What’s ‘social proof’?

So, what is within your power, with regards to social proof?

Including facts and figures in your marketing literature helps your social proof, as long as the information is true and verifiable. When including testimonials, adding the person’s first name/initials and their photo strengthens their quote.

Being connected to third-party associations and taking out industry memberships can also further your business’s credibility, though the latter is really a measure of the money you’re prepared to spend, as few organisations of this kind vet their members or apply any sort of interrogation when companies apply to join—which can devalue the membership.

Include user content in your social media marketing. The images taken by customers of your product may not be of professional standard, but what they show is of equal value: a satisfied customer wishing to spread the (good) word about your business.

If you receive a bad review on your business, this may entirely be justified; however, something strange can come over people when they get behind a screen. Fake bad reviews are just as prevalent as fake good ones. That said, there’s something suspicious about a business that never puts a foot wrong and is always ‘five stars’. After all, every business makes mistakes from time to time. A flawless track record can lead some consumers to suspect fake accounts are at play, as mentioned above.

If you do receive less than complimentary feedback, be sure to add your comment to their review. Thank the reviewer for taking the time to share their thoughts (even if, inside, you’re dying to hunt them down and serve some sort of retribution for what you may see as an unfair or unfounded review). Explain where your standards fell short (if there’s some truth in their report), assure them that it won’t happen again and offer them some sort of compensation, like a free meal/another visit, something relative to what you sell). If the reviewer is trying it on or being cruel on purpose, don’t be drawn down to their level. Still thank them for their reply and try to refute their claims without getting into an argument, sticking to the facts. Often, the way you handle a poor review can actually draw customers to you.

As mentioned, much of the social proof surrounding your business will be hard for you to influence in any other way than simply being good at what you do and appreciating your customers. However, following the points mentioned above will give you some control over how your company is perceived.