The Power of Social Proof
In the book Influence psychologist Robert Cialdini discusses the power of social proof and how we rely on others especially in foreign environments or environments that we are not confident in to make decisions.
For instance when someone is considering coming to visit an upper cervical practice for the first time this is a foreign environment for them. Without confidence and due to the foreign nature of the situation the individual will rely heavily on social proof. The experience of others will be extremely important to their decision-making.
Similar people to the individual will have an even greater impact on our decision-making. So for instance if a 45-year-old Caucasian woman with migraines was considering coming into your practice then someone else who is a migraine sufferer and is a similar age and race will have a stronger influence on the person.
If you are looking to attract more athletes to your practice then having social proof that utilized athletes would be more effective. If you want more pregnant patients then have social proof that utilizes other pregnant women.
Here are some more examples of the similarity principle in action.
- Women for Women
- Men for Men
- Condition for Condition
- fibromyalgia for fibromyalgia
- Ethnicity for Ethnicity
- Filipinos in the Philippines
- Occupation for Occupation
- office workers were office workers
- Life Situation for Life Situation
- Example Pregnant Women
- Example Mothers Whose Sons Play Hockey
Examples of Social Proof
2 of the most powerful forms of social proof when it comes to online marketing are online reviews and video testimonials. When you use the principle of similarity and social proof together in your online reviews and video testimonials it can be an awesome combination.
Online reviews are critical to your upper cervical practice.
Here are just some of the statistics:
- 92% of consumers read online reviews
- 68% say they trust a local business more because of their online reviews
- Star rating is #1 factor used by consumers to judge a business
- Only 13% of consumers consider using a business that has a 1 or 2 star rating
Where should you get reviews?
Google is the most important. In every market Google is an important factor in online marketing success. You want to get a minimum of 5 reviews in order to get a 5 star rating. And then from there to establish a culture in your practice where you consistently get Google and other reviews consistently.
Other sites that can be important to get online reviews depending on the market are:
- Rate MDs
To know which sites are the most important for your area Google your name (Dr. John Smith Dallas Texas) and your practice name (Smith Chiropractic Dallas Texas) to see which review sites come up.
To learn more about how to get online reviews grab our resource How to Get 100 Google Reviews and Become the Go to Doc in Your Area
Video testimonials are another excellent way to use the principle of social proof and similarity to improve the results of your online marketing. In other blog posts we have discussed key questions such as:
- How do you get them?
- What questions do you ask?
- What equipment do you need?
- Videographer or not?
To learn the answers to these questions and more grab our resource How to Get 100 Google Reviews and Become the Go to Doc in Your Area which includes How to Get Awesome Video Testimonials for Less Than $100.
You can never have too many online reviews or video testimonials. If you create a culture of social proof where on a weekly basis you are discussing the importance of gathering online reviews and video testimonials with your team and your patients it will pay off now and for years to come.
To begin to accumulate online reviews and video testimonials grab our reputation builder tool kit How to Get 100 Google Reviews and Become the Go to Doc in Your Area by clicking the button below.