Think about the last time you bought something online. Odds are, you relied on reviews or family and friends recommendations before choosing to make a purchase.
Imagine this scenario, you’ve found three tables that you love, based on the pictures alone. One has over 500 reviews with an average rating of 4.8 stars. The second has 140 reviews and a 2 star rating. The third has no reviews. Which do you buy?
Statistically, the table with over 500 reviews with a high average rating will outsell the other two options. This is backed up by consumer psychology. Additionally in digital marketing, products or services with more reviews are more likely to be promoted on Google and marketplace websites, such as Amazon and eBay.
Throughout this article, we’ll dive into what social proof is and how you can use it in marketing to make sure that people are choosing you over your competitors.
What Is Social Proof?
In 1984, author Robert Cialdini first used the term ‘Social Proof’. This term became popular in consumer psychology. It refers to informational social influence. It is essentially the idea that people rely, and often copy the actions of others in an attempt to emulate their behaviour when making purchases.
For example, if someone isn’t sure how to act in a social situation they may not have encountered before, they take clues from the people around them. When it comes to making purchases, either online or in store, popular brands may charge a higher price for a product of equal quality when compared to a lesser known brand. This is because most consumers don’t have the time, or choose not to spend time researching all options available on the market.
In marketing, social proof covers a similar idea. When people shop, they look for reviews, recommendations and ways that others have used a product before making their decision.
If you’re selling products or services online, you need to start using Social Proof in your marketing strategy. Social Proof works wonders for increasing the number of people making purchases.
Why Is Social Proof Important?
Social Proof is an essential part of any successful digital marketing campaign.
- 83% of consumers[1] recommend a brand they follow on social to friends and family.
- 91% of shoppers[2] read online reviews before making a purchase.
- 82% of Americans[3] ask for referrals and recommendations from family and friends before making any kind of purchase.
Social proof helps your business increase sales and improve your brand reputation.
How To Use Social Proof In Digital Marketing
As explained briefly above, the goal of social proof is to increase sales and increase your brands reputation. So the question is, how do I use Social Proof for my business?
There are several ways you can incorporate social proof into your marketing to showcase your satisfied customers to potential customers. Knowing that people have been happy with your business and its products or services before is one of the best marketing tricks.
- Case Studies
One of the best ways to showcase your previous and current satisfied customers is by creating a case study about their experience with your business.
To get started with this, identify one or several clients that you’ve had significant success with and reach out to them. Ask them if they’d be willing to participate in a case study along with preliminary questions.
Typically, you will gather research and ask question that deep dives into how you and the customer worked together. Ensure you have their enthusiastic participation, as this will directly influence the impact of your case study.
Case studies are used by multiple different business across a variety of industries, such as;
- Dentists
- Doctors
- Lawyers
- Construction Companies
- Web Developers
- Personal Trainers
2. Testimonials And Reviews
Your business might receive testimonials and reviews online, but have you ever thought about sharing those on social media? Reviews are the quintessential example of social proof. And including ratings and reviews on your website as well as sharing on social media lets your audience know what others think.
Sharing content from previous and current satisfied customers can potentially draw potential customers through the door. Once you master how to ask for reviews, you’ll have plenty of posts in your arsenal to use in your content plan.
3. Awards And Accolades
Has your business won awards or been ranked on top lists in your industry? Show that stuff off! It’s a great way to let people know that your business is known for its excellence.
If you work in an industry that relies on professional credentials, you absolutely need to clearly display them on your website.
VIMAR Digital Marketing
We are a creative digital marketing agency with true passion and experience. Our goal is to help you grow your business and brand through the power of digital marketing.
All our efforts are focused on increasing our customers’ sales and promoting their brand. We do this by improving website design and search engine visibility, generating interest on social media and implementing cutting edge marketing strategies.
VIMAR is a digital marketing agency based in Portlaoise, Co. Laois. We are a team of experienced and professional marketers. If you would like to learn more about digital marketing and how it could help transform your business, you can book a free consultation[4] call with our team today
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