As a business owner, you’re always looking for ways to give your brand an edge. One way you can do this is by harnessing the power of social proof.
You can use social proof to your advantage by incorporating it into your branding strategy. Let’s glance at how to use it successfully.
What is social proof, and why is it important?
Social proof (SP) is a psychological concept that refers to the idea that people are more likely to do something if they see that others are doing it. In other words, SP is a form of social influence that happens when people conform to the actions of others to feel like they belong or fit in.
It’s important to note that SP is not always positive – it can also lead to negative behaviors like conformity, peer pressure, and mob mentality. However, when used effectively, it can be a powerful marketing tool that can help brands build trust and credibility, increase sales, and boost conversion rates.
How can SP be used effectively to benefit your brand?
There are several ways to use SP to benefit your brand. Some of the most common and practical methods include:
- Customer testimonials and reviews: Customer testimonials and reviews are perhaps the most commonly used form of SP. They provide potential shoppers with valuable insights into what it’s like to use your product or service and can help to build trust and credibility.
- Case studies: Case studies are another effective way to use SP. They provide detailed accounts of how your product or service has helped solve a specific buyer problem, which helps show potential clients that you can be trusted to do the same for them.
- User-generated content: UGC is any content created by your customers. It could include social media posts, product reviews, blog posts, and more. UGC is an excellent way to show that real people are using and enjoying your products or services. UGC is extra influential when it appears as a unique story, describing an individual and their motivations to buy the product and the latter’s influence. Use VistaCreate’s mood board creator feature to let your patrons create something exciting and inspiring.
The different types of SP
There are a few types of SP, each of which can be used differently to benefit your enterprise. The most common types of SP include:
- Expert SP: It is when experts or celebrities endorse your product or service. It can be an effective way to show potential buyers that you are trustworthy and credible.
- User SP: It is when real people (rather than professionals and widely known people) endorse your brand. User social evidence can be compelling, as it helps show others that your company is reliable and satisfies real people.
- Wisdom of the crowds: You show potential shoppers that many have already bought or used your item. It can help create a sense of FOMO (fear of missing out) and encourage others to take action.
Creating a robust SP strategy
Creating a solid strategy is important if you want to use SP effectively to benefit your brand. It should involve identifying your goals and objectives and then choosing the methods of SP that are most likely to help you achieve these.
Some of the brands’ most common goals for their SP strategy include increasing sales, boosting conversion rates, and spreading awareness. Once you know your aims, you can start choosing the methods of SP that will help you accomplish them.
Implementing SP effectively
Once you know what you want to achieve and build a preliminary plan, the next step is polishing and implementing it. The best way to do this is to use a mix of different SP methods, which will help you reach the broadest possible audience.
Besides combining the approaches mentioned above, ensure that your social evidence is visible and easy to find. While people are picky these days and tend to spend more time researching the product, it’s still best to make it easily reachable, e.g., pinning it to the page’s top or creating a separate tab.
Measuring the success of your SP strategy
Once your SP campaign is up and running, it’s vital to regularly measure its success. It will help you determine what’s working well and what could be improved.
You can measure your SP plan’s success in a few different ways. One of the most common methods is tracking sales or conversion rate changes. Moreover, you can follow the number of social media mentions or reviews that you receive or the amount of traffic that your website receives from social media. And don’t forget to check exemplary SP campaigns; they may help you create something outstanding.
As mentioned earlier, SP is a powerful tool intelligent marketers benefit from. By creating informative and entertaining content, brands can position themselves as thought leaders in their industry, which helps attract more regulars and loyal clients.
The sky’s the limit when using SP to benefit your brand. So get out there and start experimenting—you might be surprised at the results!