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AM #014: Maximizing Your Marketing Potential: A Small Business Guide to Social Proof

In this article, we're diving into the power of social proof:

  • Testimonials

  • Case studies

  • Word-of-mouth

  • Customer success stories


Quick story:

A few months ago, I was on the hunt for an orthodontist for my kids.

With 4 kids under 10, you can imagine what the ortho bill is going to look like for us over the next few years.

Which is why it's so important for me to vet this one out.

I first turned to the parents in my community (word-of-mouth) and then to online reviews (testimonials & social proof).

I chose the ortho with the strongest reputation. Their customers' success stories helped earn them (at least) a $20k account with the Kimble family.

And I can't imagine I'm the only parent making my decision this way.

All the stats prove consumers prefer personal recommendations and online reviews over ads, blogs, sales reps, etc. when making a buying decision.

And for small businesses capturing and sharing these stories, it's become one of their greatest marketing tactics.

Here's why:

1. Social proof builds trust and credibility

People are more likely to trust your product/service if they see others using it and having positive experiences.

Here's how to do this:

  • Ask for testimonials from your customers

  • Build case studies that share how your customers have achieved specific goals using your product/service

  • Ask your customers to leave reviews and use them in your marketing (website, ads, social media, etc.)

2. Social proof humanizes your brand

Customer success stories put a human face on your brand, making it more relatable and approachable.

By sharing these stories, you're not only showcasing the benefits of your product/service but also demonstrating empathy toward your customers' needs and desires.

3. Social proof helps prospective customers overcome objections

Potential customers likely have questions, concerns, or even doubts about your product/service.

Social proof can tackle these objections head-on by demonstrating how others have successfully used your product/service to solve their problems.

4. Social proof inspires action

Social proof can inspire action by showing what's possible when someone uses your product/service.

They paint a clear picture of the transformation your customer can experience and motivate your ideal customers to take action.


As consumers become increasingly savvy and discerning, social proof has become one of the most effective marketing tactics for small businesses.

While this won't necessarily produce a return overnight -

Investing in a long-term strategy of capturing and sharing social proof will build trust and credibility, and help drive momentum and growth for your business.


Whenever you’re ready, there are 3 ways I can help you:

  1. Looking for more marketing tips? I share my marketing learnings & lessons on LinkedIn. Follow along here.​ ​

  2. Want help with your content strategy and system? Duplicate my content studio here, and make it your own. ​

  3. Need help building a marketing plan for your business? Book a strategy call here

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