Consumers often rely on what other people have to say when researching new products or services. They want to see proof that the product or services does what the brand claims it can do. Leverage social proof shows credibility of the products and services.
Social proof is a term used to describe the phenomenon where people follow the lead of others in order to make decisions. In business, social proof can be used to influence consumers into buying a product or service.
In this article, I’m going to share with you what social proof is and 11 powerful ways to use social proof in your marketing.
What is leveraging social proof?
The concept of social proof is an effective marketing tactic used by companies to build trust with consumers. It does this by speaking the language of its audience, using visuals and providing evidence to show credibility.
In the context of online marketing, social proof can be used to influence consumers into making a purchase or behavior. For example, if you’re selling a product and your competitors are offering deep discounts, you might choose to offer a discount of your own in order to social proof consumers into thinking that it’s a good deal.
As a marketer, you can help prospects easily find the proof they’re searching for. We rely on testimonials and reviews to build trust with prospects.
With social proof, you can tell stories about past customers and how your product or service was able to solve their problems.
Social proof can also be used to influence people’s opinions. For example, if you’re a restaurant and your Yelp rating is high, other customers might be more likely to make a purchase because they trust the online review.
Proof-Based Marketing is a marketing strategy that uses evidence to make decisions. This allows you to connect with your current customers and wow prospects. When used correctly, social proof can increase sales, build trust, and grow your brand.
Let’s take a look at 11 powerful ways to leverage social proof.
1 – Customer Reviews
Customer reviews can build trust in your brand and increase your online reputation.
Social proof is a simple but powerful form of persuasion. It’s based on the idea that people will act in accordance with what they see others doing.
Nearly all consumers take online reviews into account before making a purchase. A customer will usually leave a review without prompting, but encouraging your customers to write reviews is highly beneficial and we recommend it!
2 – Good Rating
If you are a local business, you can enable ratings and reviews on your Facebook Page. This will help build user trust and social proof. Giving your Facebook page the ability to display ratings and reviews from your followers will help build trust and social proof.
This is especially important when it comes to selling products or services, as it will give potential customers a sense of legitimacy and assurance that what they are buying is good.
3 – Data & Numbers
Think about how many customers you’ve helped or the length of time you’ve been in business. These are numbers that can be shared on your website, as advertisements, and on social media.
Hubspot highlights essential data from their product and services, such as monthly bog visits, certified professionals who completed their courses, app marketplace integrations, and more.
If your business is relatively new, focus on metrics that make you seem more significant. For example, use customer surveys to determine overall satisfaction and other metrics.
4 – Awards
Sharing awards on your website can help to build credibility and show that you are leaders in your industry. This can encourage visitors and leads to consider working with your brand over another.
A short description of the awards is helpful in providing further context as to why you received them.
5 – Real-time Sales Notifications
With sales pop notifications, you can create a real-time shopping experience that shares basic information about your recent customers and what they purchased. This social proof helps increase the chances that potential customers will buy from you.
These notifications show casual browsers that your business is doing well, by showing them that people are actively making purchases.
6 – Get Verified
Social proof is the tendency of people to follow or engage with others in order to feel accepted or approved. On Twitter, Facebook, and Instagram, you can get verified and receive a blue checkmark on your bio.
This shows other users that you are a trusted source of information and that you are important enough to be respected. By being verified, you can also increase the credibility of your tweets, posts, and Instagram stories.
7 – Testimonials
Testimonials are a powerful tool to use in your marketing. People trust what other people say about a product or service, even if they’re strangers. Including testimonials in your marketing will show real people who had a positive experience with your product/service and help you build trust with potential customers.
8 – Customers’ Logos
To boost trust in your business, leverage customers who have well-known brands. Brands are important to consumers, and if they recognize a brand using your product or service, it may be enough to encourage them to give it a try.
Before including a brand’s logo on your website or other marketing materials, be sure to get permission from the brand.
9 – Case Studies
A case study is a great way to show data-driven results from your satisfied customers. This in-depth analysis shows how your customer successfully used you and your product/service to achieve significant results.
This detailed analysis shows how your customer successfully used you and your product/service to achieve significant results.
10 – User-Generated Content (UGC)
User-generated content is a form of social proof that is created by your customers (the users) and shared online, typically through social media. This content can be persuasive because it comes from people who are likely to have first-hand experience with the product or service.
Your customers can create content for your product in a number of ways, including a tweet, video review, Instagram image review, or TikTok. Generally speaking, this content is created by customers because they love the product and want to share it with others.
Ulta uses the ongoing hashtag of #ultabeauty to capture user-generated content (UGC). This customer shared her hair washing routine with Pattern Beauty products.
Customers often enjoy seeing their content shared on a company’s social media channel, as this can result in more exposure for them. This is beneficial to both the business and the customer in terms of gaining visibility.
11 – Endorsements
Endorsements can come from a variety of sources, including organizations, celebrities, and influencers. The cost of endorsements can vary depending on the situation, but sometimes they are free.
Ask social media influencers in your niche if they would be interested in trying out your product. Influencers and celebrities have large followings on social media, which means they can easily influence people to visit your website.
Some celebrities and influencers with a loyal following are more likely to increase sales than others. It is important to find the right ones for your product or service.
12 – Highlight Popular Choices
The Paradox of Choice can be a challenge for consumers, who may find themselves overwhelmed with the number of choices available to them.
When shopping for clothes, consumers may struggle with the choices of color, size, pattern, etc. To make these decisions easier and help shoppers find what they’re looking for on your eCommerce site, highlight popular options and include a “fit guide”.
Shoppers can use feedback from other customers to decide whether or not to size up or down when purchasing a product. Businesses that offer services can still show social proof by highlighting the tier with the most customer satisfaction.
13 – Press Features
If your business has been featured on a well-known site, including it in your marketing as social proof can help expand your audience reach.
Using press features on your website can help you reach an untapped audience. This can be done by leveraging social proof through posts and other content.
There you have it;
Here are 13 ways you can use social proof in your marketing to grow your business. If you’re interested in building a library of proof to leverage in your Proof-Based Marketing efforts, read on!