Blog>Trade>Marketing>Social proofing: what you need to know
Last updated: 3 January 2025
Social proofing: what you need to know
Social proofing is a marketing concept that can be really handy for trade businesses. Discover more about what social proofing is, get examples, and find out how you can use it to grow your own company.
What is social proofing?
Put simply, social proofing means that if someone says you’re great, other people will be encouraged to work with you.
The definition of social proofing is that people take cues from the people around them, especially when they aren’t sure how to act. As humans, we observe how people are acting, and then act accordingly.
Social proofing was created as a concept by Dr. Robert Cialdini in his book Influence: The Psychology of Persuasion.
Along with the other ‘principles of persuasion’, social proofing has since become influential in the field of marketing.
But why is this relevant for trade business marketing? Let’s dive in by looking at what social proof in marketing actually is.
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What is social proof in marketing?
Basically, social proof uses the ‘bandwagon effect’ to entice customers to choose your company over your competition.
When new customers see that others have had a valuable experience with your business, they’re more likely to ‘jump on the bandwagon’ and hire you to complete their job.
One of the best ways to use social proof is through customer reviews and testimonials. Potential customers will see these glowing recommendations and be more likely to use your services.
That’s also an important part of your reputation management, making sure that the perception of your business is positive.
Social proof and social media marketing
In addition, if you’re on social media, increasing your followers is another way of using social proof to entice customers to hire your company.
When people see that you have lots of followers, the concept of social proof kicks in. This can help to convince them to use your company instead of a competitor.
Not sure where to start? If you work in a visual trade and have lots of before-and-after images to share, then growing your Instagram following is a great place to start.
Social proofing examples in action
Here are some examples of social proofing, showing how the concept works.
Reviews are an example of social proofing
You need to choose a builder to do some work on your house. Would you choose:
A builder with no website and two reviews on Google My Business
A builder with a Checkatrade profile but no reviews, images, or information
A builder with a professional small business website explaining their services, a Checkatrade profile with before and after photos, and plenty of positive reviews
Naturally, most people would be drawn to choosing that third builder. And that’s an example of social proofing in action!
Of course, the Checkatrade customer reviews help to show that the builder’s work is good quality, and having a website helps to demonstrate professionalism.
But the ultimate key of social proofing is that when we see lots of other people choosing something, we are more likely to choose it.
Testimonials are also great for social proofing
Another example – if you had to choose between two tilers, which one would you pick?
A tiler with a 9/10 Checkatrade rating - but very brief reviews and no real information from their customers
A tiler with a 9/10 Checkatrade rating - but with positive written reviews, dedicated customer testimonials and direct quotes about their work
If you’d pick the second option, that’s social proofing at work again. Of course, the second option gives potential customers more data to make their decision. But social proofing also subliminally encourages people to choose the supplier that more people have visibly approved of.
Why is social proof important for trades?
Social proof is very important when it comes to building your business as it gives you credibility as a tradesperson. This encourages more customers to pick your company over others with less positive reviews or testimonials.
In short, social proof:
Helps you attract new customers
Helps increase your customer base
Uses the wisdom of a crowd to draw in more customers
Shows that you’re a trustworthy tradesperson
Another way of bringing in new customers is to join Checkatrade.
With millions of homeowners looking to hire a Checkatrade member, this can greatly increase your customer leads.
In addition, you’ll have your own profile page where you can showcase customer recommendations and testimonials, using social proof to attract more customers.
There's no better place to build your reputation
People trust the Checkatrade 'tick'. Join to get it for your business!
The principles of persuasion - with examples
Of course, social proofing isn’t the only way you can encourage customers to work with you.
Wondering more about those principles of persuasion we mentioned?
Let’s take a look at them in a bit more detail. Here are the other principles, along with a few handy examples of how you can make them work for you.
1. Reciprocity
When a business gives something for free, with no requirement to give something back, it can help improve their reputation.
Example: Offering free guides and information to customers with no charge and without needing to register for anything.
2. Consistency
People prefer to behave in a consistent manner and honour their commitments. Taking a small positive action makes people more likely to continue doing this.
Example: If your customer commits to giving you a review for your website, they may be more likely to share a full testimonial in future.
3. Social proof
If the rest of this guide didn’t already clue you in, this is one of the most important principles of persuasion. People copy behaviour and look for validation from the larger group when they’re choosing how to behave or shop.
Example: Always ask for reviews when you finish a job, on your Checkatrade profile or ask for Google reviews.
4. Authority
People tend to defer to those in authority, so having knowledge, credibility, and expertise – or being endorsed by someone with those things – can be very powerful.
Example: Display your accreditations and qualifications on your website so customers know you're credible.
5. Liking
Simple, but effective – we’re more easily persuaded by people we like. Building a rapport with your audience and being ‘likeable’ is important to establish common ground and make them more likely to consider you.
Example: Try using a less formal tone of voice on your website and social media posts, Always thank people for leaving reviews to build a positive relationship.
6. Scarcity
Put simply, the scarcity principle means that the less there is of something, the more people will want it. It’s basically FOMO (the fear of missing out) but harnessed for your business marketing!
Example: Share when you have limited capacity to take on more work within the month or year. Posting about this on social media could encourage people to enquire so they don’t miss out.
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How to use social proofing - a handy checklist
Now you know all about the concept of social proofing, you’re ready to start applying what you’ve learned to your own trade business.
Here’s a handy checklist of examples:
Use customer reviews, testimonials, and pictures of your past work to better market your business.
Always ask for customer reviews when you complete a job. Use our handy Checkatrade review cards, or email after the job’s completed.
Focus on marketing your business on social media and grow your social media following
Joining Checkatrade gives you the perfect platform to display different types of social proof for future customers to see.
How a Checkatrade membership can help with social proofing
If you’re looking for a way to use social proofing as a small trade business, then joining Checkatrade is a must.
Checkatrade membership gives you access to a huge network of potential customers
You can quickly start getting your name out there and build your reputation from the get-go
By updating your profile and getting reviews, you can use social proofing to build your business
Showcase your skills, get customer testimonials, and add photos of your previous work
All of this will help you to build your credibility. And, of course, the Checkatrade tick helps to build trust and show your quality of work, even before the job starts.
Social proofing – a quick recap
Just to run through the basic points of this guide, here’s a recap on social proofing.
One of the principles of persuasion, social proof helps to convince customers to choose your company over your competition
Social proof uses evidence from past customers to show future customers that your company is trustworthy and legitimate
Social proof is incredibly important, particularly when you’re trying to grow your business
There's no better place to build your reputation
People trust the Checkatrade 'tick'. Join to get it for your business!
