Maximising Your Marketing Potential Through the Use of Social Proof

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When tasked with creating an effective marketing campaign, one feature that pops up time and time again is social proof.

Social proof isn’t a new thing - it’s been around since the dawn of time and has been a pillar in marketing for decades. It’s what encourages you to buy the product with over 500 5* reviews over the product with none.

It’s easy to see why it has such an impact, too. It’s an extremely valuable tool that demonstrates credibility, making social proof a powerful phenomenon that entrepreneurs and businesses can use in their marketing campaigns. With 95% of shoppers reading online reviews before making a purchase and 82% of Americans asking for referrals or recommendations from family or friends before buying online, social proof has the power to really boost your sales as a business.

But, not everyone knows how to utilise it.?

The key to utilising social proof lies in simplifying the process of building credibility and trust with your audience, allowing for a greater impact with less effort. There are a few different ways to implement social proof in your marketing campaigns, so I’ve rounded up a few avenues to explore.

User Generated Content

Recent research revealed that 92% of consumers listen to people they know for referrals about products and services they trust. But, that doesn’t just mean family and friends - that means those micro-influencers, start-up accounts and private users on TikTok and Instagram, too. So, it makes sense that UGC is a hot topic at the moment.?

Acting as a modern, highly amplified version of word of mouth, this kind of content is incredibly influential and can make or break your brand - as we’ve seen recently with the ‘de-influencing’ movement. UGC is all about experience, though. Users will most likely share the details of the whole encounter with your brand, from placing an order to unboxing. So, it’s important to remember that there will be no holds barred, here; which is exactly why consumers love this kind of content so much.

Celebrity or Influencer Endorsements

Even though UGC is incredibly popular at the moment, that doesn’t mean that there shouldn’t be a place for celebrity or influencer endorsements in your marketing campaigns.

Using social media influencers as a part of your marketing strategy allows you to tap into a smaller, but more loyal, pool of potential customers who already trust the voice telling them your product is good. How is it so successful? Simply, you’re using someone else’s brand loyalty to grow your own.

But, it’s important to keep in mind that influencers still have a niche - you wouldn’t ask a fitness influencer to promote your furniture business, you’d contact someone with a speciality in interior design or home renovations. If you’re selling a service, such as coaching, it’s much more beneficial to contact an influencer in your space and receive endorsements from industry experts.

Remember - because you’re working directly with the influencer, you’re able to use their content on your own platforms and website to really drive this home.

Certification and Education

Social proof mainly relies on demonstrating the experience and effectiveness of your brand through other people. But, you can also showcase your credibility through your education, too.

If you have qualifications or accreditations relevant to the product or service you’re selling, make sure to highlight them in your marketing. Why? Well, they can set you apart from your competitors and shines a light on your dedication to becoming as educated as you can. People feel a lot more confident about making a purchase once they’ve been assured they’re buying from a reputable source.

So, if you’ve graduated from business school or gained a recognised qualification or certification, pepper them throughout your marketing messaging to communicate you know what you’re talking about.

The key to utilising social proof is in the ability to simplify the process of gaining your audience’s approval. Utilising UGC, incorporating influencer marketing and capitalising on your own education are three great ways to include social proof in your own marketing strategy.

Continue to deliver consistent value to your customers and you’ll be well on your way to creating a positive feedback loop that reinforces your social proof and sets your business up for long-term success.

If you want to learn some more tips and tricks about elevating your program performance, then we’ve got you covered with ELEVATE Summit. This event is designed to help affiliate managers and publishers to understand new ways to ELEVATE and GROW their affiliate marketing programs and partnerships, all delivered by the best and brightest affiliate and performance marketing practitioners.

If this sounds like your kind of event, sign up and grab your early bird ticket here - don’t hang around, they won’t be available for long!

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