Everybody has felt that slight hesitation before making a purchase. You start to wonder, “Is this product actually worth it?”, “Will it actually solve my problems?”, “How can I trust this is the right decision?” You’ve gone through this before and your potential customers are facing the same thing. The powerful (and free) tool you have to help them past that hesitation is social proof. This is a huge reason why you need to know how to ask for reviews and get more customer feedback.
According to Forbes, 98% of customers read reviews before making a purchase. This statistic makes one thing crystal clear: social proof is not just an option, but an absolute necessity.
Because of the interconnected nature of the online world, it makes it easy for people to jump from business to business quickly in order to find what they’re looking for. Reviews help ensure they land on yours and stay. Amidst your competitors, strong social proof establishes your brand as the most credible.
In this guide, we’re going to break down exactly how to leverage social proof to your advantage. We’ll go over what it is, the right approach to collecting it, the most effective places to use it, how to make it effortless for customers to provide, and finally we give you a free template to start asking for reviews today.
Let’s start by building your foundation and understanding what exactly social proof is and the different types.
What is Social Proof?
When you think of social proof, your mind probably goes immediately to five stars and written testimonials on a product page. Which, yes, these are great examples of social proof. However, social proof actually goes a lot deeper than you might initially think.
Social proof is actually a psychological phenomenon where people tend to follow the actions of others because they want to make the right decision.
It feeds into the fact that humans are social by nature. They base their decisions off of what they see was successful for others. It builds off the thought process of “Oh, since it worked for them it must also work for me!”
In our everyday lives we see this in all sorts of ways. It’s watching a new show based on your friend swearing it’s the best show on TV right now. It’s picking a packed restaurant over a slow one right next door. The bottom line is, social proof is seeing what others are choosing and basing your decision off of that.
As customers, we buy products that make us feel good about ourselves, products that change us and make us better. By using social proof in the form of testimonials, reviews and trust icons you’re helping customers make a decision, feel confident about their choice, and be a part of something bigger.
– Talia Wolf, Founder @ GetUplift.co
The Value Of Social Proof for Business Growth
Now that you know what social proof is, let’s talk about the power it holds for moving your business forward.
- Enhancing Brand Reputation: Your brand will have a stronger reputation in your industry the more positive reviews you showcase. When people see positive reviews, they immediately position your brand as trustworthy.
- Building Brand Trust: Before making a purchase, people want to trust that your product will arrive and work just as you promise in your advertising. Strong social proof shows potential buyers they can be confident in investing in your brand. It serves as validation that you deliver on your promises.
- Driving Conversions: At the end of the day, more trust and credibility means more sales. Social proof is what people need to get over their hesitations to making a purchase because they feel assured that they’re putting their money towards something actually beneficial. When people see others achieving results, they’re more likely to take action and buy.
Real-World Example: How Reviews Drive Success
Let’s consider this example from Amazon. Let’s say you’re browsing for a new bedroom dresser and you come across the two products shown above. They’re the exact same size and would both work perfectly for your space. Out of the two, which one would you be more drawn to choose?
Odds are you definitely chose the one on the right. Why? Because there are 12,000 more positive reviews than the one on the left. Even though they’re basically the same dresser and despite the fact the one on the right is more expensive than the other, the bottom line is if that many people were happy with the product you’ll feel like it’s much more worth it.
Different Types of Social Proof
There are many different platforms on which you can collect and showcase social proof. Let’s quickly go through some of the most popular and discuss which one would be ideal for your business.
Review Sites
Ideal for: All businesses with a physical or online presence.
When people search for your business, you want your business profile to pop up with five stars next to it. Google reviews boost credibility while also boosting your visibility online.
**Beware of bots leaving poor reviews! Fake reviews can bring down your overall rating and, when not addressed, will mislead potential customers. Even if a negative review is clearly fake, always respond professionally. A well-crafted reply lets potential customers know the review isn’t legitimate while demonstrating that your business values transparency.
🚨Important Note: In order to receive google reviews, you must verify your business profile. This makes your business information show up on Maps, Search, and other Google services. It’s also a necessity for receiving and replying to reviews.
Yelp
Ideal for: Restaurants, retail stores, salons, spas, service-based businesses (plumbers, contractors, auto repair, etc.).
Millions of users use Yelp everyday to find a solution to their problems.
If you’re a service based business, a strong Yelp presence definitely helps boost your credibility with locals in your area.
Better Business Bureau
Ideal for: All companies!
The Better Business Bureau is a widely recognized symbol of trust and integrity. This organization was created to be a go-to resource for making more informed purchasing decisions by providing transparent information about businesses.
A strong BBB rating reassures potential customers that your business operates ethically and effectively. In today’s world, consumers are constantly facing scams, misleading businesses, and unprofessional service providers.
Video Testimonials
Video testimonials are one of the most powerful forms of social proof because they combine authenticity with visual storytelling. Unlike written reviews, they provide a live showcase of real, human customers, allowing prospective buyers to see and hear genuine experiences.
With video content currently dominating the online world with platforms like TikTok, Instagram Reels, and YouTube, leveraging video testimonials is more important than ever.
Case Studies
A recent study revealed that 79% of B2B buyers considered case studies to be a crucial factor in their decision-making process!
Case studies are great because they are a chance to provide a detailed, narrative-driven analysis of your business helping a customer. They showcase exactly how your product or service solved a real-world problem and demonstrate the measurable results of the value you offer.
They’re great for B2B marketing because they offer concrete proof of your success and make it easier for buyers to understand what you can do for them.
Check out this great example from contentful x Audible!
Strategically Choose The Type of Social Proof You Want
When it comes to building credibility and attracting new customers, different types of reviews serve distinct purposes depending on your business. Google Reviews boost local search visibility and trust, while platforms like Yelp and Trustpilot cater to consumer-driven feedback. Clutch is essential for B2B companies, showcasing detailed client testimonials, whereas the Better Business Bureau signals trust and reliability.
It all comes down to choosing the right platform that aligns with your industry and where your customers are turning to for extra validation.
How to Ask for Reviews & Testimonials
Now that we’ve discussed the most popular forms of online social proof, let’s get into how you can get more for your business. You may not have realized this but there’s a right and wrong way to ask for reviews.
You don’t want to ask just anyone for any type of review. Without a strategy or implementing the best practices, you could end up with reviews that don’t accurately reflect your business. Or even worse, you might receive vague or even negative feedback simply because the timing or wording wasn’t quite right.
To maximize the impact of social proof, you need to have a strategy for asking for it. Here are some of the best practices for asking for reviews to ensure you receive high-quality, authentic feedback.
Best practices for Asking For Reviews And Testimonials:
- Ask when the customer has had a positive experience: Timing matters. If a customer mentions after receiving a service from you how amazing it went, request reviews. You want reviews when customers are most satisfied to increase the chances of positive feedback.
- Use direct, simple messaging: Keep your request clear and to the point, avoiding unnecessary complexity that might discourage responses.
- Make it effortless: Provide a direct link or easy-to-follow steps so customers can leave a review without extra effort. The less steps they have to take the better!
- Offer multiple options: Give customers flexibility by clearly specifying where they can leave a review, such as Google, Typeform, or video testimonials.
Great Example Of A Strategic Approach: Etsy
Take a look at this simple yet effective way Etsy asks for their customers’ experience.
The image on the left is sent in an email after customers receive their order. The giant stars and headline “What do you think?” take up the bulk of the email, keeping things clear and simple. When you go to click on one of the stars, it takes you to etsy.com to a customer feedback survey.
They then ask you to rate the product based on different categories. This sets them up to be able to sort reviews based on those different categories so when people are looking to ensure a product meets certain criteria, they can read specific reviews under that category.
Strategic Ways to Ask for Reviews and Get More Responses
On top of best practices, there are strategic ways to increase review responses and make the process seamless.
Asking at the End of a Zoom Call: Capture positive momentum by requesting a quick review before ending a successful call.
Email Follow-Up or Automated Sequences: Send a timely post-service email with a direct review link.
Use a Simple Survey: Streamline feedback collection with a one-step form.
Incentives & Appreciation: Offer a small incentive or express gratitude to encourage responses.
Integrate Into Your Process: Train your team to ask at key touchpoints for consistent review generation.
Where to Leverage Collected Social Proof
So the question remains, once you have the social proof, what do you do with it? How do you use it effectively? The clear answer is use it anywhere and everywhere. You want to make sure that everywhere a potential customer looks, they’re receiving validation that your company is the right choice for them.
For your reference, here are some key platforms where you can maximize the impact of social proof.
- Social Media: Share customer testimonials, video reviews, and case studies on platforms like Instagram, LinkedIn, and Facebook to engage and build trust.
- Email Marketing: Feature reviews in welcome emails, follow-ups, and promotions to reinforce credibility and nurture leads.
- Your Website: Display testimonials, star ratings, and case studies on product pages, landing pages, and a dedicated reviews section to persuade visitors.
- Advertising: Incorporate ratings, customer quotes, and video testimonials into paid ads to increase engagement and conversions.
- Sales Process: Arm your sales team with case studies and testimonials to overcome objections and build confidence.
- Content Marketing: Enhance blog posts, ebooks, and guides with real customer success stories for added credibility.
Free Downloadable Review Request Template
Here’s an easy place to start gathering reviews. Ask your loyal customers (you know the ones, the golden ticket customers that always rave about your business) to share their experiences.
If you click the link below, you’ll receive a FREE template that will make asking for reviews easy and effective. You can use this template in emails, DMs, or call scripts.
Reviews Are Essential For Business Growth!!
Customer feedback is information. It doesn’t just help your customers make a purchase, it tells you how you can improve your business!
The reality is as much as you push for the most positive reviews, you’ll still receive negative feedback from time to time. Don’t let it discourage you. Use it to your advantage!
Reviews are essential for business growth and should be an integrated part of your operations. The key is to be authentic, transparent, and strategic in how you collect and showcase them. Make the process easy and consistent, and let social proof work for you.
If you’re still unsure about how to collect and utilize reviews to your advantage, book a FREE consultation with us and we can strategize together! Here at Mintun Media we are expert marketers who truly understand the value of social proof. Let’s work together to grow your credibility as a business and drive more conversions!
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