Have you ever done something under the influence of a crowd or a group that you probably wouldn’t have chosen to do on your own? If so, you’ve experienced the phenomenon of social proof firsthand. To break it down to its simplest terms, social proof means changing your behavior as a result of how other people are acting.
These behavior changes can be positive or negative. A KKK member participating in an assault is certainly one example of a negative outcome. Now imagine four college students in a dorm room. One wants to go out partying. The other three want to study for a difficult test they will be taking the next day. If the would-be party goer hits the books instead of the bars, you could argue that social proof had a positive effect on his behavior.
Marketing and Social Proof
Insurance agents can use the phenomenon of social proof to increase sales. For the best results, make sure you are active in many different kinds of social media such as LinkedIn, Facebook, Twitter, and Google+. The goal of using social media is to get as many people as possible interested in and talking about your company. For instance, if write a Tweet that gets Re-Tweeted over a hundred times, your social proof will be much higher than if you write a great Tweet that nobody reads.
Don’t Forget a Friendly Website
Make sure that your company has a friendly website that is easy to access and use and that allows you to show how many people come to your website in the course of a day.
Don’t Forget about Customer Referrals
When customers come to you, make sure you exceed their expectations. Clients who like you are more likely to give customer referrals if their friends ask them the best place to find a local insurance company.
Another way of making yourself social proof is to emphasize the sheer numbers of people who are using your service and to imply that the special deal that millions have taken advantage of is about to expire. Another tactic, if you can afford it, is to hire a celebrity to tell others how wonderful your insurance policies are. Finally, if you’ve been endorsed by the Chamber of Commerce, the Better Business Bureau, or an accrediting agency, make sure you list these facts prominently. Users who trust the Chamber of Commerce, for instance, will, by extension, trust you.
If you want to improve your agency’s sales, do everything you can to get people talking about you and about what makes you stand out from the crowd. Never forget that social networking can turn into your greatest selling tool.