3 / Social proofing
If you’re new to marketing, read Influence: The Psychology of Persuasion by Robert Cialdini. It’s a must-read for anyone wanting to be a successful marketer.
In this book, Cialdini coins the phrase social proof theory to explain how people copy the actions of others, turn to friends for guidance or buy something their neighbours have purchased first.
There are many fruitful social proofing methods when it comes to the day-to-day world of marketing.
Here are just a few.
Word of mouth
Realworld social networks are a greatly overlooked tool that can present to you some nice low hanging fruit.
Note: The cliche monitor on my Mac may be about to explode, but sometimes you have to go there… ツ
If you take a look back at the behavioural types above and match that to how the Baader-Meinhoff Phenomenon works, you can see how you can start to make a positive impact on your campaigns.
This is not a new angle, either – it’s how the big tech giants grew – as the most powerful effects are offline.
Offline networks are also just as large and as connected as online networks. The geographic reach may not be the same, but the number of people reached – viral memes aside – is very similar.
To get a much better understanding of how network effect works and how it can supercharge your marketing, download our whitepaper today: How network theory is changing marketing.
Testimonials and customer reviews
Customer reviews have worked incredibly well for me as a marketer. They’ve helped people gain trust in the brand or product I represented. Instead of just hearing from a campaign, people can read reviews left by people just like them – good or bad.
Keep in mind, there’s no such thing as a bad review. However, there is a right and a wrong way to respond to them. Always put yourself in the shoes of the disgruntled customer and help them resolve the issue as best you can, without being condescending or not appreciating their situation.
Testimonials are also effective as they come from your customers. Although, they can often be too obviously tidied up by the marketing team or, in the worst case, made up and partnered with an obvious stock image.
Stick to real deal testimonials with good quality headshots.
Customer interaction
Word of mouth is a powerful marketing tool and what better way to harness it than to have your customers become ambassadors of your product.
Strava – a running and cycling tracking app – have been excellent at this by making it easy for users to share on social how well they’re doing. This encourages the user’s friends to join up with Strava too, who can then compete against their friend and other users.
Case studies
Case studies have been a diehard tool for marketers for decades for one simple rule, they work. From them, prospective customers can easily see what you do, how you help similar organisations and the benefits you provide.
Influencer marketing
Nine out of 10 brands are using influencer marketing, and with an ROI of $18 for each $1 spent2, it’s easy to see why.
It’s not just clothing and accessory retailers succeeding at influencer marketing. It can work well for anyone who finds their correct niche and focus.
Meal delivery service Blue Apron worked with bloggers in 2015 to promote their brand through articles that highlighted how easy it was to use the service and how great their meals were.3
