Social Proof: What Is It And How To Use It In Your Marketing Strategy
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You’re on the hunt for the perfect pair of running shoes.
A quick search on Google presents you with countless options to choose from, but how do you decide which pair to buy?
If you’re anything like the average customer, your next step would be to read innumerable online reviews of brands and products and likely phone a friend (or two) to ask for recommendations.
Your hunt for the perfect pair of running shoes has turned into the hunt for evidence that the shoes will do everything you dreamed they’d do and more.
This appetite for evidence is what we called social proof.
What is social proof?
All hail Robert Cialdini, the professor and author who coined this term in his 1984 book called Influence.
Cialdini observed that we are quite like monkeys when it comes to new social situations: we tend to copy others.
Think back to your middle school days when you probably attended your first formal dance.
Aside from the uncomfortable everything, how did you find your ‘OG’ dance moves?
Odds are, you spotted the one person who wasn’t making a total fool of themselves and copied them.
You tried to fit in.
This same logic applies to our shopping psychology.
Have a look at your wardrobe.
How many pieces do you own because an influencer or celebrity wore it, or a friend recommended it, or the look itself was trending at the time?
Whether we realize it or not, nearly all our purchases are influenced by some sort of social proof.
Brands that find long-term success understand the importance and potential impact of social proof and build it into their brand strategy.
Lucky for you, we’ve pieced together some of the best ways to do just that.
9 ways to build your brand using social proof
Here’s how you can build social proof for your brand:
1. Ratings and reviews
Ninety-two percent of customers claim that they read reviews before making a purchase.
Consumers want to know if previous buyers who have used the product are satisfied with it.
What better way to learn about this than by looking at ratings and reading reviews from people they feel are in “similar shoes”?
Reading positive ratings and reviews increases our trust in the product even before we click the add to cart button.
Look to incorporate each on your site where possible to positively influence decisions.
2. Word of mouth
People love to share stories and experiences.
Whether you like it or not, your customers talk about your products. After all, they are purchasing it to solve a problem they have.
This is what we call word-of-mouth marketing and it’s the most powerful form of marketing around.
Relationships are built on trust.
When customers recommend a product to other people, psychology takes over and that product assumes the highest-ranking position in their minds.
Give your customers a reason to recommend you.
Pro Tip: Consider sweetening the deal for them with a referral discount or gift whenever they recommend your product.
3. Awards and accolades
“Nobody remembers second place.” -John Cena
You’ve poured a lot of capital into R&D to develop your product.
If you’re hard work and excellent product has won you an award or accolade, share it accordingly so customers are aware that your product outperforms the competition.
4. User-generated content
User-generated content is content your customers create around your product that is shared on online platforms such as social media.
When this material is positive, it is a goldmine for your business.
User-generated content is authentic, far-reaching and one of the greatest compliments a brand can receive.
Not only do you now have organic content that you can reshare, but you are also now being broadcasted free of charge to an audience you never had direct access to.
With social media algorithms at play, this content might just reach the eyes and ears of thousands of potential future customers.
Pro Tip: Consider creating a notecard in your product shipment that encourages customers to share their experiences with the use of a specific hashtag. Tie in giveaways to incentivize them to share.
5. Customer engagement
Extroverts and introverts alike are flocking to the internet and social media.
For many, it’s a safe zone. A place they can engage with others without feeling uncomfortable.
This means your customers want to and are going to talk to you.
They’ll like your posts.
They’ll comment on your photos.
They’ll write reviews for you.
When positive, they are making your brand more relatable.
Stay active with your customers by engaging with them as well.
Doing so will help humanize your brand and encourage other customers to participate in the community you are creating.
6. Host experts
Every industry has an expert - someone with a comprehensive and authoritative knowledge of a skill or area.
Experts command attention because they offer insight and perspective that can only be gained over time.
When experts speak, others listen.
For instance, if SEO expert Neil Patel shares that you’ll gain more potential customers if you post a video of yourself hula hooping, your social media feed will soon be overwhelmed by hula hoop videos.
Elevate your brand’s social proof by finding and hosting experts in your industry.
Pro Tip: Consider having them guest blog, join you for a podcast interview, or even a live stream AMA (ask me anything).
7. Case Studies
People don’t just love to tell stories; they also love to hear them.
Case studies present you with an opportunity to tell a story about your business that ‘wows’ potential customers from the lens of past customers.
To be effective, you must first make certain the customer was extremely satisfied with their experience and is both easy and willing to collaborate.
Case studies take time to build, and you will need to work closely with the customer to accurately capture and articulate their experience.
Pro Tip: The truth is in the detail. Be clear about what the goal and subsequent result was. If possible, incorporate data to support your case study. It will only help strengthen your story.
8. Celebrity endorsement
Imagine flipping through a magazine and stumbling across your favorite athlete sporting an Adidas shoe for the first time.
Even if you were to never purchase another sneaker in your lifetime, your perception of Adidas has likely improved.
After all, if your favorite athlete now wears Adidas, that must mean Adidas is doing something well.
Right?
When you use the right celebrity as your social proof, you build trust through association because they are role models for many people.
Pro Tip: It must be noted that certain celebrities do come with expensive price tags, but don’t fool yourself into thinking they are off-limits. If you’re solving a problem they have, odds are you’ll have an easy in.
9. Influencer Marketing
Influencer marketing is quite like celebrity endorsements with one major difference: relatability.
Influencers are people like you and me who have captured niche followings on certain social platforms for any number of reasons.
Niche doesn’t necessarily mean small - those that follow them do so for a very specific reason.
Pro Tip: Follow a few niche social media figures in your industry with followings under 5,000 and start engaging with their content. When the time is right for a potential partnership conversation, it will make it that much easier.
Start building your brand with social proof today
Social proof offers an excellent way of building your brand.
Need help building social proof for your business?
Drop us a note and we’ll help you get started today.
