How do you keep your social proof fresh and relevant over time?

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Social proof is the phenomenon where people look to the actions and opinions of others to guide their own behavior and decisions. It can be a powerful tool to persuade and influence your audience, whether you are a marketer, a leader, a teacher, or a friend. But social proof is not static. It can lose its impact or even backfire if it becomes outdated, irrelevant, or inconsistent with your message and values. How do you keep your social proof fresh and relevant over time? Here are some tips to help you.

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Inés Moral

| Top Networking Voice | Especialista en herramientas digitales | Estrategia de optimización en LinkedIn | Local Guide…
Luke Tew

Marketing Director at MAVERRIK? | LinkedIn & Sales Navigator Training ?for Solopreneurs, Sales Teams and Senior Execs…
Ashwin Krishnan

I'm The Human Catalyst - creating spaces to Ignite Introspection, Transform Bonding & Amplify Connections. Inside…

1 Update your testimonials

One of the most common forms of social proof is testimonials, where you showcase the positive feedback and experiences of your customers, clients, or students. Testimonials can boost your credibility, trust, and reputation, but only if they are current and relevant. If you have testimonials that are too old, too vague, or too generic, they can make your audience question your validity and value. To keep your testimonials fresh and relevant, you should update them regularly, ask for specific and detailed feedback, and highlight the benefits and results that your audience can relate to.

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Luke Tew

Marketing Director at MAVERRIK? | LinkedIn & Sales Navigator Training ?for Solopreneurs, Sales Teams and Senior Execs ?? Content ?? Sales Outreach ?? Thought Leadership
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If you find yourself using the same testimonials over and over think about naturally incorporating a place for feedback at the end of your sales funnels or marketing outreach. After each free training session, we always call for people to leave feedback if they've found value. Sites like Testimonial.io have links you can add to your socials, that offer a place for video and text testimonials.

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Ashwin Krishnan

I'm The Human Catalyst - creating spaces to Ignite Introspection, Transform Bonding & Amplify Connections. Inside Organizations. And Outside. Revealing The Real You. On StandOutIn90Sec!
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Testimonials are great but they need to be consistent with what you today! And your customers need to speak in their own words as to their experience working with you. Giving them points of what you want to be emphasized is OK but it has to be their own words! And trying different forms - text, video, audio allows for much greater variety!

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Inés Moral

| Top Networking Voice | Especialista en herramientas digitales | Estrategia de optimización en LinkedIn | Local Guide 8 de Google | Marketing de Afiliados | Profesional Digital | Network Marketing |
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Actualizar tus testimonios es como renovar la fachada de tu negocio; esencial para mantener una imagen fresca y confiable. Los testimonios son una forma poderosa de prueba social, aumentando tu credibilidad y reputación. Sin embargo, si son antiguos, vagos o genéricos, pueden generar dudas en tu audiencia. Mantén tus testimonios actualizados solicitando comentarios específicos y detallados, y destaca beneficios y resultados que resuenen con tu público. Esto no solo mejora la percepción de tu marca, sino que también demuestra tu compromiso continuo con la calidad y la satisfacción del cliente.

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Farhad F.

I want to connect with you, emotionally :)
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Testimonials might be a bit overrated, especially when you straight-up ask for them. It feels more genuine when clients refer to you without you having to ask. I think sharing industry insights on social media and blogs sits in the middle ground – not as in-your-face as asking directly, but not as laid-back as getting organic testimonials.

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2 Showcase your social media presence

Another way to demonstrate your social proof is to show your social media presence, where you can display your followers, likes, shares, comments, and reviews. Social media can help you build your authority, visibility, and engagement, but only if you are active and consistent. If you have a social media presence that is dormant, neglected, or outdated, it can make your audience lose interest and trust in you. To keep your social media presence fresh and relevant, you should post regularly, respond to your audience, share valuable content, and encourage interaction and feedback.

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Inés Moral

| Top Networking Voice | Especialista en herramientas digitales | Estrategia de optimización en LinkedIn | Local Guide 8 de Google | Marketing de Afiliados | Profesional Digital | Network Marketing |
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Mostrar tu presencia en las redes sociales es como mantener una tienda bien iluminada y atractiva; es fundamental para atraer y mantener la atención de tu audiencia. Las redes sociales te permiten demostrar tu prueba social a través de seguidores, me gusta, acciones, comentarios y rese?as. Esto construye tu autoridad, visibilidad y compromiso, siempre que seas activo y consistente. Si tu presencia en redes está inactiva o desactualizada, puedes perder interés y confianza de tu audiencia. Publica regularmente, responde a tu comunidad, comparte contenido valioso y fomenta la interacción para mantener tu presencia fresca y relevante.

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Ashwin Krishnan

I'm The Human Catalyst - creating spaces to Ignite Introspection, Transform Bonding & Amplify Connections. Inside Organizations. And Outside. Revealing The Real You. On StandOutIn90Sec!
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Vanity metrics from a sheer numbers perspective - followers, likes, connections can only help so much. The comments on the other hand show that the audience has resonated deeply and taken time of their day to spend a few seconds .. minutes on your content! Giving back by commenting on others posts show that you care about other folks content and are willing to give a few minutes of your life to support them!

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3 Align your social proof with your goals

A third tip to keep your social proof fresh and relevant is to align it with your goals, where you can match your social proof with your purpose, message, and audience. Social proof can help you achieve your goals, whether you want to sell a product, promote a cause, teach a skill, or inspire a change, but only if it is relevant and appropriate. If you have social proof that is mismatched, irrelevant, or contradictory to your goals, it can make your audience confused and skeptical. To align your social proof with your goals, you should identify your purpose, message, and audience, and choose the type, source, and format of social proof that best suits them.

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Inés Moral

| Top Networking Voice | Especialista en herramientas digitales | Estrategia de optimización en LinkedIn | Local Guide 8 de Google | Marketing de Afiliados | Profesional Digital | Network Marketing |
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Alinear tu prueba social con tus objetivos es como dirigir una orquesta; cada elemento debe estar en sintonía para lograr el mejor resultado. La prueba social puede ayudarte a alcanzar tus metas, ya sea vender un producto, promover una causa, ense?ar una habilidad o inspirar un cambio. Sin embargo, para que sea efectiva, debe ser relevante y apropiada. Si tienes pruebas sociales que no coinciden o son contradictorias con tus objetivos, podrías confundir y generar escepticismo en tu audiencia. Identifica tu propósito, mensaje y audiencia, y selecciona el tipo, fuente y formato de prueba social que mejor se adapten a ellos.

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4 Diversify your sources of social proof

A fourth tip to keep your social proof fresh and relevant is to diversify your sources of social proof, where you can use different types of evidence and endorsements from different people and platforms. Social proof can help you appeal to different segments of your audience, whether they are influenced by experts, celebrities, peers, or users, but only if you are credible and diverse. If you have social proof that is too limited, biased, or homogeneous, it can make your audience doubt your authenticity and value. To diversify your sources of social proof, you should use a mix of quantitative and qualitative data, testimonials and reviews, social media and web analytics, and influencers and advocates.

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Inés Moral

| Top Networking Voice | Especialista en herramientas digitales | Estrategia de optimización en LinkedIn | Local Guide 8 de Google | Marketing de Afiliados | Profesional Digital | Network Marketing |
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Diversificar tus fuentes de prueba social es como construir una casa con materiales de alta calidad y variados; cada pieza aporta fortaleza y atractivo. La prueba social puede ayudarte a atraer diferentes segmentos de tu audiencia, ya sea influenciada por expertos, celebridades, compa?eros o usuarios. Sin embargo, para ser efectiva, debe ser creíble y diversa. Si tu prueba social es limitada, sesgada o homogénea, tu audiencia puede dudar de su autenticidad y valor. Usa una combinación de datos cuantitativos y cualitativos, testimonios y rese?as, redes sociales y análisis web, además de influenciadores y defensores para mantener tu prueba social fresca y relevante.

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Macarena Salosny Lagos

Presidenta Inspiring Girls Chile | CEO Inspiratoria | Dise?o y producción de experiencias educativas y voluntariado corporativo con enfoque de género | Consultora y conferencista
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Efectivamente con el tiempo la prueba social inicial tiende a desgastarse, sobre todo cuando muchas personas dentro de la campa?a la consiguen; con mi equipo permanentemente dise?amos instancias e incluso formatos de comunicación de la prueba social que permitan refrescarla así que eventos y actividades que estén alineados al propósito de la iniciativa. Como ejemplo: tenemos una red de voluntarias corporativas que visitan colegios para inspirar chicas, después de 6 a?os la prueba social (foto en el colegio) se vuelve monótona, por lo tanto evolucionamos al desarrollo de testimonios, otras dinámicas visuales gamificadas, etc para mostrar que como organización también innovamos.

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5 Monitor and optimize your social proof

A final tip to keep your social proof fresh and relevant is to monitor and optimize your social proof, where you can measure and improve the effectiveness and impact of your social proof. Social proof can help you achieve your desired outcomes, whether it is conversions, referrals, loyalty, or satisfaction, but only if you are aware and adaptive. If you have social proof that is untested, unmeasured, or unoptimized, it can make you miss opportunities and waste resources. To monitor and optimize your social proof, you should set clear goals and metrics, track and analyze your performance, test and experiment with different variables, and learn and apply the best practices.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Alan Arnett

Thinking Partner + Coach for busy professionals. Helping you unlock new possibilities when life gets messy.
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Remember that social proof starts in the real world, not just online, so the root of social proof is being very good at what you do and delivering great value to your customers so they do your marketing for you. Too many people who try to sell themselves to me show me an average service and try to gloss it up with marketing hype.

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How do you keep your social proof fresh and relevant over time?

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1 Update your testimonials

2 Showcase your social media presence

3 Align your social proof with your goals

4 Diversify your sources of social proof

5 Monitor and optimize your social proof

6 Here’s what else to consider

Social Influence

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