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The importance of ‘Social Proof’ in marketing

What is social proof?

According to Wikipedia “Social proof is a psychological phenomenon where people assume the actions of others in an attempt to reflect correct behaviour for a given situation. This effect is prominent in ambiguous social situations where people are unable to determine the appropriate mode of behaviour, and is driven by the assumption that surrounding people possess more knowledge about the situation.”

In other words if other people are doing something, that’s validation that I should be doing it.

Whilst not a new concept it is becoming increasingly important in a world with fewer human touch points and online sales and marketing.

Types of social proof in marketing

Types of social proof in marketing

How to use social proof

Use it everywhere! On your website, your blog, brochures, social media, proposals etc. Think about where you can use it in different places. So on a free trial page of your website you may want to emphasize how many other people have signed up for a free trial; in a proposal a testimonial or list of similar clients in your prospects industry can be effective.

Hopefully this has given you an overview of the importance of social proof and how you can use it in your marketing. Think about all the different types of social proof you have and where you can gather it from and then use it.

For further help with social proof just get in touch.


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