convert YOUR customers WITH Social Proofing
Have you ever avoided an empty restaurant and alternatively joined a queue for a hustling restaurant, because of course, the food MUST be great there? That is real-life social proofing! A similar principle applies digitally.
What is social proofing?
Psychologically, we are wired to trust the opinion of others around us. Widely known as the "halo effect", we often consider our inner and outer circles as a direct reference for what is #Good and #Bad. During the consumer decision-making process, a huge factor in the final purchase decision is validation from others. At the end of the day, people sell to people.
Essentially it's digital word-of-mouth that can make the difference between "add to cart" and "mm I'm not sold". So here's how to amplify your conversions using social proofing.
How do I capitalise on social proofing?
Social proofing can and should be used throughout the consumer journey to reinforce just how special your product/service is. Within a traditional marketing funnel, it can be applied like so:
Top of Funnel: At this stage, you are introducing your brand to new customers and developing brand awareness. Solidify your position in the market with a solution and results-driven strategy. Showcase those results!
Middle of Funnel: Reinforce your brand with authority and trust.
Bottom of Funnel: Time to hit a home run, convert your leads into customers, and establish your existing customers into #Fans.
Including social proofing in all aspects of the brand's content: organic content, website, email marketing, and advertising (both awareness and conversion campaigns).
Okay okay, you've sold me. But what are some ways to social proof?
User-Generated Content: This is a really common and authentic method of social proofing. UGC is great at showcasing real people and their experience with your product/service. Nothing reinforces a customer's confidence in your product than visually seeing someone else raving about it!
Screenshot of reviews: similar to user-generated content, screenshots of reviews or having Google/Facebook reviews solidifies just how genuinely loved your products/services are. In its nature, reviews are not incentivised or forced - a customer will generally go out of their way to provide a review. This is why they have SUCH #impact. Leverage this!
Testimonial videos: Whether it be an expert opinion backing the science behind your product/service or a customer's experience with your brand - these videos evoke emotion in the best way possible! Tips: stick to the point, showcase how you were able to solve the customer's problem, and really emphasize the results.
Email marketing: A simple automated flow can retain current customers and convert new leads! This reinforces just how effective your brand is at solving the consumer problem and building that brand trust directly into their mailbox! We're big fans of this one.
Case study: great for service-based businesses; these often tell a detailed story of the client's problem, your solution, and the amplified results driven by you.
Influencer marketing + celebrity endorsements: if done right, influencers and celebrities can create huge spikes in your sales. Remembering to choose wisely, as they will essentially be an advocate for your brand - so do your research. Ask yourself: do we have the same target audience? Do they align with my core brand values? Will they provide value to my brand?
Website content: where best to push them over the line than on your website? You've already got them interested and on the #hunt. Including reviews on product pages or in pop-ups throughout your website will have your customer adding to cart.
Award mentions: nothing says #trust-worthy than having the success of awards to back you. And if you've got it, then you should flaunt it!
So there you go! We've given you not 5, not 6, but 8 ways to utilise social proofing in your marketing strategy to convert your leads and keep your customers coming back for more. You can thank us later!
