Building consumer trust is priceless. In a digital world, sales organizations can achieve it by creating and promoting social proof.
This guide defines social proof and how it benefits B2B marketers and content strategists, and offers ways to create and use social proof marketing on websites, in ads, and via content to boost brand awareness and favorability online.
What is social proof?
Why is social proof important for marketers?
Social proof marketing helps brands boost their credibility and engagement with target customers. Buyers are more likely to make a purchase decision after reading a trusted review at various stages of the purchase funnel. In turn, social proof tools help B2B organizations convert more buyers on ecommerce pages or generate new sales leads through branded websites or landing pages.
Examples of social proof in marketing
User ratings and reviews
User ratings are those infamous starred rankings placed on ecommerce or third-party websites. These “out of five stars” ratings measure customer satisfaction with their recent purchase. The more stars a product or service is rated, the more confident buyers will feel when purchasing.
Customers may choose to leave a review or personal account of their experience using the product or service with their rating. Again, the more positive the review is as a social proof tool, the better the outcome of the sales organization.
However, negative reviews are also valuable. They can help customers trust the other positive reviews on the page even more – they build trust in the authenticity of positive reviews, knowing that the seller is willing to share all reviews on their site to allow consumers to decide for themselves. It also gives brands the feedback they need to improve their offerings and boost customer satisfaction.
Case studies
Case studies are compelling proof that other B2B buyers were satisfied after purchasing a product or service. They are a deep dive into a past client’s business problem, telling a story about how a sales organization helped them overcome their challenges using specific solutions.
The video below is an excellent example of how to craft an influential B2B case study. The process typically involves interviewing a spokesperson from an organization and writing or shooting their business story to help sell a product or service on behalf of the brand in question.
Sales organizations should host and promote their best case studies on a branded website. They can also promote case studies on LinkedIn Company Pages, branded social media posts, and video channels.
Testimonials
Testimonials are similar to online reviews, in that they are short quotes from satisfied clients, highlighting what they loved most about using a product or service. The difference from a review is that a company should only ask its top clients to provide a testimonial, or extract a quote from a case study.
Sales and marketing teams can then showcase the testimonial as social proof branding at the bottom of a branded website or landing page and even on social media or digital ads. For instance, in the social proof example below, LinkedIn included a headshot with the name and title of their client on their website to add a personal touch to the testimonial.
Social media
When customers share user-generated content about a product or service in a social media post, it encourages their peers to visit the brand’s website or app to learn more.
That influence is particularly significant when someone asks for product or service recommendations on social media.
In the B2B space, brands collaborate with social influencers and industry thought leaders to generate and promote positive word of mouth via social media mentions, shares, or video reviews.
Trustworthy logos or icons
Not every business uses social proof logos of past customers on their websites, but the visual display can positively impact a prospect’s final purchase decision. Securing the brand’s permission to use its logo on another business’s website is always essential.
Additionally, ecommerce or software as a service (SaaS) websites can benefit from including “verified by” proof icons for third-party industry organizations that ensure the safety and security of a buyer’s personal information.
For example, trusted logos or icons for Norton Secured, BBB Accredited Business, Trustwave Trusted Commerce, or TRUSTe Certified Privacy all reassure customers of expert-backed safety in their purchases.
Statistics or supporting data
How to build social proof for B2B marketing
Choose the right type of social proof
Small to medium-sized businesses may have limited time or resources to generate social proof when getting started. In that case, choose only the types of social proof that can be created quickly, such as asking past customers for testimonials or ratings and reviews of their recent purchases on the brand’s website.
As a business grows, B2B brands can hire content marketers or public relations professionals who can produce high-quality case studies. Alternatively, they can work with social media influencers and industry thought leaders to boost word-of-mouth recommendations and reviews on platforms like LinkedIn.
Incentivize customers to create and share social proof
Many B2B sales organizations offer customers an incentive to encourage them to write a testimonial or review and share it on social media. Some examples might be a 10-20% discount on the customer’s next purchase, a free product upgrade, or access to a new beta trial.
However, it’s important to make sure an incentive isn’t so big that it suggests the sales organization is paying people to write reviews. Customers can spot spammy or insincere reviews.
Showcasing a B2B client’s success in a case study can grow their professional reputation as an industry thought leader and creative problem solver. Likewise, it can boost the client’s product or service’s brand awareness online.
So, when customers give their precious time to share their case study information with a sales organization, be sure to promote it heavily to return the favor.
Focus on quality
Remember, quality trumps quantity when it comes to customer case studies, testimonials, or reviews.
It also takes time to build up a robust number of reviews or testimonials, so be patient when getting started.
Additionally, take the necessary time to conduct detailed interviews and craft comprehensive case studies that give prospects enough information to purchase a product or service confidently.
Make social proof easy to find
After creating social proof assets, post them on company websites or landing pages. Sharing them via social media boosts social proof visibility and brand awareness.
Likewise, repurpose the best social proof assets for other promotional opportunities. For instance, create a brand awareness or lead generation social proof advertising campaign that features stats or quotes from recent case studies.
Promote case studies on a LinkedIn Company Page or share testimonials and case study highlights in marketing collateral, sales presentations, web content, and webinars.
Building and promoting social proof on LinkedIn
Social proof marketing builds trust and informs buying decisions. It doesn’t matter how much social proof a brand has initially; just be sure that whatever is created is high quality.
The examples and social proof principles this guide highlights can help emerging businesses get started. If a marketing team’s time is limited, start simple with testimonials, or display recent customer logos at the bottom of a branded website homepage or in social proof ads.
Consumers also appreciate and trust social media and user-generated (UGC) recommendations via testimonials, product reviews, and case studies. Encourage loyal customers to share their reviews or product recommendations online using incentives and mutually beneficial promotions of their social proof content.
Visit the LinkedIn Ads website to learn how to promote and incorporate social proof into online advertising campaigns.
