The Power of Testimonials: Transforming Client Experiences into Success Stories

Good reviews are good for business

There are multiple ways a self-care business owner can measure success. They can look at key performance indicators like schedule utilization and profitability. They might dive deep into their data to get a better idea of what’s working and capitalize on that. That kind of data is extremely valuable, but don’t underestimate the power of personal recommendations. Positive testimonials from clients not only reflect the quality of your shop, they can also be used to draw in more business.

In order to do this, however, you have to know where to look — and how to transform those glowing reviews into marketing gold. Here’s how to leverage the power of positive testimonials to draw even more new clients through your doors.

The importance of social proof

Customer feedback has been a cornerstone of our collective decision-making processes for thousands of years, and the rise of dedicated review platforms and social media has only made these testimonials more prominent.

Social proof is a psychological concept that describes how people respond when they’re not sure what their next steps are. In these times, we instinctively look to others to see how they acted in the same scenario and often follow their lead. That explains why 90.6% of consumers read online reviews before making a purchase, making testimonials one of the most trusted sources of information.

It can be worrisome for business owners when their reputation is so dependent on the whims of their customers or clients. But savvy entrepreneurs know how to leverage the power of social proof to boost their businesses.

Getting your clients on board

While some of your clients will post a review of your self-care business without prompting, the majority will likely need a little nudging. And it’s worthwhile to nudge; using Amazon as an example, only 5% to 10% of consumers leave reviews, but they drive 20% of sales. 

You have plenty of opportunities to fish for a testimonial without it feeling too pushy. Encourage your clients to post about their new looks and experiences on social media while they’re still in front of you; you can even set up a stylist selfie spot in your building with your brand name and logo on display.

After the appointment is over, follow up with an email or text asking for feedback. Point your clients toward your preferred review formats, whether that’s a dedicated platform, your social media accounts, or a form on your website. It might be tempting to sweeten the pot by offering a discount or special offer on future services, but proceed with caution; that could run afoul of FTC guidelines or websites’ terms of service.

Ultimately, the best way to foster client testimonials is to deliver exemplary service. That doesn’t just mean tending to clients’ needs when they’re in front of you; remember, the client experience starts at the booking stage and continues past checkout. Seamless scheduling and payments, an attentive team, and skilled providers are the strongest tools at your disposal when fostering a culture of client feedback.

Spreading the good word

Once those testimonials start rolling in, it’s time to put your creative marketing skills to work. There’s no shortage of ways to use these reviews to further boost your business, but we’ll get the ball rolling with a few:

• Email marketing: Short, positive statements like “Love it!” or “Best haircut ever!” are ideal for subject lines. You can also use descriptive words derived from testimonial sentiment like “highly rated,” “five-star,” or “customer-favorite.”

• Social media posts: As with email marketing, you can use quotes from glowing reviews in organic and paid social campaigns. Be sure to repost any strong testimonials from clients, especially if they tag your account or use your designated hashtag.

• Website: A bold quote on the homepage immediately draws potential clients’ eyes toward the positive sentiment. Consider creating a “What clients are saying” section that shares full reviews from a variety of platforms.

• Case studies: Medspas and self-care businesses that provide long-term treatment are perfect for ultra-readable success stories. Include what caused the client to seek your business, how your team created a treatment plan, and the end results; it’s a prime opportunity to show data-backed proof of your expertise.

Reviews and testimonials are some of the most effective marketing tools in your arsenal. By understanding their importance and encouraging clients to share their thoughts, you’ll be well on your way to becoming your area’s most trusted destination.