Leveraging Social Influence5 August, 2021
As an entrepreneur, in order to understand your consumer segment, you really need to stop and think about what makes them behave the way they do. Why do they shop where they shop? Why do they choose certain brands over others? Why do they have certain deep-rooted values? Well, there are many factors that play into this like price, availability,, et cetera, but one factor that can sometimes be brushed off is informational social influence. This is when people copy the actions of others out of a desire for safety. Some marketers and entrepreneurs may say, “Well, we have no control over when, how, or why a person may copy someone else’s choice, so why focus on this?” In marketing, there is often little that you cannot leverage for the good of your business. Here are four ways you can leverage informational social influence.
Include testimonials in your marketing copy – It’s no secret that consumers are more likely to buy the product with 1,000 five-star reviews than the one with little to no reviews. Show your prospects that purchasing from you will be satisfactory.
Interview consumers in your copy – This takes you a step past testimonials, now prospects are seeing/hearing it come out of the customer’s mouth, and they get to see the type of people who buy from you.
Awards – Showcase your best success stories. You won them for a reason, let your market know about them
Grow your social following – Having a large following shows prospects you’re good at what you do and a lot of people want to keep tabs on your business. Also, more followers mean more engagement and engagement offers a very similar effect as testimonials and interviews.
If you want to read more about informational social influence and how to leverage it in your business check out this great!
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