Leverage testimonials from existing customers to acquire new ones

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 04, 2019, 12:29 PM UTC

But brands must be careful about who they ask for a recommendation.

This piece suggests ways on how brands could acquire new customers using the ones they already have. In order to turn customers into evangelists, Darnell Holloway, director of business outreach at Yelp advises leveraging feedback from existing customers. Companies could display signage rather than directly asking customers for feedback.

Ashira Prossack, speaker and trainer from New York City recommends caution. She says, “Be mindful of who you ask for a recommendation”, adding that businesses must have the necessary permissions to use a customer’s name, title and company in testimonials.

If a customer refuses the request for a post or review, brands must not get offended. Their rejection doesn’t imply the business having lost that customer. It could possibly mean that the company isn’t enough of a “known quantity” yet.

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