SPECIAL SERIES == Social Proof Trick For Increased Conversions! <== | BATHROOM Break #62 COLLAB: The Marketing Millennials + Do This, Not That

0:01Welcome to a new special series called The Bathroom Break. That extra 10 minutes, you either have to listen to marketing tips or use the bathroom or both. But I don't recommend both, but that's your choice. This collab is going to be super fun. We have Daniel Murray from the Marketing Millennials and me, Jay Schwetelson, from the Do This Not That podcast and subjectline.com. Each episode in the series, we are going to go over quick tips about different marketing topics. And if you want to be in the bathroom, fine, just don't tell us about it. Thanks for checking it out. We are back for another bathroom break.

0:36I'm here with the Daniel Murray from the Market Millennials. And I'm Jay Schwetelson from the Do This, Not That podcast. And we're going to be talking about how to do testimonials and social proof in a different way. But before we do that, Daniel, I got a question for you. Do you ever kind of lie when you're dealing with people? Do you ever be like, oh, I got a hard stop. I got to go and do something. Or are you just always, you know, Abe Lincoln, always honest? no i definitely say i have hard stops if i wanted to get up for a meeting i think if a meeting ends at a certain time that is a hard stop to me um like so if a meeting ends yeah but so many people like try to drag it an extra five ten minutes i always say like just let you know i have a hard stop at three just so they sets expectation in front i don't think it's lying because it is a hard stop because i committed to the meeting but like if the meeting is horrible it'd be like oh actually i have a hard stop like now oh yeah i have a Emergency and slag.

1:31I have emergency and slag up to go. Rarely, but I've done it in terrible meetings. I do it. Oh, I bail on the mail. Oh my God, I got to roll. I just got this call. Oh yeah, someone's calling me. Hold on. My kid's calling me from school. Oh, anytime I'm in a bad session at an event, I just pick my phone, put it in my ear and I walk out. That's my move. All right. Well, speaking of things that are not bad is when you get a testimonial. But I think in general, marketers and business owners and whatever business consumer, they're doing testimonials. They're doing all of it kind of wrong. So, Daniel, what is your take on the first of all, the value and how to do it right?

2:10Well, first of all, like we'll go into like the why just for people who are on the fence about it, like like social proof is psychology. So like people trust people who are like them. So if you have people who are similar to you, it'll push them through the line in a purchase choice. And I think it's kind of like table stakes now for marketers to have it on landing page where there's a form that can convert people. And I think, Jay, if you want to go into your first one, and I'll give you a couple. But I just want to set it up that you need to have this. It's a must if you want to increase conversions on your landing page.

2:49Yeah, no, it is 100 % table stakes. It's more important than anything else on your site is some version of social proof. But the thing that people mess up is that, well, let's say you have testimonials and you only need like one, you don't need like 1000, you need like one or two. But what you don't want to do is have generic testimonials, whether you're a consumer product or business. So you don't want a testimonial on your site that says this is great, or I loved it, it doesn't mean anything. The secret sauce actually increases conversions is quantifiable social proof. So if it was on the business side, how does that look?

3:21So instead of saying, you know, this is great application, it would say, you know, in just 60 days, we cut our onboarding time by 43 % using blah, blah, blah, right? On the consumer side, it might say, you know, we saved$146 a month by using blah, blah, blah. When somebody can see themselves in the social proof, that's when they say, you know what, I'm going to buy. It's that last vote of confidence. So what do you think about that? Yeah, I think I'll add on to that. and if you want to take it like one step further is having iphone style user generated content or ugc on the page where an actual customer is talking about this outcome they got i think if you're looking at the consumer side it's someone actually using your product so like if you're in beauty industry someone trying on your the makeup if you're on if you're taking a supplement like showing your morning routine with the supplement but in the b2b side you could show like you can have someone talking and when someone sees like this person with this title talking it's more of a personal connection and it will help drive that person that extra inch to get you through the purchase and that's what it's all about it's that last validation they're on the fence are they going to buy they're not going to buy and another one that some people do but we don't do it enough is using logos.

4:49Hopefully everybody has some clients, okay? Consumer products, business products doesn't matter. And if you're a consumer product and you don't have business logos upon your site, maybe you leverage things like featured in and you put some publications that you've been mentioned in, but logos of other known entities, right? If it is on the business side, you want to use those business logos, but putting these logos, maybe in a little bit of a great outlook near the conversion area near that submission button on that final cta is is a game changer it will lift your conversions if you do an a b test on your site you say oh jay's full of it whatever do an a b test on your site where you have logos and where you don't you want to do anything you can to get people over the hump i would also say that if you're doing like ads to a landing page and it's a certain customer you're targeting like don't keep the generic um logos on every single page make sure like matches your client like i see one thing you could do too is like if you have a pricing page in different tiers have like the different customers like of different tiers so well-known s and like small business customers well-known like medium business cover well-known enterprise customers people want to like relate to people in their same space so don't just if you're going to do this in a more spread out way and you're running like as a landing page, don't always think about the logos and what that client would care about, or that potential client would care about when they're landing on your landing page.

6:20So that's just a step further if you want to like, but if you're just starting at something there, but the next level is adding something specific companies for each tier you're on. Yeah. And I would throw in one last one, which we do with our events, which is we use logos of people who are attending our events, which when we first got started with our events, we didn't have like the craziest speakers or the biggest sponsors. We're like, well, how can we get some social proof? But we had a bunch of registrants and they were from really cool companies. And we're like, you know what? We put up on the site, you'll be there joining other people that also be there from these companies.

6:57And it crushed it. It helps so much when we put that up. So just kind of game the system a little bit and think about how you can have social proof beyond just reviews. Not everybody has 5 ,000 reviews and you don't need 5 ,000 reviews if you play it a little different. All right, Daniel, let me go back to the original question about, you know, lying to people or whatever. So if you're texting with somebody and someone sends you something that they think is funny, but it's not funny, do you do the massage, just reply back like LOL or a ha ha? Or if it's not funny, you just won't even, you're like, no, that's not funny.

7:29If I generally don't think it's funny, I'll like say like, what is this? but I'll give someone like something like, I think you can give like gauge reaction to someone. If someone's goes just ha ha versus like, like caps, ha ha versus like million laughing emojis. You could see like the level of funny. So Ari's actually really good at this. Like when I know I didn't send her something funny, she'll just be like, ha. And then like, when it's really funny, she'll be like dying. So I know, I know when something's funny. So I appreciate when people tell me the level of funny, when I'm texting. This is very important.

8:06You should come out with a level of funny. I'll tell you what's not funny, us. So this is awesome. Listen, leave the Marketing Millennials a review, follow their show. And if you're really bored, do that for Do This, Not That. And we'll see you at the next week. Daniel, come on, man. I got to get back to work. Get out of there. While he's still in there, this is Jay. Check out my podcast, Do This, Not That for marketers. Each week we share really quick tips on stuff that can improve your marketing. and hope you give it a try. Oh, here's Daniel. He's finally out. Back from my bathroom break. This is Daniel.

8:39Go follow the Mark and Millie podcast, but also tune into this series. It's once a week, the bathroom break. We talk about marking tips that we just spew out and it could be anything from email, subject line to any marking tips in the world. We'll talk about it. Just give us a shout on LinkedIn and tell us what you want to hear. Peace out. Later.