{"id":49628,"date":"2018-10-18T06:00:04","date_gmt":"2018-10-18T14:00:04","guid":{"rendered":"https:\/\/adespresso.com\/?p=49628\/"},"modified":"2018-10-22T10:56:49","modified_gmt":"2018-10-22T18:56:49","slug":"how-to-create-social-proof","status":"publish","type":"post","link":"https:\/\/adespresso.com\/blog\/how-to-create-social-proof\/","title":{"rendered":"The Ultimate Guide to Get Results With Social Proof Marketing"},"content":{"rendered":"

Social proof plays a major role in your customers’ purchase decisions.<\/p>\n

Customers book hotels based on the reviews they read, they try new restaurants based on how many people they see inside, and they buy products based on the testimonials they’ve read.<\/p>\n

Even when people are impressed by your products and services, they almost always look at the actions of others to guide their decision-making process.<\/p>\n

\"\"<\/a><\/p>\n

As a marketer, when you understand how social proof works and figure out how to work it into your campaigns, it’s easier for you to inspire customers to take action.<\/p>\n

In this guide, we’re going to take a deep dive into how social proof works<\/strong> and give you everything you need to create winning campaigns<\/strong>. using social proof in your ads<\/strong>.<\/p>\n

Let’s get started!<\/p>\n

<\/p>\n

Do you sometimes wonder why customers pick your competitors over you?<\/p>\n

Do you feel like you do everything “right” – the traffic, the content, the user experience…but they still prefer to buy from someone else?<\/p>\n

The reason is simple: social proof.<\/p>\n

What You Need To Know\u00a0About Social Proof Marketing<\/h2>\n

Since this post was first published, in 2016, quite a few things have changed in the social media universe.<\/p>\n

That’s why we decided to expand and refresh it, include even more background and tactics to maximize the effect of social proof in your marketing.<\/p>\n

If you want to know:<\/p>\n

    \n
  1. What social proof is and why your business needs it<\/li>\n
  2. How to use social proof to reinforce trust in your brand<\/li>\n
  3. The psychology behind why we conform and how to use it to convince customers to buy from you<\/li>\n
  4. The “scientific” effect\u00a0that social proof marketing has on your sales and conversions (Yeah, we run an experiment to give you real data.)\u00a0 \ud83d\ude0e<\/li>\n
  5. How to fake social proof to build credibility when you’re a new brand<\/li>\n
  6. The four main types of social proof, where to use them, and how they affect buyers<\/li>\n
  7. How companies are using social proof (with real ads examples)<\/li>\n
  8. What to keep in mind when planning and executing social proof marketing campaigns<\/li>\n<\/ol>\n

    then take your time, grab some coffe and keep reading!<\/p>\n

    Specifically, in this update, we give more details into how to create credibility with social proof when you’re just starting out<\/strong> and offer up lots of examples on what companies are doing<\/strong> to convince customers to choose them over the competition.<\/p>\n

    \"social

    Source Giphy<\/a><\/p><\/div>\n

    Who Should Use Social Proof in Their Marketing<\/h2>\n

    Every digital marketer who wants to achieve great results, of course!<\/p>\n

    Specifically, this guide is for:<\/p>\n

    E-commerce and SaaS product owners<\/h3>\n

    If your online sales are lower than expected, social proof helps you build trust in your store, products, and services. This guide will show you how to<\/strong> create campaigns that get more of your target audience to convert and buy.<\/strong><\/p>\n

    Advertisers<\/h3>\n

    If every ad you run fails to convince users to buy your product, this guide will show you how to grab your prospects\u2019 attention and convince them to choose your brand<\/strong> over the competition.<\/p>\n

    Agencies<\/h3>\n

    If you want to improve the effectiveness of client campaigns, this guide will show you how to improve campaign performance by incorporating social proof into your clients’ marketing<\/strong> strategies.<\/p>\n

    Ready? But before diggin in…<\/p>\n

    \n

    The Free Guide To Mastering Social Proof<\/span><\/h2>\n

    Do you want even more valuable insights into how social proof works, the different types of proof you can use, and how to plan campaigns that get noticed?
    \nWith our     free guide<\/strong><\/a>, you will learn the secrets to building trust, validate the buying decision, and simplify the decision-making process to finally get the customers you deserve!<\/p>\n

    Inside this 100% free eBook<\/a> you’ll find:<\/strong><\/p>\n

      \n
    • How Social Proof Works – Overview<\/li>\n
    • The Most Common Types of Social Proof<\/li>\n
    • Real-Life Case Studies, Landing Pages, and Ads<\/li>\n
    • Using Endorsements from Friends, Customers, and Influencers<\/li>\n
    • Common Social Proof Mistakes You Can’t Afford To Make<\/li>\n
    • Engagement and Ads Analysis Based On Real Data<\/li>\n<\/ul>\n

      And much much more.<\/p>\n

      We don’t just show you how to use social proof – we give you a complete guide on mastering it. Actionable advice, real-life examples, and in-depth case studies<\/strong>…<\/p>\n

      Download the guide for free<\/a><\/strong>
      \nand learn how to master the art (and science) of social proof marketing, now!<\/h4>\n<\/div>\n

      And now, let’s dig in, for real!<\/p>\n

      What Is Social Proof Marketing?<\/h2>\n

      Social proof is the idea that customers make their purchase decisions based on what other people have to say.<\/b><\/p>\n

      As a result, you see websites that show the numbers of customers who’ve purchased products:<\/p>\n

      \"social<\/p>\n

      Or you see ratings and reviews<\/strong> individual products have received:<\/p>\n

      \"social
      \nYou might have even noticed software companies showcasing the number of active users or signups<\/strong> they have:<\/p>\n

      \"social
      \nThere are also companies that encourage their audience to       sign up for their email list<\/a> by showing the number of subscribers already on the list:<\/p>\n

      \"socialAll of these tactics influence buyer behavior because they show that lots of other people use the product.<\/p>\n

      By showing the number of current customers, subscribers, reviewers, and more, businesses make it easier for customers to see what other people think.<\/strong><\/p>\n

      In doing so, companies are able to establish a level of trust with new customers<\/a> and reinforce their own credibility as a brand.<\/p>\n

      The Psychology Behind Social Proof<\/h2>\n

      People are pack animals. Deep down inside, we’re influenced by the opinions, choices, and actions of the people around us.\u00a0At the heart of social proof is a desire<\/strong> to not \u201cstand out\u201d or go against the norm, and to conform to the behaviors around us.<\/strong> This drive is so strong it can even go against what we know is right.<\/p>\n

      Have you ever been in a conversation where you were the only one who didn’t agree with a point that was made? Did you speak up? If not, this is an example of conforming to fit in with the people around us.<\/p>\n

      This idea was tested by Friedrich Nietzsche, a German philosopher who discussed the idea of \u201cHerd Morality.\u201d It’s the idea that people occasionally set aside their views and default to living by group instincts<\/a>.\u00a0When we look at real-world examples, it’s easy to see why this thinking makes sense.<\/p>\n

      We simply assume that if the majority of people are doing something, have done something or believe in something, there must be a good reason why.<\/p>\n

      And so\u2026we conform.<\/p>\n

      \"\"

      Source Giphy<\/a><\/p><\/div>\n

      Your Business Needs Social Proof Marketing in Order to Thrive<\/h2>\n

      Social proof is part of almost every successful marketing campaign.<\/p>\n

      Let’s look at an example of a campaign that used social proof to get on the radar of potential customers and then convert them.<\/p>\n

      The Genius Blogger’s Toolkit is a combo pack for bloggers offered once a year at a deeply discounted price. When each product in the bundle is purchased individually, customers can expect to spend somewhere in the neighborhood of $5,800.\u00a0Instead, the Genius Blogger’s Toolkit gives the audience the chance to buy all of these products at once \u2014 with a 98% discount \u2014 for only $97.<\/p>\n

      \"socialThe discount is only valid for a week and during that time, social proof is used in many different ways to get people to buy.<\/strong><\/p>\n

      \"social<\/p>\n

      For example, they ran an email campaign to remind people about the bundle’s benefits<\/strong> (above), including case studies of past customers<\/strong> (below):<\/p>\n

      \"social<\/p>\n

      On the company’s website, there were callouts highlighting how many happy customers<\/strong> there have been:<\/p>\n

      \"socialAnd testimonials from even more customers:<\/strong><\/p>\n

      \"social
      \nAt the very bottom of the landing pag<\/strong>e, there was a clear call to action.<\/strong><\/p>\n

      \"socialBy the time people get to this point, they’ve seen and heard about the benefits, the product guarantee, and the experiences of other people. By this point, they’re primed to buy.<\/p>\n

      To replicate these results in your next campaign, use social proof at every customer touch point \u2014 like email or your landing page.<\/span><\/strong><\/p>\n

      3 Things Social Proof Can Do For Your Business<\/h2>\n

      The strategy of incorporating social proof throughout a marketing campaign has allowed many startups and small brands to grow in popularity and experience thriving sales.<\/p>\n

      In particular, several case studies show that Social Proof is extremely important to:<\/p>\n

        \n
      • Build trust<\/strong><\/li>\n
      • Add credibility<\/strong><\/li>\n
      • Validate and simplify your customers’ buying decision<\/strong><\/li>\n<\/ul>\n

        Let’s take a closer look at how these factors work.<\/p>\n

        #1. Social Proof Builds Trust and Credibility<\/h3>\n

        People trust other consumers more than they trust marketers.<\/p>\n

        No matter what arguments you\u2019re going to use on your landing page, website or ads, your prospects will still believe your other customers more than you. For example, prospects are more likely to believe a customer testimonial or product review than your polished marketing copy.<\/p>\n

        If you\u2019ve ever launched a new product or a company, then you know how hard it is to convince others to try your product or book your service without any proof of how it’s helped others. Prospects don’t know if your product works, if it’ll meet their needs or even its quality.<\/p>\n

        Social proof, like reviews, testimonials or even the number of sales to date, show that other people have taken the leap and chosen you to help solve a problem.<\/p>\n

        \"\"<\/a><\/p>\n

        #2. Social proof helps to validate the buying decision<\/h3>\n

        Social proof makes it clear that buying a particular product will help customers emulate the traits they admire in their idols.<\/p>\n

        Think about how popular Beats headphones are \u2014 Apple bought the brand for over $3 billion in 2015<\/a>. Celebrities wear them everywhere and more customers are buying them in the hopes of creating the same kind of prestige they believe celebrities possess.<\/p>\n

        \"\"<\/p>\n

        #3. Social proof simplifies decision-making<\/h3>\n

        People aren’t always the best at making decisions<\/a>. We have so many options to choose from that we suffer from decision paralysis. Social proof provides a safe path of least resistance that we can follow without thinking about it.<\/p>\n

        As an example, a hotel saw a spike of 33% in reused towels after management started leaving information cards in guest rooms.\u00a0The cards simply read \u201c75% of customers who stayed in this room reused their towels.<\/i>\u201d<\/p>\n

        Here\u2019s a great overview of how this strategy worked (watch around the 9: 00-minute mark).<\/p>\n