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Week 4 - Tuesday - Social Proof

Rohan Gilkes’ 27 Days to Building a Business Once and For All: Social Proof

rohanJuly 6, 2016 by rohan

Rohan and Dara’s 27 Week Build – Week 4, Tuesday: Social Proof

Check out Dara’s video above for a quick overview of how we approach social proof.  I’ll dig a bit deeper below.  Here goes:

Let’s say we met in person for the first time and it went like this:

A) “Hey, I’m Rohan, nice to meet you, I’m a great guy!”

You would probably be like “hmm, kinda weird, but hey!” haha

Okay, let’s say the interaction went like this:

B) “Hey I’m Rohan, really nice to meet you.” and then someone you KNOW AND RESPECT pulls you aside and says “You know that Rohan guy you just met? He’s a great guy!

It’s clear which one of these will resonate more. The second one.

Well we try to create this same type of social proof for our websites.

Marketing is about trust

Screenshot 2016-07-06 11.34.24

Our goal is to take the same trust and credibility and friendly recommendations that bolster real world relationships and infuse them into our websites.

To accomplish this, we find brands that people already KNOW AND RESPECT and show that we are somehow associated.

So what does this look like on our websites? Scroll on to see different ways we use social proof on our websites.

Facebook likes and “As seen in”

Screenshot 2016-07-06 11.39.19

We highlighted Reuters, Art of Manliness, and a few others that would be recognizable to our customers. It’s just a simple banner with logos of websites that mentioned us that our target audience might recognize, and it’s enough to feel like these guys vouch for us!

For local services it could be as easy as getting on sites like Angies List, Thumbtack, Yelp and show their logos.

Or slightly tougher: Well known blogs (local blogs if you’re doing a local biz)

Or tougher yet: local newspapers (though some folks take out classified ads just to say as-seen-in) haha

Or tougher yet: Big publications like Wall Street Journal

Or even tougher: TV

Either way, any mentions in a publication that people recognize will count as social proof that will make people feel more comfortable to do business with you.

We’re comfortable in packs

Screenshot 2016-07-06 11.49.55

Human beings are more comfortable in packs.  We gain confidence knowing that others have gone before us.

Nobody wants to be the first person to fly with a pilot fresh out of flight school.

Or the first person that a heart surgeon performs surgery on.

We’re tribal animals and at our core we need this stuff to feel comfortable. It’s just what it is.

Couple things to make your visitors feel part of a tribe and not some lone wolf in the scary wilderness of the interwebs.

1) Testimonials with images/video

2) An indication of how big your social media following is

3) Customers interacting with your products

4) Real time proof that other people are doing business with you.
We’ve been flying this popup on Wetshaveclub and we really dig it.

http://i.imgur.com/5JZ35l7.png

 

Social proof is important for suppliers/teams as well

Screenshot 2016-07-06 11.59.03

So if you’re contacting teams don’t say “I’m starting a cleaning company and would like to know if you would like to work with us…”

This will be a fail. Again, no one wants to be first.

Instead we present a solid landing page that shows the same type of social proof to potential hires as well.

Hope we’ve hammered this home enough.  This is fairly simple stuff, but it goes a long way in setting us up for long term success!

Tomorrow we’ll add on a few more conversion optimization techniques to the website.


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About the Author

Startup entrepreneur , writer, and local brand builder. I’ve launched and grown several companies, generated millions in revenue, and along the way allowed thousands of people to peek over my shoulder to see what works. What follows is the 80/20 approach to building a successful business.