywriters do a lot of research. Regardless, the benefits are great for you and the reader.
If you need help turning customer testimonials into blog posts, you can hire a copywriter at Copywriters.com. Book a consultation call to find the right copywriter for you and your needs.
Andy Nguyen is a copywriter and entrepreneur. Starting out in the customer service industry, he’s now moved forward to study why consumers buy what they buy, and help businesses generate revenue. With a passion for psychology, philosophy, and learning, he enjoys tinkering and seeking ways to improve efficiency in everything he does. Andy has helped multiple businesses find new strategies to grow and scale.Hire Andy