In 2018, a picture of Egyptian player Mohamed Salah reading the book "The Art of Indifference" spread and at the time it became the most researched book online, in addition to becoming one of the bestsellers in the world. This is known in the science of marketing as social proof;
Amani is a beautiful and smart girl and her friends trust her opinion a lot, one day she wanted to buy a dress so she went to the market and found what she wanted to buy in a shop she did not know about before, but she found that the materials and prices are good, so she bought from him what she wanted and then went to her friends and told them about that shop and its features, and her friends went to him and they in turn told their friends and so it continued a group tell another, until the shop knew among people its quality and fame and this is called WOM – Word Of Mouth
Social ProofCommunity Guide:
Is the consensus of others that you are reliable and an expert in your field, or is a decision-making situation because of the knowledge that a great majority of people have done this thing. What's great about it is that it's not something that people trust, but it comes mainly from customers, statistics, qualifications, certificates, and any neutral source who says you're the best.
How does the Social Proof Community Guide happen?
We all like the feeling of belonging to a group, so if a large number of people say something happened, automatically you'll find yourself even before you investigate it, you believe it actually happened, so you find people trust more on pages that have more followers than others because this is somehow a community demonstration of the quality of what these pages offer or the experience of those who talk about them.
This can be summarized in three main reasons:
- Our desire to integrate.
- Fear of being lost
- Herd mentality
The importance of community guide in marketing:
Besides, it is invaluable, it saves a lot and a lot of money for a company that uses this type of advertising, but studies confirm that 70% of consumers check buyer reviews and assessments before deciding to buy any product.
This has been confirmed by statistics and studies as:
- 92% of customers trust unpaid recommendations – i.e. experiences of former customers
- One customer reads an average of 10 reviews before making a purchase decision
- 70% of customers trust the wills of those they don't know
- 92% trust friends' recommendations
Social Proof Community Guide Marketing Types:
When an expert trusts your product and tells others, this will enhance their confidence in you and your product.
2. Celebrity Opinions
Influencers or inflouns, people always like to follow influencers for a number of reasons, whether personal or they express them and advocate their opinions or other reasons, so you find someone who follows an influence on the pages of Social Media trusts his words very much even if he is not an expert on what he says or outside of his experience and knowledge.
User opinions and assessments
I explained earlier in this article what users' opinions and ratings can do in the sales of a product, which can lift it to the sky or drop it down the scoundrels, so never underestimate it.
People always tend to believe who they look like, so you find that people's recommendations to their friends about a product are very effective because they trust their opinions.
How do you create social proof for your product or page and use it for e-marketing?
Before you take any step in this, you should know what your goal is to use the Social Guide in marketing: to increase sales of a product, to increase the number of downloads for your app, or to increase customer confidence in your brand. On this basis you can use the right type.
So how do you create social proof? Don't worry you'll find the answer in the next lines.
Partnerships or cooperation
Partner with people who trust their opinions, such as bloggers or someone who is an expert in the field in which you work, which will enhance your followers' confidence in you and your product, as well as increase the number of followers on your page.
Positive interaction with customers
Interact with your customers on the page, respond to their messages, interact with their posts and comments, share their positive comments with others, and
I thank them for their interaction with you. This will improve your image in front of your customers, encourage others to interact with you, and strengthen your relationship with them.
When the content you offer is rich and useful, followers share it with their friends and with others, and this will certainly give more credibility to those who watch these posts and make them actually take action towards your publications, whether it's a comment, a post, an admiration, and the reason for this is the herd mentality.
When experts share anything positive about your business, feel free to post it immediately with others and can be placed in a section on your website because research has confirmed that recommendations on the web page can increase sales to 34%. So you should always encourage people to give you their opinions about your product.
When you enter the Google App Store to download an app, the first thing you look at automatically _ if you don't have previous knowledge of this app _ is the reviews section, to know people's opinions about the app to make sure it's worth downloading or not? So take good care of what people say about your product, listen to their complaints and try to find solutions.
If you get any awards, qualifications or certificates you talk about and use them in the content you share with your customers, these achievements increase people's confidence in you and your experience of what you do.
You can do other things to increase social proof for your page, such as sharing your little achievements with your followers such as: getting your first 3,000 followers on Facebook or celebrating your 5 years of work… And so on.
You can also provide tips and support to followers through the content you provide them with.
Now that we know everything about the social guide and its importance in marketing and how it can be created, let's talk about word of mouth in the following lines and know what it is and how to convince customers to talk about the product automatically.
Reputation and Positive Speech Word of Mouth
The simplest definition I've read for this type of marketing is: "To tell the people around you who you know about your experience of a specific product or service, often because you think it's a very good service or product and you want in your words to encourage people to try it and buy it as well."
The words transmitted are only a natural result of the impact of the social guide on customers, making them talk about it either in the affirmative or in the negative.
How do you drive customers to market your product on their own?
The successful marketing team makes every former customer a seller of their product, with good product, good service and an unparalleled user experience. Try to apply the following points to your business:
- When you create or launch a new product, try to meet the customer's needs, solve a problem, or make a dream come true.
- Use the power of your social guide to positively influence customers in the sales phase that will make them tell their friends and acquaintances about your product.
- Interested in after-sales service, most companies make this mistake and do not communicate with customers after the sale has been completed and neglect to listen to their opinions and complaints.
- Always take care of the customer's complaint and what they ask you about, when the customer sees that you care about him and what you ask, he will automatically talk about you in front of his acquaintances and tell them what you did for him.
- Through the content you post, make customers see that you feel their pain and suffering and never treat them as a way to pay for your product, today's customers are very smart and know who is exploiting them for their own good and who really feels their need.
- Try to gain the loyalty and loyalty of your customers to your brand.
- Last but not least, it exceeds your customers' expectations and surprises them continuously, whether through the characteristics of your product, locking it or packaging it… The important thing is to impress them.
Examples from the ground of what the use of social directory and Word of mouth can do in corporate e-marketing.
After Elon Musk tweeted about using Signal instead of WhatsApp, it became the #1 app in the Apple App Store, and took number 7 on the Google Play Android Store.
Not only has one of the world's richest men tweeted, but it has helped make imaginary profits for an anonymous company called Signal Advance that no one has ever heard of. Due to amisunderstanding, many investors bought the company's shares, which had nothing to do with the exact application, and suddenly the company's share price on the stock exchange rose from 60 cents to $7.19, an increase in prices of 527%. The owner of this company became a millionaire day and night.
The art of indifference. To live a life that's out of the ordinary" by Mark Manson
After watching the image of Mohamed Salah reading the book "The Art of Indifference" in 2018, the book is the world's bestseller on this day, a precedent of its kind for this author.
If you're a well-followed social media platform for the latest trend, you'll find these days the clubhouse name is very much a new social communication app _ available only for IOS devices so far _ launched in March 2020 and reached only 1,500 users in May of the same year, but thanks to Elon Musk hosting a voice conversation on this app with Robinhood CEO, the app spread at lightning speed and reached 1 million users.
See, dear reader, what can an expert's testimony do?
Do you know how Pinterest went from 3,000 followers in early 2010 to 200 million in 2018? Well, here's the answer: The site's founder, Ben Silberman, has launched the most successful marketing campaign of its kind to date, with pin It Forward mainly on Word of mouth, where the team encouraged users to create install boards and invite their friends to do the same. The paintings published were stunning and inspiring, encouraging others to join the site, so Pinterest spread.
So dear reader, after mentioning these amazing models of the impact of using the Social Proof community guide and positive speech on brands, what will you change in your next marketing plan? Need help building an integrated marketing plan? Call us.