7 Tips To Turn Customer Testimonials Into Valuable LMS Marketing Material

How To Turn Customer Testimonials Into Valuable LMS Marketing Material
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Summary: Don’t let positive reviews and glowing feedback waste away in your email inbox. In this article, I’ll share 7 tips to turn those customer testimonials into valuable LMS marketing material.

How To Turn Customer Testimonials Into Valuable LMS Marketing Material

Research shows that 92% of customers read online testimonials before deciding to make a purchase. 72% of these customers believe that positive reviews point to a trustworthy business. A further 88% trust these reviews as much as they do personal recommendations. From these statistics, it is clear that testimonials increase the credibility of a business. Therefore, they are invaluable in LMS marketing material. People like doing business with their friends. Positive testimonials show that a business is not only friendly, but also trustworthy. Let’s explore 7 ways in which you can turn online testimonials into valuable LMS marketing material.

1. Incorporate Them Into Your Landing And Homepages

Customers visit landing pages and homepages to seek more information about a product before deciding to purchase it. Nothing is more welcoming than a well-written, positive testimonial from a satisfied customer. It does not only show that your LMS product is good, but it also shortens the buyer’s journey by prompting them to buy your LMS. Always include online testimonials next to product information and make sure that they are readable. Placing reviews on these pages aids your website in SEO, increases traffic, and moves consumers quickly through the funnel.

2. Enhance Your Email Marketing Content

According to the Direct Marketing Association [1], email marketing has ROI of up to 4,300%. Email marketing is 40 times more effective at obtaining customers than Facebook and Twitter combined, according to findings by McKinsey & Company [2]. A study by Epsilon Email Institute found that email messages have 70.5% higher open rates and 152% higher click-through rates compared to other forms of marketing messages [3]. When you do email marketing right, you stand a chance of getting higher conversions. Adding testimonials to your email marketing messages is one way of getting it right. Select testimonials carefully for every email marketing message that you send out. Make sure that the testimonial resonates well with the message and the target audience. Also, keep them concise and clear whenever possible.

3. Add Them To Paid Ads

Including testimonials in your paid ads gives them social backing. It shows consumers that the qualities and features of your LMS are indeed true. Though the click-through rate for AdWords is much lower than that of emails, it rises considerably when testimonials are included. AdWords get a click-through rate of 1.91% for search ads and 0.35% for display ads, on average. AdWords with testimonials get a click-through rate of up to 10% [4].

4. Upload Video Testimonials

Making testimonial videos humanizes your content and makes it more persuasive. Video testimonials outline the benefits of your LMS in a manner that your consumers can relate. Most people find it easier to connect to video testimonials than promo videos. You can create a video showcasing the best features of your LMS and have a voiceover read out the testimonial. It makes the video more convincing and credible. Another great way to market your LMS product is to launch a YouTube channel that features your recorded testimonials, promo videos, and other visual content.

5. Display The Testimonials In Offline Marketing Material

Are you making a brochure for your LMS? Do not forget to include one or two customer reviews in it. This may come in handy if you have a face-to-face client meeting and want to show that your LMS product is worth the investment. You can also offer them as downloadable resources for prospects who prefer printed materials. For example, they might want to present the case for a new LMS with their shareholders during the next conference.

6. Include Them In Infographics

Infographics are a visual marketing strategy that aid in presenting data in a clear and attractive way. When presenting data about your LMS performance, for example, do not forget to include customer satisfaction levels. Stating facts and figures about the level of satisfaction shows effectiveness to potential customers. Including a testimonial in this verifies the data you present and makes it credible.

7. Post On Social Media

Posting testimonials on social media allow you to reach a large audience. Tagging the customer who writes the testimonial sparks an online discussion. Also, it prompts friends of the user to share the testimonial. Whenever there is a discussion on a testimonial that you post, ensure that you engage the audience. Answer their questions whenever possible to help them narrow down their options of LMS and buy yours instead of the competitors’.

Bonus Tip

The testimonials that clients provide are still technically their intellectual property. As such, you must obtain permission before using them in your LMS marketing material. For example, the client sends you a personal email to let you know how happy they are with your LMS and how much it has helped them improve their online training ROI. Send them a reply not only to thank them for the positive feedback but to ask for their written consent to post it on your LMS landing page. In some cases, you may have to omit certain details or only use their first name and last initial for the sake of privacy. You don’t want to upset a loyal customer by publishing their testimonial all over social media only to discover that they aren’t comfortable sharing the information publicly.

There are many ways in which you can use the testimonials you get from current customers to tap into new markets. When incorporating a testimonial in any marketing strategy/message, ensure the two match. Also, use those testimonials that are most likely to augur well with your target audiences.

The term Big Data gets thrown around a lot, and we all have some idea of what it represents. But where and how does it apply to your LMS marketing campaign? Read the article 4 Tips On Using Big Data To Improve Your LMS Marketing Strategy and learn how Big Data can help you target buyers more effectively.


[1] 7 Statistics That Prove Email Marketing Isn't Dead

[2] Why marketers should keep sending you e-mails

[3] Email trends and benchmarks: mobile impact and utilizing triggered emails

[4] DMA Insight: Marketer email tracking study

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