How to Use Social Proof for Your Business?

What is Social Proof?

Social proof is a concept based on the idea of normative social influence, which states that people will conform in order to be liked by, similar to, or accepted by the influencer (or society).

When you’re browsing a landing page and see a testimonial from an industry expert you respect, that’s social proof. When you’re cruising a pricing page and you see that an industry giant is already using the tool, that’s social proof. If you sign up for a demo because you see the tool solved the exact problem you have for a similar company, that’s social proof.

Essentially, it’s borrowing third-party influence to sway potential customers.

Why is social proof important?

Social proof makes people pause to check out a social media post because it’s buzzing with high engagement numbers. It gets them to take a chance on an unknown brand because of the good things others are saying about it. It’s also the reason you check out a TV show that everyone seems to be raving about.

The numbers for using social proof don’t lie:

• 71% of people are more likely to make a purchase based on social media referrals.
• 91% of shoppers read at least one review before making a purchase.
• 80% of US shoppers seek recommendations when making a marketing purchase of any kind.
• 54% of people have purchased a consumer packaged good after seeing visual user-generated content (UGC) about it.
• 63% of consumers indicated they are more likely to purchase from a website with product ratings and reviews.

Principles Of Social Proof

• Uncertainty: This principle highlights how we refer to how other people are reacting to a situation when we are uncertain about it.
• Similarity: If you are experiencing something unfamiliar with a large group of people, you are more inclined to follow the reaction of those who you consider similar to you.
• Expertise: Students are more likely to look to their teachers for signals of how to react in uncertain circumstances. This is the expertise principle in social proof where those with more knowledge about a situation can lead the reaction of the rest.
• Number: The herd mentality summarizes the number principle best. Where a group of people experience something uncertain together, the actions of the majority will be seen as correct and valid.

How to Use Social Proof for Your Business?

Use Happy Customer’s Reviews

According to Business.com, 77% of all online customers read reviews before they make a purchase. This statistic demonstrates the necessity for visible customer feedback for your products on two counts; business legitimacy, and service quality.

Customer reviews, regardless of their sentiment, will indicate to potential customers that you’ve not only made sales in the past but that you’re also a legitimate business. Sometimes, especially if it’s a new business, you may need this social proof to help you secure sales.

Creating a Blog to Gain Social Proof

Another great tactic for gaining social proof for your brand is to establish yourself as a thought leader in the niche specific to your business. Content marketing, and blogging, in particular, is a great tool that is used by businesses. In order to provide potential customers with insightful, actionable content which ties in with their marketing products.

Engage with Mentions Online

Customers who love your products like to talk about them online. They are vocal about their love for your digital business and sometimes they will mention your handle in their posts about you on social media. This love for your brand speaks volumes and adds some serious positive social proof for those looking to buy from you.

Produce User Generated Content

User generated content (UGC) is any form of content that has been produced separate to a company but contains a digital product from that company. This type of content is a great resource for curious buyers as they can get unbiased information about a product before they buy.