Dynamic Marketing Communiqué

Worried about your (online) reputation? Here’s how to utilize the power of client testimonials! [Every Thursday: FYO!]

March 5, 2020

The digital world has gradually expanded over the years.

As more brands and companies are looking to establish their online presence, one of the biggest challenges is to stand out and think of ways for your audience to find you.

With so many products and services available on the internet, users spend a lot of time finding the right one that addresses their needs.

This is why having positive and informative content present on your website is very helpful in convincing them to choose you.

While standard optimization techniques such as creating quality content and improving the user experience are very helpful, another effective way to boost your digital marketing is through the help of client testimonials.


Similar to online reviews (a subject of one of our previous Thursday FYO! articles), testimonials provide helpful and informative feedback about a brand’s product or service.

Client testimonials can be short statements that highlight the benefits of working with the brand, or case studies that provide a more detailed explanation on how the brand was able to grow and succeed.

Whichever approach you use, having testimonials visible on your website can provide great insight into the quality of your brand.


One of the brands that have utilized client testimonials effectively is Salesforce, a cloud-based software company in the United States.

Founded in 1999, the technology company is known for providing software to accomplish a wide variety of business functions. These include application development, analytics, performance management, and task management.

Salesforce has a set of testimonials they call Customer Stories.

These stories feature a number of clients that have successfully used their software and narrates how it has improved the efficiency of their business operations.

Many companies today look for business applications that can help them with their operations. Salesforce’s Customer Stories provide great insights for their target audience and possible clients.

With so many software options available in the market, these testimonials have contributed in helping businesses choose Salesforce.

Over the past few years, Salesforce has steadily increased its revenue. As of the fiscal year 2020, ending on January 31, the company generated USD 17.098 billion—an increase from their revenue compared to 2019, which was USD 13.28 billion.

  • 2018 – USD 10.54 billion
  • 2017 – USD 8.437 billion
  • 2016 – USD 6.667 billion
  • 2015 – USD 5.374 billion

The company’s price per share increased during the same time period as well, reaching USD 182.31 in fiscal year 2020, compared to USD 151.97 in 2019, and USD 113.91 in 2018.

The Power!

Testimonials are impactful when it comes to optimizing businesses. They provide a genuine look at how your brand addresses the needs of your target audience by showing how past customers are happy and satisfied.

Compared to online reviews, testimonials can provide more details about the product or service, along with statements from the CEOs, founders, and upper management of each company.

Making use of these testimonials is also helpful in optimizing your SEO strategy as well. Getting your brand mentioned and cited in different websites or posts add more ways for people to find you!

In a lot of instances, people find companies they’re looking for simply because they were mentioned in a blog or testimonial.

PLUS, having a link to your brand’s website on these pages helps bring in some much-needed traffic that boosts your online presence.

Testimonials also increase credibility in search engines like Google. This means that these testimonials are considered as quality content, which is something that Google will rank higher.

To sum it all up, online testimonials help your business by providing you with brand mentions, quality content, and even some healthy link building!

In a world where online reviews can make or break a brand, testimonials are just as crucial in making sure you have optimal online reputation management in place, and provide positive feedback for your brand.

About The Dynamic Marketing Communiqué’s
Thursdays: FYO! Find You Optimization

Why should you stop thinking SEO and start thinking FYO?

We’re not saying that you should abandon Search Engine Optimization (SEO).

Don’t get us wrong, we know for a fact that this is something very important, especially in today’s digital marketing age.

The internet landscape is vast, and a world of its own. You would really need to distinguish yourself and make your brand/company/website known and easily searchable.

Better yet, at the top of page one for Top Results on Google or any other search engine.

SEO is important but relying on SEO alone in getting your brand “out there” doesn’t leave enough room for creativity.

How can we look at this from a different and better perspective?

Let’s say you have it in the bag! You and your team are experts in SEO. Awesome. But did you ever wonder what else you could do to push it further and give your SEO skills a boost?

FYO! Find You Optimization!

You need your target audience to FIND YOU—your brand, product, service, or offering. This is SEO plus other tools that increase visibility online (and offline).

Every Thursday, we publish content on how you can get your target market to find you, beyond the typical “type and search.” There are other things you can do along with your SEO to give your online advertising process a boost.

Try considering other tactics beyond it—WOMO (Word Of Mouth Optimization), RO (Referral Optimization), and “All-Other-Means-Of-Getting-Your-Target-Market-To-Find-You” Optimization (AOMOGYTMTFY, if you’d like a long acronym).

Part of a great marketing strategy is knowing how to adapt new methods and make use of different types of marketing and promotion that best fit your business goals and which give you the results you want.

Hope you’ve found this week’s insights interesting and helpful.

Stay tuned for next Thursday’s FYO!


Kyle Yu
Head of Marketing
Valens Dynamic Marketing Capabilities
Powered by Valens Research

This content is used with permission from The I Institute and The Business Builder Daily.

View All

You don’t have access to the Valens Research Premium Application.

To get access to our best content including the highly regarded Conviction Long List and Market Phase Cycle macro newsletter, please contact our Client Relations Team at 630-841-0683 or email client.relations@valens-research.com.

Please fill out the fields below so that our client relations team can contact you

Or contact our Client Relationship Team at 630-841-0683