6. Social Proof as a "Friction Remover”
Social proof plays a crucial role in conversion, not just lead generation, in the brow business. It effectively reduces barriers in three areas: digital marketing campaigns, offline bottom-of-the-funnel conversions, and collaborative project negotiations. Let's explore these areas.
Using Social Proof in Digital Marketing Campaigns
Incorporating social proof into digital marketing campaigns can involve referencing the number of customers who have used a service, highlighting the popularity of an offer, or showcasing gift card purchases. This approach doesn't directly lead to conversion but is an effective "hook" that encourages potential leads to delve deeper. This is where the digital triad of personal branding proves valuable.
Client feedback indicates that over 88% checked the artist's brand, and over half felt confident enough to proceed when they saw a strong and popular brand. Conversely, 29% chose not to proceed due to a lack of social proof. Although 29% might seem small, it can significantly affect an artist's monthly revenue, possibly resulting in a substantial financial loss.
Friction in Digital Marketing
Some artists consider buying fake followers to build social proof quickly. However, this tactic can be risky and only partially addresses the issue. Inflated follower numbers can backfire if there's a mismatch between posting activity and engagement. In the long term, an account with fake followers and low engagement can hinder organic growth and increase costs.
Concrete Actionable Steps
In your digital marketing campaigns, include references to your social media following to strengthen your social proof and attract more leads.
Reducing Friction at the Offline Bottom of the Sales Funnel
Over 19% of clients chose a specific artist despite initially ignoring a friend's recommendation if that artist's social media presence was weak or absent. While 19% may not seem significant, its impact is considerable for those at the bottom of the sales funnel. These individuals are close to making a booking. If 19% hesitate due to insufficient social proof, it could lead to a significant loss in monthly turnover, depending on the artist's location and pricing.
Concrete Actionable Steps
Include social proof elements in your gift cards and other offline promotional materials to address this.
Social Proof in Co-Promotional Negotiations
Social proof plays a crucial role in co-promotional negotiations, particularly with influential figures in the beauty industry, referred to as “unicorns.” These are providers of non-competing beauty services who interact with your target audience daily. Research shows that 96% of such entities evaluate your social media presence and the digital triad of personal branding before considering a collaborative venture. This underscores the significant impact of social proof in these negotiations.
From a business perspective, establishing your brand and gaining initial social proof - "catching smaller fish" - can lead to attracting larger opportunities or "bigger fish." While a strong digital triad of personal branding may not automatically attract inbound co-promotional leads, evidence suggests it doesn't hinder them in negotiations. Gaining the interest of a "unicorn" can be more beneficial than engaging with numerous portfolio models. Securing a cooperative deal with such an entity can be invaluable for an emerging artist, highlighting the importance of developing a compelling digital triad of personal branding.
Concrete Actionable Steps
Invest time in refining your digital triad of personal branding. Dedicate an hour daily to "unicorn hunting," looking for opportunities to collaborate with these high-value entities.
