In professional services, social proof comes in the form of testimonials and case studies, helping you to gain the trust of potential clients through past clients’ reviews. It should form part of your online marketing strategy because it can multiply the discovery of your brand and its influence. A plug from someone who says they learned valuable lessons from your services/product/content can truly boost your reputation as an expert.
Social proof exists because the people around you and the choices they make are influencing your decisions. As human-beings, it’s in our nature to assume the actions of others in an attempt to reflect the correct behaviour for a given situation.
According to YouGov “87% of consumers trust online reviews as much as they trust friends and family”. So, displaying and promoting your firm’s social proof can generate more prospect enquires, and also build on your firm’s credibility within the industry.
Tying social proof into your marketing strategy can be done in three easy ways…
- Display testimonials and case studies on your website
Have a testimonial/case study tab on the homepage of your website and make sure each testimonial or case study is clearly labelled to show which services are being reviewed.
Each testimonial and case study page should have a clear Call-To-Action, which drives the user to share their details and request further information on a particular service, or a phone call from your firm.
You can also display client and expert quotes throughout pages on your website–along page footers or side bars–which link back to the full review.
- Share social proof across social media
Social media plays a big part in influencing consumer buyer behaviour, and your target audience IS on social media–85% of professionals belong to a social network (Source: The State of Digital Marketing in Professional Services)
Your social posts should contain a quote from the testimonial, a relevant image, and a link to a page on your website that corresponds. Sharing your clients’ reviews gives you more credibility amongst followers, as well as those who stumble across your profile.
Additionally, posting testimonials on social media opens up the opportunity for you to engage with the clients who wrote the testimonials because you can ask them to share the post on their social feed, increasing visibility.
- Include client quotes in email campaigns
Your prospective clients should be in an automated email sequence (a number of automated emails that are sent at specific intervals) which will warm the audience to your firm’s brand.
When setting up these campaigns, include a quote (or two) from client testimonials. Make sure the quotes are from reviews relevant to the service you’re promoting in the email and ensure that the quotes link to the full testimonials on your website.
Testimonials and case studies play an important part in your marketing strategy because they allow prospects to hear what your clients actually think about your firm’s services.
By following these three steps to integrate testimonials into your marketing strategy, you can build up the credibility of your firm and gain more enquiries.
If you need help implementing social proof into your marketing strategy, get in touch with firstname.lastname@example.org.