by Julia Rosien
Julia Rosien
Establishing credibility with consumers by leveraging the power of online word of mouth.
When’s the last time you tried a new hairdresser or hired a contractor to do work for your home based on a friend’s recommendation? What about that new restaurant just around the corner? There’s always cars in the parking lot, which means it must be popular, right? Or maybe the owner has asked staff to park in the first two rows of the parking lot to make it look busy at peak times.
Whether you call it word of mouth marketing or social proof, it’s an effective business-builder. Social advertising – like those cars in the front two rows of the restaurant – has been around for a long time, but digital has opened up a world of opportunities to promote your business in new and exciting ways.
In 1984, Robert Cialdini coined the term “Social Proof” in his book, Influence: The Psychology of Persuasion. According to Cisaldini, “we view a behavior as more correct in a given situation to the degree we see others performing it.”
Current research suggests as many as 9 out of 10 shoppers are influenced by online reviews – not a shocker. But did you know that more than 60% of consumers say they’re more likely to purchase from a retailer with product ratings and reviews on their website? The bottom line is that leveraging customer endorsements, media mentions and awards can influence customer buying choices.
Before you panic that you’ve missed something important, you likely have a lot of social proof waiting to help potential customers choose your business over a competitor’s. Let’s look at the many ways digital social proof can help your build your business.
6 ways to use social proof in your digital – and traditional – marketing
1. Customer testimonials. Possibly the most powerful social proof on the planet: credible, reliable and effective. Third party tools like Yotpo will help you collect reviews and display them on your website and social media channels. Remember, a third party resource ensures your credibility and authenticity to consumers as those tools require you to publish the whole review as is, no editing allowed. Place your testimonials on product pages, for sure, but you might also want to consider using a select few stand-out reviews on your “About Us” page as well.
2. Ratings & reviews. Similar to testimonials, ratings and reviews are most often collected on your social media channels. Every time you make a sale, consider asking your customers to drop a review on your channel of choice: Facebook, LinkedIn, Instagram. Screenshot those reviews and use them on your website, in newsletters and in print marketing campaigns.
3. Media mentions. When your business (or you or a member of your staff) is mentioned in a local paper, trade magazine or industry blog, it’s powerful content that can elevate credibility. Consider placing snippets on key landing pages with links to the original content, of course. Working with a PR firm will help you gather media mentions faster but there’s lots of ways to hunt them down yourself – message me if you need some inspiration.
4. Influencer endorsements. A celebrity mention might be the holy grail of endorsements but don’t discard the power of social media influencers. A highly followed blogger that regularly writes reviews on products similar to the ones you carry can move the buying needle in big ways. And sharing those influencer endorsements on your social media channels and website lengthens – and strengthens – the shelf-life of the original mention.
5. Badges & awards. If you’re required to have certain qualifications or certifications in your industry, list them on your website. If you’ve been awarded a nomination or honor, promote those events on your website and social media.
6. Research & case studies. Writing about challenges you’ve solved help communicate your expertise to customers considering your products or services. Remember that you’ll need customer permission to write a case study – which will help strengthen the relationship and possibly lead to additional referrals. Investing in research that helps solve customer challenges – or collaborating with other businesses in your industry – positions you as a leader who cares about their consumers. As with other social proof, use this content everywhere. Everywhere!
Social proof can come in many shapes and sizes. I hope these ideas will help begin using social proof in your marketing.
Who the heck is Julia Rosien?
At the end of the day, it's night and it's my job to help you get a better night's sleep – and lead a healthier, longer life. Pretty awesome job, right? As Vice President of Brand & Digital Marketing for Restonic Mattress Corporation, I also serve as the brand liaison for Restonic's family of brands, which includes Scott Living and Biltmore.
My motto: life is better together. We all want to succeed and when we work together, we can make great things happen for ourselves, those around us and the organizations we serve. Connect with me on LinkedIn or Twitter.