Social proof uses previous or existing customers’ experiences to convert leads into new customers. It’s an established psychological phenomenon where people use other people’s behaviour to guide their decision making. In procurement, positive reviews and testimonials, and successful case studies demonstrate suppliers’ quality, qualifications, experience, and successful track record.
For example, Customers, A, B, C, and D give Supplier Z’s products positive reviews on social media. Customers E, F, G, and H read the rave reviews and are so impressed they also buy from Supplier Z.
They also take to social media, praising Supplier Z and the cycle continues.
In addition to providing high-quality products, Supplier Z earns a reputation for being reliable and trustworthy, attracting even more customers.
So, what exactly constitutes social proof and how can suppliers use it to succeed in public sector procurement? We’re going to find out.
What is Social Proof?
Social proof uses testimonials, reviews, recommendations, and case studies to encourage a target audience to take action simply because others did so.
It taps into people’s need for guidance in uncertain situations and speaks to the FOMO in modern society.
It’s often used in marketing strategies to engender social validation, building trust and credibility with potential customers. Essentially, people purchase products or services that have been endorsed by others. Think about sports stars who endorse energy drinks, clothing brands, and equipment. Millions of fans purchase the drinks, clothes, and equipment, purely because their favourite athlete said so.
Social Proof is User-Generated Content
One of the great things about social proof – aside from all the nice things buyers say about you – is that you don’t have to put in too much work.
Buyers provide reviews and testimonials that help spread the word on dedicated review sites and social media platforms via likes, comments, and shares. The fact that the endorsements come from the horse’s mouth, gives them credibility and legitimacy.
However, case studies are different. You need to put in a chunk of effort to create compelling case studies that demonstrate your prowess without sounding like an ego trip.
How to Use Case Studies Effectively
Reviews and testimonials are short(ish) snippets that you can put on your website, in blogs, or on social media as part of your social proof strategies.
A case study provides in-depth information on your processes and route to success for a specific buyer. It contains quantifiable data (metrics or statistics) that show how your solution addressed the buyer’s pain points. For example, in case studies for B2G marketing, one of the first things to do is get baselines for things like email open and click-through rates and conversions.
Three weeks into the campaign, you measure the same metrics and plot increases directly attributable to the marketing plan.
How to compile a case study
There is no right way to develop case studies; no rigid format or requirements. But, it’s strongly recommended you include the following:
- Background: Who is the client, what is their industry and niche (if applicable), and requirements?
- Summary: The pain points and an overview of how your products/services provided the solution.
- Solution: An in-depth analysis of how you approached the problem (tactics and methods) and an explanation detailing why/how these tactics and methods were successful.
- Results: Facts and figures that demonstrate the effectiveness of your solution.
Including social proof examples, such as customer testimonials and positive reviews, can significantly enhance the credibility of your case study.
Tables, graphs, and charts are great visuals that support your data, but it can get a bit boring. Zhuzh up the case study with images of the project in progress and short video clips that feature interview snippets. Try to avoid stock images to keep them authentic.
Case studies typically get their own page on your website, with links on relevant website pages, especially the home page and perhaps the About page.
Other Types of Social Proof for Government Contracts
Social proof goes beyond reviews and testimonials. Here are three examples where showcasing happy customers and their positive experiences can be a powerful form of social proof.
1) Customer quotes
Strategically placed customer quotes draw the eye to the content you want to emphasise. For instance, quotes for specific products/services can be placed on the relevant pages beside the benefits sections.
Particularly glowing quotes can be placed on your home page. Think about where to place them on the page; you don’t want to lump them all together where they can get lost. Your B2G marketing company can provide valuable assistance here.
2) Endorsements
Endorsements differ from quotes because they come from influencers, industry experts, or buyers who are a big deal in the industry. In fact, influencer marketing is an effective way to gain credibility and reach target audiences.
For example, you might have completed a project for a central government department. An endorsement from the procurement head or even the department head, will impress local council buyers and influence their decision when it comes to awarding contracts.
An endorsement from a recognised and trusted expert or influencer increases your credibility. And, it increases your reach because you’re exposed to the expert’s or influencer’s followers, who might be inspired to try your products/services for themselves.
3) Certifications and accreditations
Display your professional certifications and membership to major industry associations. Belonging to nationally and internationally recognised associations is a mark of your quality and service excellence, and boosts your credibility with government buyers no end.
The Importance of Public Sector Marketing Testimonials
Testimonials in public sector (B2G) marketing can sway contracting authorities that are torn between two suppliers when awarding a contract.
The fact that other government buyers recommend your products/services does four things.
- Builds trust
- Conveys value
- Increases conversions
- Proves compliance
This last point is particularly important. Compliance with procedures, regulations, and legislation is non-negotiable in public procurement. Endorsements, reviews, and testimonials from other public sector bodies indicate your compliance wherever necessary.
After all, you wouldn’t be recommended or trusted if you fell foul of mandatory compliance requirements.
Social Proof in B2G Marketing
You can start establishing social proof through your marketing efforts. B2G marketing specialists, like Cadence Marketing, can show you how to use reviews in government procurement bids and leverage case studies through procurement campaigns.
Successful marketing guides buyers to the landing pages you want to target, for instance, a new case study. Successful email marketing that incorporates testimonials and quotes can improve conversions and help you reach your business goals.
Contact Cadence Marketing to book a free consultation and find out how our experts can help leverage your social proof to crack the competitive public sector procurement market.
