7 Things Everyone Knows About Social Proof That You Don’t

By: Steve_Barker

When it comes to marketing, there are some very ingenious solutions. Most people just know about the obvious ones, like SEO and content marketing. Only marketing professionals know about more complex aspects, like social proof. Social proof can be a very effective way of increasing the exposure of a business, bringing in customers, and building a reputation.

But what is social proof, and how does it work? This article will explore the subject in great detail, telling you seven things that everyone in the marketing world knows about social proof that you don’t.

Significance

Social proof plays a very significant role in the purchase decisions of consumers. The reason for this is that when a consumer is considering a purchase, they will often turn to reviews to help them to make their decision. This is because getting advice from people that have experience gives consumers confidence. Advice from previous buyers will help them to make more informed decisions with their money, stopping them from wasting it. Social proof is one of the most significant and important things in marketing today. Basically, all businesses use social proof to market their services or products.

Implementation

You are probably wondering, “How do I implement social proof?” There are many ways that you can do this. Perhaps the most effective way to use social proof is to collect customer testimonials. By having testimonials published on your business’s website, you will your customer’s purchase journey much easier. Instead of having to look around on other websites for reviews, they can look at those on yours. Another very effective method of social proof marketing is to use video testimonials, which are essentially just video reviews. Businesses from all levels are beginning to effectively implement and use video testimonials in their marketing.

Advice

Another mistake that business owners make is thinking that customers are picky about who they take advice from. To be completely honest, customers don’t really care about who they take advice from, as long as the advice is sound. Some businesses invest hundreds of thousands of dollars to hire celebrities to give testimonials. While this might work to an extent, the average consumer will take anybody’s advice as long as it doesn’t seem forced. If you are going to use social proof to market your business, then testimonials from former customers will work well enough. You don’t need to employ influencers or famous celebrities unless you want to tap into their audiences directly.

Influence

Social proof affects all of us. Social proof isn’t just relied upon for buying decisions, it is used for nearly everything. If you want to learn how to cook a recipe, you will read another person’s guide. It is a very important part of daily life. Knowing this will help you to tailor your social proofing to your audience, delivering a more effective and content-driven service. If your business doesn’t have any form of social proof, consumers will likely avoid your website. This is because it is so influential and significant to each of us. A website without any testimonials or reviews is alien to most people. Nobody will feel comfortable shopping somewhere that they can’t learn or read about.

Reviews

Out of all social proof methods, customer reviews are by far the most effective. This is because they are very straightforward to find and read. Consumers only need to key in your business’s name followed by ‘reviews’ to find information. As mentioned already previously, by publishing reviews on your website, you make it easier for customers to find out information about your business. By publishing reviews on your site, you eliminate the need for customers to look elsewhere. If you happen to have bad reviews on your Google or Trust Pilot page, posting reviews on your site can remedy this and act as a preventative measure, stopping customers from ever needing to see the bad reviews. If there are bad reviews on any of these platforms, make sure that you respond to them in a professional way either resolving the problem or pointing out why the review is false.

Sales

Social proof can significantly boost your business’s sales. Approximately 97% of consumers look at reviews before purchasing products. On-site reviews and testimonials have been shown to improve conversion rates on sales pages by up to 34%. Conversion in this context means consumers converting into customers. With this in mind, it is clear that posting testimonials and reviews are one of the best ways of increasing your business’s sales.

Networks

If you are going to use social proof to market your business, then the best place to start is on your own website. Outside of your website, you could use Google, Yahoo, or Bing. Trust Pilot is also a good place to get started. Many of the internet’s leading social media platforms will now allow you to post business pages and reviews also.
Social proof is very important. If you are a business owner, then it’s essential that you familiarise yourself with it and begin implementing it into your business’s marketing strategy. Testimonials and reviews, when effectively implemented, can transform your business and significantly increase your business’s exposure and revenue.

By Steve Barker

© 2022 Copyright Steve Barker - All Rights Reserved

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