What is social proof and why is it your best salesperson?

Social proof refers to what online information tells customers about your business. Read more about why it matters here.

What’s the first thing you’d do if you needed an electrician to do work on your home? You’d look one up. But what about the second thing? The moment you’ve made your Google search for ‘electricians near me,’ your eyes are priming themselves for those stars—because you’re not going to hire just any electrician. You’re going to hire one you can trust. And the way you’ll determine who to trust is based on social proof.

Social proof refers to the myriad ways that information online tells potential customers that others have had positive experiences with your business. In essence, it’s like a big thumbs-up from the people and clients that have interacted with your business. Social proof can play an enormous role in every business’ ability to attract new customers and clients.

Here, we’ll explore some simple ways you can demonstrate social proof across different channels to boost your local business’s reputation.

1. Optimize your search results for social proof

While having a well-maintained website with helpful and engaging content is crucial, there’s a good chance customers will see information about your business even before they go to your website. Local listings like Yelp or your Google Business Profile will give your visitors the first notion of what they can expect, based on reviews, details, images, and more.

One of the most important elements of social proof in search is ensuring that you’ve claimed your Google Business Profile and that it’s accurately reflecting your business. Used well, a Google Business Profile can connect more local customers with your business.

The social proof of positive reviews on these platforms will make your business stand out and help build trust with people looking for your products or services.

How to show social proof in search:

1. Claim and regularly update your Google My Business listing. This signals to both users and Google that you’re active and ready to take care of customers and clients. Additionally, encourage your customers to leave reviews, as this will further enhance
2. Optimize your site’s content with keywords and terms users would search for, including phrases related to your business and location. Doing so can improve your search engine rankings and help you show up for ‘near me’ and other location-based searches.
3. Showcase positive reviews and testimonials prominently on your website’s homepage and product/service pages. This can catch the eye of your potential customers and reassures them that they’re making a smart choice.

2. Share social proof with your email subscribers

Because email marketing isn’t public like social media or search results, it might not cross your mind as the natural place to leverage social proof. Despite that, it’s a powerful tool for building your business’ reputation.

Sending an occasional testimonial or review campaign can help drive action, especially in customers who dropped out of the buying journey at some point. When people see that others have had fantastic experiences with your business, they’ll be more likely to give you a try.

Don’t forget that email is a personal method of communication. Keep your messages individualized and friendly, even when they’re sharing another person’s success.

How to show social proof in your email marketing campaigns:

1. Create a “Customer Spotlight” segment in your newsletters where you feature stories or testimonials from satisfied customers. These stories can humanize your business and create a sense of community among your subscribers, making them more likely to relate to your brand and put trust in your offerings.
2. Send ‘give-and-get’ discounts to customers who refer friends or family to your business, encouraging word-of-mouth referrals. Offering incentives for referrals not only boosts customer loyalty but also taps into the power of word-of-mouth marketing, turning your satisfied customers into brand advocates who spread the word about your business to their network.
3. Use social proof in your email subject lines to increase open rates. Saying something like ‘See Why Our Customers Love Us’ in your subject lines piques curiosity and establishes credibility right from the start, enticing subscribers to open your emails and see what the fuss is all about. This can lead to higher engagement and conversion rates for your email campaigns.

3. Build social proof and a reputation with social media

Finally, we have social media, the holy grail of social proof. Ever seen a relative tear into a local business on Facebook? What about a friend singing the praises of another business after they went above and beyond to create a moment of magic or right a wrong? That’s social proof in action. Social media offers your business a platform where it can shine and build a loyal community of fans.

People also leave reviews on social media, both on your profile and in the comments of your posts. Respond to comments and messages promptly and kindly—even if they’re negative. Doing so shows that you care about your customers’ opinions and experiences.

Great ways to build social proof on your business channels include sharing behind-the-scenes glimpses of your business, customer success stories, and pictures of happy customers using your products or services.

How to show social proof on social media:

• Encourage customers to leave reviews and ratings on your social media platforms. Respond to their reviews, whether positive or negative, in a professional and helpful manner. Positive reviews boost your reputation and influence potential customers, while addressing negative reviews shows that you care about customer satisfaction and are committed to resolving issues, building trust in your brand.
• Share user-generated content (UGC) showcasing customers using your products or services. Repost photos or videos that happy customers tag you in and give them credit. UGC adds authenticity to your brand and demonstrates that real people love your offerings. It also encourages others to share their experiences, creating a ripple effect of social proof that can expand your customer base.
• Run social media contests or giveaways that require participants to share their positive experiences with your business. This generates buzz and attracts new potential customers. Contests and giveaways not only create excitement and engagement among your existing audience but also incentivize participants to share their positive experiences with your business, exposing your brand to a broader audience and attracting potential new customers.

Social proof is valuable—are you doing all you can to cultivate it?

So, social proof isn’t that mysterious after all, is it? By showcasing positive reviews and testimonials on your website, making the most of email marketing with customer spotlights and referral incentives, and harnessing the power of social media for user-generated content and engaging contests, you’re well on your way to building or improving a thriving and credible brand.

Let’s end with a reminder: remember, social proof is all about authenticity and creating genuine connections with your audience. Keep engaging with your customers, responding to their reviews and comments with professionalism and care. By putting your happy customers in the spotlight, you’ll create a cascade of positive experiences that’ll attract even more clients to your business.

If you need help showing customers why your business is what they need, drop us a message and we’ll get the conversation started.