Is Your Business Social Proof?

Your marketing strategy relies on communicating the benefit of your product or service in a way that will relate to your target audience. This requires you to boast of your product or service to assure your audience that they will find the solution to their problem using your product or service.?

However, you may be finding that you’re not converting the sales you hoped.?

Here’s the thing: According to Big Commerce, 92% of customers read online reviews before buying and 72% of consumers say positive testimonials and reviews increase their trust in a business.

What does this mean for your business??

This data suggests that sometimes your customers would rather hear about the benefits of your products or services from someone other than you. Therefore, it’s essential to ensure your business is social proof.

Creating a business that is social proof is the (not-so) secret weapon to having an unlimited number of clients knocking on your door.

Social proofing your business proves that your product or service holds value. It uses the words and opinions of those who have tried and tested your products or services and who believe them to be beneficial to build trust in your potential customers.?

Businesses sometimes make the mistake of talking about themselves too much. And, consumers grow skeptical of the validity of the claims when they seem too good to be true or when there’s no proof to back them up.?

Social proofing your business allows you to stop talking about yourself and lets your customers do the talking for you.

For the coaching industry, there are two basic types of social proof:

• Testimonials: Testimonials convey enthusiasm for and trust in your products or services directly from your customers. They come from someone outside of your business who has tried your product or services and can attest to their value. Plus, the reputation of the person giving the testimonial is on the line. Therefore, their unbiased opinion holds weight in the eyes of consumers.?

How do you get testimonials that sell?

• Highlight Your Perfect Customer: Think of customer testimonials as an opportunity to show prospects who your ideal client is. This enables your prospects--those who will most benefit from your product or service--to identify with your existing customers. They’re able to visualize themselves using your product or service and reaping the benefits of doing so. Additionally, this subtly communicates your familiarity with your target market and shows that you understand them and what they need.
• Ask the Right Questions: Ask specific questions about your products or services that guide your customers toward writing testimonials that are not only complimentary, but also informative and inspirational.
• Utilize Social Media Interactions: Nothing feels more authentic and powerful than unsolicited feedback. Those comments people leave on Facebook or Instagram that portray what your product or service has done for them showcase the value of your product or service.?
• Case Studies: Case studies demonstrate the efficacy of your products and build credibility for your company. Through case studies, your potential customers are able to see your product or service through the eyes of the consumer helping them visualize how your product or service can be implemented in their own life to benefit them. Case studies illustrate that people are using your product or service, and, more importantly, that they are having success doing so.?

How do you craft the perfect case study?

Ask these 9 targeted questions to create a high-converting case study:

1. What’s your background?
2. What problem were you trying to solve?
3. How was the problem affecting you?
4. What possible solutions did you consider?
5. Why did you choose this product or service?
6. What would have happened if you had NOT made the purchase?
7. What risks did you consider?
8. What reservations did you have?
9. What measurable benefits have you seen?

Asking these questions not only helps your potential customers identify with your customer but it also portrays why your product or service is the best solution to their problem. It encompasses the other possibilities, the potential reality should they do nothing, and ultimately proves the success of your product or service.?

Where do you need to social proof your business?

Social proofing your business in the three areas of your funnel will help drive your conversion rates.?

• Top of Funnel (TOF): At the TOF, potential customers are just getting to know you. They’re deciding whether they know, like, and trust you; therefore, a testimonial at the TOF can give them a lot of information about how you can help them.?
• Middle of Funnel (MOF): At this point, people may have just joined your email list or your social media group. They know who you are and what you do, and social proof can really help to build authority and trust.
• Bottom of Funnel (BOF): For those that like and trust you but haven’t bought from you, social proof can push your prospect over the fence or retain existing customers.?

Ensuring that your funnel uses testimonials and/or case studies at every point, reminds your potential (and existing) customers of the value of your product or service. It provides the proof they need to trust in your product or service.?

Need help social proofing your business? Let’s chat! Contact me today to get your business social proofed to convert more leads.

For more about social proofing your business and so much more, listen to the Marketing Matchmaker Podcast!

Are you ready to grow your business to 6-7 figures? Do you know how to scale your business? If so, I created a quiz just for you! Check it out today to make a difference in your tomorrow!