How To Leverage The Power Of Social Proof To Drive More Business

by | Aug 21, 2019 | Customer Growth

What exactly is social proof? Have you ever heard anybody use this phrase before? In his book, Influence: The Psychology of Persuasion, Robert B. Cialdini, Ph.D. includes social proof as one of his six weapons of influence.

He describes social proof as taking action based upon the action of others. He states that “social proof is most powerful for those who feel unfamiliar or unsure in a specific situation and who, consequently, must look outside of themselves for evidence of how best to behave there.”

If you think about your prospects who are considering doing business with you, they will often fall into this camp. Unless they were referred to you directly, they are going to be unsure of the situation.

By their very nature, referrals use the power of social proof.

For those prospects who are not referred—the ones who find you on Google or social media—they will seek outside guidance to ensure they make the “right” decision.

This is where you need to be prepared with the appropriate social proof waiting for them.

Let’s now talk about a couple of steps you can take to boost your social proof and help turn more prospects into customers.

Add Testimonials To Your Website

Many prospects are going to come across your website, and that’s the perfect place to display testimonials from some of your satisfied customers.

The most powerful testimonials include the person’s full name, title, and an image of them. You can even take this a step further and get a video testimonial (if you can get your customers to agree to it).

You should make it a part of your standard operating procedures to request testimonials on a consistent basis. After the successful completion of a project is the perfect time to ask a customer for a testimonial. 

Make sure that your testimonials go deeper than surface level praise. Ask your customers to explain in the testimonial how exactly you helped them, including any metrics they are willing to share. 

Request Reviews

The first place to start with reviews is your Google Business Listing. Just like with requesting testimonials, you need to make requesting reviews a part of your standard operating procedures.

At the completion of a project, request that your satisfied customers head over to your Google Business Listing and leave you an honest review. If your customer is truly satisfied (as they should be), then there is no doubt they’ll leave you a 5-star review.

It’s ok to mention leaving a 5-star review, but you need to make sure they know to only leave a 5-star review if you deserve it. Again, if you are treating your customers as you should, a 5-star review will be a no-brainer for them.

In today’s highly connected world, driving social proof can no longer be ignored. If you need help bolstering up your social proof on your website and with your Google Business Listing, let’s schedule a time to discuss how we can help your business.

Ryan has been heavily involved in the world of Information Technology and entrepreneurship since the early 2000s. From small business consulting to Fortune 500 IT leadership, Ryan has a wide array of industry knowledge. He earned his BBA from the University of Iowa in 2004 majoring in Management Information Systems and later earned his MBA from the University of Iowa in 2009 with a focus on Management and Marketing. When he's not spending time with his wife and three young children, you'll find Ryan pounding away at his keyboard, spinning on his Peloton, or listening to a good audiobook or podcast.

Connect with Ryan on Twitter or Instagram.

Ryan Glick

Co-Founder, Pixelayn Innovations

Ryan has been heavily involved in the world of Information Technology and entrepreneurship since the early 2000s. From small business consulting to Fortune 500 IT leadership, Ryan has a wide array of industry knowledge. He earned his BBA from the University of Iowa in 2004 majoring in Management Information Systems and later earned his MBA from the University of Iowa in 2009 with a focus on Management and Marketing. When he's not spending time with his wife and three young children, you'll find Ryan pounding away at his keyboard, spinning on his Peloton, or listening to a good audiobook or podcast.

Connect with Ryan on Twitter or Instagram.

Ryan Glick

Co-Founder, Pixelayn Innovations