Social proof is the psychological phenomenon where people are influenced by the actions of others under the guise that those actions are the correct ones. It’s actually an essential element in marketing to grow and sustain a healthy, profitable small business. 

According to a 2020 BrightLocal survey, 93% of consumers use the internet to find local businesses with 87% relying on reviews to determine the quality of a local business. Customers’ opinions can make or break your business. Winning their affection is key to taking advantage of powerful word-of-mouth marketing. 

Here are a few ways to please your customers and capture their 5-star review!

1. Build surprise and delight into your customer’s experience.

Personal touches and experiences, especially when unexpected, allow your business to stand out from the assembly-line nature of commerce and go a long way toward earning your customers’ affection.

2. Go the extra mile for your customers.

Making a habit of delivering the WOW factor will set your business apart from the competition and cultivate a foundation for your brand and product or service loyalty. 

3. Stay calm and present solutions.

Rather than panicking when things veer off course, stay in solutions-mode and use the bump in the road to create opportunities to provide first-rate customer service. 

Now for the ask.

Satisfied customers are often happy to give you a review or write a testimonial but they don’t think of doing it on their own. Don’t be afraid to request it!

1. Ask when you’re on fire.

Capture fresh insights and the excitement of a job well done by asking for endorsement right at the close of the sale or the completion of a project. Reaching out shortly after will ensure your great work is at the forefront of your customer’s mind.

2. Conduct “how did we do” customer satisfaction surveys.

Build these emails into your e-commerce platform and invite overall feedback to elicit ratings and reviews of your website.

3. Offer “beta” pricing.

When you’re just starting out or offering a new service/product — offer favorable pricing to customers in exchange for their feedback. Use that feedback to influence how you promote future offerings. 

4. Capture social love.

Scan your social media feeds daily for conversations and praise. Use this feedback for promotional use (of course with permission and in compliance with any federal and local laws and regulations.)


You know how great your brand is, but your customers’ approval is the ultimate validation of your product or service. Harnessing the power of social proof is powerful in marketing your small business and driving new sales.

Ask us how we can help you with reputation management.

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