Before buying anything, our default action is to look for social proof: seek online reviews, read testimonials, and ask friends.
In Persuasion, Robert Cialdini explains why. He writes, “The greater the number of people who find any idea correct, the more the idea will be correct. We will use the actions of others to decide on proper behavior for ourselves, especially when we view those others as similar to ourselves.”
You should leverage this principle in your business to increase your paying customers. How? Ask your clients to provide a testimonial and repurpose them onto different platforms. The more people see it, the more customers you’ll have.
Here are the six ways you can repurpose a customer testimonial:
1. Write a case study
Case studies help your potential customers picture how you will solve their problems. By reading that you’ve already solved a similar issue, the client will trust your expertise and be willing to pay you for the solution.
So, write a blog post study. In it, mention:
- The client’s industry (introduce them) and problem
- The problem you tackled
- A step-by-step method showing how you solved it
- The metrics and proof that help the reader believe you
- Client’s written/video testimonial
2. Summarize the blog case study into a LinkedIn post and Twitter thread
You already have written a blog post about how you helped one of your clients achieve X, Y, and Z. Now convert it into a Twitter thread/LinkedIn post.
Make sure you only pick the necessary points from the post when summarizing. You shouldn’t mention why the client chose you and other contextual details. Just write about the problem, how you solved it, and the results.
Here’s an example of how to write a case study on Twitter.
3. Design standalone graphic posts for social media
Use Canva to create quote graphics. Choose any templates that sync with your brand and add the testimonial. When asking your client for a testimonial, specifically, tell them to talk about metrics (that highlight the success) and the transformation you brought them.
Then, post the graphics on Instagram, Facebook, LinkedIn, and Twitter.
For example, here’s a graphic testimonial from one of our clients:
4. Share testimonials on YouTube
If you ask for a video testimonial (2-3 minutes), many clients will share it with you. You can then repurpose them on YouTube to attract more viewers and increase brand awareness—thus increasing your number of clients.
Pro Tip: Before letting your customer shoot your video, brief them about some of the must-mentions: their introduction, the problem they were facing, why they chose you versus your competitors, the results (specific numbers) you got for them, and the overall experience working with you.
Here’s an example of one of our YouTube testimonials.
5. Create Instagram Reels and YouTube shorts
Pick out a <60-second clip from your YouTube testimonial and convert them into a Reel or shorts. For example, we could pick a 44-second clip (from 1:10-1:54) from the above YouTube video.
You can add graphs, emojis, and other visuals to spice up your videos. For example, adding a chart when the client talks about how “X has helped increase our views from 100 to 100” will help your viewer visualize the results.
6. Record a podcast
If you have a podcast, you can casually mention your customer testimonials. Talk about how you helped them achieve their desired results and what the client had to say about it. Or you can extract the audio from a video testimonial (use Movavi for doing so) and plug it at the start and end of your podcast.
Repurposing fuels your customer testimonials
If you repurpose client testimonials on different platforms, you ensure they reach more people. This way, more people will know about your service, understand your competitive advantage, realize and trust you can solve their problem, and become paying customers. And isn’t that what you want?