Social Proof
Lesson 36 from: Brand Marketing Bootcamp: Build An Actionable Marketing PlanScott Lancaster
Social Proof
Lesson 36 from: Brand Marketing Bootcamp: Build An Actionable Marketing PlanScott Lancaster
Lesson Info
36. Social Proof
Lessons
The definition of strategy
03:39 2The 4 stages of marketing
03:16 3The difference between strategy & tactics
03:46 4The 6 laws of marketing
09:56 5Understanding Creative & Distribution
02:16 6The 4 marketing P’s and how to use them
05:08 7SWOT Matrix and how to use it
02:28 8Porter's Five Forces
04:4360/40 Law of marketing
04:04 10The marketing funnel
06:27 11Analyzing your competitors
07:14 12Deciding your target audience
06:59 13Creating your marketing objectives
11:42 14Pricing your products perfectly
08:16 15Watch this before arranging your marketing strategy
02:21 16Awareness, finalizing your awareness tactics
03:52 17Partnerships and affiliates (free tactic)
09:40 18Blog writing & SEO
07:26 19Podcasting
07:10 20Public Relations
05:58 21Giveaways
07:18 22Word of mouth
06:21 23Valuable courses
08:09 24Social media overview
05:28 25YouTube
09:36 26TikTok
03:58 27Twitter / X
04:48 30How to create better content in half the time
07:54 33Why start-ups should never use paid advertising for awareness
06:21 34Education & Consideration
01:33 35Workshops & Webinars
08:39 36Social Proof
06:55 37Effective Email Marketing
05:34 38Utilizing FAQ Sections
05:31 39Portfolio & case studies
07:39 40Leveraging product comparisons
03:26 41Tips to increase desirability
07:22 42Harnessing the power of Google reviews
05:20 43Sales & Conversion
02:28 44Psychological tricks to convert customers to buying
08:25 45Building a list of customers ready to buy
08:46 46Irresistible Offer
08:31 47Persuasive Sales Page
07:35 48Promotions & Free shipping
04:24 49Improving conversion rate (PIPE FRAMEWORK)
06:39 50Customer Retention
03:43 51Expanding your product range
07:18 52Asking for feedback & refining your product
03:37 53Loyalty programs and the subscription model
06:43 54Gifts & Surprises
05:02 55Finalizing your marketing strategy
07:40Lesson Info
Social Proof
So how can social proof help to encourage customers to buy from you? So first of all, let's confirm what social proof actually is. Now, social proof can come in many shapes and forms such as testimonials, reviews, places that you've been published, maybe a magazine, written a story about you five star reviews on trustpilot, Google reviews. Basically anywhere where a customer can leave some feedback or some insight in regard to their experience with you personally. Now something to keep in mind and is not all social proof is the same. Now, what I mean by that is if you look at two different reviews, one of them is on the actual company's website and one of them is on trustpilot or Google, which one of them do you think is more authentic or actually worth more in building trust? Well, we're probably going to say that the one on the third party website is more trustworthy because the people who are actually managing the website could have just put inauthentic reviews on their web page. Th...
is is something to keep in mind because if you have of millions of reviews on your actual web page, yes, it's going to help having authentic reviews on the likes of Google and on the likes of trustpilot is also going to help and you don't need as many as long as they are all positive. Obviously, there are a few things that you should be thinking about when you're looking to gather social proof for your brand or business. The first thing is to actually gather reviews. I know this sounds stupid but do not wait for people to give you a review and instead make sure that you're reaching out and putting in the time of effort to actually build that social credibility because people are not thinking about giving you a review as a priority. They have millions of things to do in their life. So they be reminded to give you a review. If they think it's actually worth while leaving their feedback, you could pass to someone for 20 years and they just would never give you a review because it's just not in their nature. But some people just need a little bit of a nudge. So make sure that you send maybe one or two e mails or one or two messages. Just to say, listen, I would love hear your feedback in regards to the product. Let me know if you have any issues or any concerns. But I would love you to leave a review on our profile if you really have the time. Now, once you have these reviews, something that we actually cover in the digital presence course within the five step program is that the reviews need to be in a prominent place. You need to showcase the reviews after you've emotionally connected with the target audience. After you've actually explained exactly what you can offer and the review should come after that as a trust builder. This is essentially because the person who's actually looking to buy from you is essentially just looking for a little bit of reassurance that what they're about to invest their money and time into is not going to waste their resources. Now, what I usually do is whenever I have a Zoom call with a client as kind of the end of our process when we're working together is I'll just ask them, how is it working with us? How did you find the process of building your brand with us or building your website? And what generally happens is they'll just go off on a rant of how great want to work with us, what they liked, what they didn't like. But it's my responsibility to ask that question and actually probe the client to get that response so I can then use that recording to ultimately promote my services on my website later. So what are the main benefits of using social proof? Well, you obviously have the trust building aspect, which is going to be huge because if a customer doesn't trust you, they're not going to buy from you. Next is the conversion aspect. So if someone actually trusts you, then they're more likely to buy from you, which is obviously going to to significantly increase your conversion rate. And lastly, it actually encourages customer engagement. So for example, I had a client around three years ago who actually gave me some really great feedback in regard to the naming presentation that we were offering our clients throughout the name development process. And this single piece of feedback actually inspired me to redesign our entire naming presentation and process to make it better for future customers. So by getting this feedback, it's not only going to encourage customers to actually give you their honest opinions, but it's also going to help you improve your business and product going forward. Now, obviously, there are some cons on negatives to asking for reviews or social proof and this could come in the form of negative reviews which sometimes happens, maybe a customer isn't happy and they just don't want to reach out. They just want to cause a little bit of chaos and see the world burn, so to speak. Another is authenticity concern. So for example, but you could have tons of reviews on your e commerce website, but they could all just be seen as being manipulated by the actual owner of the website that could be you, which obviously isn't great and it doesn't really inspire a lot of trust and lastly actually monitoring and managing the reviews. So for example, if you're getting negative reviews on Google, then you have to actually reply to the negative reviews or even the positive reviews, to be honest to ultimately answer why that experience was so negative and maybe someone's just being super awkward and just trying to basically damage your company. You need to handle that and manage it in a really effective way. Now, brands like Amazon and Airbnb use reviews to really boost conversion rates and ultimately you are not going to buy a product that has zero reviews over a product is pretty much identical, but has 150 reviews. It just doesn't make any sense. Social proof is a huge factor when we are looking to buy things when we're looking to ultimately invest our hard earned money into a purchase. And after assessing social proof, I've scored it at 10 in regard to cost to set up because it doesn't really take a whole lot of money to get a Zoom call with someone and talk to them and get a review from them. And also as well, most of the reviews should come from your actual product just being great. So you don't actually have to invest any money in it whatsoever. So in regards to cost, I would score a 10 in regards to setting things up, I would score at a seven. And reason being is it doesn't take a whole lot of time or effort to set things up to actually get things to a point where you can ask people for reviews. It's just a simple email or maybe you have to jump on a quick call with them, which isn't a huge bother, but the energy to maintain is scored at four. And the reason for that is we need to stay on top of our reviews. We need to make sure we're answering them. If someone needs a negative review, we need to ask them what was wrong and how we can help them in future and basically how we can improve the product. That is, is something that you do need to consider when you're looking at the types of social proof that you are to be gathering. But in regards to roi return on investment, social proof is by far one of the best things that you can do for your business, I personally have really invested in getting video reviews of clients and I manage them on a regular basis to update my website. It helps every single time I add a new testimonial or I update them or I just do something a little bit different to make them a little bit better. It always helps to boost conversion and get me ultimately far more clients through the door. Anyway, I hope this lesson helped you to understand social proof a little bit better. But if you have any further questions, please feel free to reach out. I'm always here. To support you, but I will see you in the next lesson.
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