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Why You Should Care About “Social Validation”

July 20, 2017

People are more distrustful of traditional advertising than ever before, and as we talked about last week, millennials are more skeptical of advertising than any other generation. To effectively advertise a brand, a business owner needs to figure out how to reach people by alternative means now that the world of phone books has gone by the wayside.

 

One of the most effective ways to do this is also one of the oldest: social validation.

 

What Is Social Validation?

 

People tend to conform to the group that surrounds them. When we see other people doing something – no matter what it is – we’re more like to start doing it ourselves. For most people, the answer to the age-old question, “Would you jump off a bridge if everyone else was doing it?” is, apparently, “Yes.”

 

How does social validation relate to your business and in turn your advertising?

Essentially, by getting consumers to “validate” your business, it convinces other people to lower their guard, turn-off their Anti-Advertising Radar 3000, and begin interacting with your business.

 

After all, if other people are doing it, it can’t be so bad, right?

 

The most powerful version of social validation is when it comes from within a customer’s social circle. Good luck REFRAINING from trying out that new deli if every one of your friends says it’s great.

 

But with the internet and social media, consumers have become much more trusting of mass opinion, even more so if the person whose opinion it is, is a complete stranger. Users seek out reviews and testimonials for almost every single product they buy or service they use, and commentary in reviews is often the deciding factor when choosing between two similar companies or products. If one has 350 positive reviews on Amazon, and another only has 4, I think you know which one gets the sale.

 

What Can You Do To Gain Social Validation?

 

Maintaining a good reputation is time-consuming, but it is absolutely vital to keeping a steady flow of customers coming through your door.

 

Attracting positive reviews on every social media platform will pay dividends, and you don’t need to wait around for them to just appear. Ask your loyal customers to leave a rating or a review whenever possible. It’s also important to be more personable and less sales-y on social media, as your customers want to feel like they are interacting with a real person, not a corporation.

 

Also, there are a number of other advantages to getting feedback from your audience. If customers routinely praise one aspect of your business, then you’ll know how to adjust your marketing strategy to gain more business in that area. Not only that, but positive reviews on Google will help your business rank higher in search results over your competitors.

 

Building a good reputation is more important for businesses now than ever before. With consumers drowning in advertising, finding a way to cut through the noise is vital to your business’ success in the 21st century. Ironically, the oldest marketing tactic in the book – word of mouth – can be your most effective tool in keeping revenue flowing and increasing. If you’re interested in learning how you can cultivate powerful social validation to accelerate your business’s growth, don’t hesitate to give us a call at 705-252-4180. Our experienced team is always happy to help you take advantage of new opportunities online or off to grow your business, achieving your advertising and marketing goals.

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