Social proof isn’t just about social media, especially for B2B companies. For them, it refers to anything external to their company that can be used as proof. So, case studies, testimonials, and endorsements from experts in the industry count as social proof.
And we all know how powerful social proof can be, especially with all the different people involved in a typical B2B buying decision. Social proof demonstrates the value of products and services through the authentic experiences of clients.
Why Social Proof Matters
Social proof matters in marketing because it persuades and influences prospects’ decisions so they choose your product or service over someone else’s.
- It builds trust with people and credibility in your products and services. You’re seen as reliable and trustworthy.
- It overcomes doubt about the purchase. People tend to be wary of new products and services (or freelancers). Social proof alleviates their doubts by showing that others have worked with you and are satisfied with the results.
- It increases conversions and sales. People are more likely to purchase if they see that others have already done so and are happy with the results. It’s easier to encourage action because it’s persuasive.
Social proof is especially powerful in B2B marketing because of the financial investment in most B2B sales. They’re not buying a $20 item, right? They’re signing a contract for a multi-year deal that costs thousands, hundreds of thousands, or even millions of dollars, so they want to be VERY sure of things.
5 Types of Social Proof That Work in B2B
Here are five impactful types of social proof to consider for your B2B clients:
1. Customer Reviews
Seeing reviews from previous customers builds trust and credibility with potential customers, increasing the likelihood of conversions. Plus, they’re also useful to your clients as feedback they can use to improve their products and services.
How to gather them:
- Encourage customers to leave reviews through support emails, customer surveys, and any other customer touchpoint.
- Create dedicated pages on review sites such as Capterra and G2.
2. Case Studies
Also known as success stories, case studies are a classic form of social proof. They provide valuable details that help prospects understand how a B2B product or service works and the positive impact it can make. They build credibility, increase conversions, and foster customer relationships.
How to gather them:
- Ask customer support teams to report any positive feedback from customers and reach out to them for permission to create a case study on their experience.
- Send regular surveys to customers to learn more about their experience with the products and services.
3. Awards and Recognition
Most awards and accolades come from associations, websites, industry groups, and media outlets. Because they come from outside the company, they boost authority and credibility.
How to gather them:
- Awards, accolades, and recognition generally come spontaneously from these third parties, although sometimes a brand may submit a campaign or product for consideration.
- Be sure to ask your clients about any of these to see if they’ve won any or have anything like this they could share.
- Remind your clients to showcase these on their website wherever they can.
4. Product Integrations
Many technology companies integrate their products with complementary products or services to create a seamless customer experience. These partnerships demonstrate trust and credibility because the other company values the originating company, product, or service enough to integrate it with their offerings.
How to gather them:
- Ask your clients about any third-party companies they partner or integrate with.
- Showcase the partnership on the website.
- Develop a plan to promote the integration in your writing projects.
- Create engaging content that speaks directly to the integration.
5. User-Generated Content (UGC)
UGC refers to any content like images, videos, comments, or stories created by customers. It showcases spontaneous experiences and opinions of actual customers, which is generally considered more trustworthy than a company’s own content.
How to gather it:
- Monitor social media channels for mentions and shares.
- Monitor corporate blogs for comments.
- Track website page shares with tracking software.
- Gather messages sent to customer support teams.
Social proof is essential today and works very well in B2B marketing. It provides credibility, increases trust, and can influence buying decisions. By helping your B2B clients leverage social proof like customer reviews, case studies, and product integrations, you can help them add this tactic to their marketing mix. It’s a spin on services you’re probably already offering, repackaged to better apply to the B2B world.
