social evidence, call to action

Social Evidence: Testimonials in Action

Social evidence is more than just tooting your horn. It’s a useful tool to showcase your brand, and create valuable backlinks to your colleagues.

It’s gratifying to get positive testimonials from clients. Whether they come in the form of a LinkedIn recommendation, or through a customer feedback form, knowing we pleased our clients leaves us feeling great!

Testimonial web pages have been used by businesses for years. But with the recent surge of content marketing, testimonials have taken on a new role as important parts of content strategy.

Why? Because they provide social evidence of your brand’s expertise, and allow your products and services to shine.

Social evidence is stronger than your average Amazon book review, or those anonymous comments on Yelp. Social evidence is provided by your clients, and include their name, title, company, and often a headshot, making the testimonial much more credible. They also give you the opportunity to create backlinks to their website or LinkedIn profile, strengthening the entrepreneurial community as a whole.

[tweetthis]Social evidence showcases your brand like nothing else.[/tweetthis]

Here are some things to consider when creating your social evidence:

  • Asking before Acting: Before grabbing someone’s headshot or using their testimonials, be sure to ask their permission, stating clearly what you’ll be using them for. Don’t forget to offer the backlink!
  • Your Signature, Please: Use your contact’s digital signature (name, title, and company name) in the testimonial. That way, readers will know that a living, breathing human provided the comments.
  • Give Face: People love seeing people, so a professional headshot of your contact will add a degree of warmth (and authenticity) to the testimonial.
  • Share the Love: If they’re giving you social evidence, be sure to give them a backlink. Let them choose whether it’s to their company website, LinkedIn profile, or somewhere else. As long as it’s relevant, and there’s a direct benefit to your contact, it works!

You can use social evidence throughout your site, wherever customer engagement is necessary. It’s also the perfect complement to your calls-to-action, giving customers that extra incentive to download that eBook, join your newsletter, or attend your workshop.

How do you use social evidence in your content strategy? Let me know in the comments below!

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