5 Ways to Use Social Evidence to Grow Your Business
This psychological and social phenomenon is one of the most powerful tools used by marketers, but do they all use this powerful tool to reach their full potential?
Well, here are some tips on how to properly use this mental trigger, which uses your customers’ positive experiences to generate new customers.
I often say that when you say how good you are, some people can trust your word, but when other people offer the same feeling, many people will believe you.
The Bandwagon Effect – The Psychology Behind Social Evidence:
Social proof is content generated by customers regarding your brand, service, or product on the Internet. Whenever your brand gets a good review, the chances of your customers recognizing you as an authority on what you do will certainly increase.
It is essentially a world-famous word of mouth. The more discussions that take place around your business, the more you tend to stand out and sell.
This technique works well in marketing and is based on the Bandwagon effect, a psychological phenomenon that explains why people tend to do something primarily because others do it.
Studies have shown that the effect of a side effect affects people’s desire not to choose a specific product, but also to pay more for it.
On a shopping trip, one of the most common questions is the various results of a survey of parents and friends to learn more about the previous product experience.
For example, online customers no longer go directly to the site and do not make purchases. Instead, they examine the value, compare features, and check for social evidence, such as reviews and ratings. Simply put, people are more likely to buy what you sell based only on the opinions of others, and not on any significant offer you make.
1. Case studies:
Case studies are an effective way to study social evidence, as you have the opportunity to describe in detail what difficulties were and how they were solved, as well as demonstrate positive results. Many other companies identify with these stories and put themselves in the same situation.
2. User Content (UGC):
A study published by CoSchedule explains: “69% share information because it makes them feel more involved in the world.” UGC, content created by people who interact with a brand or product, can be used in short-term campaigns and long-term marketing strategies. However, in both cases, it is necessary to adhere to some basic principles:
You should encourage your audience to create content with your brand or product, helping them do it spontaneously. One of the most commonly used strategies is to get customers to take photos of your products and share posts on social networks using a predefined brand hashtag. Brand hashtags are an effective way to promote, collect, and automate user-generated content, especially on Instagram and Twitter.
Create a monitoring plan and select the content that most praises your brand or product. In this way, you will drive quality content to explore in your marketing plan.
3. Fear to miss (FOMO):
FOMO is a popular term used in e-commerce to mean limited stock, the number of people who bought a product, or the limited time left for an offer. This method can inspire fear that the consumer is missing out on a profitable product or service. This happens when a consumer concludes that there is something vital on the market that he is going to lose if he does not take immediate action.
4. Invite a Friend Campaigns:
The trust placed in the recommendations of the people closest to us is invaluable. Consequently, the use of profitable users who recommend products and services to others is a widespread method in relationship marketing, and mainly one that gives excellent results.
Obviously, consumers tend to trust their friends and relatives more than expert advice and paid advertising. Create promotional campaigns for your customers to get some value when they invite friends or family members. This exists as another form of social proof.
Reviews are product and service reviews and customer reviews. This last method, of course, is one of the best ways to gain trust and show potential customers that you are professional, reliable and expert in this field. At the same time, be careful not to advertise vague reviews without personalization.