What Is Social Proof?
The chances are high that when you purchase items and services online, you read the reviews first. After all, you can’t see the product in person, so you want to know that what you’re getting is legitimate. You’re much more likely to purchase something that has 4.5 stars and many ratings over something that has, for instance, no ratings. Social Proof is what this is called.
Social proof is a term used to refer to the phenomenon of people imitating the behavior of others in certain social situations. When people feel unsure how to act or what to do, they tend to look at other people’s behavior and follow their example. According to a content marketing firm in Phoenix, it is especially true for online sales or situations where you might not be able to assess the object you’re buying in person physically.
That’s one of the reasons reviews are so integral to online stores. When people review, it increases the social proof that the products and services offered are quality. You feel reassured when you see that multiple people have had a good experience with the company.
91% of shoppers read reviews before making a purchase.
After all, the stats don’t lie. It probably won’t surprise you that 91% of shoppers read reviews before making a purchase, 82% trust the opinions and recommendations of people they know, and 40% discover new brands online based on those recommendations. Having sound social proof will increase your sales tremendously.
There are several ways to use social proof in marketing. One such method is through case studies. Case studies are where you look closely into how you and a successful customer came together, worked out their problems, and found a solution that benefited them. It would be best to showcase your case studies on your website so consumers can see how you lead clients to success. Often, they’re in the form of PDF files that users can download.
Some people have a whole page dedicated to this, while others have it as a section on their homepage.
Businesses need to respond to customer reviews and get involved with their client base.
Testimonials and reviews go a long way in increasing social proof. When people share their thoughts on a product, they will feel they have more recommendations, just like they might hear from a friend.
Businesses need to respond to customer reviews and get involved with their client base. This way, it shows that you care about the quality of your customer’s experiences and that you are attentive to any concerns and questions they might have.
Of course, another great way to improve social proof is through the testimonials of existing customers. When happy customers share your brand on social media and talk about their satisfaction, people are more likely to believe in the quality of your business and what you’re selling.
Show off your achievements.
Lastly, if your business has any awards for being excellent in your industry, show that off! Put your achievements on the front page of your website as a badge of honor that guarantees you’re one of the best of the best.
In short, social proof will go a long way in capturing new customers. That’s why it’s so important to look to online visibility consultants before you start building your online reputation. Want to learn more? Contact Qapital Consulting, LLC today for a free consultation.
Written by: Antha Perkins, Content Manager & SEO Specialist for Qapital Consulting, LLC.