Ever heard a friend gushing about a product, plugged its name into your search engine, read some product reviews, and then purchased the product based on all the positive things people are saying?
If so, you've experienced the power of social proof.
Social proof influences our decision-making process. If many others proclaim a product is good, we're more likely to trust that product.
In B2B sales, too, social proof can be a powerful tool. To make the best decisions for their organizations, B2B decision-makers rely on the advice of experts, peers, colleagues, and online reviewers.
B2B social proof is the key to grabbing their attention.
This article will discuss B2B social proof and how you can use it to grow your brand.
Social Proof Explained
Social proof is one of many sales methodologies that use customer sentiment to boost brand credibility.
Social proof is based in our psychological need to seek confirmation for our actions. We naturally look to other people for guidance to regulate our behavior, and it's no different when we're making a purchase.
It's human nature to follow the advice of friends and peers... and in the age of the Internet, everyone is a source of advice.
Benefits of B2B Social Proof
B2B buyers have a lot of responsibility placed on them.
They have to understand employee and customer needs, identify a need for purchasing something new, research and source their purchases, prove the worth of their idea to stakeholders, and stick to a budget.
And they have to do all that while keeping everyone happy.
Each B2B purchase decision must be justified, so there's a lot of pressure to get it right.
Social proof tells B2B decision-makers, "This is a good product from a trustworthy business." It gives decision-makers a reason to consider your brand over all the others, guiding them through the sales funnel with confidence.
When it comes time to making that key decision, a positive customer review or word-of-mouth recommendation can be what gets you the sale.
Types of B2B Social Proof
Harnessing the power of B2B social proof requires understanding the types of social proof and knowing how to use it in your B2B sales and marketing strategy.
Let's start with the types of social proof.
Word-of-Mouth
Word-of-mouth is worth its weight in gold. We trust the people close to us—friends, family, colleagues, and fellow business leaders.
If an industry expert tells you a product has improved his or her business operations, you're going to be interested. You'll give that recommendation a lot more weight than anything you might discover in an online search.
Online Reviews
We've all searched Yelp or Trustpilot before making a big purchase.
Online reviews are a powerful tool for boosting B2B social proof. Where word-of-mouth is personal and banks on trust, online reviews influence in large part due to their volume. If many people are lauding your brand, that must mean it's good.
Social Media Content
User-generated content on social media is visible, shareable, and easily digestible. It spreads fast and gets your brand in front of lots of eyes.
That gives your brand a larger SoV (share of voice), which can act as social proof. Moreover, staying updated with current social media trends ensures that your brand will remain relevant and engaging to your audience.
By harnessing the power of user-generated content on social media, businesses can amplify their brand's reach and engagement, fostering authentic connections with their audience and ultimately enhancing their overall social media marketing strategy.
Furthermore, analyzing social media data can provide valuable insights into customer sentiments and preferences. Monitoring discussions, mentions, and interactions related to your brand on social platforms, such as Twitter and LinkedIn or industry-specific forums, can help refine your marketing approaches and leverage user-generated content effectively.
Expert Testimonials
Experts have authority. A business leader will listen to other business leaders when they say a B2B provider has benefited their organization.
For SaaS and other tech-related providers, testimonials from IT experts is a great example of social proof. IT decision-makers are more likely to be swayed by expert testimonials than online reviews.
Asking business leaders and expert users of your products to review them can help appeal to other professionals.
Media
Media outlets, such as respected news sites, video channels, and blogs, can give your brand legitimacy. After all, they wouldn't be covering you if you weren't good at what you do.
Reaching out to such sites to share press releases or news about your innovative new products can help establish and maintain your brand authority in your industry.
If a B2B decision-maker sees your products on the homepage of a reputable news site, they're more likely to trust you.
Industry Events
Attending conferences and conventions as a presenter puts your brand in front of potential buyers.
After all, if you're invited to an industry event, your business must be reputable. This kind of social proof legitimizes your brand in the eyes of potential clients.
Influencers
Influencer marketing can work well for B2B businesses. As with expert testimonials, influencers hold a special kind of sway over your target audience.
We're not saying go hire Kim Kardashian to plug your widgets. But influencers exist in your industry, and partnering with them can validate your brand.
Certifications
Certifications are vital in many industries. But even in industries that don't require certifications, getting your products certified can give potential clients confidence in your offerings.
If a certifying body puts its stamp of approval on your products, people will trust that your stuff won't break the minute they use it.
Use B2B Social Proof in Your Sales and Marketing
You can put social proof to good use in a few ways. Let's explore some of these together.
Create a great customer experience
A great customer experience is the start of every positive review, word-of-mouth recommendation, and glowing social media post.
It builds the social proof you need to prove your brand's credibility and encourage high-velocity sales.
Customer experience involves nurturing your potential buyers throughout every stage of the buying process and providing a great product or service.
If you can nail those things, satisfied clients will become brand advocates. They will share their positive experience with other business professionals.
Direct efforts toward omnichannel marketing
To share your social proof, you need to reach as many people as possible. You'll need to utilize omnichannel marketing.
You can do so when you understand your target audience and the channels they use to research their purchases—which social media platforms they use, industry-specific review sites, etc.
Those are the channels you should target in your marketing efforts to help you reach a much wider and targeted audience.
Use social proof in your marketing material
You've got the social proof; it's time to showcase it. Take a look at this example from Canva:
A few things are happening here. Canva has nailed social proof marketing by...
- Showcasing its attendance of an exclusive industry event
- Retweeting positive customer feedback for its followers
- Advertising its demo video while focusing on the customer, not itself
That's one way you can showcase B2B social proof in your marketing material.
You can also...
- Partner with experts and influencers
- Include customer testimonials in your email marketing strategy
- Respond to online reviews
- Add testimonials to your website
Even addressing negative feedback can work as social proof. For example, let's say someone on social media is vocally unhappy with your products. Replying politely, discussing the issue, and coming to a resolution can act as social proof that your business cares.
B2B Social Proof Can Boost Your Credibility and Conversion Rates
Social proof builds trust. It tells people, "This company's products have helped my business."
Understanding various forms of social proof and using them in your sales and marketing efforts can give you an edge against your B2B competitors.
B2B social proof can verify your brand's credibility and encourage B2B decision-makers to buy your products.
More Resources on Social Proof
Ten Steps You Can Take to Create Compelling Testimonials
Five Effective Ways to Build a Strong Online Reputation
Word of Mouth Marketing in Five Easy Steps
What To Do With What You've Got: Using Testimonials Effectively
