How Does the Social Proof Concept Generate Leads?

When you’re shopping for a product or service, notice what sways you about a particular brand or company. There are many factors that go into making a decision to buy, rent or lease. Some factors are intentional, but others are instinctual. When making a purchasing decision, ask yourself if you:

• Buy only from a tried-and-true, familiar brand
• Make a decision based solely on price
• Pick the first one that looks good enough
• Devote yourself to researching different brands
• Rely on a brand’s reputation and past history
• Look for a try-before-you-buy offer
• Go with your gut feeling
• Ask a friend, relative or colleague
• Listen to a trusted celebrity’s endorsement

If you agreed with the final two choices, you’re not alone. Referrals depend on human psychological factors. The theory suggests that if others are happy, satisfied or ecstatic about a product or service, there’s a good chance you’ll feel the same way. It’s the next best thing to trying something yourself before you buy it, which isn’t always possible (consider restaurants or services).

Does the Social Proof Concept Work?

If someone — even a stranger — persuades you to purchase a product or service through his or her experiences with it, you’ve fallen for a marketing concept known as social proof. The social proof concept isn’t underhanded unless the individuals you’re listening to are lying or fake. In general, this is a respected and effective technique that turns your best customers into brand ambassadors.

When your clients rave to you about their experiences with your company, that’s an ego-booster. But when you can turn those same words into a lead-generator on your website, now you’ve entered the domain of the social proof concept. It works because potential customers want to know what others say about what you do. The more specific the accolades, the better.

What Do You Need to Show Social Proof?

A website isn’t a television commercial, even if you have video elements on the page. Your website needs to do more than just sell your goods or services. The social proof concept requires real reviews, in their own words, from real former clients. To pull this together for your website, you require:

• Those actual reviews, submitted by former clients
• The permission of those clients to post their words and names
• Photos of those real people, along with permission to publish the photos
• A section on the pertinent page of your website, such as a landing page or your Home page, to publish the reviews as social proof

The description of their experience is what matters, but the photos — along with the person’s name and company name — makes the social proof real. The words alone likely won’t persuade anyone. They have to be real, verifiable even. And if they are, they form a powerful reason for your website visitors to contact you, which is how leads are generated.

Social proof isn’t a new concept, even though it may be packaged under a new name — much like the term social distancing — but it is effective. If you don’t yet have social proof on your website, do it now. If you need help, you can always turn to the content marketing experts at Ray Access.

Ray Access is a content marketing firm that delivers targeted words to empower your business. Contact us about your specific project to receive a quote or discuss your needs. We write website copy, blog posts, e-newsletters and more. Everything we do is thoroughly researched, professionally edited and guaranteed original.