Businesses large and small go to great lengths to find the most cost-effective marketing methods that appeal to their customer base. Traditional marketing techniques like radio spots, direct mail, and ad space are expensive and not nearly as effective as it once was. With the internet available to most of your customer base, there’s a new marketing imperative in town that all business owners should be aware of, especially contractors: social proof.
Social proof is a behavioral science term that’s been around since the early 1900’s and has always been a prevalent concept in the advertising world. Applied to consumer habits, social proof occurs when a person is unsure of what to purchase or acquire so they turn to the people around them for clues on how to decide. The idea of social proof has become more and more popular in the last decade or so due to the rise of social media and how consumers turn to the internet for help making their buying decisions.
By beefing up your website to include a little social proof, you can do a lot to convert your visitors into viable leads for your business. By showcasing testimonials from your most delighted customers, you are showing visitors that they can rely on you to deliver results for them as you have for others. It’s proof that people just like them have been pleased with your work.
To take your online presence to the next level, consider creating customer case studies that can be viewed or downloaded on your website. Case studies go one step further to not only share a customer’s satisfaction, but to provide insight into how you solved a problem for them, highlight the before-and-after conditions, and demonstrate what makes your company great.
Of course, social proof isn’t just found online. There’s not much better social proof than the age-old referral. Whether you’ve got a hefty base of previous customers or you’re just starting out, implementing a referral program within your business can be a game-changer. Offer incentives for your customers to refer a friend or family member: a gift card to a local coffee shop or retailer, a discount on their next project/purchase, or even tickets to a local event. By incentivizing referrals, your interaction with the customer will be more memorable as long as the perk is enticing. Once or twice a year, launch a referral campaign and reach out to your previous customers to see if they can drum up some business on your behalf. If you’ve done a good job of meeting (and even exceeding) their expectations, they’ll be thrilled to refer someone your way – especially if they get an added bonus for doing so.
How are you using past and current client experiences to reach more customers and build your business?
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