How to Attract New Customers Using Social Proof

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Social proof is a great way to help you convert website visitors into paying customers. With good social proof, you can easily build trust which can stimulate a

purchase, an app/report download or a membership/ newsletter signup online. 

If you can show your website visitors that there are other people out there, just like them, taking advantage of your service or product and really enjoying the results, they're likely to want to take advantage too!

According to Wikipedia, "Social proof, also known as informational social influence, is a psychological phenomenon where people assume the actions of others in an attempt to reflect correct behavior for a given situation."

In simple terms, this means that when people see other people taking an action (e.g purchasing your product or subscribing for your service/offer) and benefiting from it, they'll tend to take the same action. This is the concept behind virality on social media. By showing your website visitors other normal people, just like them, really enjoy your product or service, you're giving them social proof that you're providing a high quality service or selling an essential product.

There are a lot of different ways to provide social proof. Some ways you can start using social proof to attract new customers today include:

1. Using Reviews for Social Proof: It's been very much reported that reviews are a standout amongst the most remarkable types of social proof. That is the reason why most ecommerce sites like Jumia and Konga utilize review functionality to drive website conversions. Demonstrating to prospective clients the rating of an item is an incredible approach to attract new customers. The primary thing to do is to ensure you have review functionality on your website. Even if you do not run an ecommerce company, you ought to always permit customers to present their perspectives on your product or service. This will not only give social proof to new customers, it will also provide you with valuable insight on how target customers perceive your product or service and the issues they might have with your product or service.

Easy ways to get reviews include:

Sending follow up emails a few days after delivery to invite the user to review the product.

Providing a discount code when a review is successfully submitted.

Adding a prominent review button whenever a visitor returns to the site.

Periodically emailing your customer base to ask for reviews of your business.

2. Using “As Seen On Logos”, “Partner with Logos” or “Supported By Logos”: This is another commonly seen form of social proof on websites. If your business has been featured on a nationally (or even locally) recognized media outlet, it's a good idea to draw attention to that fact. Most consumers really trust these big brands."A Logo can change the future of your company", according to KillCliff CEO, Todd Ehrlich.

If website visitors see that Google, Microsoft, BBC Africa, or Forbes Africa, or CNBC Africa etc. has featured you're business, is a partner or supports your business, their first thought will be: "This product/service must be really good!" That simple thought process makes the user more likely to convert into a new customer for your business. So when you're lucky enough to be covered by a huge media outlet, or sponsored by the big brands, make sure you notify users on your website.

3. Using Social Media Mentions: The power of social media has been discussed over and over again. One of the reasons it can be so powerful is that it allows real people the chance to interact with brands in a public forum. You should already be monitoring brand mentions on social media--it's invaluable data. But beyond finding posts where people mention to you and responding to all queries, what else can you do to leverage this social media attention? By posting positive (or even embedding) positive social media reaction on your website you're showing new visitors that other people, just like them, have enjoyed your product or service.. On top of that, it comes at no cost to you whatsoever. As you grow you'll get more and more of these brand mentions. Don't forget to utilize them to help convince other prospects that you're a trustworthy brand! Now that you've understood what social proof is and you've got a few examples of how to utilize it, you'll be able to find lots of different ways of leveraging this powerful social phenomenon.

The power of digital and social media has been talked about again and again. A reason it can be so effective is that it permits genuine individuals the opportunity to connect with brands on an open stage, in full glare of the world. As a forward thinking Entrepreneur, you ought to monitor brand mentions on social media and the entire digital space. This provides invaluable data for you to improve your product/service and of course social proof! Not only will this help social media users become more familiar with your brand and begin to trust your products even more, but you can also give that same impression to visitors on your website by showcasing positive reactions of current customers on your website. The two way effect of this phenomenon is that it turns the current customer into a brand advocate for you at the same time, converts the prospective customer into a new customer!

These are just a few ways to win new customers by using social proof! Get innovative and get creative! You will be amazed at how productive your marketing efforts will be when you use Social Proof!

Read 2661 times Last modified on Thursday, 19 November 2015 08:50
Oghenerukevwe Toka

I use analytical and tactical skills to help grow and develop new opportunities for businesses as a digital marketer. From marketing plans and content strategy to lead generation and SEO, I employ the best practices and principles of digital marketing to maximise business growth. Connect with him on Twitter: @RukevweToka and on LinkedIn:

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