So what is social proof, and how can you use it to drive conversions?
Effective marketing gets people to take action. Whether purchasing a product or filling in a contact form, you want to persuade people to convert and take the next step. However, today’s consumers are more distrustful of traditional advertising than ever before, so how do you build trust and encourage people to interact with your business?
A powerful way to achieve this is through social proof.
What Is Social Proof, and Why Does It Matter?
In plain terms, social proof is evidence from your potential customer’s peers to back up your claims. Social proof is a great technique to boost the potency of your marketing for a simple but crucial reason: if people don’t trust you, they won’t buy from you.
Social proof is all about establishing trust with your audience – studies show that 88% of online users place as much confidence in online reviews as they do in personal recommendations from a friend. A single element of social proof can establish credibility and reinforce your marketing message.
So what specific elements of social proof can you incorporate on your website and in your marketing?
How To Use Social Proof In Your Marketing?
1. Testimonials
Testimonials are effective because they are objective. Someone outside of your company is providing an impartial opinion on your business – customer testimonials have the highest effectiveness rating for content marketing at 89%.
Ask your best customers for testimonials and strategically place them on your website. A well-placed testimonial from a happy customer can provide the extra boost to convince a visitor on your contact page to pick up the phone and give you a call.
2. User-Generated Content
User-generated content can highlight the positive experiences of your existing customers, helping potential customers visualize the benefits of your products and services.
Consider running a social media competition that rewards contributors with exclusive deals or discounts to encourage users to submit content that you can use in your marketing and on your website.
3. Show Your Social Media Following
If you have a large social media following, you can establish social proof by displaying your following on your website. For example, which business are you more likely to trust – one that has 70 followers and hasn’t posted anything since 2014, or one with 7,000 followers that regularly posts and interacts with their customers?
Having an active social following can provide a host of marketing opportunities and advantages, with social proof just one of the benefits. Focus on building an engaged social audience to increase your credibility online.
4. Encourage Customers To Leave Reviews On Your Facebook Page
With 2.4 billion active monthly users, it’s no surprise that Facebook is becoming a go-to resource for consumers seeking business reviews. People want to feel validated and reassured before opening their wallets, with 23% of people checking out Facebook reviews before visiting a business
Encourage your customers to leave Facebook reviews and make sure you respond to users promptly – especially any negative reviews. Surveys show that people are 45% more likely to visit a business that responds to negative reviews.
5. Industry Certificates and Trust Symbols
Certificates and trust symbols are an easy way to establish social proof and help users feel safe about doing business with you. Certificates can be a great addition to your services page, showcasing your credentials and experience to potential customers. Symbols of trust help to establish credibility and can come in many forms:
- SSL certificates
- Money-back guarantees
- Secure Payment logos
Make sure to include trust symbols on your checkout and sales pages. Your customers want to be reassured that their personal information and payment details are safe before committing to a purchase.
