Content Marketing: Increase email newsletter click through and CTA conversions using testimonials

So how can you increase the click through rate and conversion from your email newsletters ? In simple terms how can you increase the chances of your subscriber taking that next step you desire them to do by clicking on that button or link or call you after reading your newsletter ?

Content Marketing: Increase email newsletter click through and CTA conversions using testimonials - 2014-content-marketing-trends

Newsletter is one of the best ways to keep your audience engaged with a continuous feed of good quality content. As per the research done by the Content Marketing Institute, It is in the Top 3 as a tactic used by marketers in both B2B and B2C industries.

At the end of the day, the end goal of any content marketing tactic is to be able to get more traffic to your website, get more conversions, and get more qualified leads. There are many things you can do to make your newsletter more engaging. In-fact you have experts who have articles like 100 different things you can do to make your newsletters work better for you. I love all of those suggestions, and i would recommend you to follow them because they are all good. The only thing i have for you is …

Add Testimonials to your Newsletter !

Embedding  snippets of your customer testimonials in your newsletters makes your CTA (calls to action) more credible. When i say testimonials, it includes any of these  – logos, customer names, quotes, stories, spotlights, case studies, videos, photos, reviews,  infograhics,  trending charts, metrics, etc, etc. A dash or pinch of your customer’s vouch adds the much needed credibility to whatever you are trying to say to extra convince your reader/subscriber to take that next step. Test it out !

I have a very good example that  i was really impressed with. Its from the B2C segment this time.

Content Marketing: Increase email newsletter click through and CTA conversions using testimonials -best practices - the bridal photographer example

The Bridal Photographer

His Newsletter has a lovely set of testimonials from his past clients. Those photographs make anyone click on those links to find out more. I am sure if you are his target audience – i.e guys and gals planning for your wedding, you will pick up the phone to call !

Just a word of caution – Two things that you should pay attention to while choosing your testimonials would be

1. make sure your testimonials are real, and look and feel like one

(read this to know more  Best Practices : How to keep testimonials real, and reasons why not to fake them)

2. make sure the testimonials you choose are as much relevant as possible to the context of  you CTA (calls to action)

(read this to know more  Best Practices: Contextual testimonials – examples of features pages that rock )

Content Marketing: Increase email newsletter click through and CTA conversions using testimonials - best practices with example - the bridal photographer

Bonus Tip: David has the luxury of picking photos from his awesome collection. Of-course, he is in the business of photography. But that does not mean that other businesses cannot get some beautiful “real life” photos of their customers. I am 100% sure that your customers will not mind sharing their good moments ! Inherent human desire to share images is the foundation of many successful companies today.  Facebook, Instagram, Pinterest, Whatsapp, Flickr, etc, etc …. to name a few 🙂

Test your next newsletter with the best of your testimonials and see what happens. please share your experiences by commenting below

thanks, anupam

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anupam_bonanthaya_customer_rivet_founder_ceo

Anupam Bonanthaya is an experienced Customer Success Marketer and the Founder of CustomerRivet – The Social Proof Marketing Experts

Rivet.ly – Hosted Our-Customers Page

Get More Leads and More Conversions by Optimizing the use of Testimonials, Success Stories, Case Studies, Videos, Reviews, Customer Photos, Tweets, or any other Social Proof, in your Marketing.

Ask for a Demo today to see how it can help “Transform Your Customer Success Marketing”. OR Contact Anupam Bonanthaya via LinkedIn

………………………………………………………………..

see more ideas on getting more leads from your content marketing using testimonials

1. Email Marketing: Testimonials help increase click through rate, get more CTA conversions.

2. Content Marketing: Testimonials help increase blog conversions, and get more leads.

3. Landing Page Optimization: Design success story and case study pages for conversion

4. Best Practices : A-Z customers – examples of cool our customers page

5. Best Practices: Hero Image Testimonials – Examples of Cool Home Pages

see also

1. 24 Newsletter Content Ideas by Christina Walker at Writtent.com

2. 21 Great Ideas For Your Next Company Newsletter by Belinda Weaver

Content Marketing & Social Proof – Get More Conversions, Traffic and Leads from your Content Marketing

It is a proven fact that showing Social Proof helps increase reader engagement and sharing. But that’s old news! In this article i want to talk about how you can actually  increase conversions from your content marketing using social proof !

 

social_sharing_stats

 

You say it out loud or not – The end goal of Content Marketing has always been to get more conversions – either in the form of more traffic to your website, and/or more leads to your marketing funnel.

This is also evident in the recent survey done by the Content Marketing Institute and Marketing Profs as seen below.

 

Content Marketing: Testimonials help blogs get more website traffic and more leads. Best Practices with Example. - 2014 trends

(Source: 2014 B2B/B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs. see full report here – B2B, B2C)

It is interesting to see the commonality between both the B2B and the B2C companies in this respect.

Now the biggest challenge today with content marketing is not about the question of value in content marketing (luckily, we have passed that stage). It is also not about how to engage the audience. It is about the ability to produce enough quantity of content, and the lack of time to produce quality content .

In this context, it is very important to see how to GET MORE from what you already have. This is where looking for ways to get better conversions from your existing content marketing efforts makes a lot of smart sense.

OK. Now how to do this ?

Well .. Adding snippets of Social Proof along with the CTA (Calls-To-Action) provides that additional level of credibility and assurance to the visitors to convert – to take the next desired step – like visiting a landing page or visiting the website, or signing up for a newsletter or any other call-to-action. Thus acting like a lead capture magnet inside your content.

When I say Social Proof, I am referring to testimonials, photos, reviews, videos, quotes, social mentions, benefit metrics, etc, etc that are not related to your content, but related to that next step that you want your reader to take. I shall show you what this means in the next part

(Read more about the different kinds of social proof here – 21 different kinds of social proof for your marketing )

Now, Lets look at how to use social proof for conversion in content marketing by considering each of the different tactics within content marketing  – Blogs, Newsletters, Email Campaigns, Case Studies, etc.

In each case, we will look at some examples as best practices.


 

1. Blog

I shall be covering Blogs in this article.

Blogs are one of the most popular tactics in content marketing.

(76% of B2B marketers and 72% of B2C marketers use Blogs as part of their content strategy)

Your blog would typically cover topics “related” to your business. The idea is to get eye-balls and traffic via search engines and social media, which you would hope will convert to traffic and leads to your business.

Adding snippets of social proof like testimonials  in your blog will help significantly in converting this traffic from your blog, over to your business. Acting like a lead capture “magnet” !

Lets look at this awesome example –  The Quicksprout Blog.

Content Marketing & Social Proof - Get More Conversions, Traffic and Leads from your Content Marketing. Blog Example - Quicksprout

Content Marketing & Social Proof - Get More Conversions, Traffic and Leads from your Content Marketing. Blog Example - Quicksprout Neil Patel Blog

 

Across the blog, you will see how Quicksprout is very smartly using some very powerful and compelling testimonials to act as a lead capture magnet.  Very nice !

 

This is very significant because Quicksprout is Neil Patel’s blog. For those of you who don’t know who Neil is – He is considered  “the guru” of website traffic optimization, and he the founder of some super successful companies like Crazyegg and Kissmetrics ! Google him.

 

Content Marketing & Social Proof - Get More Conversions, Traffic and Leads from your Content Marketing. Blog Example - Quicksprout Neil Patel Blog

Not the kind of guy who would do things without testing out something – not once, but probably a zillion times !!

This is social proof in action for you

 

Bonus Tip:

The Quicksprout blog runs into 100’s of pages and Neil has been blogging since 2007. So there is a ton of very very useful content out there. I would recommend everyone to have a look, in-case you have not done already.


 

2. Newsletters

Please see my article – Increasing Click Through and Conversions in Newsletters by Adding Social Proof


 

3. Email Campaigns

Please see my article – Increasing Click Through and Conversions in Emails by Adding Social Proof


 

4. Case Studies

Please see my article – Increasing Conversions in Case Studies and Stories by Adding Social Proof


 

Summary

The end goal of any Content Marketing tactic is conversions. Adding Social Proof as lead capture magnet helps do just that – get more traffic and more leads from your content – over to – your business. 

Would love to hear your opinions and experience via comments.

If you like this please do SHARE it with your friends and contacts. appreciate it. thanks. Anupam

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anupam_bonanthaya_customer_rivet_founder_ceo

Anupam Bonanthaya is an experienced Customer Success Marketer and the Founder of CustomerRivet – The Social Proof Marketing Experts

Rivet.ly – Hosted Our-Customers Page

Get More Leads and More Conversions by Optimizing the use of Testimonials, Success Stories, Case Studies, Videos, Reviews, Customer Photos, Tweets, or any other Social Proof, in your Marketing.

Ask for a Demo today to see how it can help “Transform Your Customer Success Marketing”. OR Contact Anupam Bonanthaya via LinkedIn

………………………………………………………………..

see also

1. 15 Call to Action Samples for Rocking Blog Posts that Convert

What is the real cost of your Customer Success Story ? Why the hell should you care ?

Customer Success is no longer a nice-to-have for any company. It is a Must-Have!

Especially if you are in a subscription based revenue model – it is in-fact the #1 of the many must-haves! Customer Success would be on top of your priorities. everything else comes after that.

Documenting your customer’s success is a smart way of taking that success to beyond that single customer, to be used for getting you more customers – by using it in various marketing and sales campaigns. (check out the 25 different ways to use a customer success story)

You will probably not find anyone who is not documenting their customer’s success – in some shape or form – it could be as simple as a customer name/logo/testimonial to a more detailed asset like a customer video. (check out the 21 different ways of documenting success – aka Social Proof).

Now every piece of freaking content costs $$ – in the form of efforts, resources, time, and money. So …

1. What is the cost of a customer success story ?

and

2. Why the hell should you care about it ??

Lets look at them one after the other

1. What is the cost of a customer success story ?

Lets take this head-on and list out all the things as below (I am sure i am missing some things here. please add via comments)

 

What is the real cost of your Customer Success Story ? Why the hell should you care ?

To make this simpler you can think of each of the above items falling into either of the 3 buckets

A. The Basics – Recipe for a great dish

Firstly, you need to have an awesome product(s) and/or service that your customers would value, which is by-the-way the starting point and the recipe for a great story.

B. The Right Ingredients & the Cooking (the hard part)

Secondly, but most importantly It involves making your customer a success in using your product and services. And this is not a one time delighting the customer, but doing it for every single thing and on a continuous basis – In a way that your customer loves working with you. Now you have all the right ingredients.

C. The Presentation

Finally, it is about documenting that awesome story (or collecting that awesome quote), and publishing it in ways that would really add credibility to your marketing messages and influence your target audience to take that next step.

 


 

Bonus Tip – Do not lose track of the #1 end objective of any content in marketing – Conversion!

check out some best practices, and awesome examples here

1. Best Practices in Customer Stories and Case Studies

2. Best Practices in Customer Videos

3. Best Practices in Our-Customers Pages


 

 

Each one of the above A-B-C buckets costs you a good deal of investment in the form of $$ spent, efforts put, time spent, resources used, sleepless nights, cups of coffee,  etc, etc. right ? 🙂

 

2. Why the hell should you care about it ??

As seen above – a Customer Success Story does not come cheap.

In-fact, it is one of the most expensive content kinds you would ever create because it involves much more than just creating an excellent piece of content. and the most important thing – it involves your Customer !

Therefore it will not just be a shame, and a lost marketing opportunity if you are not getting returns for your efforts, but much more – It is unfair to your customer to have taken all their time and effort, and not utilized it well. You have not just wasted your efforts, but that of your customer as well ! period.

 

Let me know what you think – Do you agree ? disagree ? Would love to hear about your own experiences and opinions …

and if you like this, please do share it. appreciate it

Food for thought – Now i have a million$ question for you  – How do you measure the returns of your customer success stories  ? How do you know what is the impact ? How do you know which is your best story ?

please share your views by commenting. thanks, anupam

……………………………………………………………

anupam_bonanthaya_customer_rivet_founder_ceo

Anupam Bonanthaya is an experienced Customer Success Marketer and the Founder of CustomerRivet – The Social Proof Marketing Experts

Rivet.ly – Hosted Our-Customers Page

Get More Leads and More Conversions by Optimizing the use of Testimonials, Success Stories, Case Studies, Videos, Reviews, Customer Photos, Tweets, or any other Social Proof, in your Marketing.

Ask for a Demo today to see how it can help “Transform Your Customer Success Marketing”. OR Contact Anupam Bonanthaya via LinkedIn

………………………………………………………………..

Best Practices: Contextual testimonials – examples of features pages that rock

Best Practices: Contextual testimonials – examples of features pages that rock - Unbounce - feature1

The best way to make your features page more engaging to the visitors is to add some testimonials. Not just any testimonial but the ones that are contextually relevant to the feature you are talking about. It makes it more credible if you can compliment your claims with some customer quotes talking about the same features.

A Great Example is Unbounce’s Feature page. (www.unbounce.com)

Best Practices: Contextual testimonials – examples of features pages that rock - Unbounce - Feature2

(source: unbounce website, 7th Feb 2014)

I love the way how each and every feature description has a corresponding quote from a customer vouching how great that feature has been to them.

Best Practices: Contextual testimonials – examples of features pages that rock - Unbounce - Feature3

(source: unbounce website, 7th Feb 2014)

Best Practices: Contextual testimonials – examples of features pages that rock - Unbounce - Feature4

(source: unbounce website, 7th Feb 2014)

Summary: Add testimonials to your features page to make it more credible and engaging . But don’t just add ANY testimonial, but ONLY the ones that are relevant and contextual to what you are talking about.

If you have other examples of cool usage of testimonials in the features and functionality pages, please share in the comments below.

Also see other posts from the Best Practices series

Best Practices : A-Z Customer List is Outdated

Best Practices: Rock-Star Customers on the Home Page

Best Practices : Fake It Till You Make It – Does Not Apply Here

Best Practices : 6 Easy Steps to an Awesome Testimonial

Updated : Unbounce has recently updated their features page to make space for more features, and it no longer looks the same, but nevertheless the concept is still valid. 

thanks, anupam

……………………………………………………………

anupam_bonanthaya_customer_rivet_founder_ceo

Anupam Bonanthaya is an experienced Customer Success Marketer and the Founder of CustomerRivet – The Social Proof Marketing Experts

Rivet.ly – Hosted Our-Customers Page

Get More Leads and More Conversions by Optimizing the use of Testimonials, Success Stories, Case Studies, Videos, Reviews, Customer Photos, Tweets, or any other Social Proof, in your Marketing.

Ask for a Demo today to see how it can help “Transform Your Customer Success Marketing”. OR Contact Anupam Bonanthaya via LinkedIn

………………………………………………………………..

Best Practices: Hero Image Testimonials – Examples of Cool Home Pages

It is a proven fact that using customer testimonials (quotes, logos, names, photos, videos, etc) on your landing page increases the visitor engagement, reduces bounce and increases conversions. This simple case study by Wingify way back in 2011 does a good job of explaining the difference with/without testimonials using A/B testing.

2013 has been a landmark year where many companies having realized the benefits, have taken this head-on and started showcasing their customers on their home page! . This in my opinion has brought about a much welcome change in the personalization and user experience. The non real stock images got replaced with real people that you and me can connect with. It no longer sounds like you are talking with the automated phone support machine. And it goes without saying that it has improved all the landing page metrics drastically.

I have listed some of the most impressive ones below.

Do keep in mind that the companies showcased below have some of the best marketers on their team, and it goes without saying that they keep continuously changing and optimizing their pages on a daily basis. As a result what you see on a specific day might be different than the screenshots below. Nevertheless, using testimonials on the home page is still a best practice from an outcome perspective. 

you can also see other 24 usages of customer testimonials in my recent article – Customer Testimonials: 25 Ways to Boost your Marketing (w/ examples & best practices)

 

1. Hatchbuck (www.hatchbuck.com)

Best Practices: Hero Image Testimonials - Examples of Cool Home Pages - Hatchbuck

(Source: Hatchbuck Website. 11-Jan-2014)

What i like about Hatchbuck is that this lovely lady with the beaming smile is so fresh and welcoming. she occupies almost 1/3 of the screen, but worth every pixel !   very simple and clean design. Even in the rest of the page there is a generous spread of customer photos and stories, and the marketing message that is delicately woven into them. Very effective in giving that first impression that it is all about the customers.

 

2. Helpscout (www.helpscout.net)

Best Practices: Hero Image Testimonials - Examples of Cool Home Pages - Helpscout

(Source: Helpscout Website. 11-Jan-2014)

What i like about Helpscout is that it is very effective use of a combination of customer photo and quote. Using the customer’s quote as the marketing message is very smart – simple support system. very powerful. It effectively gives the impression that the customer is talking your voice.

3. Infusionsoft (www.infusionsoft.com)

Best Practices: Hero Image Testimonials - Examples of Cool Home Pages - Infusionsoft

(Source: Infusionsoft Website. 11-Jan-2014)

What i like about Infusionsoft is the slider with many stories. saying the same things – grow sales. save time to do fun things. It gives the impression that it is providing value to the customers as a group (versus 1 customer). the power of group consensus.

4. Google Analytics (www.google.com/analytics)

Best Practices: Hero Image Testimonials - Examples of Cool Home Pages - Google Analytics

(Source: Google Analytics Website. 11-Jan-2014)

What i like about Google Analytics is that it is a dynamic set of testimonials. It keeps changing randomly for every visit. Though it is a set of 3 stories (my guess), the good thing about dynamic set of stories is that firstly – the surprise element makes it more interesting for repeat visitors.  its no longer the same predictable content. so there is a reason to stop by. secondly but more importantly – it assures your customers that other customers are happy. do not forget that it is not just your prospects that visit your home page, but your customers too. even if it is to log-in to your account.

I am sure i must have missed out some others. please share via commenting if you know of other awesome sites.

Summary: Bottom-line, using customer testimonials as the center-stage on your home page is very effective in increasing the visitor engagement and experience.  And it goes without saying that it reduces bounce and increases conversion.

also see more of my recent posts

 Social Proof Marketing: 21 kick-ass social proof examples to boost your content marketing

 Case Study Tips: 5 Examples of how not-to-waste your customer success stories (w/ best practices)

 Content Marketing: Increase email newsletter click through and CTA conversions using testimonials

 Email Marketing: Testimonials help increase click through rate, get more CTA conversions.

 Content Marketing: Testimonials help increase blog conversions, and get more leads

 Landing Page Optimization: Design success story and case study pages for conversion

 Best Practices: Contextual testimonials – examples of features pages that rock 

Now over to you. please let me know your views by commenting below. thanks.

by Anupam Bonanthaya

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anupam_bonanthaya_customer_rivet_founder_ceo

Anupam Bonanthaya is an experienced Customer Success Marketer and the Founder of CustomerRivet – The Social Proof Marketing Experts

Rivet.ly – Hosted Our-Customers Page

Get More Leads and More Conversions by Optimizing the use of Testimonials, Success Stories, Case Studies, Videos, Reviews, Customer Photos, Tweets, or any other Social Proof, in your Marketing.

Ask for a Demo today to see how it can help “Transform Your Customer Success Marketing”. OR Contact Anupam Bonanthaya via LinkedIn

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