When it comes to making purchasing decisions, B2B buyers rely heavily on trust and credibility. After all, they're not just making decisions for themselves, but for their entire organisation. And let's be real, no one wants to be the person who made the wrong call and wasted the company's hard-earned cash. That's where social proof comes in - a powerful tool that you can use to influence those decisions and make sure your product or service is the clear choice.
But what exactly is social proof? It's a mental shortcut that we've evolved over thousands of years. Rather than having to make brand new decisions, which used to involve risk to our survival, we evolved to assume that if a large number of people in our social group already took that risk and survived, then it's reliably safe for ourselves to do so too.
Think back to the last time you were at a zebra crossing (or crosswalk if you’re US inclined!) and a huge crowd of people started to cross. Rather than looking to see if the lights had turned green, have you ever simply trusted that it was safe because of the sheer number of people who decided to cross? I know I have. At that moment, there's no guarantee that the light is green, or that there isn't a giant bus heading towards you. But if the majority of people have decided it's safe, you were willing to risk your life on that. This is the same principle that social proof works on in the business world.
Now, you may be thinking, "But wait, I've been swayed by social proof before and it turned out to be a bad decision!" And you're right, social proof isn't foolproof. But it's important to remember that social proof is most effective when it's used in conjunction with other forms of information. For example, if a product has great reviews and a high number of industry awards, it's more likely to be a good choice than if it only had one or the other.
When it comes to creating effective social proof, it's important to keep the following things in mind:
Make sure it's relevant: If your testimonials are from customers in a completely different industry, it's unlikely to be as effective as testimonials from customers in a similar industry.
Make sure it's credible: If your testimonials are from people who are clearly not real or have clearly been fabricated, it's unlikely to be as effective as testimonials from real, verifiable customers.
Make sure it's current: If your testimonials are from customers who haven't used your product or service in years, it's unlikely to be as effective as testimonials from current customers.
There are several types of social proof that you can include in your B2B marketing. Testimonials, for example, provide specific examples of how your product or service has helped others. Industry awards demonstrate that experts in the field recognize your product or service as being of high quality. User reviews give potential customers an idea of what to expect from your product or service. Safety in numbers gives you confidence because a large crowd has tried it already. And case studies provide a detailed look at how your product or service was used to solve a specific problem or achieve a specific goal.
Let's start with testimonials. These are the bread and butter of social proof. They provide specific examples of how your product or service has helped others. And let's be real, everyone loves a good success story. They're like the "before and after" photos of the marketing world. Showing a potential customer that other people have had success with your product or service makes it much more likely that they'll take the plunge too.
For example, DropBox use testimonials on their website homepage to demonstrate how people just like you and me have used the platform and found great value in it. Including a photo of the person who wrote the testimonial adds bonus points, because it provides proof that it was written by a real person. The holy grail is if you show testimonial videos from your customers - as that is indisputable evidence, and the viewer can even see their emotions as they talk about it. That fires mirror neurons, which is another psychological heuristic that I’ll write about another day.
Next up, industry awards. These demonstrate that experts in the field recognize your product or service as being of high quality. Winning an industry award is like getting a seal of approval from a group of experts. It's a powerful way to build credibility and trust with potential customers.
For example, Zoom, the video conferencing software, uses social proof on their home page, where they have an entire section dedicated to reviews and awards, titled "Trusted by businesses, loved by people".
User reviews are another powerful form of social proof. They give potential customers an idea of what to expect from your product or service, and provide valuable insights into how it's been used in the real world. User reviews can be found on sites like Trustpilot, Yelp, and Google Reviews.
For example, according to Trustpilot, Dropbox Business, a cloud-based file sharing and storage service, has an overall rating of 4.5 stars out of 5, based on over 3,500 reviews. This serves as a powerful social proof that reassures potential customers that Dropbox Business is a reliable and effective solution for their business.
Safety in numbers is another effective way to create a sense of security. Exactly like the zebra crossing example I gave earlier, if you see that a large number of people have found success, it’s far more believable that you’ll also find success. Referring back to DropBox again, they use this tactic right at the top of their home page, where they say “Trusted by over 700 million registered users and 600,000 teams”. The sheer size of those numbers creates a great deal of trust, despite the fact that proving the statement would be nearly impossible. All they’re really saying is that they have 700 million registered users across 600,000 teams - and there is zero evidence that they all trust DropBox. In fact, I’d argue that’s highly unlikely. But it doesn’t matter. The effect of this statement is subliminal and it creates massive amounts of trust.
Finally, case studies provide a detailed look at how your product or service was used to solve a specific problem or achieve a specific goal. They're a great way to show potential customers that your product or service has been used successfully in similar situations.
For example, Salesforce, the world's #1 CRM platform, uses social proof prominently above-the-fold on their home page, where they claim that 98% of their customers "meet or exceed their ROI goals". This statement serves as a powerful social proof that reassures potential customers that Salesforce is a reliable and effective solution for their business.
Zoom provide another example here, where they have a section on their home page titled "real-world stories of people working better together" - thereby focusing on the real value that the product provides, rather than only the tool. This is an important difference to note, by the way. Focusing on the real value that people buy - often an emotional value - is far more effective than focusing on the product/service itself. For example, if someone said “I used the tool and it worked” - it’s far less emotional or convincing than saying “The tool helped our entire team to collaborate and become more productive over long distances”. The outcome is what’s important.
For example, according to a case study from HubSpot, a leading inbound marketing and sales platform, a consulting firm used their software to increase website traffic by 55%, lead generation by 90%, and revenue by 17% in just six months. This serves as a powerful social proof that reassures potential customers that HubSpot is a reliable and effective solution for their business.
Incorporating social proof into your B2B marketing strategy is a smart move. It helps build trust and credibility, and ultimately increases conversions and revenue. So, take a look at the different types of social proof available to you and think about how you can use them at different stages of the customer journey. Trust us, your potential customers will thank you for it.
But it's not only about including social proof, it's also about creating effective social proof. To create effective social proof, make sure it's relevant, credible, and current. Make sure your testimonials are from customers in a similar industry, make sure they are real, verifiable customers and make sure they haven't used your product or service in years.
In addition, it's important to consider the use of different types of social proof at different stages of the customer journey. At the top of the funnel, social proof can be used to attract and engage potential customers. In the middle of the funnel, social proof can be used to persuade and convert potential customers. At the bottom of the funnel, social proof can be used to retain and upsell customers.
Finally, consider the format of your social proof. While testimonials, awards, and case studies can be included on your website, brochures, and email campaigns, they can also be used in other formats such as social media, video, and podcasts. This can help make your social proof more dynamic, engaging and effective.
It's also worth mentioning that social proof works because it's a mental shortcut that we've evolved over thousands of years. Rather than having to make brand new decisions, which used to involve risk to our survival, we evolved to assume that if a large number of people in our social group already took that risk and survived, then it's reliably safe for ourselves to do so too.
Think back to the last time you were at a zebra crossing (crosswalk in the states!) and a huge crowd of people started to cross. Rather than looking to see if the lights have turned green, you simply trusted that it was safe, because of the sheer number of people who decided to cross. There's no guarantee that the light is green, or that there isn't a giant bus heading towards you. But if the majority of people have decided it's safe, you're willing to risk your life on that. This is the same principle that social proof works on in the business world.
So, the next time you're creating a marketing campaign or revamping your website, remember the power of social proof. It's a proven way to influence purchasing decisions and give your potential customers the confidence to take the plunge with your product or service. And when in doubt, just think back to that zebra crossing. If a crowd of people are crossing, chances are it's safe to do so too.
In conclusion, social proof is a powerful tool that you can use to influence B2B purchasing decisions and build trust and credibility with potential customers. By incorporating different types of social proof at different stages of the customer journey and making sure it's relevant, credible, and current, you can increase conversions and revenue for your business. So, go forth and make some awesome social proof! Trust me, your potential customers will thank you for it.
