Social Proof Marketing: user-generated-content vs. company-generated-content – which social proof works ?

How do you ensure that the social proof you are collecting will help you in your inbound marketing ? Company Generated Content  or User Generated Content (UGC) – which proof works better – in terms of getting you better results – in the form of more traffic, more conversions, and more leads !  (see my recent article on 25 Ways to Boost your marketing with customer testimonials and social proof )

Keep in mind social proof can be any/all of these –  customer names, logos, testimonials, photos, social share/follow counts, success stories, case studies, videos, user reviews, ROI studies, snapshots, spotlights, business benefits, metrics achieved, stats about customer base, product/service usage, tweets, social mentions, media mentions, celebrity endorsement, etc etc (see my recent post to see all the 21 types of social proofs that you can use in your marketing)

In general, we can classify Social Proof into 3 Categories based on how it is created.

A. User Generated Content (UGC)

This is created by the end users on their own, typically on 3rd party platforms. Less or no control by the company.

Examples could be the following

1.  Social mentions and posts in platforms like Twitter, Facebook, Google+, LinkedIn, Pinterest, etc

2. User Reviews in platforms like TripAdvisor, Yelp, BazaarVoice, TrustRadius, G2 Crowd, TrustPilot, etc

3. User Videos in platforms like youtube, vimeo, vine, etc

 (also see here for the various different kinds of UGC )

B. Company Generated Content (with endorsement from Users/Customers/3rd Party)

This is produced by the company, but with close collaboration with the end users and customers, or even 3rd parties of repute. More control by the company, but still endorsed by the users.

Examples could be the following –

1. Testimonials, Case Studies, Stories, Videos, etc

2. Social Sharing, Followers, Subscribers, etc

3. Celebrity and Influencer Endorsements, media mentions, etc

C. Company Generated Proof (unverified or not easy to verify)

These are “facts” claimed by the company, with less scope for verification. Fully controlled by the company.

Examples could be the following –

1. Customer Base  Statistics eg. 10,000+ customers.

2. Product and Service usage statistics eg. 40 Million Emails sent out.

 Now which of these categories makes sense ? 

Though the question seems simple enough, the answer is not very straightforward. To answer this question lets look at it more pragmatically – not from the seller point of view, but from the  buyer point of view. Putting myself in the shoes – If i am a buyer in the market, what are the questions i would ask when evaluating any vendor ?

6 Questions that i would ask any vendor

1. Social Proof – Do you have it ?

Could you demonstrate to me that there are other people who have used your product and services before ?

Lets look at the results of a survey that Dianna Huff and KoMarketing Associates did asking what B2B Buyers today want from vendor websites.

 

Social Proof Marketing: user-generated-content vs. company-generated-content : social-proof must-have credibility indicators for websites

It is very clear that social proof is no longer a nice-to-have, but a must-have in order to establish credibility in the eyes of the buyer. This is very significant given the fact that 60-80% of the buying decision is taken even before a prospect tries to contact your sales teams.

 

2. Credibility – How much can i trust this ?

There is no question about faking social proof what-so-ever. That would be a stupid suicide. (see more in my recent post on Best Practices : How to keep testimonials real, and reasons why not to fake them)

The question is how convinced the buyer would be on seeing your proof points ? How credible does your proof look ?

We can classify the 3 categories based on the level of inherent credibility of the type of social proof. This has nothing to do with the proof point in itself, and it is a relative ranking.

I. User Generated Content – HIGH

User Generated Content does stand high in the credibility ladder. The reason being obvious – it is the end user making the point. He/She has no reason to say something good (or bad for that matter), unless there is a strong first hand reason. It also gives a fair representation of both good and bad sides. In real-life nothing is 100% good, so it always make it more credible to see the not-good side as well.

Example – Yelp Reviews – Lazy Bear

Social Proof Marketing: user-generated-content vs. company-generated-content

II. Company Generated Content (with endorsement from Users/Customers/3rd Party) – MEDIUM

Company Generated Content like testimonials, case studies, and videos will always be lower in credibility compared to the earlier User Generated Content types. But you can always make it get closer (if not equal) by taking measures to keep it as real as possible. for the same reasons – it is a good idea to cover areas that might not be your week points, by answering questions that might be a concern by your typical customer. Of-course it has to be delivered and acknowledged by the end user in your content.

Example – Campaign Monitor’s Testimonials

Social Proof Marketing: user-generated-content vs. company-generated-content - Example of Company (+User) Created Content

III. Company Generated Content (unverified) – LOW

Pure company claimed “facts” that have no easy way to verify would naturally be received with an element of skepticism. Therefore it always helps  to link it to publicly available facts where possible.

Example – MailChimp’s 5 Million Users

Social Proof Marketing: user-generated-content vs. company-generated-content - Example of Pure Company Generated Content

 

3. Consistency – is everyone saying the same thing ?

Am i hearing these from just 1 channel from 1 particular audience ? or is it across the board irrespective of channels, across the audiences ?

As a buyer. As a prospect – If there is just 1 kind of social proof, then i am skeptical about it. Whereas if there are different kinds of social proof, it gives me an opportunity to see if the experience is consistent across the board.

Are your case studies, videos, reviews and tweets saying the same things ?

Lets look at an example – Social Proofs by Hubspot

A. Hubspot Case Studies

In this example Geoff Tucker from Alere Wellbeing says how good his experience has been with Hubspot’s customer service.

Social Proof Marketing: user-generated-content vs. company-generated-content  hubspot_casestudy_example

 

B. Hubspot Twitter Posts

This Tweet by Stephen says how good his experience with Hubspot has been w.r.t customer service.

Social Proof Marketing: user-generated-content vs. company-generated-content  hubspot_tweet_example1

 

C. Hubspot TrustRadius Reviews

This review in TrustRadius by Kevin says the same thing about Hubspot’s customer service.

Social Proof Marketing: user-generated-content vs. company-generated-content  hubspot_review_example

All 3 different types of social proof are saying the same thing about Hubspot’s customer service, which is awesome. Therefore more varieties of proof points are very welcome from a buyer perspective because it provides the buyer an opportunity to verify if the claims are consistent across the board. Which leads to a  stronger assurance to believe the vendor.

 

4. Natural – does it look too scripted ?

Scripted content is less convincing compared to natural sounding ones. This is where user generated content scores over company generated ones. If they sound non-scripted and spontaneous, it makes them more believable.

Example – Manpacks Testimonials

 

Social Proof Marketing: user-generated-content vs. company-generated-content  manpacks_tweets

Therefore it also makes sense to keep the company generated content less scripted. The imperfections actually make them sound more genuine. Don’t edit anything just for the sake of it, unless it makes a significant difference to the messaging.

 

5. Clear Benefits – are the features-benefits convincing ?

Is it clear that using the features provided would lead to the benefits claimed  ? Features in itself does not mean anything, unless the customer can see the benefits associated.

Example – Optimizely’s Case Studies

Social Proof Marketing: user-generated-content vs. company-generated-content  optimizely_case_studies

This is especially important if your product or service has a lot of features. As a buyer, i would like to hear from users how using a particular feature has led to a claimed benefit.

This is where the company produced assets like case studies, stories, ROI studies, videos, etc are better placed compared to user generated ones where there is less control on the structure and flow of the content. (see more in my recent article  Case Study Tips: 5 Examples of how not-to-waste your customer success stories (w/ best practices)

As a buyer i am more compelled to believe your social proof when you have the depth and clarity.

 

 6. Buyer Persona – does it look like “me” ?

The crux of the social proof argument is that it is “what people LIKE ME are doing”. Therefore for it to be effective as a marketing tool, it will have to match the desired profile of the  buyer – what we call as the buyer persona. It sounds easier said than done because your current customer base need not be the same as your ideal or desired customer base. This is because your target customer profile is always a moving target.

 

 

Social Proof Marketing: user-generated-content vs. company-generated-content Buyer Persona

User generated content has less control on the profile of the people who create and contribute to the content. Whereas company generated ones have more control on the people you want to collaborate with. Also it is easier to fill the gaps.

 

Conclusion – the good news is that you need everything !

As you can see there is no 1 kind of social proof that can satisfy all the needs of the buyers. Therefore it is good to have as many types as possible because showcasing them together helps cover all the needs of the buyer. It is way more smarter than betting on 1 type of social proof. Therefore, Company Generated Content is as important as the User Generated ones, or vice-versa.

If you feel this is valuable, please LIKE and SHARE it with your friends. Appreciate it.

thanks & regards, 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

 

How to Convert your (Ordinary) Case Studies & Customer Success Stories into a Selling Machine (w/ 5 Examples)

I want to take this topic beyond the scope of creating a good case-study/success-story, over to the discussion of what do you do with your good customer stories. It is not about having amazing customer case studies and success stories, but it is all about how well are you using them. If they are gathering dust in some hidden corner of your website, then it is a big opportunity lost !

In this article we will discuss about – How to design your case study/success story to become a selling machine ! I believe that lead generation and conversion should be the #1 desired outcome of any case study or success story because that is the end objective of content marketing or any marketing initiative for that matter, and you should be looking at the customer stories the same way.

I love customer case studies and success stories because in my opinion they are the most effective category of content within your content marketing mix.

I can think of just 1 reason  as to why they make to the top of the content strategy pyramid – and that single reason is that a well written case study or success story can be a nice hybrid of the following 3 things –

1. Informative – as a piece of content –  they can help educate the customer with respect to typical pain points, best practices and use cases. It is always nice to read what problems other customers have faced and how they are trying to overcome it – gives a lot of fresh ideas.

2. Credible – as a social proof point – It is the end customer who is telling the story. Social proof point which makes it much more credible than coming from the vendor since it is someone else who is willing to put his/her credibility at stake.

3. Selling – as a marketing copy – At the end of the day, you as the vendor have the opportunity to weave the discussion to be in-tune with your marketing copy. In-fact a well written story is a marketing copy in disguise.

 

Today, i would be focusing exclusively on the #3 point above

How to design your case study/success story to sell.

I will be analyzing examples of case studies for best practices based on 5 key factors. These factors have nothing to do with the content style per say, and it is everything to do with conversion and lead generation.

5 Key Factors to help make a case study or success story to sell

  1. Organized – Is it being organized in an intuitive way so that your prospects are inclined to read on ?

  2. Engaging – Is the case study engaging with less text and lots of visuals, and organized in a story telling format ?

  3. Clear Benefits – Are you highlighting the key benefits of using your product or service in the form of call outs or shout outs with metrics and compelling reasons ?

  4. Clear CTA (Calls-To-Action) –  are there clear calls-to-actions and do they stand out ?

  5. Promoted – last, but the most important – how are you promoting your case studies ? or are you assuming your prospects will come searching for them ?


 

Now lets see how to apply this to analyze some popular case study pages.

(author’s disclaimer – I am in no way associated with any of these companies. I basically allowed Google to tell me the top 5  🙂


 

 

Example 1 – Hubspot

1. Organized – 4/5

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

 

It is definitely well organized. The individual case studies are in a sequence and it is not in A-Z. I believe Hubspot has a reason for showing the ShoreTel one on the top. (Maybe it aligns the most with their latest marketing message of inbound marketing versus marketing automation – ideally migration stories from market leaders Eloqua and Marketo ?).

I like how it does not try to confuse you with too many case studies shown at your face at one go. The navigation is very intuitive with the appropriate tags and groupings that focus on the way customers would like to search for customer proof – By Company Size, By Business type, By Solution, By Industry, By Country. All makes sense except for the Reviews vs. Testimonials Vs. Case Studies. Not sure if customers care what is your format ?

2. Engaging – 4/5

It is engaging. I am looking at the same ShoreTel example – There is a video that is not too long, and is not just a talking head but in a nice story format talking about why ShorTel choose Hubspot over Marketo, and migrated from Eloqua (bulls eye  from a marketing messaging perspective ).  In addition to the video, there is a face photo of Freeman, and a nice big logo. The Text is not too long and it is in a story telling format, so makes it not boring.

3. Clear Benefits – 5/5

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

The benefits are highlighted in a shout out format, and they are clearly compelling. The metrics clearly outline the end benefits of using Hubspot. eg. 36% year-on-year increase in leads.

4. CTA (Calls-To-Action) –  3/5

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

 

Though it does have a primary Call-To-Action button, it gets a little distracting with too many other options all in 1 place. The screen i was looking had 6 options !! I agree it is better than not having any CTA at all, but 6 is a lot of distraction for a normal person. Looks like Hubspot guys stopped paying attention to their A/B tests ?

5. Promotion – 4/5

Case Study Tips: Examples of how not-to-waste your customer success stories (w/ best practices) - Hubspot Home Page - Customer Testimonials Snippet

In addition to the Case Studies primary tab in the navigation, they are using snippets of the case studies in the home page very prominently, providing link back to the main case study page.

Overall, I would rate Hubspot’s Case Studies a 4/5

 


 

Bonus Tip #1 :

One of the very effective ways to make a case study engaging is to use a story telling style. See this short article by Hugh Taylor on how to write technology case studies that tell a story

 


 

Example 2 – VMWare

1. Organized – 2/5

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

 

It starts well with a main spotlight video, and another 3 spotlight customers. So far so good, but then once you start searching, it lists everything as A-Z ! which means that i am always looking at the A’s. You might have the best story in a D, but then i will never be able to reach it, no matter how hard i try (and keep in mind your customers will not be trying even half as hard).

 

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

 

It does have the typical By-Product, By-Solution, By-Country, By-Industry, By-Language selectors, but everything finally lists it in A-Z, even the Chinese case studies. Shame that B-Z customer stories will never be seen by anyone 😦

2. Engaging – 4/5

Case Study Tips: Examples of how not-to-waste your customer success stories (w/ best practices) - VMWare - Ducati - Success Story Page

 

The story is in an engaging format with videos, less text and highlighting of the important sections with call outs and shout outs. Here i am looking only at the newer stories that are showcased in the customers page. the ones that come up in the case studies page seem to all be in the older PDF format, which is not that engaging. and remember you don’t really get to see the newer ones unless the name starts with an A. Now you know why i hate the A-Z lists  🙂

3. Clear Benefits – 4/5

The benefits are highlighted and there are metrics that tie to the usage of VMWare, thus making it compelling.

4. CTA (Calls-To-Action) –  1/5

There are no calls-to-action anywhere in the case study page or the customers page. Except for the social sharing buttons which is more of a call-to-action for the employees than to visitors and prospects.

5. Promotion – 2/5

Case Study Tips: Examples of how not-to-waste your customer success stories (w/ best practices) - VMWare Home Page - Customers snippet block

 

There is no customers or case studies tab in the main navigation. There is a small section on the home page talking about customers, but that does not stand out. So unless someone is looking for case studies and success stories, you will not find them.

Overall, I would rate VMWare’s Case Studies a 2.6/5


 

 Bonus Tip #2:

There are many many ways to promote your stories. For some ideas see my recent article  25-Ways to Promote your customer Success


 

Example 3 –Tibco

1. Organized – 4/5

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

Like the way Tibco has arranged its featured stories – By the various industry segments.  Very inviting to click and see the story.


 

Bonus Tip #3:

It is always a good idea to give a little more detail about the customer in addition to the photos because it might get confused for stock images. example – logo of the customer, or a call out benefit, or even just the name of the customer.


 

2. Engaging – 4/5

Case Study Tips: Examples of how not-to-waste your customer success stories (w/ best practices) - TIBCO - RNLI Success Story Page

It has all the components that are very engaging – good video, not too much text, visual elements, call outs, etc.


 

Bonus Tip #4:

Splitting a story page into tabs as overview, details, & testimonials does takes away the flow. Would it  have been much more engaging if they were all woven into the story. what do you think ?


 

3. Clear Benefits – 2/5

There are  metrics, but they are focused on the customer’s business than Tibco’s. Example – RNLI having a 70Million budget does not say anything about the benefits of using Tibco.

4. CTA (Calls-To-Action) –  1/5

There are no calls-to-action anywhere.

5. Promotion – 4/5

Case Study Tips: Examples of how not-to-waste your customer success stories (w/ best practices) - TIBCO Home Page - Customer Carousal

The stories are being well promoted. – On the main Tab, in the Carousal and in the product/industry pages. The real photos add to the wow factor.

Overall, I would rate Tibco’s Case Studies a 3/5

 


 Bonus Tip #5:

I am not a big fan of the carousel because in my opinion most people don’t get to see the subsequent slides unless it is dynamic and making movements in some way.

 


 

Example 4 – AWS (Amazon Web Services)

1. Organized – 4/5

Case Study Tips: Examples of how not-to-waste your customer success stories (w/ best practices) - Amazon AWS Our-Customers Page

Amazon has organized the success stories very well. The featured stories are on the top. There is enough information to entice the user to click to see the story. The big brands add to the oomph factor. Even the search is not bad. Though it lists in an A-Z order, there are not that many stories, hence it fits into 1 page and they have enough details with the customer logo and the benefits summary, thus helping users to be able to select the ones they want to read.

2. Engaging – 3/5

Case Study Tips: Examples of how not-to-waste your customer success stories (w/ best practices) - Amazon AWS Dow Jones Case Study Page

The Stories are not very consistent. Example – some have detailed stories, while some are just videos, which is not bad in itself because most times in real life you have less choice as to what your customer is willing to provide. you have to make do with whatever is available. The videos are good, but the problem with just videos and no text is that it is everything or nothing.


 

Bonus tip #6:

In case of just videos – It might be a good idea to pull out snippets from the transcript and highlight it in the story page. That would entice users to see the video. In the above case the videos are in-fact very good, but you don’t get to know that without spending a few minutes. Not designed for people in a hurry, which is 99% of the audience !


 

3. Clear Benefits – 2/5

There are no consistent call outs for benefits. They are all there hidden in the videos and even in the story text in cases where there is text, but it does not catch the attention.

 

 


 

Bonus tip #7:

It is always a good idea to highlight end outcomes in some form of shout-outs. It draws attention to the most important part of the story – which is “So What ?”. and it is easy to do it if you already have metrics in the story or the video. It is a very low hanging fruit with Max returns.


 

 

 

4. CTA (Calls-To-Action) –  3/5

There is a CTA button to get a free account that shows up only after you start scrolling. that’s neat. But there is also a Next Steps section at the bottom that links to a different page. So there is some kind of confusion.

 

5. Promotion – 3/5

Case Study Tips: Examples of how not-to-waste your customer success stories (w/ best practices) - Amazon AWS Product Features Customer Video Snippets

There is no primary tab for Customers or Case Studies (Success Stories). Also there is no mention in the home page. But it is very prominent when you go to the products page. There are many customer videos per features, which is cool !

Overall, I would rate AWS’s Case Studies a 3/5

 


 

Example 5 – Box

1. Organized – 2/5

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

 

The featured customers are cool. There is a video for each of the 4 featured customers. But there seems to be some confusion in the way things are organized. Examples –  Our Customers Page and Case Studies page are 2 separate pages that are not connected to each other. The Customer logos in the customers page are not clickable though they are presented as if they had more to just logos. maybe there is a case study/success story somewhere, but it is not linked.

There is a link in the bottom footer navigation that says Case Studies. Gotcha !

 

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

I actually like the way they have organized their case studies. It is by Industry and it is easy for users to see the ones that might be interesting to them.

 


 

Bonus Tip #8:

There are some awesome examples of organizing your Our-Customers Pages. See this recent article by me – The Best of Our-Customers (Our-clients) Pages. How to make Customer-Success-Marketing work for you ?

 


 

2. Engaging – 3/5

 

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

The stories are short and to the point, but no visual elements.


 

Bonus Tip #9:

I am not a big fan of stories being presented inside a reader (with scroll bars) since it takes away the coolness. That might be just my personal opinion 🙂


 

 

3. Clear Benefits – 2/5

The benefit metrics do not stand out

4. CTA (Calls-To-Action) –  1/5

There is no CTA button.

5. Promotion – 2/5

 

Case Study Tips: Examples of how not-to-waste your customer success stories (w/ best practices) - BOX Home Page Customer Logo Banner

Not a primary tab for Customers or Case studies/Success Stories, but there is a customer logo banner that is liked back to the customers page. And it says case-studies though it is a separate page.  Not really sure what they are trying to accomplish.

Overall, I would rate Box’s Case Studies a 2.0/5


These were the 5 examples we analyzed.

Some more examples here  –  

1. Example of a success story page designed for conversion

2. Case Study Tips – Good & Bad of LinkedIn’s Customer Case Studies

 


 

Summarizing, You saw 5 different case study pages and the good and bad in each. They were just examples, but this applies to pretty much every case study or success story.

Overall, you need to pay attention to the following areas which are usually ignored. 

1. CTA Buttons

It is a big lost opportunity if you are not using your case studies and success stories for conversion, especially when they are meant for selling (lead generation or conversion) as their primary objective.

2. Promotion

You need to be promoting your customer stories everywhere. Assuming that your prospects will come searching for them is again a lost opportunity. Keep in mind that 60-80% of the buying decision is already taken before your sales teams get to talk to your prospects. And this is the exact phase where  your customer success stories can tilt the scales in your favor. It would be really smart to bring the success stories in-front of your audience.

 

If you have other good examples either from your own companies or from others that you admire, please share via commenting.

If you feel this is useful, please share it with your friends. appreciate it. 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


See Other Related Posts

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

……………………………………………………………

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