Social proof can pack a powerful punch for your promo business. From testimonials to endorsements, social proof gives prospects confidence that you’re an expert at what you do. It also inspires them to work with you over another company. Research shows 92% of buyers are more likely to purchase after reading a trusted review.

It all comes down to human nature. Jessica True, the senior director for marketing strategy at Dialpad, says people naturally look to others for guidance, and it’s normal to want to follow the advice of friends and peers. This is especially true for B2B buyers. She says they have a lot of pressure to get it right, from pleasing stakeholders to adhering to the budget.

Want to harness the power of social proof at your promo company? Read on. In this issue of PromoPro Daily, we share True’s thoughts on how to use 8 common types of social proof.

  • Word of mouth. This kind of social proof is especially powerful because we trust the people closest to us. When a colleague, friend or family member tells you how something improved their business or transformed how they work, you’ll probably be interested.
  • Online reviews. When people are searching for promo and see dozens or hundreds of positive online reviews for your company, it’s going to tip the scale in your favor. If many people are lauding your brand, True says, that must mean you’re good at what you do.
  • Social media content. Do people post pics of their promo on LinkedIn or X? True recommends monitoring mentions, discussions and interactions related to your brand on social platforms. This can help refine your marketing approaches and leverage user-generated content effectively.
  • Expert testimonials. When someone has a great experience working with you, ask them to leave you a review. Leaders from different industries like real estate, hospitality and education listen to other leaders from their field. They want to know when a B2B provider has benefited their organization, True says.
  • Media. News sites, blogs and video channels wouldn’t cover you if you weren’t good at what you do. True advises reaching out to such sites to share news about your products. It can help establish and maintain your brand authority. And if a B2B decision-maker sees your company on a reputable news site, they’re more likely to trust you.
  • Industry events. Speaking at conferences is a type of social proof that legitimizes your brand in the eyes of potential clients, True says. Why? Because if you’re invited to an industry event, your business must be reputable.
  • Influencers. You don’t need a celeb to endorse your promo. However, you should look for influencers in different fields who can validate your brand. According to True, influencers hold a special kind of sway over your target audience.

Whether it’s a client testimonial, a glowing online review or a product mention in an industry publication, social proof can steer prospects your way. Look for ways to put it to good use.

Compiled by Audrey Sellers
Source: Jessica True is the senior director for marketing strategy at Dialpad, cloud communication solutions.