When is the last time you didn’t care or want to know if a product or service you liked was recommended by others? Chances are, the answer is never. Humans are social creatures. From the beginning of time, we’ve told and sought out stories about common experiences. We crave social proof. What Is Social Proof? According to Wikipedia, social proof is: a psychological and social phenomenon wherein people copy the actions of others in an attempt to undertake behavior in a given situation. Social proof is considered prominent in ambiguous social situations where people are unable to determine the appropriate mode of behavior, and is driven by the assumption that the surrounding people possess more knowledge about the current situation. As we pointed out in Marketing Psychology: How You Can Use Commitment and Consistency Principles To Increase Sales, Dr. Robert B. Cialdini, the person who coined the term “social proof”, declares social proof as one of his “6 Principles of Influence”. Influence prompts action, and action equates to sales and growth. Simply put: we want to know what others are watching, buying, wearing, and experiencing — which ultimately influences our decisions to do the same. Our innate tendencies to group together in this way makes social proof marketing tactics very successful. Types of Social Proof There are six types of social proof that can be effectively used by marketers. 1. Expert This type of social proof occurs when an expert in a field or genre recommends your product or service. The experts are somehow associated with your brand. Example: When a dentist recommends a type of toothpaste. 2. User Current users who detail their experience and offer their recommendation of your product or service based on their own experience. Example: Positive reviews on your website. At crowdspring, we include reviews across all categories, but also let clients sort to see reviews from other clients in logo design, website design, and all the other categories of projects we offer. 3. Celebrity Marketing campaigns that feature celebrity endorsement can be very effective. Example: Popular skincare line Pro-Active historically has used celebrities with skin issues to be the face of their product. 4. Crowd Wisdom This type of social proof comes into play when a large group of people includes many active users of a product or service. Example: at crowdspring we show that we’re trusted by the world’s top agencies and Brands. 5. Certification When a product or service is given a stamp of approval by an authority in the industry. Example: When a company can boast an A rating by the BBB. NOT SATISFIED WITH THE GROWTH OF YOUR BUSINESS? Join tens of thousands of successful businesses who used our guide to build a stronger brand and earn a better return on investment. Learn: How to clearly articulate your brand identity. How to define your brand personality. How to set your brand voice. How to identify your brand's audience, and more! We just emailed the guide to you. Thanks! Get the FREE Brand Identity Guide!..
↧