Social Proof: What It Is and How to Use It in Your Marketing Strategy

In a world where consumers are bombarded with digital ads from countless brands, standing out can be a challenge for businesses. The difference between landing sales and getting ignored often comes down to factors like trust and credibility, especially online. So, how do you convince customers to trust your brand?

Providing social proof is key. Learn what exactly social proof is and how to leverage it in your marketing strategies across channels for greater credibility and conversions. 

What Is Social Proof, and Why Does It Matter in Marketing?

Social proof is a psychological phenomenon where people look to others’ actions and behaviors to help them make decisions about what to do. Social proof is especially powerful in uncertain situations. The idea is that what other people are doing (especially if it’s a lot of people) is probably a good course of action. It’s similar to the bandwagon effect or herd behavior. 

Many people don’t even realize how social proof affects them on a conscious level, yet it still shapes their decision-making. When you understand this psychological factor, you can leverage social proof as a powerful tool to strengthen your marketing efforts. 

If you show potential customers that other people are purchasing your products or services and having positive experiences with them, you can build trust. Those new customers will feel more confident about buying from your brand when they know others have already done so successfully. 

Key Types of Social Proof

People often think of customer reviews as the main type of social proof in marketing, but there are several other kinds, too. They include case studies, user-generated content (UGC), expert endorsements, and awards. Strategically place these different types of social proof across websites, ads, landing pages, and emails. 

Reviews and Ratings

Almost all American customers read online reviews before they buy something, and 93% say those reviews affect their purchasing decisions. So, it’s fair to say your business’s online reviews have a major impact on your ability to drive conversions in your marketing campaigns. 

Reviews and ratings are the most common factors customers use to determine whether they can trust a business, which is why they’re a key part of online reputation management. After all, if you’re comparing two companies you’re not already familiar with, which one would you want to buy something from:

• Company A with over 5,000 reviews and an average star rating of 4.5
• Company B with only 10 reviews and an average star rating of 4.6

Keep in mind that customers aren’t just looking at your overall star rating as a trust signal. They also consider how many ratings you have. Generally, a company with significantly more ratings seems more trustworthy than one with fewer ratings, even if the company with fewer ratings has a slightly higher star average. 

The key performance indicators to focus on when it comes to customer reviews and ratings are your overall review count and your average rating score. You cannot incentivize customers to leave you positive reviews specifically, but you can ask them to leave honest reviews after a purchase to help boost your total count. 

If you get some negative reviews, don’t panic. Respond to the reviews while staying professional, and propose some solutions to try to address the customers’ concerns. Part of your reputation management strategy should be to respond to both negative and positive reviews promptly to show your business cares about its customers. 

Testimonials and Case Studies

Brands often overlook the impact that more detailed testimonials and case studies can have on potential customers. While reviews generally provide a quick overview of a customer’s experience with your brand, case studies and testimonials dig deeper. They humanize your brand by sharing stories of how you interact with clients and create positive outcomes for them. 

Whenever possible, try to include a standout quote or metric in your case studies. As an example of social proof, a marketing agency might highlight how the team generated 40% higher click-through rates for a client. These statistics show the concrete impact that working with your brand can have. Potential clients will see that and hope you can generate similar positive outcomes for them. 

Social Shares and User Content

Social media platforms are great places to find social proof to show potential customers. Highlight social interactions from customers to show how they engage with your brand positively. If regular customers are creating content about your brand’s products or services, also known as user-generated content (UGC), reshare it to your own brand accounts. 

Over 80% of customers say they’re more likely to trust a brand that shares UGC in their marketing efforts. UGC stands out because it’s more organic and natural than straight-up advertising, so customers are more likely to trust these positive posts or videos. They boost trust and social media brand awareness. Explore social content case studies for some ideas on how to use social content online. 

Expert and Partner Endorsements

You can also partner with other brands in your industry or with expert leaders to endorse your business. These endorsements from prominent figures validate your brand to customers who may not be familiar with you yet. 

In essence, you’re borrowing some of the trust and reach these figures have already established with their audiences. Just make sure you select brand partners with audiences aligned with your target customers. For example, an auto body shop might partner with a prominent car expert since the people who follow a car expert are likely more interested in having work done on their vehicles.

An employee influencer program can even fall under this category of social proof. 

Trust Badges, Certifications, and Awards

Finally, consider highlighting any trust badges, certifications, or awards your company has earned from trusted third parties. These badges let you lean on the trust customers already have in the institutions that award them, instead of having to just rely on your word that your brand is reliable. 

For example, if you have a high rating from the Better Business Bureau, display that. Share any security seals or industry awards your company has earned, too. The best place to display these awards and certifications is on your landing pages or checkout page. Customers will see them at those critical points and may be more motivated to move ahead with a purchase.

How To Implement Social Proof Across Marketing Channels

Try to include at least one form of social proof in all of your marketing materials. Focus on:

• Websites: Embed reviews and testimonials in the hero sections of your web pages.
• Ads and Social Media: Feature UGC and endorsements in organic and paid media.
• Email: Insert case-study snippets or client logos in your marketing emails.

After adding social proof to your marketing campaigns, track your click-through and conversion rates to see if there’s an increase. When these metrics trend upward, you know you’re on the right track. 

Build Social Proof Signals with Reputation Management

Reputation is everything for businesses, and social proof is a valuable tool for improving your brand’s reputation online. Developing and leveraging strong social proof signals can be tricky, though. If you don’t have the bandwidth to devote to these important tasks, Optimize Digital Marketing can help.

Our experts provide comprehensive reputation management services to help protect and grow your business while you focus on what you do best. Reach out today to get started.