What is a verbatim. Meaning and uses
¿What is a verbatim in digital marketing?
A verbatim is a testimonial transcribed word for word.
Testimonials can increase sales by up to 30%. They are the most important source of traffic and conversions in referral marketing. Find more statistics about testimonials.
They are also known as verbatims, as they specifically involve the exact reproduction (without modifications) of what someone else has expressed, which can also be known as a direct quote.
Verbatims are crucial in marketing for any type of company or business because word-of-mouth advertising and references made by known individuals about a product greatly favor the attraction of new leads.
Moreover, they are perfect for establishing credibility, especially when you are starting to build your brand.
Previous or existing customers thus become a kind of brand ambassadors and promoters, as they are the ones who have actually used the product or service.
Verbatims often serve better than influencers whom you pay to promote your product, as they come from people who are genuinely in your market niche.
Elements of an Attractive Verbatim
For verbatims or testimonials, it’s not necessary to use lengthy formats; quality matters more than quantity.
Let’s look at elements that can make a verbatim more successful:
1. Short and sweet
The quality of the words your customers express matters more than their length.
Prospects just need to know that the product is worthwhile, because it adds value, and because your current customers are genuinely satisfied with their purchase.
If longer videos are needed, you can make a short quote from the client and invite viewers to click a link for more information.
2. Use a before, during, and after Format
People love stories.
Using the information obtained from satisfied customers in a “before, during, and after” format is a great strategy, as it will provide potential customers with information on how your product met the needs of previous clients.
In these testimonials, the content should include what needs the customer had before using the product, their expectations, and subsequently their experience with the purchase and use of your brand.
3. Natural language and originality
The more original, genuine, and spontaneous a verbatim is, with natural and unscripted language, the greater impact it will generate compared to other types of testimonial messages.
Avoid posting generic-sounding messages. The goal is not just to know that your brand is great and excellent, but also why it is the best choice.
Additionally, allow prospects to read the customers’ own language; do not edit the messages unless they contain inappropriate language.
And they should not be written or published in your brand’s voice, but in theirs!
Verbatims from real people, real purchases, and with a clear message about their satisfaction give more confidence. Allow testimonials to be casual and appealing.
4. Visual design and image
We’ve already discussed the quality of testimonial content. It’s also necessary to think about how and where we will publish them, as this can affect the user experience.
Creating an attractive image or video that aligns with your company’s graphic design can be a plus, encouraging leads to engage with the testimonials.
Demonstrating that the verbatims come from real people adds greater credibility. Therefore, ask your customers for permission to publish a photo or video of them with the product along with their testimonial message.
¿Where to use a Verbatim?
There are different formats of verbatims, which can be a text written by the customer, a video where the person shares their experience with the product purchase, or images containing phrases expressing the customer’s satisfaction.
The advantage of testimonials or verbatims, in any of their formats, is their versatility across various channels used by the company:
1. On the website or blog
The website or blog is a great channel to share customer testimonials. Consider this when designing your website.
Create a section on the homepage inviting visitors to learn about the experiences each verbatim offers regarding the service or product.
Highlight how your brand has positively impacted these people’s lives through the usability of the product.
2. Video marketing on platforms
As mentioned, if customers agree to make a short video about their experience, you can share this content on your vlog or social media platforms (Instagram, Facebook, YouTube).
These can also be integrated into a column on the right side of the business blog or at the end of the homepage.
3. Email Marketing
Verbatims in any format (video, image, text) can be included in personalized email marketing campaigns, making the campaign more appealing and drawing potential customers to visit the website for more information.
4. Product Pages and Landing Pages
If your e-commerce, startup, or business has various products, include verbatims for each one on their respective pages.
This enhances users’ understanding of current customers’ specific experiences with each product.
On landing pages, verbatims are an excellent option when accompanied by a CTA that invites people to visit the site.
This option can also be presented in multiple formats, such as a customer comment in quotation marks (unaltered text), video, or photograph.
Juan Esteban Yepes