Piecing together another part of the social proof jigsaw
Trust has become the holy grail of B2B marketing, making how to build credibility a constant aim.
Ask yourself: if a prospective buyer has never heard of you, what proof do you have to show that their business will be in trustworthy hands?
As I outlined in a previous article the Hierarchy of Social Proof can be incredibly powerful to reinforce trust in B2B businesses.
What is Social Proof?
Social proof is the concept that other people are disproportionately influenced by the actions and opinions of other people. Their decision to trust you can be significantly swayed (either way) when they see whether other people follow you, the reviews of your product or business or endorsements in the form of testimonials.
For B2B marketers, social proofs like social endorsement, reviews and testimonials are among the most persuasive ways to influence perception, overcome resistance in the buyer journey and accelerate conversion.
This is not the end of the story, though.
In addition to purely social forms of proof, there are several other premium proof types which have an even greater impact in terms of how to build credibility.
External parties can confer trust that no company can create for themselves by providing third party validation and endorsement.
We will explore how Customers, Media, Experts and Influencers play a role in building brand credibility.
1. Customer Proof: Case Studies & Testimonials
For many decision makers, real-world customer stories that tell their experiences in their own words are by far the most authentic proof that your solution delivers value.
Case studies can help de-risk decisions, by providing directly relevant proof that your company doesn’t just say that it can solve particular types of problem, but have done so successfully.
To achieve this goal, they should contain rich insights, tangible proofs, and experiences – including any challenges that arose and how they were overcome.
Customer testimonials are also valid customer proofs – although, to be effective, they need to be relatively fresh, from a named spokesperson, and do more than state satisfaction.
Strong testimonials are not only statements of endorsements, but very short stories which contain at least the bare bones of the value that the customer has received and the experience they felt.
2. Media Proof: PR Coverage
Media are influential brands in their own right. It is little surprise that B2B brands invest significant sums in either building editorial relationships through proactive media relations, or in paid partnerships.
PR traditionally targets what is called ‘earned’ media, because it is not paid for but the choice of the journalist or editor in question to publish information about your company.
It carries significant weight. A journalist-led article mentioning your company positively in a leading business paper or industry publication conveys immediate authority and adds legitimacy to your reputation.
Examples range from coverage in features in trade or business media to independent product reviews and rankings to inclusion in reports by industry analysts such as Forrester or Gartner.
Today, many titles have bowed to commercial pressure and place significant emphasis on paid or sponsored content. What used to be a humble ‘advertorial’ can now be positioned as premium sponsored content, even in major media outlets. Paid media partnerships, which effectively borrow the trust which the media brand has already built with your target audiences, can be powerful tools – bringing a big proportion of the credibility boost that used to only be possible through PR.
3. Expert Proof: Professional experts
Independent researchers, academics, analysts, technical specialists and other experts have the capacity to cast unbiased, authoritative light on your brand.
This kind of third party validation is particularly important for complex products requiring substantial investment or designed for regulated industries.
B2B businesses regularly work to acquire expert endorsement, in different ways.
- Tech brands often target ICT industry analysts – because many large companies will refer to their opinions and analysis to shortlist or approve new vendors.
- Companies in complex, emerging, or regulated sectors often seek academic endorsers – they need to validate innovation and build trust with impartial support.
- Health and wellness brands may target qualified medical practitioners.
- Financial brands gain significantly from working with as financial analysts and associations, as well as endorsements from City brands.
- Brands driving change often find use for business psychologists and people experts.
- Those seeking to penetrate a specific sector might even welcome a new and well-connected Non-Executive Director – an expert in their marketplace.
Expert proof can emerge in many formats, ranging from whitepapers to joint research studies, independent audits, security certifications, technical reviews or academic citations.
Inclusion in analyst reports, especially those that rank you as a category leader, is often regarded as the pinnacle of recognition and achievement that independent experts can award. Its importance in enterprise sales and procurement is tremendously valuable.
Support from authorities in your prospect’s field or whom they trust deeply provides facts and expert insights that reinforce your claims. It significantly helps to reduce decision-making risk in the minds of cautious buyers.
4. Influencer Proof: Endorsements
Influencers in a B2B context are respected voices in your industry. This group includes not just journalists but also analysts, consultants, thought leaders. It can also include senior figures in your community who may have influence in their own right, or via an industry association or platform.
Occasionally, a ‘celebrity’ influencer can emerge in business, just as in the consumer world – someone with genuine business credentials, who excels in capturing and leveraging attention.
Alignment with or endorsements from such individuals, or from their brands in some cases, can build credibility, shape opinion and spark interest among targeted buyers.
Any of these can also endow a product or service with trusted, preferred or vetted status. Certified partnerships, badges of approval and inclusion in analyst reports fall into this category.
A certified partnership represents official recognition by a prominent platform or vendor in the same market segment. Often accompanied by technical qualifications, these can be highly influential for establishing credibility, assuring buyers that the vendor has proven levels of expertise.
A badge of approval is a visible stamp of peer validation and industry fit, helping to convince buyers from industry verticals or enterprises.
In short, the more endorsements you gain the more you extend your reach and relevance, especially in vertical markets or specialist segments where peer-to-peer influence is strong.
How to build credibility? Put the pieces of proof together
The power of external social proof lies in its ability to shift perception, and connect with target audiences. It can achieve what no company can do through sales messaging and activities, no matter how creative these are.
One form of proof is never enough.
In our article on the social proof hierarchy, we explain why some forms are more powerful than others. With external proof, all are powerful – but different types will appeal to different audiences and levels.
That is why learning how to build credibility with external social proof is so important. It a strategic imperative within your marketing strategy, which should be cultivated across your brand ecosystem to raise visibility and credibility with your desired audiences.
The combination of customer stories, media credibility, influencer reach, and expert validation can give your credibility an enormous boost. A smart B2B marketer brings the various pieces of external social proof together to form a dynamic cohesive picture of expertise and capability.
Strong backing from a range of independent and authoritative voices reinforces your message, differentiates your offering, and nurtures the kind of brand trust required to seal new business opportunities. Now you now how to build credibility foryour brand – it’s just a question of gaining more external proof.
Discover the social proof power of customer case studies – explore our Case Study Studio portfolio to learn more.
