Social media is not just an effective traffic-building channel. It’s also a great conversion boosting tool. Today we’ll chat about #CRO (conversion rate optimization) with @aschottmuller
Social media traffic can be much more effective if you use social media right: This is something we are going to discuss today!
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About Angie
Angie Schottmuller is a growth marketing advisor and speaker helping organizations exceed goals and better understand customers using data-driven technology and persuasive marketing psychology.
Connect to Angie on LinkedIn and subscribe on Slideshare.
Questions we discussed
Hi everyone! Psyched to chat social proof for content/persuasion/sales. It’s gonna be a wild 54 minutes!
Q1 How did you become a growth and ROI advisor? What’s your career path?
My Path: IT Dev/Design➡️ E-Biz ➡️ Marketing ➡️ Growth/ROI Strategist
Q2 You’re currently writing a book about social proof. Please define social proof.
Social proof = Evidence of/from others to guide behavior. (Ex: reviews, customer counts, photos, badges, etc.)
SocialProof Psychology Principal: When faced with unknowns/concerns, people look to others’ behavior to guide their decisions.
A2: Nailed it. Basically, “look what THIS person just like you thinks…don’t you think that way too?” #vcbuzz https://t.co/VPanFlylCR
— Sarah Bernier Danks (@bernier) January 12, 2016
#SOCIALPROOF Classic examples: TV show canned laughter ? Life cereal’s “Mikey Likes It!” ?⬅️ Remember that?! #vcbuzz pic.twitter.com/JYT312lPyu
— Angie Schottmuller (@aschottmuller) January 12, 2016
Consumers TRUST social proof reviews 12X MORE than business copywriting. ~@eMarketer Report
I think #gamification can definitely be used to increase social proof. Many startups do this. #vcbuzz
— JeffreyRomano (@JeffreyRomano) January 12, 2016
Q3 How and when should marketers use social proof?
Social proof psychology only works to reduce anxiety/doubt. You can’t just slap on a review and think it’ll aid conversion.
For social proof psychology to be effective: 1. Identify the uncertainty/fear THEN 2. Buffer accordingly.
Use social proof to aid trust, answer questions, and hook emotion to confidently drive action. Be creative!
What are YOUR customers’ uncertainties/fears/questions? << These are conversion barriers.
Q4 What are key factors for effective/persuasive social proof?
Effective social proof factors: 1️⃣ Diverse formats 2️⃣ Persuasive quality. << Inventory as a #content matrix!
A4: Social Proof Factors: People, Stories, Trusted Brands, Numbers, Believability, Multimedia, Fit with Audience #vcbuzz
— Tom Treanor (@RtMixMktg) January 12, 2016
Social proof formats go WAY beyond reviews. BRAINSTORM: Words, #’s, and visuals that reduce uncertainty.
#CRO: ‘6S’ Social Proof Types = Score It, Sum It, Say It, Sign It, Show It, Shine It. #vcbuzz A4 pic.twitter.com/ttFeNf8L6z
— Angie Schottmuller (@aschottmuller) January 12, 2016
#SOCIALPROOF:7 Quality Factors: CRAVENS=Credible, Relevant, Attractive, Visual, Enumerated, Nearby, Specific #vcbuzz pic.twitter.com/iio5XPUiEA
— Angie Schottmuller (@aschottmuller) January 12, 2016
#CONTENT: Don’t guess why social proof did or didn’t work. Use the C-R-A-V-E-N-S scorecard & AB test! #CRO #vcbuzz pic.twitter.com/SdBWMyJnx2
— Angie Schottmuller (@aschottmuller) January 12, 2016
Q5 What are some social proof conversion tactics that can be applied to boost almost any online business?
#CONTENT: Try replacing headings with customer wording / review snippets for persuasive credibility. #CRO #vcbuzz A5 pic.twitter.com/KbsfPaltMb
— Angie Schottmuller (@aschottmuller) January 12, 2016
#CONTENT: Include headings over social proof logos to bridge user confidence. Use specific #’s, “you” voice. #vcbuzz pic.twitter.com/kWEgEBcpBC
— Angie Schottmuller (@aschottmuller) January 12, 2016
Use customer-shared photos as landing page hero shots. Their persuasive potential is HUGE.
@aschottmuller I bet this is easier to realize after an Instagram hashtag campaign or something of the like ? #vcbuzz
— Sarah Bernier Danks (@bernier) January 12, 2016
@stephanhov There’s always something unique even with the most boring industries. You have to dig deep. #vcbuzz
— Marisa Sanfilippo (@MarisaASan) January 12, 2016
Q6 What are some common mistakes to avoid with social proof marketing?
A6: Don’t put fake words into your audience’s mouth. I.e., don’t fake testimonials/reviews/proof! #vcbuzz https://t.co/eYEBW3Vnbt
— ThinkSEM (@ThinkSEM) January 12, 2016
#1 Mistake: Choosing quantity over quality. 1 amazing testimonial can trump 1000 plain reviews.
@aschottmuller Totally agree. A believable, real review that goes into detail of how the problem was solved > 1000 avg testimonials #vcbuzz
— JeffreyRomano (@JeffreyRomano) January 12, 2016
This! RT @bernier: @aschottmuller 5-star review w/accompanying text: “Great widget” => FAKE REVIEW FAKE REVIEW #vcbuzz
— Ann Smarty (@seosmarty) January 12, 2016
Social proof is definitely a HOT trend for 2016 — great for #SEO, #custserv, #content, and #CRO!
.@bernier Good point. Social proof is NOT a trend. It’s here to stay. The OTHERS will always be more persuasive. #vcbuzz
— Angie Schottmuller (@aschottmuller) January 12, 2016
#2 Mistake: Displaying generic testimonials (“they were great”) w/ missing or weak signatures.
#3 Mistake: Featuring (or waiting for) perfect ratings. << Nobody’s buying that. Literally.
#CONTENT: 1 in 3 consumers suspect FAKE reviews if nothing is negative. – @Reevoo Report #CRO #vcbuzz A6 pic.twitter.com/7HcqnEAdLd
— Angie Schottmuller (@aschottmuller) January 12, 2016
Social proof must REDUCE concerns and questions …NEVER create them.
#CONTENT: Persuasive Testimonial Core: Client PROBLEM + Business SOLUTION + Result SPECIFICS. #vcbuzz pic.twitter.com/WknpPi93B2
— Angie Schottmuller (@aschottmuller) January 12, 2016
Q7 What are some cool marketing tools to help with social proof?
A7: Help getting it? Social media, asking, finding via mention, etc. Using it? Anything you use regularly ? #vcbuzz https://t.co/WL1Xxv1Bw9
— Sarah Bernier Danks (@bernier) January 12, 2016
Try userstats.com for real-time social proof stats to boost confidence AND urgency.
#TOOLS for Social Proof: @Bazaarvoice ratings & expert Q&A; @NeedleIt advocate-sourced live chat support. #vcbuzz A7 pic.twitter.com/9BsGeZkl96
— Angie Schottmuller (@aschottmuller) January 12, 2016
Our previous conversion optimization chats:
- Content & Influencer Marketing Twitter Chat with Sujan Patel @SujanPatel
- Social Media Advertising Twitter Chat with Lisa Raehsler @lisarocksSEM
- Social Media Analytics Twitter Chat with Ruxandra Mindruta @RuxandraRux of @Brandwatch
- Book Marketing Twitter Chat with @RobCubbon
- Your Most Shared Article: Why Do You Think It Went so Well?
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