Building a loyal customer base and standing out in the crowded market is tough. In our digital world people see so many options and ads. Because of that it’s hard to make your product or service stand out. That’s where Social Proof Marketing comes in. It’s a way to get your business noticed. It uses what others think and say about your products to sell to new customers.
This article by FOR® will cover everything you need to know about using social proof in your marketing. We will also share social tips to help you increase conversions and grow.
What is Social Proof?
Social proof is a psychological trick where people follow the actions of others. In other words, people do things because they see others doing it. When people see people they trust and like from friends to influencers doing something, they will copy what others are doing to reflect “correct behavior” in a given situation.
Social proof can be used in marketing to make people buy a product or service. For example, a business might put customer testimonials or reviews on their website to show potential customers that others have had good experiences with their products or services.
Types of Social Proof Marketing
Social proof can come in many forms, including online reviews, user-generated content (UGC), testimonials and social media mentions.
Online Review Management
Sharing reviews is a game changer when it comes to social proof. When you share the reviews on your social pages and other platforms people will know your customer is happy with the product or service. Collecting reviews through text or video and sharing on social media counters and posts is the best way to influence visitors positively.
Create a branded hashtag for your customers to share their reviews and encourage them to get featured on the page or get a free trial of the software. This can work on any platform but works best on Instagram.
You can also add reviews to your website’s different pages, show user proof in your product review sections and use against the opposing social proof defence. By getting your happy customers to leave reviews you can build a foundation of trust and credibility that attracts new customers.
User Generated Content (UGC)
One of the most common forms of social proof is user generated content across different platforms. People want to see what others are choosing and saying about the brands. It helps visitors to trust not only the product but also your brand. Remember to capture reviews from other sources like Trustpilot, Google My Business, Yelp and many more; that you can add on social media or website pages.
You can ask your customers to share their UGC by creating hashtags, running contests or just asking for feedback. With the right permissions you can share this content on your social media, website and marketing materials to get the most out of it.
Influencer Marketing
Influencers and brand ambassadors are people with huge authority in your space. Many people know them, like them, follow them and trust their opinions without thinking twice. Influencer marketing is one of the best examples of social proof.
Along with your review strategy, use influencers through their longer form testimonials, unboxing videos and product reviews for social proof. Ultimately you’re trying to sway consumer decisions in your favour. This can be on blogs, social media or video content.
Adding social proof from influencers and brand ambassadors can be an excellent marketing tactic and it can add a cherry on the cake to your influencer marketing strategy.
Testimonials and Case Studies
One of the most used forms of social proof is the customer testimonial. Testimonials are like positive reviews but used differently.
Featuring testimonials and case studies from happy customers can be super persuasive. By showing specific examples of how your product or service has solved a problem or delivered value you can give potential customers the confidence to add to cart and convert.
Case studies are ideal for your social proof in marketing. These are real life examples of your happy customers who have used and loved your product. Case studies are a great way to connect with people and show how the product will help them solve their pain points.
Social Proof Best Practices
Be Real
Make sure the social proof you use is real. Fake reviews or endorsements can kill your reputation. Ask for honest feedback and only partner with influencers who actually love your product.
Vary Your Social Proof
Use a mix of different types of social proof to reach more people. Reviews, UGC, influencer endorsements and testimonials.
Also don’t limit social proof to one platform so share across your website, social media, email newsletters and offline where relevant. The more places potential customers see positive feedback the more effective it will be.
Have A Two Way Conversation
When you get them, respond to reviews as soon as you can and thank customers for their testimonials.
Even big brands should engage with UGC and find ways to include them in marketing material so make sure you do this too. Showing you care about customer feedback will hopefully mean you get more of it from other people too.
Make Your Social Proof and Influencer Marketing Work Together
Social proof is about selling through trust, reputation and authenticity. One of the first lessons many entrepreneurs learn is that a happy customer can sell more than the best copy. Influencer marketing is a powerful form of social proof as it combines the credibility of personal recommendations with the reach of social media.
Social proof can come in many forms and shapes, from influencers to customers. Choose one of the social proofs or multiple to add to your website now. You can use different notification types, WordPress plugins, social proof tools, widgets and templates to make it easy.
When influencers share reviews and UGC of your products, their followers will trust and try your brand more, which is what you want to increase your audience and sales. There are many marketing agencies that specialize
in acquiring social proof for your business.