Social Proof is Very Important and Should NOT be Overlooked.
First let me explain a little bit more about social proof.
Businesses have used social proof for years and it is used in many different ways.
Social proof gives your business a HUGE advantage over other businesses that don’t use it, and social proof can help you grow faster by turning more people into clients, patients and customers.
Social proof is a psychological phenomenon where people assume the actions of others in an attempt to reflect correct behavior for a given situation. This effect is prominent in ambiguous social situations where people are unable to determine the appropriate mode of behavior or action, and are driven by the assumption that surrounding people possess more knowledge about the situation.
Now let’s talk about how this relates to you, your business and social media.
In business we all want a return on investment, right? Making money is the foundation on what we judge our success. However you need to broaden your mind when it comes to defining the words ‘Return on Investment’. Many small business owners think NOW, they think SHORT TERM and this is very SHORT SIDED. The key to lasting success is to look way ahead and this means that you really need to broaden your definition of what it means to return an investment for your business, not just now but for years and years and years to come.
“Successful social media marketing and social proof is like creating residual income for your business.”
Let’s look at this in a different way.
You’re 40 years old and you look out to the future when you will 80. What do you want your life to be like when you are 80? Do you see grandchildren? Are you still exercising and active? Are you living near the ocean or in the mountains? Are you still working to make ends meet or do you have more than enough money to provide for the lifestyle you desire? When we talk about ourselves in this way we can easily understand that if you want your life to be a certain way, then you will need to do certain things now when you are 40 to prepare for 80.
Well, the same is true with your business and now I’d like to share two examples of what social proof looks like in terms of successful and unsuccessful social media marketing.
It’s 2019 and we have two Dentists who’ve stared their own practice and have been in business for 10 years now. Dentist #1 saw very little value in social media marketing back in 2014, so they opted not to do it. They kept marketing their practice in the same ways they always have. Dentist #1 has a very nice website and they practice excellent dentistry. There business is plugging along, but of course they always want to build even more.
Now let’s look at Dentist #2, this Dentist saw the big picture and saw what social media can do for them. They have a great website, an excellent practice and a very active social media presence. In fact, now that they’ve been doing it successfully for 5 years they have over 4000 Fans, they have 35 five star and 4 star reviews on Facebook and on other networks. They’re engaged with their fans on Facebook and other social media channels consistently. They provide excellent information that educates their audience as well other complimentary health professionals that value their advice and expertise, so they refer them and they are humming along very nicely.
Now you have a potential patient that is looking for cosmetic dentistry work. They hop on Google and do a search. They find Dentist #1 and Dentist #2. Both websites looks great. The potential patient likes both dentist’s websites, however still is unsure which is the best dentist to choose. After all she is planning on spending thousands and thousands of dollars on cosmetic dentistry and also needs regular check ups for her children She wants to make sure she is spending her money in a smart way.
So, now the potential patient pops over to see their social media presence on Facebook…Dentist #1 started a page years ago and just let it sit there with no content and only 40 fans.
Dentist #2, however has over 4000 REAL Fans, has amazing ‘real reviews’ and lots of engaged fans plus helpful information that this potential patient can read right now. Which Dentist do you think this potential patient will choose?
This is social proof on social media my friends. It’s very powerful.
Now, let’s continue on with our story for a moment. Now this potential patient calls Dentist #2, the staff does a great job on the phone, they set up her appointment and then the staff asks the inevitable question, “How did you hear about our practice?” and the patient answers, “I found you on Google.”
But, what was it that SOLD this patient or PUSHED this patient to actually CALL and make an appointment? Was it her Google search or was it the Social Proof from Facebook?
Will your potential patient ever think to tell you this? NO, because more than likely they are not a marketer or business owner. They are simply a patient looking for a great dentistry.
So, when you think about adding social media marketing to your business strategy broaden your definition of ROI because to truly understand your ROI you need to understand many numbers in your business, such as: what is your average sale? on average how much do your patients spend with you per year? how much is a patient worth to you? what is the lifetime value of a client or patient? what is your retention rate? on average how many of your patients refer your services? (and don’t say it’s high…that is not knowing your numbers.) Knowing your number is being able to say my average patient spends $2000 a year in my practice, my retention rate is 85% and the lifetime value of a client or patient is $20,000. This is all very important information to think about and goes way beyond an immediate ROI.
Open your mind when it comes to your business growth, social media marketing and take social proof into account before you turn your nose up at Facebook and other social networks. Clearly define where you want to be 5, 10 and even 20 years from now and base your decisions from there. Be smart!
Are you ready to hire a social media manager to help you with your social media marketing? We are here to help. Please email me: firstname.lastname@example.org or call 919-616-2897.
Cheers, Love and Success,
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Amanda BrazelOwner/Expert Social Media Manager for Small Business. Read More.
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