Marketing and Social Proof

Companies that want to give their target audiences more reasons to make a purchase can leverage social proof in their marketing efforts, and on their social media channels. There are a few different ways that companies can utilize social proof to get potential customers to convert, such as through case studies, user-generated content, and awards.

Case studies

Many times, the best social proof that a company can get is from simply working with its customers. Through case studies and customer stories, companies get the opportunity to share the experience of their customers with the company and its solutions, while also talking about the story behind the brand. Most of the time, customer stories and case studies tend to go a lot more in detail compared to any other type of social proof, which is why they are so great at targeting potential customers that are in the middle of the buying journey and are looking to learn more about the company and its solutions, as well as what benefits they can get from making a purchase.

User-generated content

Most people, when they think about social proof, they tend to think about written or spoken statements from other customers, industry influencers, or even celebrities. However, what most companies tend to overlook is the fact that photos and videos are also a part of the social proof that companies can utilize to improve their marketing efforts and develop strong relationships with the target audience. In fact, user-generated content gives the potential customers a first-hand look at how the solutions from the company actually work, how they can be used, and the experiences that other customers have had with them. When a company shares user-generated content on its own social media accounts, it’s able to give the target audience a brand new perspective, one that comes from past customers, about the company and its solutions. Additionally, companies also get to develop stronger relationships with the past customers that created that user-generated content, which can inspire them to become more loyal to the company in the future.

Awards

Another way that companies can generate more social proof is through accolades and awards. If a company wins a major industry award or has been featured by a media outlet that’s credible and authoritative, whether nationally or locally, it can provide a lot of effective social proof for the target audience. All that a company would need to do after receiving positive media coverage or an award is to share that piece of news with the followers it has on various social media platforms, as well as the company’s own business website. This way, companies can provide their potential customers with a lot of social proof, as the credibility comes from a third party, which improves the trust that potential customers have with the company.

Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently-owned PR firms in the United States.

With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America’s most prolific and well-respected Public Relations professionals.