Social Proof: Why it Matters to You

Why Social Media Matters

Whether we like it or not, most people today are getting their information from social media. They may eventually click a post to visit a website, read an article, or watch a video, but they’re finding that content on social platforms first.

One of social media's most important roles in your business is spreading word-of-mouth, or as it’s called today, "Social Proof."

What Is Social Proof, and Why Does It Matter?

Social proof is a psychological phenomenon where people mimic the behavior of others to determine the correct action in a situation. Here’s a simple example:

When people see positive experiences with your brand—through testimonials, reviews, or comments—they assume they’ll have a similar experience. This simple yet powerful concept can help build trust and grow your business.

According to a Nielsen survey, "82% of Americans seek recommendations from friends and family before making a purchase."

Another study found that "88% of consumers trust online reviews as much as personal recommendations."

Harnessing Social Proof: Key Tips and Best Practices

1. Leverage Positive Reviews

When people leave positive reviews unexpectedly, that’s great! However, it’s always better to ask clients directly for feedback, offering suggestions for specific points to highlight.

Think about the kind of review that would best reflect your services. For instance, instead of a vague "I liked working with ABC Insurance," a more impactful review would be, "ABC Insurance explained all my options and made it easy to choose the Medicare supplement that best fits my needs." Specificity is powerful!

“A good review builds credibility and trust with a potential client, even before they meet you.”

2. Use Your Social Proof Everywhere

Once you gather positive reviews, use them in as many places as possible—emails, website pages, blogs, and social media. Anywhere you want to build trust, social proof can help.

At the end of the day, it’s all about credibility. Regularly asking for specific feedback and showcasing it will keep your reputation strong and build trust with new clients.

How to Get Good Reviews

Getting positive reviews will happen naturally over time, but actively asking clients is essential. When a client has had a good experience, ask if they’d be willing to leave a review and suggest specific examples they could mention. The more detailed the review, the more effective it is.

For instance, "Bill from ABC Insurance answered all my questions, explained my options, and made it easy to pick the best Medicare supplements" is far more compelling than simply, "Good service."

"Specific examples are always more powerful in a review."

Handling Negative Reviews

Sometimes, even with the best service, a negative review will come through. Here’s how to handle it:

1. Respond Thoughtfully: Apologize for their experience, acknowledge the situation, and explain what you’re doing to make it right.
2. Choose Carefully: If a review seems overly unreasonable, you may consider removing it, but exercise caution. Seeing only 5-star reviews can sometimes look suspicious. Instead, showing your willingness to respond responsibly can build trust.

"How you react to mistakes shows prospects that you’re trustworthy and accountable."

Make Social Proof Work for You

Having strong social proof can be a deciding factor for potential clients. People want to work with someone they trust, especially in the insurance space. Showing that others trust and value your services makes it easier for prospects to choose you.

Create a plan to reach out to satisfied clients and ask for reviews, then showcase these positive comments wherever they’re most impactful. You’ll be surprised at how easy it is—and how much of a difference it can make to your business!