How to Use Social Proof as a Marketing Tool
Of all the marketing tools out there, social proof is perhaps the most effective and also the most underrated. By definition, social proof or informational social influence refers to a psychological phenomenon where people look toward others to seek validation for certain actions in a given situation. Broadly, this means that when people cannot decide what is right or wrong in a particular situation, they take their cues from mass behavior. All of us rely on it for survival because humans have an inherent pack instinct. This is good news for business owners, as social proof can be the perfect tool for the art of human hacking, if used correctly. Here a few smart tips that’ll help you use social proof as a marketing tool.
Marketing strategy is the fundamental goal of increasing sales and achieving a sustainable competitive advantage. Marketing strategies include all basic, short-term, and long-term activities in the field of marketing that deal with the analysis of the strategic initial situation of a company and the formulation, evaluation and selection of market-oriented strategies and therefore contribute to the goals of the company and its marketing objectives.
Use Social Media Widgets
Any marketing campaign today is incomplete without a digital promotion strategy. Incorporate social proof into your online promotions by adding social media widgets and buttons on your blog, website or product web pages. Your loyal customer base will feel obligated to share your content on social media platforms, thereby earning you a sense of credibility and creating a positive social proof for your brand and products.
Celebrity Social Proof
Humans have a deep rooted fascination for larger than life characters and celebrities fit the bill perfectly. The appeal of a product goes up instantly when people see their favorite movie star or sports icon endorsing it. If you have the budget, roping in a celebrity is great for building a favorable social proof.
Who do your potential consumers turn to when they want a realistic feedback on your products? Yes, your existing customer base. Encourage your buyers to write testimonials and reviews for the products/services they have tried. Positive feedback from your customers reinforces a positive brand image. Even if you get a few nasty ones in the process, don’t rush to remove them. It gives your audience an impression that you are open to criticism and value opinions of others even if they are not favorable.
A little number crunching is good for your brand image. When you put the number of followers, registered customers or sales figures out there, it is not bragging. It is smart marketing. In the context of social proof, seeing that so many people are using a particular product or endorsing it helps in building a positive image and motivating people to take the plunge and give it a try.
Flash Those Logos
Certifications and awards for noteworthy services in your field of expertise are badges of honor for any organization and also speak volumes about your credentials. Use them generously in advertisements, social media posts, brochures, and on your website. These can go a long way in building a favorable image and motivating people to invest in your products.
Social proof can do more harm than good if it hinges on the negative, therefore, it is important to build a positive social proof around your brand through the right marketing techniques.
Simon Hopes is a popular writer and social media enthusiasm. . Have you ever picked a book just because it is a best seller or decided to watch a movie because of the rave reviews it received? Well, that’s social proof in action.