10 tips for displaying social proof in your marketing

Discover 10 ways that social proof can be used as a marketing tool to win prospecting customers over and bolster the credibility of your business.

What is social proof?

Social proof is a psychological concept in which people are influenced by the opinions, testimonials, and perceptions of their fellow consumers. 

When people see demonstrable proof that others enjoy a product or service, they are more likely to follow suit. 

Influencers are a prime example of this, but there are many different types of social proof, such as testimonials and how-tos created by friends, family, and peers online.

Social proof is used frequently in marketing strategies to convey value to audiences and help businesses foster trust and credibility with consumers. 

As a financial advisor, employing social proof in marketing can help prospective clients feel more confident in your services and become more likely to hire you.

What are the different types of social proof?

If you want to use social proof to attract customers and cultivate a broader, stronger brand reputation for your firm or services, there are several different types to be aware of: 

• Customers
• Experts
• Celebrities
• Crowds
• Friends
• Certifications/awards

The more diverse your social proof is, the more impressive and trustworthy your business becomes to new faces. 

Mixing it up with previous client testimonials, friend or colleague referrals, and any special public mentions or rewards you’ve received are all excellent types of social proof to incorporate into your digital marketing strategy. 

What are some social proof examples?

A vast number of brands and businesses have successfully used social proof marketing to increase audience engagement, grow their reach, and boost conversions. 

Yelp is a great example of a business that uses social proof in marketing. The crowd-sourced review brand functions by publishing authentic customer experiences with various businesses informing other consumers about what they like or dislike about a certain product or service. 

Another social proof example is the film and TV show rating platform Rotten Tomatoes, which serves as a digital space for people to share opinions on the movies they’ve seen. 

The open testimonial aspect of both of these businesses allows the public to gauge the value of different brands and make an informed decision about whether to experience or purchase them. 

What are the benefits of social proof?

There are many benefits of social proof in marketing. Some of the most significant ones include:

• Improves shopper confidence: Studies show that 87% of online shoppers believe social media helps in making purchasing decisions.
• Conversion rate optimisation: Online reviews of products can increase sales conversions by up to 270%.
• Enhanced credibility: 72% of consumers agree that positive reviews increase their trust in a business.
• Stronger brand reputation: Nearly 74% of customers cite a positive review as a way to establish trust.

How to display social proof in marketing

Demonstrating social proof in marketing requires a keen understanding of how digital platforms work and what types of social proof are most compelling to audiences. 

These 10 tips for displaying social proof in marketing can help you showcase your financial advisory services in a way that inspires confidence and trust with your ideal clients. 

1. Testimonials on homepages

Consider adding authentic, recent testimonials from existing clients on your website's homepage to convey value to prospective audiences.

2. Customer reviews

Encouraging customers to supply reviews after working with you can be an effective way to garner positive interest and offer personalised insights into the unique service experience that you offer. 

3. Provide case studies

Pairing social proof in marketing with digestible, well-presented data is a good strategy for connecting with audiences and offering tangible proof of your skills. 

Provide case studies of previous clients' results to help prospective clients see the potential growth of obtaining your services. 

4. Highlighting demand

Today’s consumers are very crowd-oriented. Highlighting the demand for your services via numerous customer reviews, infographics, or content that showcases their popularity can help prospective clients buy into your business’ success. 

5. User-generated content

User-generated content is any content created by people who have used your services. It performs well on social media and demonstrates that you have a healthy, growing, and trust-based relationship with your previous clients. 

6. Mark products as ‘popular’

The more popular a product or service is, the more likely demand is to continue. List your best-selling products as ‘popular’ to highlight your in-demand status. 

7. Prompts for upsells

Upsell prompts are digital pop-ups or messages that encourage site visitors to upgrade their subscription tier or access to your services. They can be an effective way to boost the value of your offerings. 

8. Brand collaborations

Collaborating with other brands demonstrates relevance, adaptability, and value — all of which are key to strong social proof in marketing strategy. It can also expand your audience's reach and get the message of your services out there to wider audiences from different demographics. 

9. Publicise awards and achievements

Awards are something to be proud of. They are also one of the most verifiable ways to convey that your products or services have value and that the world recognises that value. Make sure to add them to your professional website. 

10. Professional approval and brand advocates

Professional endorsement from other industry thought leaders and ambassadors is another effective way to use social proof in marketing. Approval from professionals and brand advocates highlights your prevalence and acceptance in the wider community. 

Want to work with Unbiased?

Using social proof in marketing effectively elevates your business’s online presence and builds a stronger base of loyal, satisfied clients. This form of marketing is becoming increasingly popular, and it’s well worth capitalising on. 

Elevate your marketing strategy by utilising social proof and growing your firm with Unbiased Pro. You’ll get leads straight to your inbox and the tools you need to convert them.