Your customers are sceptical.
Everyone is trying to sell something and it’s exhausting listening to all that noise and reading all that… twaddle (this is a professional blog after all).
So what can you do to convince them to buy from you?
The most effective way to build trust is social proof (i.e. showing off your testimonials and results EVERYWHERE).
In fact, 94% of buyers said they are more likely to buy after reading a trusted review.
Here’s how to collect and use it properly.
Set Expectations Then Ask Nicely
Social proof is everything you can bundle under testimonials, reviews, comments, quotes, and case studies.
However, to make it truly social, you have to ask for it and share it.
Collecting reviews and case studies isn’t going to help you if no one sees them.
Set the expectation with your client that you will ask for feedback or a quote when the work is done. If you’re thinking case studies and video testimonials, definitely ask. These take longer than just a quote, so definitely set the tone at the beginning.
Creating a permanent pipeline is ridiculously valuable as consistent, recent reviews are gold dust.
G2’s report on B2B buyers found 66% find reviews from the last 3 months the most valuable. After that, only 45% found value from reviews 3-6 months old, and less than 25% in 6+ months.
So keep asking, every time (automation is your friend here).
Build A Social Proof Strategy Before Purchase
There is no, I repeat, NO point collecting social proof without a strategy on how to use it.
Otherwise you’re collecting it for no reason, like having rocket fuel for your engine and not using it.
A strategy just for this may seem boring… but you need that content to work for you.
It’s more than just collecting reviews and posting them willy-nilly. Social proof is a key part of marketing, especially social media content, and the main way you can build trust with potential clients.
Use Micro-Case Studies
A traditional case study takes weeks of interviews, drafting, and legal approvals. It’s laborious, long-winded, and even you are sick of the damn thing by the end.
Instead, use micro-case studies.
In place of some 2000-word behemoth no one will read, aim for a three-slide carousel or a single bold metric/infographic.
That way you can focus strictly on the key details.
74% of buyers say they trust case studies they see from or about those in their shared network. Make a big deal about the client’s name, role, and the single biggest KPI they improved. Then make it easy to share.
This then takes hours, not weeks, to sort out and works just as well if not better. Bitesize does work, and social media loves it.
Don’t Overcomplicate The “Social” Aspect
Collecting social proof like reviews on Trustpilot or Google is one thing. Using them to create content and put on social media, your website, etc., takes skill and strategy.
There is no point overcomplicating the process. Social media likes it short and sweet (most of the time), so give them that, especially on “salesy” content like this.
But if you don’t have a plan in place and not sure where to start (or the time to set one up) click below.