You’re in an awkward position when it comes to marketing any organization. On the one hand, you want to reach out to as many individuals as possible and convert them into customers. On the other hand, you’re a customer, straining through all the false claims, jargon, and content clutter in search of a genuine article.
If only there was a useful, genuine strategy that would benefit both the company and the customer! There is, of course, or else this blog article would be over. But now we’ve set the stage for the magical method: marketing with social proof.
Social proof is the only type of marketing content that people enjoy and actively seek out on their own. Because it’s based on facts or material from real individuals outside your firm, it’s reliable. It can include use case examples and answers to frequently asked questions that lead to purchases.
It’s educational, reassuring, and can be done for free. Using social proof to help people understand that what you have is exactly what they need is the most authentic method to help people understand that what you have is exactly what they need, whether it’s consumers, clients, or potential donations.
1. How to Create Social Proof for Your Company
Most businesses that have been in operation for five years or longer have gathered some form of social proof.
Newer organizations, on the other hand, may lack data or reviews. Some companies may not be able to offer the most convincing facts in testimonials or success stories due to legal or moral constraints. It’s also possible that your firm has never kept track of data previously. You can quickly start to establish social proof using these five basic strategies, no matter what your scenario is.
There are a variety of ways to earn this content, so don’t rely on friends, relatives, or coworkers to submit bogus evaluations!
Here’s how to do it properly:
Send clients a link to your Google Business, Yelp, or other review sites to make it simple for them to post a review.
Provide a simple way for customers to write product evaluations, such as a targeted follow-up email after a purchase, a website survey, a text message, or a social media post with a link to the chosen review place.
Make contact with satisfied customers to request a testimonial.
Showcase customer photo reviews on your website and social media, if applicable, to convert reviews into a fun community. Offer a free trial, early access, gated content, coupon, contest entry, or a complimentary feature, service, or upgrade in exchange for honest feedback.
People that write favorable comments on your social media posts should be contacted and asked if their comments can be published as website reviews.
Ask the folks you’ve assisted whether you may interview them for a success story if it’s appropriate for a non-profit.
2. Supporters of the brand
A brand ambassador is someone who genuinely cares about your company and promotes it to others. This is usually a long-term relationship, unlike with an influencer. Their recommendations result in new business, which provides you with more information and reviews to work with.
Traditional brand ambassadors are people who utilize your product or service, share your values, are well-known, and are employed to promote you. They might appear in advertisements and on your website, similar to how Nexii, a green construction firm, has a page dedicated to its ambassadors.
On a website, three photographs of brand ambassadors are shown in a screenshot.
Customer or client brand ambassadors aren’t paid, but they’re out there providing nice reviews and comments, as well as telling others how pleased they were with your services. If you have a great product and excellent customer service, you’ll gain a devoted following of customers who actively refer business to you.
Employee brand ambassadors are members of your own team who help spread the word about your company to their own networks. This should be completely optional, and it could include sharing your social media postings, praising you in online comments, or encouraging individuals to apply for jobs.
You never know who they’re friends with!
3. Participate in industry competitions
There are numerous awards for anything from products and services to customer service. The best thing is that many of them will result in a backlink from the contest’s host site.
If you’re on a budget, look for free, relevant contests that can award you with a prize such as a logo or a badge for your website and marketing. There are also paid contests with larger prizes and more oomph in terms of social proof.
Also, keep your eyes peeled for local and regional honors! Encourage clients to vote for you in person or on social media, as this Santa Cruz solar company did on Instagram. If that’s too much for you, brand advocates can help you get nominated and wrangle votes.
4. Distribute Press Releases
Don’t sit around waiting for the media to come to you! As a former journalist, I can attest to the fact that press releases are a fantastic resource for writers looking for fascinating articles or to fill content gaps.
You can learn how to create a decent press release from a variety of internet tutorials, or you can hire a PR agency if you have the funds. Pro tip: press releases can also be turned into blog posts.
5. Gather user-generated content
User-generated content (UGC) is very popular in the B2C market, but that doesn’t mean that B2B and non-profit organizations can’t benefit from it as well.
There are two primary ways to obtain UGC: through your website and through social media. Before distributing client images anywhere other than where you found them, always get permission first.
Allow customers to upload images of themselves to their website reviews in a simple (and enjoyable!) way.
Create a branded hashtag for customers to use when posting images and videos of your product, service, or effect, and promote it on a frequent basis. Create and promote brand hashtags for any events you host or attend where people may take pictures of you.
Check all brand hashtags, account tags, and mentions on a regular basis (this is known as social listening) for consumer content. Run contests or provide something in exchange for photographs and videos to encourage UGC contributions.
Take it a step further by developing personalized augmented reality filters and social media challenges that clients will want to participate in.