Why is Social Proof so important?
Online marketing comprises many factors, strategies, and tactics, but all of them share a common end goal and why is Social Proof so important. Here are some ways to help you build a strong social proof and build that know like and trust factor with you clients.
Definition of social proof:
Social proof is a psychological phenomenon where people conform to the actions of others under the assumption that those actions are reflective of the correct behavior.
Online marketing is about more than raw visibility, however. Since the dawn of social media and the overabundance of traditional, sales-driven advertising, consumers have become more discerning, more skeptical, and less easily swayed. In order to win their business, you have to win their trust, and there’s one that can help you do it: Social Validation and Proof.
What Is Social Proof?
In its traditional definition, social validation is a psychological phenomenon where one or more passive individuals follow or conform to the actions of others within a group. In a psychological context, one or more people set an example of behavior, and their experience leads a second group of one or more people to follow suit.
Social Proof in marketing is slightly different, but it still represents a kind of social “chain reaction” that leads others to similar behaviors. If a user leaves a positive review for a product or a positive rating for a business, other, even non-affiliated users will be more likely to buy that product or work with that business. Because one person went on a limb and confirms that the experience is positive, others are likely to take a similar action.
Why Is Social Proof Important to Marketers and how can you build a strong social proof.
The idea of social validation is important because self-propagating strategies are no longer as effective as they once were. People have grown to distrust brands, especially large corporations, and instead look to peer reviews and peer actions above any other means of justification. Cultivating social validation in a broad group can sharply increase the trust people have in your brand, and can make them far more comfortable doing business with you. There are several reasons why social proof has such a powerful effect for businesses.
When people are looking for something new to fulfill their needs, whether that’s a product, a service, or even a partnership, they undergo a period of research (which almost always includes a quick Google search to see what information is available). If a user finds ample quantities of social validation for a given brand—let’s say one taco restaurant has ten times as many positive, user-submitted reviews as a neighboring taco restaurant—he/she will be guided toward a decision. Therefore, improving your social validations can make you more appealing to these inquisitive researchers.
Social Connections will insure that you build a strong social proof.
Social Proof also gives you immediate pull with the social connections of the validator. For example, let’s say a customer who had a great experience with your brand makes a post about it on your company’s Facebook page. All the friends and followers of that initiator will see the post, and because of their closeness to the initiator, will be more likely to trust your brand. That act of social validation opens a channel of trust that can lead to new interest—and you didn’t have to do a thing.
Positive Reinforcement will insure that you build a strong social proof.
Social Proof is also a great way to take inventory of your current business operations. What are you doing, specifically, that’s leading people to these great experiences? What positive elements of your product or service can you emphasize more to other users? And if your social validation suddenly start to dwindle, what could have motivated the decrease? Use these reviews, ratings, and comments to gauge your current standings and make adjustments as necessary.
Finally, having greater instances of social validation can lead to higher rankings in Google across the board. Google takes social interactions—such as the total number of likes and shares of your Facebook posts—into consideration when evaluating your brand’s domain authority. Furthermore, since the Pigeon algorithm update of 2014, the number and strength of user reviews submitted on third-party local directory sites is taken into consideration as well. The more good reviews and positive interactions you have, the more visibility you’ll get in the ranking and build a strong social proof.
Now that we know why Social PROOF is so important to modern brands, we can take a look at the best strategies to cultivate it and build a strong social proof.
- Create a Memorable, Positive Experience
- Encourage Offsite Reviews
- Get Yourself or your Personal on Social Media
- Use Forums or User Reviews Onsite
Social Proof isn’t the result of mathematical planning and execution. It’s the return on the investment you put into your customers and build a strong social proof. If you spend the time and effort to give your customers a truly great and memorable experience, they’re going to reward you with praise and social validation. It’s an ongoing, mutually beneficial relationship that will keep your business thriving and your customers happy. It is why it is so important for you to build a strong social proof.
Which Social Media Channel is Best For My Business To build a strong social proof?
Social media has become an important part of marketing. More and more people are turning to social media to find products instead of searching on search engines. But with so many social media channels to choose from, it’s hard to decide which is best for you and your business. You are your way to building a strong social proof build around you.
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