Almost 90 percent of consumers start with online research before they make any type of purchase. And more than 90 percent say they trust organic reviews and social proof more than any other type of advertising.
Those two facts indicate that it’s not enough to have a strong online presence to connect with people when they start researching for preplanning needs or come to Google with an at-need situation. Deathcare firms must also do the work to incorporate social proof into their marketing.
What Is Social Proof?
Social proof is a psychological phenomenon. In general, people view certain behaviors as more appropriate or correct when they see others performing them. That extends to purchase decisions!
If someone sees that 50 families have chosen your funeral home over others and moreover, have been satisfied with your service they’re more likely to choose your funeral home too. Social proof points to your business being the right decision.
3 Ways to Incorporate Social Proof in Deathcare Marketing
Paid advertisements, even if they include videos or written testimonies from past clientele, aren’t as strong as unpaid social proof. Here are three ways to incorporate unpaid social proof into your marketing efforts:
- Ask for reviews. Ask satisfied families if they would leave a review on Google or Yelp. Google reviews are especially strong social proof because they can change how your listings show up in search results.
- Share social media mentions. When a family or clientele tags you on social media in a positive post, that’s social proof! Repost it with a short note of appreciation. For example, if a family posts “So grateful for the kind service of Smith Funeral Home in helping us honor Gran,” Smith Funeral Home might share the post and say, “We were honored to be part of such a special service.”
- Include testimonials on your website. Quote positive information from Google reviews on a testimonials page or pepper them throughout your site in callouts. It breaks up the page and provides social proof right on your website.