The Psychology of Social Proof Marketing

Marketing is all about psychology—finding out what resonates with people and why, and then using that to your brand’s advantage.

And one type of marketing psychology is社会证明。

Social proof is a great marketing technique for increasing trust in your potential customers. Let’s take a look at an example.

假设客户正在研究两种不同的产品。一个有评论的页面，另一个只有一对。具有更多评论的产品自动更具值得信赖，并且很可能会在产品上购买，评论更少。

但是，在您的营销策略中，社会证明也可以以其他多种方式呈现。让我们深入了解什么是社会证据，背后的心理学以及如何在营销中使用社会证明。

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社会证明营销的心理学：

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什么是社会证明？

社会证明是一种心理学的一种，人们倾向于复制他人的行为。在与营销有关的情况下，人们倾向于购买其他人购买的产品。

You’ll see social proof everywhere—and your brand has likely used it before, even if you didn’t realize.

Social proof comes in the form of reviews, ratings, testimonials, case studies, and so much more. To show you just how you can use social proof in your marketing strategy, let’s dig a little deeper into the different types.

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12 Types of Social Proof in Marketing

91％的消费者阅读评论在做出购买或之前签署p for a service. And reviews are just one type of social proof. So it just goes to show how important having some type of social proof for future customers is.

有许多不同类型的社会证明，每种证明都可以以不同的方式和不同的行业使用。

For example, a B2B organization is going to benefit from case studies much more than an ecommerce company. But that doesn’t mean they’re any less important.

我们将涵盖您可以在营销策略中使用的12种流行的社交证明。

1. Testimonials and Reviews

One of the most basic types of social proof includes the testimonials and reviews that your customers leave you. These can be aggregated on your product pages, review sites, or social media.

例如，我们在精品家具零售商上看到了100多个产品评论的列表埃德洛·芬奇（Edloe Finch）product pages, helping customers to feel more confident in their purchases.

As another example, we see how marketing agencyLYFE Marketing包括来自客户网站主页上的客户的推荐。

这是与潜在的新客户进行预先了解您的业务对过去客户的表现的好方法。将这些信息直接放在主页，登陆页面或产品页面上可以使潜在客户轻松与您的业务合作。

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2.案例研究

如前所述，案例研究对于B2B组织来说是一个很大的卖点，但不是B2C或电子商务品牌。

So if you’re marketing for a B2B brand, keep case studies top of mind. They’re a fantastic piece of sales enablement content that can showcase your biggest success stories and get potential clients excited about working with you.

案例研究或客户的故事分享了客户在成为解决方案品牌之前的叙述，以帮助类似公司在签订合同之前先查看其潜在结果。

Here, we see帮助侦察员customer success stories, each with its own main point. One company achieved a 95% CSAT score while another reduced its workload by 50%.

Case studies help potential clients learn if your company can resolve its main problems or not. These can be published as a blog post, PDF document, or one-sheeter, depending on how much information you want to share.

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3. Well-Known Clients/Customers

Another great type of social proof is putting your well-known clients/customers front and center. Get permission from some of the bigger brands who’ve bought from or worked with your company to help others feel more confident.

在此示例中，我们看到铁根在其主页上分享信任它们的大牌品牌。

Including this information on your main pages is a great form of social proof. After all, if a brand likeNetflixtrusts you, who shouldn’t?

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4. Milestones

社会认同的另一个很好的例子是共享your company’s major milestones. Not only is this the perfect strategy for showing potential customers how many other people buy from or follow you, but it’s also a fun piece of social content to celebrate.

This could be something like:

• 进入X社交媒体关注者
• 成长为X YouTube用户
• Reaching X users or customers
• Hitting X app downloads
• Selling X products

Another option is to display the number of customers or users you have right on your website.ConvertKitshares how many users they have, while also taking it a step further and sharing how many email subscribers their users have.

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5. Influencer Marketing

金博宝188备用网址is a great way for businesses to demonstrate social proof. Influencers on Instagram and TikTok tend to have large followings—or at least, even if they’re micro-influencers, they have dedicated and engaged followings.

In this case, we see a #sakspartner post from Instagram influencer Julia Berolzheimer:

When social media users see their favorite influencers buying and using products and services, they become more interested in those products and services.

Not only are these brands increasing their reach to wider audiences, but they’re reaching audiences that are likely their exact target market.

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6. User-Generated Content

User-generated content(UGC) is beneficial for creating a robustcontent calendar并改善您的整体社会证明。UGC是您可以在线共享的内容，最初是由客户创建的。

这更像是B2C的社会证明利益，但这可能是引起您追随者兴趣的好方法。当他们看到您分享客户发布了有关购买的内容时，这增加了他们自己购买的可能性。

从窗台上看一下这个示例。

By sharing a photo of a product that one of their own customers has styled and shared, they’re improving the odds that a follower will see it and decide to buy.

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7.客户识别

If your brand receives a lot of accolades, recognition, or shout-outs online, consider re-sharing them onto your own page as a form of social proof. This shows followers—and potential customers—that your brand has happy customers, making them more likely to buy or sign up.

这是Asana的一个例子。他们的一位用户在推特上发了一条积极的项目管理工具，并转发了它，以便他们的追随者可以自己看到。

我最喜欢的事情之一@asanais the little animations and illustrations when you complete something. I enjoy sending them for a job well done and seeing this one in particular!#FridayGoalspic.twitter.com/wpTukxYfLl

— Scott Gillard (@scoalegil)January 21, 2022

Slack provides us with another tactic for showcasing love for your brand. Instead of cluttering their main feed with all of the shout-outs their brand receives, they’ve created a separate@SlackLoveTwitter account that houses all of their customer recognition retweets.

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8. Social Media Verification

证明您的业务合法的另一种方法是获得那张蓝色的支票。品牌可以获得证实on nearly every platform: Facebook, Twitter, Instagram, TikTok, LinkedIn, and YouTube.

Having that additional verification helps potential customers trust you more and see you as a more legitimate brand.

在Twitter上查看人类学：

验证检查始终出现在您的品牌名称旁边，并为考虑从您的业务购买的任何人增加了额外的舒适感。

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9. Awards and Accolades

展示您的企业获得的奖项和赞誉也可以为您提供社交证明。您可以赚取许多不同的商业奖项，或者您可以进入的最高业务综述，通常在公司网站上放置徽章。

Take a look at howVisme在他们的主页上展示他们的奖项和赞誉。

Other brands will choose to show these off in their website footer. It’s a great way to let website visitors know right off the bat that you’re a trustworthy brand to work with.

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10. Integrations

Integrations are a slightly less obvious form of social proof, but they can still work wonders for your business. This is because the more businesses that work with your brand, the more robust and trustworthy your brand seems. (Not to mention that it becomes even easier to work with you if your service is compatible with software a team is already using.)

Leadpages(and many other SaaS tools) has an entire database dedicated to its available integrations, making it easy for potential customers to sift through the many available options.

从您的集成中获得更多的另一个好方法是在社交媒体上分享它们。

这是一个设计应用程序的示例，宣布与其服务一起提供全新的集成：

Fantastic news!
Now you can extract actionable and valuable insights from your prototypes with remote user testing, using@useberryhqnew integration with ProtoPie.
Find morehttps://t.co/0oxNpsiPOrpic.twitter.com/4wYIiYbtce

— ProtoPie (@ProtoPieApp)2022年1月17日

But you can also share quick how-to’s on how your various integrations work, ways to get the most out of the integrations, or just highlighting available integrations—even when they’re not new.

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11.按覆盖范围

Has your business been mentioned in the news? That in itself is major social proof. Sharing it on your website and social media profiles is a great way to let people know that you’re a “big deal.”

Take a look at howCaspershares their press coverage on their website:

Their press page includes a few top articles, online reviews, and a roundup of all press mentions they’ve received. Seeing people talk about your brand is a great way to entice more people to become paying customers.

刚开始时，您可能需要通过推销出版物并发送新闻稿来征求新闻报道。但是，在您的业务增长之后，您可能会意识到，您在越来越多的文章中被提及，为自己提供了健康的新闻报道清单。

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12.合作

合作和合作伙伴关系是获得您品牌社会证明的另一种方式。当潜在客户看到您与另一家业务，行业中的影响者或思想领导者或受欢迎的专家合作时，他们开始更加信任您的品牌。

Coschedulehas a podcast called the Actionable Marketing Podcast. In it, they interview different experts to provide insights for their audience.

这样做有助于将他们巩固为行业中值得信赖的资源，帮助潜在客户更好地注册服务。

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How to Get Social Proof

If you’ve already got at least one of these 12 types of social proof, it’s time to put it to good use. But if not, you might be wondering how to get social proof. You know you have some happy customers; you just need a few testimonials or case studies to really back you up.

Here are a few ways to start generating social proof.

汇总您可以在网站或社交媒体上发布的任何社交证明。这样，它可以覆盖您的受众，并帮助您的业务围栏上的任何人咬住子弹，然后单击“结帐”或“注册”按钮。

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Conclusion

Social proof is an essential part of any marketing strategy. Whether you work to increase your review and testimonials or you showcase success stories and major milestones, promoting happy customers can help to increase trust and confidence in your business. And in turn, that can lead to a wider customer base and increased revenue.

Incorporate different forms of social proof into your marketing strategy. Share it on your website, in email newsletters, and on social media to make sure that every audience becomes more comfortable with your business.