B2B See, B2B Do: Why (and How) to Put Social Proof to Work

Let me ask you this: if everyone else jumped off a bridge, would you, too? You might… IF you were presented with evidence that everyone else had enjoyed some benefit from doing so.

This is the power of social proof—a phenomenon where we’re motivated to mimic those we see enjoying success to share in that success. We ask friends for restaurant recommendations or who they go to when they have a specific need, and we crowdsource these opinions online all the time.

Let’s explore how you can promote this discourse around your business services and use it in your marketing efforts.

Why is Social Proof So Influential?

It’s no secret that we often seek out external recommendations to help us make decisions. The reason why we do so is almost laughably simple… deep down, we want to be part of the crowd.

We all want to be right and make the correct choice, and we instinctively trust that most people are making that choice, even if we rationally disagree with them. If there’s a bandwagon to hop on, we’re motivated to do so through the principle of herd mentality. Add in the support of any authority figures or experts who share their opinions, and their endorsement can sway the views of many in your favor.

Social Proof Can Take Many Shapes

There is also the fact that social proof can be presented in many forms, which helps you share it with different parts of your audience. We’ve already alluded to social proof's impact when in the form of expert recommendations and customer testimonials, but this is by no means the extent to which social proof can be used.

In addition to these examples, social proof can be provided in the form of:

• Professional certifications
• Third-party reviews 
• Earned media mentions
• Statistics
• Case studies
• Social media mentions and user-generated content
• Awards and badges
• Professional associations
• Customer brand badges
• Word-of-mouth and referrals

Any and each of these options can substantially benefit your business’ reputation management, which in turn helps support your sales efforts.

The Benefits of Using Social Proof are Clear

There are numerous such benefits to consider:

Faster Conversions
By showing your prospects and clients the practical benefits of what you offer (and how satisfied those currently taking advantage of it are), you help coax them into deciding to dive in and enjoy these benefits for themselves.

Consumer Confidence
On top of the speed at which they’ll make this choice, social proof helps prospects and clients feel better about making that choice, as they can—again—see how others have benefited from it.

Encouraged Traffic
Search engines put a lot into deciding which content should be highlighted on their results pages, weighing out different factors to determine what gets ranked at the top. Consistently adding social proof to your website helps tip the scale in your favor by adding fresh value to your site.

So, how can you get this evidence in front of your audience in the first place?

Incorporating Social Proof into Your Business’ Marketing

First and foremost, your website should prominently feature social proof, from reviews and testimonials to industry certification seals and press mentions. Consider making downloadable assets available—like case studies or success stories—so prospects can learn more at their leisure.

Extend that approach to your broader content strategy as well. Weave statistics, case studies, and user-generated insights into blog posts, emails, and social media. Show, don’t just tell your audience why your service is the one they need.

Social proof can transform curiosity into commitment. By spotlighting real, positive experiences from satisfied clients and respected experts, you remove doubt and help prospects say “yes” faster.

Ready to put social proof to work for your brand and start converting faster? Let’s talk!