One of the most potent forms of marketing. If I see a friend of mine recommending a product I am considering, the chances of me going ahead with my transaction increases exponentially.
And it is not limited to friends. Someone else having nice things to say about a product helps potential customers gain more trust in a product’s capability. You would have probably come across a ton of content underscoring the need for social proof, so we don’t need to go into that.
What we are, instead, talking about is using social proof right.
Social proof comes in many shapes, sizes and form.
From customer videos to interview-format articles to something as simple as a tweet, it is all social proof.
Your 5 — star reviews on Capterra and Trustpilot serve as social proof (which is why many businesses will proudly and prominently include a Trustpilot badge on their website.
Customer case studies are social proof — typically more valuable and helpful in case of products with a relatively larger ticket size.
Your product being product hunt product of the day/week etc. is an extremely strong social proof — for targeting an extremely niche, yet incredibly loyal and closely-knit community.
See what I did there? While the product hunt product of the day badge is valuable regardless of the audience that is being exposed to it, it becomes exponentially more valuable when the audience belongs to the product hunt community, someone who knows of (and respects/admires product hunt), and users with similar inclination as the typical audience of product hunt.
Not all reviews are the same. Neither do they have the same impact.
While it can be extremely fulfilling to know that there are thousands of positive tweets about your product, not every tweet should qualify as ‘prominently feature-able’ social proof.
When I am using a customer’s words as validation of my product’s capability, my focus would be on those reviews that specifically showcase the product’s strength, and the value it…