Social Proof Demystified-Case Studies, Testimonials and Expert Opinions

By Zeke Camusio

Your websites and blogs look great- you have optimized content and a creative design. However, you feel like something’s missing. You left out a VERY crucial detail in your site – SOCIAL PROOF!

Social proof is a psychological mechanism that “guides” people to copy other’s actions. For example, a young child who watches his older brother play soccer will “copycat” – he will pick up a soccer ball and attempt to kick it – monkey see, monkey do!

Pack a Punch with Social Proof

DO USE video – The most powerful tool you can use is video. People are more likely to trust you as an “expert” if they can see and hear you. A video testimonial is dynamic and interactive. Remember that photos can’t talk!

DO NOT USE initials in testimonials – It sounds like you created fake testimonials to make yourself look good. Use real names and remember to ask permission before you publish testimonials.

The following social proof techniques are commonly used to “pack a punch” when it comes to online marketing:

Case Studies – Case studies are used as business education tools. In the scientific realm, they use polls, surveys and quantification to “research” groups or individuals. In the corporate world, they examine a client’s specific experience with your company’s product or service. Case studies show how and why customers used your services or products. In a case study, it’s important to show HOW your company fixed their problems/issues and made their life (or business) easier!

Testimonials – Testimonials are the MOST powerful marketing tool you could include on your site. When visitors read YOU helped people solve their problems or provided exceptional customer service, they will want to use your services or buy your product.

References – When you apply for a job, you send prospective employers a resume and references. The same applies in marketing. References enhance your credibility and show people that you can get the job done!

Expert Opinions – Are you more likely to believe a registered dietician who is selling the latest supplement compared to a run-of-the mill vitamin salesperson? A registered dietician is an “expert” in the health/nutrition field compared to a salesperson. The registered dietician’s “opinion” definitely holds more weight than the salesperson. An expert opinion lends credibility and trusworthiness to your product or service.

Celebrity Endorsement – Jenny Craig is a good example of how “celebrity endorsement” is used to sell their diet program. Celebrities such as Valerie Bertinelli and Queen Latifah encourage people to sign up for Jenny Craig. If they lost X amount of weight, so can the average person! People take notice when celebrities are front and center. If a famous celebrity is backing up your product or service, people will jump on the bandwagon and buy, buy, buy!

Media Coverage – What better way to promote your business than through the media? With media coverage, your company is seen by HUGE audiences across the world. The media covers diverse mediums including: print, TV, radio and the Internet. That’s a LOT of people watching you on TV or reading a syndicated feature story about you online.

Tags: case studies, endorsements, expert opinions, social proof, testimonials

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