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Testimonials: Let your customers do the talking

You can big yourself up to your heart’s content, but the most powerful statements about your IT company will always come from your customers.

Testimonials are one of the most potent marketing tools you have at your disposal. They cost nothing and hold so much value. Prospects want to hear the experiences of those who have tried and tested a product or service, getting the lowdown straight from the horse’s mouth, for obvious reasons – their opinion is unbiased, they are under no obligation to portray it in a good light if it’s not deserved and they are unlikely to put their name to something they don’t feel is the truth.

Testimonials fall under the category of word-of-mouth communication which, according to studies, influences three in every four purchasing decisions.

Gathering a number of testimonials is a an extremely worthwhile exercise. Taking the time to build a collection to store on file will hold you in good stead for many months and years to come. They rarely have a shelf life and can be used to add value to marketing material in a variety of forms, whether you feature them on your website, or perhaps on promotional flyers, to name just a couple of examples.

Intent on becoming a foreign news correspondent, Stuart decided to read Modern Languages at Newcastle University before stumbling into a career in IT. One of his more successful student day stumbles, Stuart went on to run his own IT support company for 8 years before selling it in 2005. One of his great frustrations during this period was the poor communication he experienced from technology companies. Another was Saracens' inability to win the Premiership. Convinced there was something he could about the first, Stuart promptly set up the IT Marketing Factory in 2006 to tackle this issue head on. Of course, the second issue also resolved itself nicely at Twickenham in May 2011.