Since the introduction of the term Social proof by Robert Cialdini in his 1984 book, Influence, where he describes it as a psychological and social phenomenon wherein people copy the actions of others in an attempt to undertake behavior in a given situation digital marketers have been using it in almost every industry to win over new customers.
There many online shoppers who are usually undecided when purchasing a product or a service, social proof is perfectly used in such situations where you give credible success stories to the customers to bring confidence to their purchase decision. Most B2B customers purchase products or services from businesses that already have great reputations and feedback from either industry experts , credible publishers or from existing customers. As such, it makes social proof is a very important and powerful component of every brand’s marketing tools.
Here’s are 6 great ways B2B businesses can use the great power of social proof to boost conversions, increase web traffic and create much more leads
1. Motivating clients to create more content
Having user-generated content means any kind of content generated by brand’s customers and the public can view it.
User-generated content refers to any form of content that is created by a brand’s clients and made available to the public. A study on content marketing done by Adweek showed that most people have 50 percent more trust on user created content as compared to traditional marketing making it essential for businesses to take advantage to the great power of user generated content to build a better reputation and inspire prospects.
User generated content by clients can be inform of blog posts, reviews, videos, forums, discussions or even customer communities that feature your business’s services or products like the Airbnb community
2. Create your brand’s case studies
Unlike reviews or testimonies from clients that state “it was great working with brand Y,” case studies are powerful in that they dive get into customers experiences making them to be considered one of the most powerful ways of social proof that B2B businesses can make use of to encourage potential clients to take action and buy their services or products.
Great case studies are detailed success stories that demonstrate how you managed to successfully to solve your client problems and the experience they went through during the entire process. Demonstrating that you can offer solutions to your potential clients problems increases your conversions, more trust and customer confidence making it very easy for any client to invest in your brand.
Here is an example of how Mailchimp uses case studies to tell their success stories
3. Showcase your customers testimonials and
A previous study done by Salesforce on B2B clients showed that 94% of customers inquire or do research on services and products before buying them or even contacting your business’s sales person. To make the right decisions they first read a lot of testimonials from your current or previous clients.
Always request your clients to give you brief testimonials of based on their experience with your brand. This will add to one of the many reasons why prospective clients should choose your brand. Try to make the testimonial and reviews as credible as possible and include short videos if possible.
4. Work with Influencers in the B2B Market
Most clients in the B2B world rely on industry experts to guide their purchase decisions.
The good thing is that finding B2B influencers for brand endorsement is not a challenging task. With tools like Buzzsumo, you can easily find highly influential people in your industry and ask them for endorsement. Getting such endorsements from B2B influencers, whether paid or unpaid, will have a huge impact on the success of your marketing campaigns.
Another form of B2B influencing is letting industry analysts review your brand’s offerings and approve them publicly. Additionally, they will be more interested in your content, which makes it easier to increase conversions. When you share specific content through reputable names in your industry, prospective customers are more likely to trust your brand.
5. Highlight press mentions
If your brand gets featured in a press publication, including articles or opinion pieces compiled by journalists voluntarily, always share it together with your audience. A confident media report about your brand is a superb solution to enhance awareness and position your brand as a thought leader.
This is a good example of a restaurant mentioned in the LA times.