Company: how can I boost my brand’s credibility?

It’s becoming easier and easier to launch a business and compete with established companies. A good way to protect your company against new players is credibility.
Building credibility means collecting social proof.
It’s a powerful asset that will differentiate you and create a barrier to the competition.

Contents

  • What is “social proof”?
  • What impact does it have on your business?
  • Dangers to avoid in 2023
  • The challenges ahead
  • How to generate social proof

 

What is social proof?

Social proof is all the external elements that lend credibility to a company and its products/services.

You can’t create social proof for your company.
You can simply provoke it and collect it.
It has to come from the outside.

These are people who talk about you instead of you.
That’s what makes social proof so powerful.

For example, a press article about your company or product.
It’s a powerful social proof that lends credence to what you do. All the more so since it’s done by a media outlet that’s recognized by the general public and has a large audience.

Or video customer testimonials, the ultimate social proof that combines the effectiveness of video with the power of recommendation.

What impact does social proof have on your company’s business?


There’s nothing more authentic than customers speaking out about their experience with your company.

It’s social proof N°1. The one that will reassure your prospects before they buy.

In fact, 91% of consumers trust customer testimonials, compared with 38% for advertising.

Your customers trust their peers to help them make better purchasing decisions.

We live in a world of distributed trust.

The impact of social proof on your business is manifold:

  • Credibility: you come across as a reliable, established company. You’re not a scam.
  • Conversion rate: customers trust peer recommendations. They can buy with confidence.
  • Customer relations: turn your customers into ambassadors. This shows that you have a close relationship with your customers.
  • Differentiation: you protect yourself against the competition by differentiating yourself. Your customers are unique, and so are your testimonials. They won’t be able to copy them for you.

 

What are the social proof pitfalls to avoid in 2023?

The main problem with social proof…is that it’s hard to generate.
As we saw earlier, it cannot be created. We can simply provoke it.

In other words, create mechanisms to encourage people to create social proof for you.

So you’re dependent on their goodwill.

In the article “How to generate UGC”, we explain how to get your customers to make social proof for you.

The first pitfall is fake UGC.
For example, use comedians or content creators to create social proof by pretending they’re your own customers.

The risk is that these same people will do the same for your competitors…discrediting you in the process. Not to mention that social proof is an authentic and honest way of gaining the trust of your prospects.

The second pitfall is not doing it often.

It’s not enough to make 3 video testimonials to be safe for months or even years.

In the same way as written restaurant reviews, you’ll feel more reassured if you have lots of fresh ones all the time.

Social proof expires quickly. After 3 months already.

The challenges of social proof?

2 major challenges for social proof :

1. Generate at the right time
2. Distribute to the right place

Generate at the right time: you need to create your own mechanism adapted to your business for generating social proof.

This mechanism must take into account what you sell, and how you sell it.

This will enable you to ask for testimonials when your customer is most likely to accept, in the easiest way possible for them.

Generating social proof requires effort on the part of your customers, so you need to make the process as simple as possible for them, so that there’s as little friction as possible.

Distribute in the right place: once you’ve done the hard work of collecting social proof, you need to distribute it in the place where it will have the greatest impact on your business.

The first objective of social proof is to reassure your prospects so that they will trust you and buy.

The best places are therefore your home page and your sales pages.
Customer testimonials will replace your lists of customer references.
You replace logos with authentic videos.

Instead of saying that you’ve worked with such-and-such a customer, it’s your customer who speaks directly.

The impact on your conversion rate is much greater.

How do you generate social proof?

Generating social proof can be a complicated process, especially in video.

But you need to make life as easy as possible for your customers to avoid friction.

That’s why we created Charlie. Our online software helps you collect the video testimonials that will enhance your credibility.

Charlie helps you in 3 easy steps:

1 – Invite your customers to take part in a video testimonial, thanks to our personalized email templates that encourage your customers to register.

2 – Your customers answer your questions on video and online, without having to download an application.
It’s simple and fun for your customers.

3 – You automatically get a video montage that you can integrate into your site in just a few clicks, thanks to our widget.

No commitment, no subscription, no credit card.

Find out more about our Charlie software here: www.yourcharlie.com

11 things about video testimonials your teachers didn’t tell you.

Are you a student? Have you studied marketing or communications? Or simply studies on these subjects? Then this article is for you. Here are 11 things you need to know that your teachers haven't told you.1. Video testimonials can be more effective than written...

15 key steps for making video testimonials

Would you like to start making video testimonials but don't know how? If you use our Charlie tool, it'll be very simple, as we'll guide you through every step.If you want to do it yourself, then here's a short guide with the 15 steps you need.1. Identify satisfied...

Save your business with video testimonials alone

There can be many reasons why a company is in difficulty. One common reason is that the company is not sufficiently differentiated in a competitive market, and lacks credibility in relation to its competitors. Action must then be taken to improve the company's...

AI is a danger for video testimonials

Since the arrival of ChatGPT in our daily lives, generative AIs have multiplied. For creating logos, images, text, chatbots...and even videos. Today, it's possible to create fake video testimonials with the help of AI, albeit with some effort. AI can therefore...

How do you convince your customers to record a testimonial?

IntroVideo testimonials are social proof number 1. You know that, I've said it often enough here on this channel, and so have my guests. But it's not always easy to collect testimonials from customers. Beyond the technical aspect, you need to be able to convince them...

Your first growth marketing action as a beginner.

When we talk about "Growth Marketing", it can seem a complicated and vast discipline. It covers a lot of ground and there's a lot to know. That's true... only in part. Everyone can take the first Growth action at their own level, and we'll see how.What is "Growth...

How to start using video testimonials from your customers

You've probably heard in podcasts or youtube videos that using video testimonials in your marketing can be a game-changer. Or maybe even read about it in one of our articles. Want to get started but don't know how?To start using video testimonials from your customers,...

What does “UGC” mean?

You're on Linkedin or Tiktok, you're closely following news from the marketing and communications sphere, and you see the term UGC coming up more and more in certain videos or posts. What's this new marketing term? We've come to the right place to explain...

How to build a solid reputation as an entrepreneur

In today's world, being self-employed is no mean feat. Faced with fierce competition and an increasingly demanding public, reputation has become a precious currency. Building a solid reputation is essential to gaining the trust of potential customers and building a...

Customer testimonial: What are the right questions to ask?

Number of questionsWith video testimonials, the number of questions is limited. Not for technical reasons, but to maximize broadcast performance. Indeed, if the testimonial video is too long, your target audience won't watch it all the way through, and may miss out on...

How can video testimonials change your business?

Companies can see their future impacted by the addition of video customer testimonials. By bringing the power of social proof", video testimonials boost corporate reputation. Find out more about all the aspects of this change in this article.Video testimonials create...

How to broadcast your video testimonials (5 tips)

Video testimonials are great. Making the most of it is better!Collecting customer testimonials is undoubtedly the most complicated part. So as not to waste all your efforts, you need to make the most of this precious material to get the most out of the time/money...

5 tips to convince a customer to make a video testimonial

When you're making your first video testimonials, it can be complicated to convince your customers to agree to testify. The first difficulty is convincing yourself! Often, our best customers were initially reticent about video testimonials. They were afraid to...

3 video testimonial best practices to apply as a matter of urgency!

Video testimonials require a few best practices that you should be aware of to quickly improve your reputation. In this article, the top 3 best practices to apply as a matter of urgency!Best practice no. 1: systematically request a video testimonial for every sale.You...

5 tips to convince your customers to record a video testimonial

Getting a video testimonial requires a few more steps and a bit more guidance from your customers than getting a text review, that's for sure! But here are 5 tips to help you get there: ExplainFirst of all, explain to your customer why you want to produce video...

Why should you focus on your credibility today?

Numerous companies in all marketsStarting a business has never been easier. With simplified procedures, easy access to information and an ever-increasing number of training courses in every field, it's easier to set up a business today than it was 10 years ago. Even...

7 crazy (but true) things about video testimonials

Marketing expert or not, video testimonials contain a few universal truths that everyone needs to know.Here are 7 crazy (but true) things about video testimonials.1. Video testimonials are more effective than written testimonials in building trust and credibility with...

Why are video testimonials cuter than kittens?

It's an intriguing question. Some might even call it bizarre. But wait a little longer for the explanations.Why kittens?If we're talking about kittens, it's because some companies don't hesitate to use kittens as a means of communication to attract the attention of...

How can you generate UGC for your company?

In a previous article, we looked at what UGC is and how it can be applied to any type of business. The advantages of UGC are many: it's cheap to produce, effective thanks to its authenticity, and turns your customers into ambassadors. This time, we're going to show...

Video testimonials: a powerful tool for increasing your conversion rate

In an increasingly competitive digital world, gaining an edge can often mean the difference between success and failure. One of the most effective tools for achieving this is the use of video testimonials. This article will examine the importance of the conversion...

Marketing: What is “UGC”? Explanations.

If you follow marketing trends closely, you may have heard of "UGC" without knowing what it means. It's time to shed some light on the subject with this article to fully understand the ins and outs of this new marketing method.What does UGC stand for?UGC is an acronym...

After social proof, social doubt

You are standing in front of a restaurant with which you have a reservation. You'll notice a number of rewards displayed on the wall. Apparently, this restaurant was voted "best restaurant" according to a well-known guide every year from 2010 to 2020. But why is it...

How do I add a video to my Google business listing?

It's your Google listing that appears first when someone searches for your company or a service you offer. Adding a video to your Google listing gives you an extra edge. It's the key to optimizing your search engine optimization! So adding a video testimonial can help...

4 – 5 ways to capture customer testimonials on video

If you're reading this introduction, you already know that video customer testimonials are a highly effective way of standing out from the crowd. Your customers become true ambassadors for your company, spreading the word. In this article, we give you 5 ways to...

The evolution of testimonials

Testimonials have evolved over time as a marketing tool, from oral testimonials, the famous word-of-mouth, to written testimonials, propelled in particular by ecommerce sites. And finally to video testimonials, with the rise of technological means.EarplugsWord of...

How can video testimonials boost your conversion?

A few years ago, video testimonials were only used by companies with large marketing budgets. Today, this is no longer just an option for major brands. Why so much power? The answer is simple: because people prefer to trust people they identify with rather than...

10 ways video testimonials make coaches rich

Coaches, whether online or offline, need more than anyone to prove the relevance and effectiveness of their coaching to their prospects.But the coaches don't have anything concrete to show.And as we often say: who better to talk about your services than your...

Why video testimonials are changing the rules of the game

Video testimonials are gaining in popularity and effectiveness as a marketing tool, as they offer potential customers a more personal and engaging way to learn about a product or service.Positive experiencesBy highlighting the positive experiences of existing...

The added value of video testimonials for your business

In a world where everything has gone digital, companies are constantly looking for ways to stand out from the constant noise. Video testimonials can be an effective strategy for achieving this. In this article, we'll explore why video testimonials are so valuable. How...