My parents once said after I did something stupid, “If all your friends jumped off a bridge would you?” to which I replied, “Only if I went last and didn’t hear splat SCREAM.” They weren’t amused by this, but I thought I was funny.
The point is that we look for social proof in our lives to gauge what is generally accepted as correct and then act accordingly. Online we see social proof in the form of reviews, mutual friends, number of likes, tweets, views, testimonials, etc.
As a business you need to utilize these powerful social signals to indicate to you visitors and customers that what you’re offering is normal and acceptable because hundreds if not thousands of others have gone before them and tried it out and approve.
How to execute this growth tip
Take stock of all the social proof assets you have. Things like testimonials, Google reviews, Facebook reviews, newsletter subscribers, number of customers, case studies, logos of clients, logos of places your business has been featured, etc. If someone or something else has endorsed you in some way, that's social proof.
Organize your social proof into categories relating to your product or service. This could be done by feature, industry, customer type, etc.
For example, if I had client rave about how we rebuilt their website in two weeks to help them be ready for SharkTank (true story), I'd put that testimonial on my website development services page.
Incorporate those social proof items everywhere. Obviously on your website, but also on social media, in your email signature, etc. Use canva.com to make them more fancy, but where possible, leave them virgin; meaning if it's a Google review, try to pipe it into your website with a Google review widget so that a visitor can click on it and see it's real.
BONUS TIP: If you don't have many social proof assets, don't worry! Get in the habit of asking people to give you a review or a testimonial. Capture them on your smart phone on the spot as a video. Or use a tool like ReviewLead to capture reviews from past customers and pipe them into your website.
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