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Episode 16 – Reviews & Testimonials, What Is The Difference?

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Show Notes

Reviews and Testimonials – feedback from your customers and clients that is critical to your small business marketing. While very similar in concept, these unique types of feedback have many differences.

Reviews and Testimonials are vital part to your small business marketing. Together, they give you the credibility, trust, and influence that matched your marketing message and brand.

Both reviews and testimonials are most often the results of a great customer experience, but are mostly unrealized, unless directly requested. However, each has its own etiquette and process for acquiring as well.

Here are the points that make Reviews and Testimonials separate and unique from each other:


Reviews are different from Testimonials in one major way. Reviews belong to the person who created it and the platform where it resides. Also, reviews do not require the business’ permission to be published.

Having reviews in visible third-party places increases your audience’s consideration for your services as it adds to the credibility and authenticity that your services are legit.

Best places for reviews:

  • Google Business Page

    You can encourage the placement of customer reviews on a Google My Business page, which can appear in search results and influence rankings.

  • Yelp Business Page

    For restaurants, spas, and many other industries, a dedicated review directory can be a popular place for high review visibility.

  • Facebook Business Page

    Facebook is a behemoth for local community activity. Encouraging reviews and sharing here can see some great exposure for your business.


Testimonials are different from reviews as they belong to you and your business, to be published as you see fit. However, Testimonials do require permission from the creator prior to being used.

Having testimonials from individuals, whom are influencers or local celebrities, gives your business recognition and sets expectations for your audience when considering your products and services.

Best places for testimonials:

  • Website Landing Pages & Sales Pages

    Testimonials should be seen where they add credibility and authenticity to your marketing, especially where potential customers make decisions.

  • Social Media, Audio & Video

    When your community is talking about your product and services, they are also listening. Using testimonials in public media can be considered an endorsement.

  • Marketing Materials

    Whether it is on paper or part of a presentation, displaying testimonials add anecdotal evidence of the experience your product or service can create.

Now that you understand the differences between Reviews and Testimonials, you are better prepared for utilizing them as part of your small business marketing plan.

Don’t leave it up to your customers and clients to create either for you. You will have to request each individually. It is best to have a process or system for followup with your customers to get the reviews, or testimonials, at the best time to receive them.

What feedback do you find to be most marketable?

Leave your answer in the comments section below.

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