Post by lizaseo11 on Nov 10, 2024 3:47:27 GMT
Presentations, landing pages, corporate blogs, articles on social networks... All these materials have one main goal - to gain trust from customers. But in order for customers' trust to increase when reading your materials, they must be supported by social proof (the same social proofs that we wrote about in our articles) and reinforced by special trust tools. How to do this? Read on.
Social Proofs
What is social proof? In short, it can be summed up in one phrase: millions can't be wrong about something. In other words, if millions of people approve of a product, service or product, it means that it is truly trustworthy.
In this case, social proof is a tool for persuading potential clients who form their opinions and decisions not independently, but based on existing reviews and recommendations.
1. Cases
From a psychological point of view, they resemble science fiction stories, when the main character is initially in a bad way, and then everything is fine. From a practical point of view, the scheme “Problem-Problem Solution-Result” is visible. Clients love cases, because they see direct examples of the company’s work or their ways of solving existing problems.
2
2. Reviews
Reviews used to work much better, until shopify website design companies started making fake reviews for both themselves (positive) and their competitors (negative). Today, it is quite difficult to see real reviews: bots on social networks are no longer evidence, and typeset reviews on landing pages are even less so.
There are many articles on how to distinguish real reviews from fake ones (which we will cover in our next article). In short, the main factors that influence trust are the lack of anonymity, the relevance of the information provided, relevant photos, and trusted services that moderate user reviews.
3. Thank you letters
Despite the fact that such letters are filled with bureaucracy and are often found in individual companies in the b2b segment (most of which are in the CIS market), they can also significantly increase trust. Sometimes this is the only chance to get a positive review from a client who does not operate online and does not even have a business card website on the Internet.
Cont
4. Opinion of experts and influencers
Experts and influencers are some of the people that users trust even more than companies and reviews. Research conducted by Smart Insights has proven that using experts and influencers can significantly increase sales.
Cont2
According to research by the same company, 76% of buyers will look at information about a product/service from opinion leaders and, based on their information, will make a decision about the need to purchase.
This is entirely justified: if your product or goods are approved by experts in your field, you are truly unique/useful/necessary.
5. Our clients
One of the most powerful social proofs for both businesses and individuals. It's simple: if your products or services are used by industry leaders, if your partners are well-known brands and companies, you are an obvious leader that people will want to join.
Cont3
6. Statistical data
Another social proof that determines the popularity of a brand. “We have over 100,000 marketers with us,” “1,000 solved cases,” “Every 4th client comes back to us,” etc. - all this shows the company in a positive light, testifying to the quality of its goods and/or services.
Cont4
Cont5
7. Dynamic data
“In 2010, our team consisted of 3 people and 2 projects, today - 700 people and over 1000 projects”, or “Using our product allowed companies A, B and C to achieve the following indicators: %growing graph%”.
11
In all cases, dynamic data demonstrates the benefits of purchasing a product and/or service. Company expansion, an increase in the number of customers, a clear graphical demonstration of the growth of income/other indicators when using the product - all this shows potential customers how good it is to cooperate with the brand.
8. Ratings
The top positions of a company in ratings are a much better motivator for purchase than a direct call to action. There can be many variations of ratings - the fastest growing company, the best company in the industry, TOP companies by certain key indicators, etc.
12
9. Publications in authoritative media
If the company is talked about in the media, this is very strong social proof for both business and ordinary people. The block “They write about us” or “They talk about us”, or “The press about us” - all these formulations significantly improve the company's sales figures, since the media actively influences the opinion of the audience.
14
Building customer trust
Trust is one of the key factors in increasing sales. In order for a client to want to buy from a certain company, he must know it. Know it in a positive way and, moreover, trust it. A number of tools are also used to increase trust.
1. Research and reference authoritative sources
Until a brand becomes well-known and recognizable in the market, its opinion is just one in a million, another vision of a certain issue. When such an opinion is supported by facts, research results, evidence from authoritative sources, the brand gains more trust from its readers and/or potential customers.
2. Guarantees
Guarantees are an unconditional way to gain trust from customers. However, this rule applies only to physical goods; almost no one provides guarantees for services. This rule also applies to the digital market - to guarantee growth by 150%, attracting 200% more customers - this can be done only by beginners or scammers. The only guarantees that can be given for services are guarantees of their completion on time, according to the specified technical specifications, and quality.
3. Awards and merits
Certificates, diplomas, international or regional awards - all this increases the trust of potential clients. The same is true when it comes to awards and merits of its employees rather than the company itself - this is one way to demonstrate that the company employs professionals who have appropriate confirmation of professionalism.
Conclusion
So, the above 12 ways to increase customer trust work for all companies. However, in this case, the situation is similar to cooking - if 3-4 ingredients are good, then 10-12 are too much. Use only the most suitable social proofs for yourself and track their effectiveness.
Social Proofs
What is social proof? In short, it can be summed up in one phrase: millions can't be wrong about something. In other words, if millions of people approve of a product, service or product, it means that it is truly trustworthy.
In this case, social proof is a tool for persuading potential clients who form their opinions and decisions not independently, but based on existing reviews and recommendations.
1. Cases
From a psychological point of view, they resemble science fiction stories, when the main character is initially in a bad way, and then everything is fine. From a practical point of view, the scheme “Problem-Problem Solution-Result” is visible. Clients love cases, because they see direct examples of the company’s work or their ways of solving existing problems.
2
2. Reviews
Reviews used to work much better, until shopify website design companies started making fake reviews for both themselves (positive) and their competitors (negative). Today, it is quite difficult to see real reviews: bots on social networks are no longer evidence, and typeset reviews on landing pages are even less so.
There are many articles on how to distinguish real reviews from fake ones (which we will cover in our next article). In short, the main factors that influence trust are the lack of anonymity, the relevance of the information provided, relevant photos, and trusted services that moderate user reviews.
3. Thank you letters
Despite the fact that such letters are filled with bureaucracy and are often found in individual companies in the b2b segment (most of which are in the CIS market), they can also significantly increase trust. Sometimes this is the only chance to get a positive review from a client who does not operate online and does not even have a business card website on the Internet.
Cont
4. Opinion of experts and influencers
Experts and influencers are some of the people that users trust even more than companies and reviews. Research conducted by Smart Insights has proven that using experts and influencers can significantly increase sales.
Cont2
According to research by the same company, 76% of buyers will look at information about a product/service from opinion leaders and, based on their information, will make a decision about the need to purchase.
This is entirely justified: if your product or goods are approved by experts in your field, you are truly unique/useful/necessary.
5. Our clients
One of the most powerful social proofs for both businesses and individuals. It's simple: if your products or services are used by industry leaders, if your partners are well-known brands and companies, you are an obvious leader that people will want to join.
Cont3
6. Statistical data
Another social proof that determines the popularity of a brand. “We have over 100,000 marketers with us,” “1,000 solved cases,” “Every 4th client comes back to us,” etc. - all this shows the company in a positive light, testifying to the quality of its goods and/or services.
Cont4
Cont5
7. Dynamic data
“In 2010, our team consisted of 3 people and 2 projects, today - 700 people and over 1000 projects”, or “Using our product allowed companies A, B and C to achieve the following indicators: %growing graph%”.
11
In all cases, dynamic data demonstrates the benefits of purchasing a product and/or service. Company expansion, an increase in the number of customers, a clear graphical demonstration of the growth of income/other indicators when using the product - all this shows potential customers how good it is to cooperate with the brand.
8. Ratings
The top positions of a company in ratings are a much better motivator for purchase than a direct call to action. There can be many variations of ratings - the fastest growing company, the best company in the industry, TOP companies by certain key indicators, etc.
12
9. Publications in authoritative media
If the company is talked about in the media, this is very strong social proof for both business and ordinary people. The block “They write about us” or “They talk about us”, or “The press about us” - all these formulations significantly improve the company's sales figures, since the media actively influences the opinion of the audience.
14
Building customer trust
Trust is one of the key factors in increasing sales. In order for a client to want to buy from a certain company, he must know it. Know it in a positive way and, moreover, trust it. A number of tools are also used to increase trust.
1. Research and reference authoritative sources
Until a brand becomes well-known and recognizable in the market, its opinion is just one in a million, another vision of a certain issue. When such an opinion is supported by facts, research results, evidence from authoritative sources, the brand gains more trust from its readers and/or potential customers.
2. Guarantees
Guarantees are an unconditional way to gain trust from customers. However, this rule applies only to physical goods; almost no one provides guarantees for services. This rule also applies to the digital market - to guarantee growth by 150%, attracting 200% more customers - this can be done only by beginners or scammers. The only guarantees that can be given for services are guarantees of their completion on time, according to the specified technical specifications, and quality.
3. Awards and merits
Certificates, diplomas, international or regional awards - all this increases the trust of potential clients. The same is true when it comes to awards and merits of its employees rather than the company itself - this is one way to demonstrate that the company employs professionals who have appropriate confirmation of professionalism.
Conclusion
So, the above 12 ways to increase customer trust work for all companies. However, in this case, the situation is similar to cooking - if 3-4 ingredients are good, then 10-12 are too much. Use only the most suitable social proofs for yourself and track their effectiveness.