Creating great content is only half the battle. It would be best if you also convinced people to read and engage with your content. That’s where social proof comes in. Social Proof is an effective tool to help you maximize your content marketing strategies.
In this blog, we’ll discuss five ways you can use social proof to improve your content marketing strategy.
From inspiring stories to providing stats and reviews, you’ll learn how to use social proof to increase engagement with your content and give your audience the assurance they need to take the next step in their journey.
What is Social Proof, and Why Is It Important
Social proof is a concept first introduced by Robert Cialdini in his book “Influence” in 1984. It refers to the idea that individuals imitate the actions of others to know how to behave in a certain situation.
For instance, if someone finds themselves in a social situation they are unfamiliar with, they will observe the behaviour of others to blend in and act appropriately.
In marketing, social proof means that consumers look for evidence of how others have used a product before making a purchase. This is why companies put effort into getting customer reviews – it’s a form of social proof that can significantly increase sales. Also, including social media in business strategy benefits your website in exposing.
Why Social Proof Works
Studies show that when people see evidence that others have done something, they are more likely to follow suit. A review, in particular, can be a powerful social proof. A first-hand online testimony that praises your business can boost word-of-mouth recommendations. A positive review can be the deciding factor for potential customers to make a purchase.
27% of customers now use online reviews to decide which local business to patronize, and this number is rising. In contrast, only 24% never use online reviews. With so many options available, reviews can serve as a helpful tool for customers to narrow down their choices.
Social Proof and Content Marketing: A Winning Combination
As a marketer, you are constantly looking for ways to reach your target audience and drive conversions. Content marketing has become an increasingly popular way to do just that in today’s digital landscape. Creating valuable, informative, and engaging content can attract and retain an audience interested in your brand.
But what happens when your content is lost in the sea of other content that your audience is bombarded with every day? Social proof comes into play at this point.
When you combine social proof and content marketing, you create a powerful combination that can help you achieve your marketing goals. Here are a few reasons why social proof and content marketing work so well together:
1. Social Proof Helps Your Content Get Noticed
In today’s crowded digital landscape, getting your content noticed can take a lot of work. But social proof can help your content stand out from the crowd. When people see that others are engaging with and sharing your content, it signals to them that your content is worth their time and attention.
2. Social Proof Builds Credibility and Trust
When people see that others engage with your content and find value, it can build credibility and trust in your brand. Whether it’s customer reviews, testimonials, or social media shares, social proof signals to potential customers that your brand is worth paying attention to.
3. Social Proof Can Drive Conversions
Ultimately, the goal of content marketing is to drive conversions. And social proof can be a powerful tool in achieving that goal. When people see that others are taking the desired action (whether it’s making a purchase, signing up for a newsletter, or something else), it can create a sense of FOMO (fear of missing out) and encourage them to take action as well.
4. Social Proof Can Provide Social Validation
Social validation is the idea that people are more likely to take action when they believe it is in line with what others are doing. Incorporating social proof into your content marketing strategy can provide that social validation. When people see that others are engaging with and sharing your content, it signals to them that it’s worth their time and attention.
5 Tips for Using Social Proof in Content Marketing
1. Leverage User-Generated Content
User-generated content, also known as UGC or consumer-generated content, refers to material created by customers and posted on social media or other platforms. This content can take many forms, including images, videos, reviews, testimonials, or podcasts.
UGC is becoming increasingly important for consumers when purchasing as it provides genuine, unscripted information about the products they’re considering. People prefer to see real customers, who they can relate to, using your products or experiencing your services instead of staged photos of models in a studio setting.
2. Take Advantage of Online Reviews
In 2020, a Trustpilot survey showed that 89% of online consumers check for reviews before making a purchase. For businesses, this means making it easy for customers to find and read reviews about your company.
One of the most important places to showcase reviews is the Google My Business profile, which appears on the first page of branded search results. Encourage satisfied customers to leave reviews and take advantage of free promotions.
Other places to showcase reviews include websites like Yelp, your Facebook page, and e-commerce platforms like Amazon, Lazada, Shopee, and Zalora.
Showcasing real customer reviews from social media interactions builds credibility. Consider using a background remover to ensure the focus remains on the content and its message.
3. Publish Case Studies
Case studies prove the effectiveness of a product or service by showcasing actual results and data. They provide evidence to back up brand claims, demonstrate successful usage by customers, and build credibility and trust. Data-driven industries like B2B and SaaS need more than just claims to sell their product – case studies provide this evidence.
Remember to include a compelling call-to-action (CTA) with each case study.
4. Incorporate Statistics and Data
Sharing the number of subscribers, users, or customers you have is a great way to establish credibility for your brand. Using any relevant statistics to support your message is a powerful tool, as raw numbers speak for themselves.
5. Share Milestones
You can show off your accomplishments by sharing important data, even if it’s not part of a case study. You can display these figures on your website or social media pages, using percentages to make the information more relatable to the average person.
By sharing milestone data, you’re tapping into the power of social proof. For example, showcasing your year-over-year growth in users can make other potential customers want to see all the excitement, leading to more signups for your product.
Key Takeaways
Social proof can be a potent tool for any content marketing strategy. It can help build credibility, increase engagement, and drive conversions. With the six strategies outlined in this article, you can quickly use social proof to your advantage.
From creating UGC to featuring customer testimonials, there are plenty of ways to integrate social proof into your content marketing. So what are you waiting for? Start using social proof to boost your content marketing efforts and watch your conversions soar!
