Marketing Your Aesthetics Business with Social Proof
Social proof was first defined by psychologist Robert Cialdini in the 80s in his book “Influence”.
“The greater the number of people who find any idea correct, the more the idea will be correct… We will use the actions of others to decide on proper behavior for ourselves, especially when we view those others as similar to ourselves…T
When we feel unfamiliar with a situation or uncertain about a choice we’re presented with, we look to others for guidance. We have a DNA-level instinct to look for social guidance on our behaviour.
Social proof is the reason we check out reviews before making a purchase, why we assume that businesses with a high follower count are more legitimate or even form a positive opinion of a business because it was mentioned by someone you like or respect. We are biologically wired to use the actions and opinions of others to guide our decisions, especially in unfamiliar situations and when those people are similar to us.
Using social proof as marketing tool in aesthetics is a less “sales-y” way of promoting your services…you’re not tooting your own horn, someone else is doing it for you!
Here are some ways aesthetic practitioners can use social proof as a marketing tool, on their clinic websites and on social media:
Patient video endorsements
Sharing written reviews
Awards
Showcasing selfies
Before and afters
Peer endorsements
Case studies about notable treatment outcomes
In summary:
Higher ratings and a high number of reviews together increase the likelihood that your business will be chosen over the competition.
Reviews answer questions, calm doubts and engender trust and confidence in you, particularly when the reader doesn’t know you personally.
Strategically placing reviews next to where patients book helps increase conversion to booking.
Before and afters not only perfectly display the aesthetic of your work, they also demonstrate perfectly your demographic - they are a great opportunity for potential patients to see whether you treat “people like them”
This is why reviews AND before and afters are such a powerful marketing duo.
Click the links below for customisable templates to showcase your social proof beautifully on social media: