Social Proof in Marketing

[Shishirgano9]

Positive and negative experiences are exchanged and are thus responsible for the attitudes of potential and existing customers towards brands and companies. This exchange of information is relevant for your lead generation as well as for many purchasing decisions and has changed the relationship between companies and target groups. Large target groups no longer exist - buyer personas are the focus of all measures. These are semi-fictional, detailed representations of ideal customers that help to identify the motivations, goals and challenges of these "still" strangers.

In addition, recommendations from internet users, experts employment database or influencers in blogs or communities, for example, are often trusted more than traditional product advertising. This is because these opinions seem more authentic and reliable and the user feels more personally addressed.

But the sheer number of visits or purchases made also influences customers in their decisions. Who isn't impressed when it says “This product has been viewed 83 times in the last 24 hours”, “Over a million downloads” or “12 out of a total of 20 items already sold”?

Existing leads and customers become product or brand ambassadors and help to attract other interested parties, ideally customers. This makes social proof a very important component within the inbound marketing method : when customers report on your success, your company is recognized and your products or services become attractive to potential visitors, leads and customers.