[vc_row][vc_column][vc_column_text]“To be persuasive, we must be believable; to be believable, we must be credible; to be credible, we must be truthful.” – Edward R. Murrow.<\/i><\/p>\n
A lot of things go into our decision making. When viewing this through a marketing lens, credibility is certainly one of those important factors. And one of the most powerful ways of achieving credibility in the online space is through social proof.<\/p>\n
Did you know, for example, that consumer reviews are 12x more trusted than vendor descriptions? People don’t always trust a brand, but they always trust other consumers.<\/p>\n
[\/vc_column_text][vc_single_image image=”4457″ img_size=”full” alignment=”center”][vc_column_text]Social proof (the concept that people will conform to the actions of others under the assumption that those actions are reflective of the correct behavior) is incredibly powerful. If it isn’t a key piece of your marketing messaging right now, here are a few ideas for how it could be. [\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_custom_heading text=”1. Expert Social Proof” font_container=”tag:h2|text_align:left|color:%231e73be” use_theme_fonts=”yes”][vc_column_text]Expert social proof is when your product or service gets recommended by a credible expert, such as well-known name in your space. Credibility of this nature might come through a blog mention, social media mention, ‘partner’ web pages, or a testimonial. PR is a great example of how expert social proof can help a brand. If a popular blogger or media outlet were to recommend your product, you’re likely to enjoy increased sales (and should certainly feature the endorsement on your website).<\/p>\n
Celebrity endorsements can also have great effect online, though may come with a price tag. For example, an endorsement by Jessica Simpson and aesthetician Nerida Joy helped Beautymint attract 500,000 visitors<\/u><\/a> on day one of its launch.<\/p>\n Being strapped for resources doesn’t mean these types of endorsements aren’t possible, though. It’s simply time to get creative. Who do you know with a large community of followers that may be able to help you, and how can you help them in return? You’ll see this form of social proof everywhere nowadays – from the number of Facebook fans a brand has, to the size of their mailing list, to the amount raised (and backers of) a crowdfunding campaign.<\/p>\n [\/vc_column_text][vc_custom_heading text=”3. Direct Referrals” font_container=”tag:h2|text_align:left|color:%231e73be” use_theme_fonts=”yes”][vc_column_text]Direct referrals may well be the most powerful marketing tool of all.<\/p>\n It doesn’t have to come in the form of a product purchase referral, though. You’ll see a lot of sweepstakes campaigns where entrants can increase their chance of winning by referring others. Social media shares, although subtle, are also a referral.<\/p>\n It’s also worth noting that while 30% of satisfied customers are generally willing to refer products and services, only 5% customers on an average actually do. Incentives are critical and implementing a formal process for acquiring referrals can provide huge benefit. – Add customer testimonials to your website, social media bios, and emails (in the signature or header)<\/p>\n – Emphasize your follower and subscriber numbers on your blog with widgets and banners<\/p>\n
\n[\/vc_column_text][vc_custom_heading text=”2. Community Social Proof” font_container=”tag:h2|text_align:left|color:%231e73be” use_theme_fonts=”yes”][vc_column_text]Online reviews, website testimonials, statistics, and success stories are all common examples of community social proof, and probably the easiest type of social proof to get. Here’s a great example from Elvis (hat tip to Kissmetrics<\/u><\/a> for sourcing it):
\n[\/vc_column_text][vc_single_image image=”4462″ img_size=”full” alignment=”center”][vc_column_text]RCA Victor released the hits collection \u201c50,000,000 Elvis Fans Can\u2019t Be Wrong\u201d in 1959. The title they gave the album is classic social proof. How could you go wrong investing in Elvis when 50-million had already done so?<\/p>\n
\n[\/vc_column_text][vc_single_image image=”4470″ img_size=”full” alignment=”center”][vc_custom_heading text=”Start implementing social proof tactics right now” font_container=”tag:h2|text_align:left|color:%231e73be” use_theme_fonts=”yes”][vc_column_text]Stuck for ideas on how this relates to you? Here are a few ways you can implement social proof immediately to give your brand a boost:<\/p>\n