It is a proven fact that showing Social Proof helps increase reader engagement and sharing. But that’s old news! In this article i want to talk about how you can actually increase conversions from your content marketing using social proof !
You say it out loud or not – The end goal of Content Marketing has always been to get more conversions – either in the form of more traffic to your website, and/or more leads to your marketing funnel.
This is also evident in the recent survey done by the Content Marketing Institute and Marketing Profs as seen below.
It is interesting to see the commonality between both the B2B and the B2C companies in this respect.
Now the biggest challenge today with content marketing is not about the question of value in content marketing (luckily, we have passed that stage). It is also not about how to engage the audience. It is about the ability to produce enough quantity of content, and the lack of time to produce quality content .
In this context, it is very important to see how to GET MORE from what you already have. This is where looking for ways to get better conversions from your existing content marketing efforts makes a lot of smart sense.
OK. Now how to do this ?
Well .. Adding snippets of Social Proof along with the CTA (Calls-To-Action) provides that additional level of credibility and assurance to the visitors to convert – to take the next desired step – like visiting a landing page or visiting the website, or signing up for a newsletter or any other call-to-action. Thus acting like a lead capture magnet inside your content.
When I say Social Proof, I am referring to testimonials, photos, reviews, videos, quotes, social mentions, benefit metrics, etc, etc that are not related to your content, but related to that next step that you want your reader to take. I shall show you what this means in the next part
(Read more about the different kinds of social proof here – 21 different kinds of social proof for your marketing )
Now, Lets look at how to use social proof for conversion in content marketing by considering each of the different tactics within content marketing – Blogs, Newsletters, Email Campaigns, Case Studies, etc.
In each case, we will look at some examples as best practices.
I shall be covering Blogs in this article.
Blogs are one of the most popular tactics in content marketing.
(76% of B2B marketers and 72% of B2C marketers use Blogs as part of their content strategy)
Your blog would typically cover topics “related” to your business. The idea is to get eye-balls and traffic via search engines and social media, which you would hope will convert to traffic and leads to your business.
Adding snippets of social proof like testimonials in your blog will help significantly in converting this traffic from your blog, over to your business. Acting like a lead capture “magnet” !
Lets look at this awesome example – The Quicksprout Blog.
Across the blog, you will see how Quicksprout is very smartly using some very powerful and compelling testimonials to act as a lead capture magnet. Very nice !
This is very significant because Quicksprout is Neil Patel’s blog. For those of you who don’t know who Neil is – He is considered “the guru” of website traffic optimization, and he the founder of some super successful companies like Crazyegg and Kissmetrics ! Google him.
Not the kind of guy who would do things without testing out something – not once, but probably a zillion times !!
This is social proof in action for you
The Quicksprout blog runs into 100’s of pages and Neil has been blogging since 2007. So there is a ton of very very useful content out there. I would recommend everyone to have a look, in-case you have not done already.
Please see my article – Increasing Click Through and Conversions in Newsletters by Adding Social Proof
3. Email Campaigns
Please see my article – Increasing Click Through and Conversions in Emails by Adding Social Proof
4. Case Studies
Please see my article – Increasing Conversions in Case Studies and Stories by Adding Social Proof
The end goal of any Content Marketing tactic is conversions. Adding Social Proof as lead capture magnet helps do just that – get more traffic and more leads from your content – over to – your business.
Would love to hear your opinions and experience via comments.
If you like this please do SHARE it with your friends and contacts. appreciate it. thanks. Anupam
Anupam Bonanthaya is an experienced Customer Success Marketer and the Founder of CustomerRivet – The Social Proof Marketing Experts
Rivet.ly – Hosted Our-Customers Page
Get More Leads and More Conversions by Optimizing the use of Testimonials, Success Stories, Case Studies, Videos, Reviews, Customer Photos, Tweets, or any other Social Proof, in your Marketing.
Ask for a Demo today to see how it can help “Transform Your Customer Success Marketing”. OR Contact Anupam Bonanthaya via LinkedIn