What is social proof and why is it important?
From a psychological perspective, it has been found that humans are naturally inclined to do what the majority are doing because they want to conform. The theory goes that the more other people are doing something, the more likely they believe it to be worthwhile.
Including this theory as part of your social media marketing can help you build trust and influence with your target audience. Research shows that 63% of consumers look up a product or brand on social media before making a purchase, therefore it’s very important to build social proof across your channels.
Here are five ways to start using social proof theory:
#1: Share Patient Reviews and Testimonials
One of the best ways to reinforce social proof is to include customer reviews and testimonials on your pages.
Incorporate Reviews in Your Posts
Social networks favour visuals to text and are more likely to show visuals in a user’s newsfeed than text only updates.
Next time you get a great review from a patient, transform that text into an enticing image and watch the impact on your social media presence.
#2: Emphasise Patient Numbers
When prospective patients research your dental practice online, they may be wondering how many other patients trust your service. Highlighting the number of patients you already have helps offer people assurance that you’re a trusted practice.
#3: Team Up With Influencers
Authoritative figures in the dental industry who have established reputations with patients make them the perfect people to help you build social proof.
According to a recent Twitter study, 40% of Twitter users say that they’ve made a purchase as a direct result of a tweet from an influencer such as a celebrity or blogger.
Although your business may not have the budget for the likes of David Beckham, there are plenty of influencers in your local area who will be happy to post about your practice, often for free. So don’t be afraid to ask your social media savvy patients to take a selfie and mention your practice.
#4: Get Verified Badges for Your Accounts
A verified badge sends the message that you’re a reliable practice. What used to be a feature limited to accounts with hundreds of thousands of followers is now an option for any business page on Facebook.
To verify your Facebook account, you need to provide a few details and Facebook will contact you with a code so that you can set it up. Once you have the verified badge, you’re far more likely to build trust with people who are researching your services through social media.
#5: Highlight Your Customer Service Track Record
As much as we’d love to impress every patient we see, there are times when patients have complaints or need help, and social media is the perfect tool for them to voice their concerns. Social proof is one way to demonstrate that your dental practice is committed to patient care.
Add the “Message Now” Badge to Your Facebook Page
The Message Now badge appears on the left side of your Facebook business page, telling visitors how quickly you reply to messages. The quicker your average reply time, the more impressive the badge will look on your page.
In conclusion, building social proof can take time, particularly if you’re a new practice. However, with all of the features and actionable tactics mentioned above, it has never been easier to start including social proof in your social media marketing.
If you would like further information about how social media can benefit your practice, speak to a member of the Dental Design team today on 01202 677 277 who will be happy to help you.
Thanks to social media examiner for the inspiration for this post.