How to enhance your brand’s image through social proof?
Social proof is a great way to boost your image to convince the undecided. It is based on something straightforward to obtain: the opinions of your customers. Make sure to focus on the integration of social proof into digital marketing.
Are you interested in ways to improve your credibility and increase the confidence of your prospects?
Social proof is a great way to boost your image to convince the undecided. It is based on something straightforward to obtain: the opinions of your customers.
Make sure to focus on the integration of social proof into digital marketing.
What is social proof?
The term social proof was coined by the eminent psychologist and author Robert Cialdini. He described it as a psychological and social phenomenon, which causes clients to imitate the actions of others, in a given situation, due to an inherent need to conform.
In other words, when people don’t know how to respond or react to an event, they automatically turn to others. They assume that the people around them – experts, celebrities, friends, or even other consumers – have more information about the situation and know how to respond.
This behaviour has a substantial impact on your marketing strategy.
This is because social proof can influence clients’ reactions and responses to your propositions. Having consumers who validate your products or your business skills helps prospects make a favourable decision about you. Social proof gives them confidence and makes them want to belong to your circle of consumers.
How to use social proof?
An essential axis of your marketing strategy, social proof must be encouraged as much as possible to derive all the benefits. How? ‘Or’ What? Here are four techniques to generate this type of impact!
1. Encourage customer comments and reviews
The approval of your customers, in the form of ratings, comments and testimonials, generates a positive impact on the mindset of your prospects.
Before they decide to commit to your brand, they will have to learn about your abilities and professionalism. The positive views expressed by others thus increase your chances of converting them.
Many brands shy away from customer feedback for fear of getting negative feedback. But balanced negative reviews, to which you can respond kindly, can work in your favour.
So, do not hesitate to send an email to all your customers to encourage them to leave their opinion on a specialized site, in the testimonial section of your site or on your social networks!
2. Promote your certifications
Positively influence your customer’s image by getting a seal from an authority such as Google, Instagram, or Facebook along with the awards and prizes won, such as the “Voted the best product of year” label.
As soon as you obtain a certification that demonstrates your professionalism, skills, and quality of your services, post it! Put the seal on the front page, publish a post on social media and send a newsletter to your prospects.
3. Display press reports
Like certifications, media mentions are great social proof. If a well-known newspaper or website has written an article about you, you can increase your credibility.
On your website, add a “Press review” section to list all the results in quality media. As soon as an article appears, please share it on social networks to show the undecided that you are a trusted partner.
4. Embrace influencer marketing
Inescapable social proof, the publication of an influencer can help the notoriety of your brand!
Identify famous bloggers and Instagrammers in your industry to offer them a partnership. For example, you send a product for a photo or an article. The most influential will also require financial participation, but the return on investment is often excellent.
These collaborations generally work very well, as they create a win-win situation for you and the blogger. The latter enjoy reaching your audience, while you can tap into its subscriber base to increase your brand awareness.
No matter where your customers choose to post their reviews, your role is to encourage them to do so. These testimonials are essential in the buying cycle of your prospects; they help them make their decision.
Do not be afraid of it, on the contrary! If you are confident in your professionalism, customer reviews will generate the social proof needed to boost your sales.