If you are using user-generated content as part of your digital marketing strategy, be it shared reviews or client testimonials, then the chances are that you are tapping into a form of social proof - perhaps without even realising.

Social proof can encourage consumers to take action based on what their peers and those around them are doing. Often used as a fallback by those unsure whether to commit to a purchase or not, social proof combines their uncertainty with the ‘expected’ or ‘normal’ action - which, if the evidence is good enough, will often culminate in a purchase.

In this blog post we are taking you through the basics of social proof, why it’s important, and how to employ it as a marketing tactic in your business.

What is social proof?

Let’s take it back to basics by putting ourselves in the shoes of a customer.

Imagine that you walk into a shop and are looking at a certain product. You’re unsure which version of the product to buy - or whether to buy it here or somewhere else. Then an expect comes over to you and starts talking about the benefits of the product, guiding you towards one specific one.

Social proof is when you consider the expertise of that individual to be above your own knowledge, assuming that what they are saying is right and that you should purchase based on their advice.

In essence, social proof bases a purchase decision on the behaviour and actions of others, assuming what they say and do to be correct.

In a similar vein, social proof is also present in cases where all the reviews linked to a product encourage you to buy it, or in instances where a celebrity’s endorsement tells you that a product is worth the investment because you want to be like them.

So, how does this form of indirect marketing benefit businesses?

The benefits of social proof for businesses

If you can harness social proof effectively, then you can use the words, reviews, and testimonials of others to help market your business and sell your products or services.

With a hefty reliance on user-generated content to guide the actions and behaviours of customers and prospective customers, social proof means taking a bit of a step back from your own marketing activity. It is perhaps most effective when a prospective customer is on the fence about completing a purchase - with social proof and the words or opinions of others pushing them into committing to a purchase.

Your own marketing strategy will likely get them to a certain point - but for some customers, it is social proof and the words of others who they trust that will push them into making that final purchase decision.

Here’s how to make social proof work in your business and marketing strategy…

How to integrate social proof into your marketing strategy

Some of the best forms and examples of social proof include:

• Positive customer reviews
• Testimonials that pick up on and highly specific features and selling points of your products
• Collaborations with influencers who operate within your industry or market, and have authority within your target demographic
• Industry certifications and any awards that you have won or been nominated for in your industry
• A positive response to any negative reviews you receive

Most of these are things that you will hopefully already be receiving, collecting, doing, or working towards. So, your first step towards integrating social proof into your marketing strategy is leveraging this content to make it work for you.

Factoring reviews into your social strategy is a good place to start, adding one review-centric post into your weekly social media calendar, and regularly sharing and engaging with any user posts that mention or feature your products.

And it’s not just social media where these reviews and testimonials should feature. It’s also important to add this content to your website, as this is where customers make that all-important final decision to purchase.

As well as including testimonials and reviews in your content and copy, take the time to highlight the things that make your business stand out, and the components of your business that make you a credible and reputable source of information in your industry.

Social proof is as much about what others say about you, as it about how you refer to and market yourself.

If in doubt, or if you need support in leveraging social proof for your business, don’t hesitate to get in touch with the Social Loop team.