Michael Epps Utley 
Leveraging social proof is a great way to make your copy more compelling and encourage people to take action, such as scheduling appointments, purchasing goods and services, and providing contact information.
This guide explains social proof, the types available, and the proper ways to use it.
What Is Social Proof?
Social proof is a psychological phenomenon where people validate their actions because others like them have done similar things and achieved success.
When you read a landing page and see a testimonial from a similar customer, it’s an example of social proof. Social proof also shines through when you schedule a demo appointment because you’ve seen how a software solution solves the issue you are dealing with.
In short, social proof leverages third-party influence to encourage consumers to act.
Is Social Proof Effective?
Yes, social proof works. It’s actually a powerful marketing tactic.
Consumers prefer to purchase products and services that make them feel better and improve their lives. Before taking the leap, however, they want to know that their action will result in the desired outcome. By using social proof (including testimonials, reviews, and trust icons), you help prospective buyers make a decision, feel confident about their choice, and know that their action is part of something bigger. Social proof is powerful because it can trigger emotions, moving the marketing and sales process beyond the intellectual.
Typically, when A/B testing landing pages, those that include social proof perform better.
Six Types of Social Proof
Here is an overview of six of the most common types of social proof.
1. Case Studies
Case studies reveal how a customer found success with your product or service. The best case studies don’t just provide anecdotal evidence; they also include data and statistics that show improvement and success. Case studies can be practical when marketing B2B software, agency services, medical care, and other things that require numbers to get people to act.
2. Testimonials
Testimonials are simple, short-form recommendations from pleased customers. They can be text- or video-based. They can be used in marketing most types of products and services. What’s critical is to use terms and images that build an emotional connection with prospective buyers. Testimonials are more feeling-based than case studies. Still, the best testimonials speak to real results.
3. Ratings and Reviews
Ratings and reviews are similar to testimonials but are more objective. They are particularly effective for products and services that are very technical or in highly competitive industries. If you don’t already have one, set up a program to encourage pleased buyers to leave ratings and reviews. Also, make it a point to regularly check forums and review sites like Yelp and Google and respond to both positive and negative reviews.
4. Social Media
Positive feedback for your brand can come from tweets, Facebook posts, Instagram comments and mentions, and more. Check your social media feeds often and save every positive thing people say about your products and services. This type of social proof is best for consumer products and services. However, it can also be effective in certain B2B markets like contracting and maintenance services.
5. Trust Icons
Trust icons are logos from companies that vet consumer sentiment about businesses. A key example is the Better Business Bureau (BBB). While not technically direct social proof, BBB ratings are based on collective consumer feedback, typically complaints about poor-performing products or bad service. Posting a BBB trust icon (the organization’s well-known logo) confers its imprimatur on your business. Take things a step further and include snippets of reviews in addition to these trust icons.
6. Data
A solid statistic can be worth a thousand words — or more. For instance, telling consumers you have a large and specific number of satisfied customers can be a powerful way to convince them to do business with you. What’s key is that any metrics you mention must be specific and supportable. Vague statistics make it seem like you may be making things up. As mentioned earlier, case studies provide a powerful way to turn real data into solid narratives that touch your audience's analytical and emotional centers.
How to Leverage Social Proof in Your Marketing
Here are some key ways to use social proof in your marketing:
Landing pages. Social proof is helpful on landing pages because people trust other people like them more than they trust small business owners and marketers. Social endorsement is a great way to support what you claim about your products and services on landing pages. It can also help counter objections prospective buyers may have.
Pop-ups. Placing a pop-up with social proof near a call-to-action can be a great way to reinforce the need for consumers to act.
Social media posts. By definition, social media is social. People like to see people like themselves on platforms like Facebook, Instagram, and X. Featuring social proof on social media posts can be a great way to entice consumers into your marketing and sales funnel.
Sales presentations. Including real-world proof can help close deals. When people are ready to purchase, this can be just what it takes to push them over the edge.
Social Proof: The Final Word
People are more likely to trust fellow consumers than business owners, marketers, and salespeople. Incorporating social proof throughout your marketing and sales process can help you build trust and close more deals.
