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When it comes to effective marketing, most entrepreneurs are familiar with the value of social proof. It’s why companies clamor to send celebrities and influencers their products with the hopes that they’ll be seen carrying a specific luxury handbag — or post about their latest product on social media — causing a massive influx of sales, ideally without a huge marketing campaign to go along with it.
Social proof is all about demonstrating credibility, which makes it a powerful phenomenon that entrepreneurs can and should be using in their marketing efforts. Not sure how to make it happen? Here are six different types of social proof, as well as how you can use them effectively in your marketing.
Expert social proof is when an expert in your industry publicly supports your products or services — or is associated with your brand (e.g. through an affiliate program). You can demonstrate expert social proof in two main ways: using other people’s expert status to your advantage or establishing your reputation as an expert.
If you want to leverage someone else’s expertise, start by asking peers to write an endorsement of your product and/or services. This only needs to be a short quote that you can display on your website or sales pages, and it helps your potential clients to see you as an authority.
Podcast hosts are a great example of leveraging expert social proof without necessarily being recognized experts themselves. You might not recognize the host’s name, but if they have a well-known expert on their podcast, you’re more likely to pay attention to their content.
If you want to establish your reputation as an expert, this can be done via association with certain brands or media outlets. If your work has been featured in major…