Why Social Proof Is One Of Your Best Marketers

Why Social Proof Is One Of Your Best Marketers:from b2bbusinesscoach.com Blog by Ian Dainty

Have you ever walked down the street and saw someone looking up at a building? Do you also have the inclination to look up also? Do you want to stop and see what’s happening? You might simply think this person is trying to get someone’s attention, or has nothing else to do.
But wait!
What if there were five people looking up at the same building? What would your inclination be then? I bet it would be to stop, and want to know what is happening. It must be interesting or there wouldn’t be so many people watching. So, you don’t want to miss something interesting, so you stop too.
This is what we call social proof. We believe what other people tell us, either with their words or with their actions.
It has been proven that 94% of people believe what others tell them, but only 6% believe what you say about your business, either through content or ads.
And the best way, to get people to say good things about your business, is through case studies and testimonials. Go here and see seven practical tips to help you gather better case studies and testimonials.
Tip #1. Chose clients that reflect your target audience
Case studies and testimonials are intended to help convince prospects that your firm is the right match for them, so you need to show prospects you have experience in their industries. Decide which markets are most important to you, and then look to your clients from those industries for case studies and testimonials.
Tip #2. Ask clients that you know are extremely happy with your work
Sure, it sounds obvious — who’d want a testimonial from an unhappy client? However, many firms often make the mistake of asking the biggest dollar-size accounts for case studies and testimonials first. (If you ask your sales force to pick whom to ask, that’s nearly always whom they’ll suggest.) The fact is, these may not always be your happiest clients. A truly revved up, enthused testimonial from a mid-size account will have far more impact than a lukewarm quote from a larger account.
Tip #3. Make sure the testimonial comes from the key decision maker
Who is the person who’s instrumental in choosing your company for a project or signing the check for your services? “You want to impress that individual with quotes or accolades from people in similar positions.”
Tip #4. Ask clients to describe how you helped them — instead of how they like you
Bad case studies and testimonials are generic happy talk: “Great work!” “I’m very happy with this firm.”
Good case studies and testimonials sound like they come from real people and describe a unique experience. You want to neither dictate what a testimonial should say, nor make your clients so self-conscious about the task that they end up writing a stiff, boilerplate blurb.
Tip #5. Match case studies and testimonials to company positioning
Good case studies and testimonials also echo and support the themes of your own marketing messages. I position my company as a firm that delivers increased revenues and helps businesses grow.
If, when given an open-ended question about how you helped them the most, clients don’t echo your marketing message … maybe you should consider changing your message!
Tip #6. Direct prospects to your case studies and testimonials
Collect case studies and testimonials and put them on a page on your web site, which is featured in the navigation bar on the home page.
Other ways to point prospects in the direction of your case studies and testimonials is to print out the case studies and testimonials and include them in proposals or marketing mailings, or to include links to your testimonial page in email marketing.
Tip #7. Check in with all clients periodically to find candidates for future case studies and testimonials
Make a point of routinely asking your clients how your firm is performing, and how they like your work. (Some firms use a monthly or quarterly survey for this purpose.) That way, you have an idea of who’s happiest with your services and would be good candidates for future case studies and testimonials, when you update your web page.
I have developed templates to help you create and get excellent case studies and testimonials. If you are interested, let me know.
Kind regards,
Ian Dainty
416.277.4537
ian@b2bbusinesscoach.com

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