How to use social proof in marketing
Ever heard marketers talk about “social proof”?
Social proof is about people being more likely to do something that many others have already done before them. It is based on the principle that if many people are doing something, it must be the right or desirable thing to do.
(You might have heard it also referred to as “herd mentality”. It’s our innate human tendency to seek validation from others and make decisions based on the behaviour of “the herd”.)
As business owners, social proof is like having a cheer squad for our brand. It’s the positive influence created when others vouch for our products or services. It helps boost our credibility and trustworthiness in the eyes of potential clients.
When potential clients see real-life testimonials or evidence of others engaging with your brand, it amplifies your credibility. It’s a nudge, a gentle push, telling them, “Hey, others trust this brand, and you should too.”
Here are 5 Ways you can show social proof in your marketing
- Customer Reviews and Testimonials: Encourage satisfied customers to leave reviews on your website or third-party platforms like Google, Yelp, Facebook or industry-relevant sites. Display these prominently and incorporate them in your marketing,through social media posts and in your emails.
- Case Studies and Success Stories: Share detailed accounts of how your product or service helped a client to provide a relatable narrative for potential customers. Let them see the starting point, and the transformation you helped your clients achieve.
- Resharing Social Media Mentions: Whenever someone mentions your brand positively on social media, reshare it! (And save it to use again as content in the future.)
- Showcasing Your Expertise: Share photos or videos of you presenting at workshops or conferences, recording podcasts or generally sharing your expertise with others. This helps to establish your authority in your field.
- Have a Waitlist: If you have a waitlist for your services or products, it indicates high demand and can create a sense of urgency. If that’s the case, let others know about it!
When we’re dealing with a target audience whose choices are abundant and attention spans are short, social proof can be the deciding factor for many potential clients. It’s not just about telling people how great your product or service is; it’s about showing them real, tangible evidence.
By integrating social proof into your marketing strategy, you not only validate your brand’s credibility but also build a deeper connection with your audience.
