Many businesses utilize various digital marketing strategies to enhance their operations. However, a frequently overlooked yet powerful tactic is the active collection of customer reviews and testimonials.
Reviews and testimonials are the modern form of word-of-mouth marketing. They show what your customers think and help others decide whether to choose your business.
Most people check reviews before buying; they’re powerful trust signals. The more positive reviews and video testimonials you have, the more likely new customers are to trust and buy from you.
If you’re just starting out and your competitors already have dozens of reviews, most customers will go with them.
Even if your business seems reliable, people usually choose the safer, proven option.
That’s why we’ll cover not just how to get more reviews and testimonials, but also how to share them effectively.
Done right, they can significantly boost conversions and strengthen your brand’s reputation.
How to Collect Reviews & Testimonials
There are several ways to collect reviews and testimonials. Just make sure you don’t ask for them too early.
For example, a company might send an email asking for a review before the customer has even received their product.
This kind of premature request can make your business seem unprofessional and may damage your brand reputation.
That’s why having a strategy is essential.
Email Surveys
Let’s start with email surveys. Email is a valuable tool, but timing is everything. As mentioned earlier, don’t ask for feedback before the customer has received and used your product or service.
A good rule of thumb is to wait about two weeks to a month, depending on the nature of your offering.
For some businesses, the appropriate time to send a request may be shorter, while for others longer.
The key is to allow customers enough time to experience your product and understand its value.
After that, you can offer additional incentives, such as discounts, if the customer records a short video testimonial or shares a photo using your product.
Boost Sales with Review Emails
Once you’ve collected reviews and testimonials via email, you can use those same emails to re-engage past customers, or even potential customers who didn’t buy the first time. What does this achieve?
It builds another layer of trust with new prospects and reminds existing customers about your offerings, increasing the chances of repeat purchases and boosting their lifetime value.
Social Media Platforms
Another effective way to gather reviews and testimonials is through your social media platforms.
For example, if a customer reaches out on Facebook or Instagram with a question about how to use your product, that’s a perfect opportunity to ask for a video review, and offer a discount as a thank-you.
You can also screenshot positive comments from posts and ads, and re-share them as posts or Stories.
Instagram Features
Use Instagram’s Story Highlights to create a dedicated section for reviews and testimonials. This makes it easy for potential customers to find authentic feedback from real users.
Customer Support
Customers often reach out to support with complaints or ask questions.
Whenever your customer support team resolves an issue, especially if they turn a frustrated customer into a happy one, they should ask for a review (video or written).
Yes, this adds to the workload of support agents, but with minimal extra effort, you can generate high-quality testimonials that make a serious impact on your business.
How to Use Reviews & Testimonials
Besides social media, your website should be one of the first places where reviews and testimonials are featured.
Ideally, place them at the top of the page, just below the main “hero” section. This way, visitors see social proof immediately after seeing your offer, which can strongly influence their purchasing decision.
Include Testimonials in Your Advertising
Once you have video testimonials, incorporate them into your advertising. This is a powerful way to convert potential customers who might still be skeptical or have lingering questions.
Seeing a real person speak positively about your product builds trust and can significantly increase conversion rates.
Google & Trustpilot
Video testimonials and customer photos aren’t the only valuable forms of reviews. Make sure to emphasize reviews from platforms like Google and Trustpilot.
Having reviews across multiple trusted platforms, such as your website, social media, and independent review sites creates a consistent and credible brand presence.
This way, potential customers can see recommendations whether they’re discovering your brand on social media or searching for you on Google.
The Risk of Fake Reviews
Some business owners might think, “I can just write reviews myself.” While technically possible, this is a terrible idea. Why? Platforms like Google can detect fake reviews and may penalize or ban your business.
Customers can usually spot fake reviews too, especially if they lack photos, sound generic, or appear overly polished.
Avoid using automated review tools to fabricate testimonials. Instead, showcase real Google reviews and encourage customers to leave authentic feedback themselves.
Reviews as a Growth Engine
Genuine, positive reviews are proof of your hard work, and will help you a lot with your digital marketing efforts. They serve as a strong motivator for new customers to trust and buy from you. And what About Negative Reviews?
Don’t worry, negative reviews are part of the business as well.
Respond to every review you receive, especially the negative ones. Provide detailed, thoughtful replies that show you care about your customers’ experience.
By handling criticism well, you prove to potential buyers that your business is trustworthy, responsive, and committed to customer satisfaction.
