Achieving real word of mouth online is the best and the most difficult thing to master when owning any type of online store or business. For improving customer acquisition with social proof you will need to understand the deeper meaning of your product to your customers.
Many of the actions needed to establish social proof are counter-intuitive for most company owners, but there is a relatively simple way of at least starting with the process:
- Establish communication
- Entice engagement
- Promote your customers
And if you are doing so proactively and honestly you can create a self-feeding loop of free marketing where your own customers become the best ambassadors of your brand.
What is Social Proof?
Social proof is basically a modern form of ‘word of mouth’. It is when online users the public perceives as real people promote and discuss your product. While rather chaotic in nature, it is the best way to place a human face on your brand.
Because we believe that those promoting the product are not paid actors or have any stake in the company, we are more willing to listen to what they have to say and maybe try the product or service they are promoting themselves.
For some industries and websites like Trustmary this will be easy because social proof will come from the people promoting themselves on the platform. Marketing is the co-product of the customer experience itself.
But for others, especially those focusing on sales, it might be slightly trickier.
Fake vs. Real Social Proof
Many companies will be enticed to go through the path of less resistance and simply fake social proof. Not only will this yield much lesser results even if done correctly, but can backfire spectacularly and throw your entire business in the mud.
Real social proof comes from actual engagement from ‘verified’ people; those who already have long histories on social media platforms and where other users will know and trust them. That can’t be bought, but rather generated organically.
For one, you will need to have a good and honest product. Something that does what it is supposed to do. Then you need to be open to criticism and accept that not everyone will be instantly blown off by what you are offering.
Only then you can augment the voices that are beneficial to your company and present your product how you like it.
Impacts of Good Social Proof
Social proof is, by far, the best type of marketing. Not only is it very impactful and relatively cheap, but it is also self-growing. The more people try your product the more proof you will have, reaching and enticing even more people to try.
This creates a snowball effect that every company wants to see.
Customer acquisition here becomes the issue of your ability to supply what is needed in the best way possible. There won’t be any more discussion if your product is good or not and whether it is ‘worth it’, but rather how good it is and how badly the customer needs it.
With social proof, every campaign you make will feel like a unique chance to take something everyone wants for less money or with added benefits.
