Here are some of the different ways you can display social proof to increase trust with potential prospects:
1. Testimonials
The most important form of social proof is testimonials. Nielson shows that 92% of people will trust a recommendation from a peer and 70% of people will trust a recommendation from someone they don't even know.
This includes both written and video testimonials. When sharing written testimonials, it is important for the writer to share more information about themselves - including a picture.
While a written testimonial will always have value, include video testimonials where possible, because they're proven to be increasingly compelling. There is plenty of science to back up the power of video, which does a better job of capturing the attention of your prospects.
2. Case Studies
A well-written case study that succinctly shares the story your customer's journey and success using your product/service is a fantastic form of social proof. Focus on how their journey using your service led to the amazing final results.
The story of your client's journey allows customers with similar challenges to imagine your product or service creating the same kind of results for them.
Another benefit is that while case studies are often written in a longer, more formal style, they are based on the idea that customers view lengthy, in-depth reviews as being more reputable than brief excerpts. They are considered to provide high authority, social proof.
3. LinkedIn Recommendations
Ask the satisfied customers who have previously provided you with a testimonial if they'd also be willing to share their testimonial in the form of a LinkedIn recommendation. Recommendations given by clients, coworkers, and colleagues hold a lot of weight with potential prospects.
The advantage of LinkedIn recommendations over testimonials on your website is that there is a clickable link to the profile of the person who recommended you. This validates that the recommendation is from a real person, where we know that some websites often include fake testimonials.
4. Rich Media
You can highlight client testimonials by using rich media and have them embedded right into your LinkedIn profile. Examples of rich media include video testimonials from clients and a Slide Share presentation displaying each of your client testimonials on individuals slides.
You can even create a PDF document, nicely designed and displaying all of your testimonials, and upload it to the rich media sections of your profile, either under your summary section or experience section.
5. Social Reach
Your social reach includes how many other people are following you on LinkedIn and other social media platforms. The quality of your content has a direct correlation to the size of your social reach.
The better your content, the more people will follow you so they don't miss the new content you share.
Your social reach can also be identified through the amount of engagement you get on the content you post.
