There is an immediate step you can take to help secure new clients or customers… and it is pretty simple to implement!

The answer: social proof

It might not be a term you are familiar with, but you’ll most certainly have seen it in action. It’s not a new phenomenon, in fact, the term was coined back in ​​1984 by author Robert Cialdini in his book Influence. It’s described as the idea that people copy the actions of others in an attempt to emulate behaviour in certain situations.

How does this apply to marketing?

When looking at social proof or informational social influence in relation to marketing, it all boils down to credibility and reviews! Your audience looks to the opinions and behaviours of previous clients or customers to aid their decision.

To put that into context for you – 95% of shoppers read online reviews before making a purchase.

Now you know why businesses are SO keen to collect reviews! There’s always a strategy behind every decision…

How can you implement social proof in your strategy?


Collect reviews from clients and customers at every opportunity!

Reviews and testimonials can sit in a number of places whether that’s on Google, Trustpilot, your website or integrated within your social media content plan.

The impact of reviews must not be overlooked – collecting and showcasing customer/client feedback should play an integral part in your strategy!

Case studies

A case study is a great opportunity to break down the details of the work carried out for a client, campaign or project. It is a chance to showcase your work/product and the experience the customer had throughout to demonstrate to any future prospects the services you provide and how you can fulfil their requirements.

We also advise including a client testimonial as part of the case study – 2 birds, 1 stone!

Case studies can be displayed on your website, across your social activity, within brochures and throughout every step of a sales strategy.

Trust icons

Trust icons are a more discreet way of adding credibility to your brand and might be something you’ve overlooked on websites or social channels previously BUT we can guarantee your subconscious took note…

Examples of trust icons include:

‘Featured in’ banners including notable press publications that your product/business has been mentioned in.

Previous/current client logos have the potential to show a high level of professionalism if the logos are easily recognisable. Note: if they are smaller organisations, their inclusion still demonstrates that you are an active business working with real-life clients so still valuable!


Stats are an opportunity to really demonstrate your reputation and the results you can achieve. They are a great way to grab attention through bitesize displays of information across any customer touchpoint.

Some examples are success rates, key milestones, client base, projects worked on, websites built etc.

If there’s an element of your business that you can quantify, include it!


Award-winning business/product has a nice ring to it, doesn’t it?

Fun fact: you don’t have to sit around and wait to be nominated for certain awards, you can nominate yourself! Put aside some time in your day to identify suitable awards for your business and align which ones to apply to – quality not quantity applies here.


As demonstrated, there are many, many ways that you can add a level of credibility to the services you provide or the products you sell. And these might seem like obvious tactics but they really do make an impact and will HOPEFULLY boost your sales. Social proof is not to be overlooked or dismissed.


Eager to step your marketing up a gear? Have a new project that requires the help of a full-service marketing agency? We’re all ears… Get in touch via our contact form and let’s have a chat!

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