When you look for a new product or service, do you put trust in the ads that promise amazing results, or is the price the determining factor? Maybe a friend has recommended a product to you, or you have bought it after carefully reading online reviews. Well, then, you’ve also experienced the power of social proof.
Every conversion, from online purchases to sign-ups, downloads, or donations, stems from trust. People need to believe that your brand will deliver what it promises, whether it’s content that converts, a long-lasting product, or any solution to their problem. Experienced marketers know that offering free trials or discounts is what attracts most prospects to their widely cast net.
In that sense, social proof is especially powerful in corporate sales. B2B decision-makers constantly rely on the advice of experts, peers, colleagues, and online reviewers to make the best choices for their companies. Social proof that comes from thought leaders or admirable competitors is crucial for getting their attention, so let’s dive in and see how you can use it to grow your brand.
How Customer Sentiment Drives Purchasing Decisions
People have a natural tendency to seek guidance from others when making any decision, and that is especially important in a business setting. You are going to look at who is a leader among leaders, who is a recommender in the industry that others follow and trust, since B2B buyers are so focused on seeking confirmation for their actions. This tendency is only amplified in the age of the internet, so let us look at the stats that show how social proof affects consumers:
- Local branch reviews have a big impact on how consumers perceive large brands. In fact, 91% of consumers say that local branch reviews affect their overall perceptions of big brands in some way.
- Before buying something for the first time, 82% of shoppers in the US sometimes or always read online reviews from other customers.
- Word-of-mouth marketing generates 5 times more sales than paid advertising.
- 49% of consumers place as much trust in online reviews as they do in personal recommendations.
- 58% of buyers are willing to spend extra to support a business with high ratings.
This shows that whether it’s a published review, a testimonial, or a recommendation from a friend, social proof plays a big role in making decisions.
Easing B2B Buying Pressure with Social Proof
B2B buyers have a big responsibility. They need to understand what employees and customers need, figure out if they need to buy something new, find and buy what they need, prove that their idea is good to the people they need to convince, and stick to a budget. They have to do all of this while making sure that everyone is happy. Each time they buy something for their company, they need to show that it’s the right choice, which puts a lot of pressure on them.
That is why social proof helps to reassure B2B decision-makers that a product they are investigating comes from a trustworthy business. It gives them a reason to feel more confident about going through the sales process. When it comes time to make that key decision, a positive customer review or word-of-mouth recommendation can be what gets you the sale.
Enhancing B2B Sales with Social Proof Tactics
Let us examine some of the most common ways to use social proof in your B2B sales and marketing strategy. Identifying the different types of this approach is a great place to start.
1. Word-of-Mouth
Personal recommendations are highly respected. We trust the opinions of those close to us, such as friends, family, coworkers, and other business leaders.
When an expert in a particular industry tells you that a product has helped their business, it’s something you’ll likely pay attention to. You’ll find their recommendation more trustworthy than anything you might come across in an online search.
2. Social Media Content
Keep in mind that user-generated content (UGC) on social media is easy to see, share, and understand. It gets attention quickly and helps more people learn about your brand. This means your brand gets more attention, which indicates that people like it. Also, keeping up with current social media trends helps your brand stay interesting and keep people engaged.
Using UGC allows businesses to reach more people and get them involved, making real connections with their audience and making their social media marketing better.
Additionally, looking at social media data can give important ideas about what customers think and like. Paying attention to conversations, mentions, and interactions about your brand on social media and other industry-specific places can make your marketing better and help you use user-generated content the right way.
3. Expert Testimonials
Commercial buyers trust reputable and successful business leaders. When a thought leader in their industry mentions a B2B provider has helped their organization, other leaders listen.
For example, SaaS and other tech providers look for testimonials from IT experts as an example of social proof. IT decision-makers, just like regular consumers, trust expert testimonials more than online reviews.
Asking business leaders and expert users of your products to review them can help attract other professionals.
4. Case Studies
Case studies are like advanced testimonials. You work with your customers to tell their stories and to show how your product or service helped their business.
You can feature the case study online on your website, social media, or in printed materials like brochures.
Your website visitors will be impressed by a case study about your most well-known customer. They are also interested in how you have helped companies similar to theirs. When possible, include brands of different sizes and from different industries.
Most businesses would be happy to do a case study, as it’s a benefit for them, too. After all, it’s like a double advertisement for both parties, as the client can also highlight their product or service.
Don’t be hesitant — use both video and text in your case studies, as we did in the example below.
Integrating Social Proof into Your Marketing Strategy
Armed with social proof elements like testimonials, case studies, and reviews, the next step is to weave these elements into your user journeys and marketing materials as seamlessly as possible.
Favored methods for infusing social proof into your marketing strategy encompass showcasing testimonials and case studies prominently on your landing pages, highlighting product reviews on your product pages, and sharing user-generated content across your social media platforms.
Also, featuring celebrity or influencer endorsements within your ads or video content can significantly boost credibility. During the critical phases of a user’s journey, displaying key user stats and volume data can help tip the scales in your favor.
Email marketing campaigns are another perfect avenue for incorporating shout-outs, whereas platforms like Facebook can be leveraged to indicate a user’s social circle engagements with your offering.
Employing social proof directly in your ad copy, positioning certification seals or endorsements strategically on your website, and including detailed rating data on product pages all serve to reinforce trust.
Additionally, showcasing awards or recognitions, featuring logos of well-known brands that have used your services, emphasizing your social media following, and citing endorsements from industry experts can powerfully affirm your market standing and sway potential customers.
Conclusion and Next Steps
Statistics clearly show that implementing social proof in your B2B strategy is a great way to form new, stronger relationships with stakeholders and build brand credibility. Just keep exploring various tactics for integrating social proof into your website and marketing, and enhancing your sales efforts will not be far behind.
Include user-generated content like reviews, testimonials, referrals, case studies, and social media posts in your tactics. Remember, in B2B marketing it is all about validation from existing users and customers. Why not start integrating social proof into your B2B marketing strategy today and watch your brand grow? There is no time like the present.
