How Social Proof Can Help You Win Customers

Are you trying to win more customers for your business? If so, take a cue from what psychology and neuroscience are telling us: social proof works.

Social proof is evidence that other people have purchased and found value in your product or service.

Social proof is a key ingredient in marketing success. In an ever-crowded and competitive tech landscape, social proof may be the difference between a successful marketing campaign and a confusing one that falls flat.

Tech companies need social proof to stand out from the competition. It's hard for your audience to understand what makes you different - and why they should choose you. Social proof is a great way to quickly show why you're the best choice.

This article is relevant for all companies, but in particular, we are talking to you! Innovative technology companies radically changing the future of our buildings, cities and planet!

Benefits of using social proof in your marketing strategy

Social proof can be powerful! Studies have demonstrated that the presence of social proof boosts conversions, encourages customers to make purchases and increases brand recognition.

Social proof builds trust with potential customers, as it is a tangible form of validation that can persuade them to take action.

Simply it makes clients feel secure, as the proof that others have chosen you proves that your product has been successful in the past. By showing off customer successes, it creates an atmosphere of credibility around your brand.

Adoption of B2C and B2B social proof marketing

While B2C brands have mastered the art of social proof in their marketing strategies, the same cannot be said for B2B technology brands. While it feels instinctive for B2C brands to use social proofing in their marketing strategies, the rise of social media has allowed user-generated content to flourish into the heavyweight that is influencer marketing today.

In contrast , B2B brands have been slower to adopt social proof marketing strategies. This may be because B2B companies are generally more resilient and can survive without relying on social proofing. However, it is important to note that the tables can quickly turn when your competitors start adopting social proof marketing. Therefore, B2B companies should not underestimate the importance of social proof in their marketing efforts and should consider incorporating it into their strategies to remain competitive in their respective markets.

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Social Proof and cognitive biases

Social proof is a powerful tool for influencing behaviour. It relies on cognitive biases, such as the psychological phenomenon of herd mentality (bandwagon effect), to convince people that a product is popular and desirable.

Research shows that customers are more likely to take action if they see others doing the same thing. This instinctive behaviour can also be attributed to the concept of ‘safety in numbers’ – basically, people feel safer following the crowd because they assume that if everyone else is doing it, it must be right.

Social proof helps us make decisions by providing an additional layer of information and assurance that we are making the right choice.

Using video evidence as social proof

Capturing attention is key - whether it’s from potential consumers or enterprise clients. One powerful way to do this is with video – not just any video, but thoughtfully crafted video that captures the customer journey and delivers the message of why you should be chosen.

Whether it's customer stories and reviews or case studies demonstrating success — these videos will provide viewers with evidence that show how investing in your product can advance their mission, goals, and objectives.

Creating video evidence doesn't have to be complicated or expensive. No matter which approach you choose, it's important to make sure that the video is clear and easy to understand. If possible, use high-quality equipment and lighting so that viewers can clearly see what's happening on screen. Additionally, make sure that the audio is clear and free from background noise.

To ensure that viewers don't miss any important information, consider adding eye-catching graphic captions or subtitles to your videos. This will help make sure that everyone who watches them understands what's being said.

Finally, when creating video evidence for social proof purposes, it's important to keep it concise and focused on the main point you're trying to make. Don't try to cram too much information into a single video; instead focus on one key message so that viewers can easily digest it without getting overwhelmed.

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Focus on one key message per video

What’s your company's one key message?

When choosing your main message, think about what you want potential customers to take away from the video.

Are you trying to show how satisfied other customers are with your product?

Are you illustrating how your services can help people solve their problems?

Once you identify the message that you want viewers to remember, keep it at the forefront of your script and make sure that everything in the video reinforces that point.

If your stuck with figuring out your key message, it helps to understand Job to be Done Theory (JTBD). The Job to be Done Theory is a way of understanding why people do what they do when they purchase something. It suggests that people don't just buy products and services because they need them, but because it can help them solve a problem or get something they want. By understanding this theory, companies can craft an effective key message in marketing.

Watch the video to learn more about JTBD.

Creating an emotional connection with video marketing

Video evidence allows you to create an emotional connection with your viewers by showing them real-world examples of problems they can resonate with.

Real estate companies are notoriously traditional due to the slow pace the industry is digitally transforming. For proptech and climate tech companies, this is an issue when it comes to winning customers over because the barriers to changing the status quo are up!

Creating an emotional connection from video social proof helps you climb over this barrier and reduce friction in persuading real estate companies to adopt new technology. By nature humans are negatively bias. Providing commercial real estate investors, property managers and real estate professionals a reason not to worry is an important factor in determining a brand's popularity in this space.

Neuromarketing and Emotion

Neuromarketing research has shown that emotional responses are critical for brand memory and recognition.

When people have a positive emotional response to a brand or product, they are more likely to remember it and become loyal customers. This is because emotional responses activate the brain's reward center, releasing dopamine and creating a stronger memory association.

Video marketing is an effective tactic in neuromarketing because it allows brands to convey information and elicit emotions through a dynamic, immersive medium. Video content can create a more engaging and memorable experience for viewers compared to static images or text-based ads.

By creating video content that elicits an emotional response, brands can increase their visibility and appeal to consumers.

Believe it or not, you can measure someone's emotional response using affordable EEG headsets such as those offered by Emotiv.

Examples of B2B technology companies successfully using social proof in their marketing strategy

Social proof is an important marketing strategy for B2B companies to use when it comes to increasing their sales and building brand credibility with potential clients.

One example of a successful B2B company using social proof is Salesforce. Salesforce prominently displays customer success stories on its website and in marketing campaigns, allowing potential customers to easily access reviews and feedback from satisfied users. This encourages more businesses to sign up for their services.

Another example is Adobe, which uses influencer endorsements as part of its social proof strategy. Adobe has partnered with some of the biggest names in technology, such as Microsoft, IBM, Oracle and SAP, to showcase how their technology can help drive business growth and productivity.

Finally, Dell has also used social proof successfully by featuring client case studies in videos. These case studies demonstrate how Dell’s solutions have helped various organizations improve their operations and become more efficient.

Overall, social proof marketing is a valuable strategy for B2B companies looking to win more customers.

Compelling social proof marketing in property technology

VU.CITY is a B2B proptech example showcasing video social proof through case studies featuring real customers like London boroughs, building consultancies and architects, who share their success stories and how they benefit from its using VU.CITY.

The videos employ a strong JTBD theory, focusing on a core message and avoiding overwhelming the audience with technical features or capabilities. Instead, the videos showcase satisfied customers and their specific job-to-be-done, creating a persuasive and relatable message for potential clients.

Pacaso's "Owner Stories" series is a fantastic example of B2C social proof marketing in the real estate industry. Notice the range of people and properties, allowing viewers to emotionally connect with at least one of the examples and individuals being interviewed. The series features diverse individuals, such as young families, elderly retired couples, or those dreaming of owning a beachfront home in Malibu.

The inclusion of people from different backgrounds and lifestyles creates a cultural and behavioral similarity that fosters an emotional connection with potential customers. This approach effectively taps into the viewer's desire for relatability and authenticity, which can ultimately lead to increased brand loyalty and sales.

Check out 20 examples of social proof in action here.

Summary of social proof marketing

Dr. Robert Cialdini first brought social proof marketing into the mainstream with his book "Influence". Since then, the popularity of social proofing in marketing strategies has grown exponentially.

Research by Nielsen a global leader in audience insights, has shown that social proofing is an incredibly effective marketing tactic, with 92% of consumers in 56 countries indicating that they trust social proofing more than any other form of advertising persuasion. This is a clear testament to the power of social proof marketing in building credibility and brand loyalty.

Given the overwhelming evidence of its effectiveness, it is no wonder that social proof marketing has become a critical component of marketing strategies across the globe. As businesses continue to navigate an increasingly competitive market, leveraging the power of social proofing is a smart move to make.

Quick social proof strategies to leave you to think about:

Try marketing a current customer who is an authoritative figure. We are more influenced by the opinions of authority figures (Authority Bias).

Distribute different types of social proof through multiple marketing channels like PR, social media platforms and paid ads in order to reach your largest possible target audience.

Use video social proof marketing. The wisdom of the crowd is not often wrong - people like to see happy customers and video is an amazing medium at conveying that.

Getting help with your social proof marketing

Social proof marketing can be time-consuming to master, but the benefits of winning over more customers are well worth the effort. If you're struggling to showcase social proof on your own, consider seeking help from a professional agency.

If you're a B2B real estate technology company looking to improve your social proof marketing strategy, check out Bloxspring. Our team of experts can help you develop and implement effective social proofing tactics to increase your brand's credibility and win over more customers. Click here to explore how Bloxspring can help.

Read more about social proof here. Or watch our brains on brands.