Leverage Social Proof to Power Up Your Digital Marketing

Blog graphic of social proof digital marketing by Sales & Marketing Technologies

December 1, 2020

Using social proof in digital marketing is effective for inspiring confidence in your business, product, or service. Not only does it boost your credibility online, but it can also convert apprehensive prospects into customers. According to a Bizrate Insights survey, 92% of potential shoppers read at least one review prior to making a purchase. See how you can leverage social proof to power up your digital marketing!

What is Social Proof?

Coined by psychologist and author Robert Cialdini, ‘social proof’ is a psychological and social phenomenon that leads people to copy the actions of others in a certain situation. When people are unsure of what to do, they’ll instinctively look to others under the assumption that other people know more than they do and know what action to take. While it’s not done consciously, it can lead people to prefer a product or service simply because they saw other people like it.

6 Types of Social Proof

Attractive branding and compelling messaging are important, but it’s not a guarantee these days to win over discerning consumers that have a multitude of options. That’s why social proof is so effective is because it helps cut through the noise and get prospects to truly consider your brand. There are six major types of social proof that you can leverage in your digital marketing.
  1. Customers: Existing customers or users
  2. Experts: Credible and esteemed experts in your industry
  3. Celebrities: Celebrities or influencers who have bought your product or service
  4. Crowds: Large numbers of followers, email subscribers, etc.
  5. Friends: Recommendations provided by friends
  6. Certifications: A credible, third party entity that certifies that you’re trustworthy and reliable
It takes work to build social proof, whether it’s post-purchase emails to ask customers for Google reviews or an influencer marketing strategy, but it’s well worth the effort since it will enhance your brand’s image and attract new customers.

Ways to Use Social Proof in Digital Marketing

There are numerous ways you can use social proof in digital marketing such as your website, social media, content marketing, and pay-per-click (PPC) advertising. See how you can incorporate social proof in your digital marketing strategy with these tactics.

Website Social Proof

One of the biggest things that prospects will judge your brand on is your website. Here are some ways to use social proof on your website to highlight your brand, product, or service.
  • Customer testimonials
  • Statistics
  • Prominent customers’ logos
  • Awards
  • Certifications
  • Memberships

Social Media Social Proof

Connect with prospects where they hang out online - social media. When consumers see other people talking about your brand, they’re more likely to become interested in learning more about your product or service.
  • Celebrity, expert, or influencer endorsements
  • Sharing brand mentions
  • Brand ambassadors
  • Affiliate marketing

Content Social Proof

Content marketing not only is beneficial for search engine optimization (SEO), but it can also increase conversions like newsletter signups, form submissions, and purchases. Enhance your content’s effectiveness by incorporating social proof.
  • Guest blog posts
  • Case studies
  • Testimonial videos
  • User-generated content
  • Infographics
  • E-newsletter features

PPC Social Proof

Consumers are inundated with PPC advertising which is why social proof is great for making your PPC ads stand out and drive more clicks. A slick ad may get their attention, but it’s the words of customers, experts, celebrities, or influencers that’ll make them find out more about your product or service.
  • Google Ads seller ratings
  • Customer reviews in PPC ad copy
  • Boost brand mention posts
  • Social proof on the landing page
  • Testimonial video YouTube ad

Integrate Social Proof into Digital Marketing

Social proof benefits any type of business, but it works especially well for technical products or crowded, competitive industries. Encourage happy customers to share their experiences on social media, Google, or your website to help build social proof for your brand. By showing that a large number of people are already benefiting from your products or services, prospects can also experience ‘fear of missing out’ (FOMO) - another psychological phenomenon. No matter what your product or service is, social proof can make your digital marketing more powerful.
Call 407.682.2222 or schedule online for a free digital marketing consultation today!

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