Episode Summary: "Do This, NOT That: Marketing Tips with Jay Schwedelson | Presented By Marigold"

In this engaging episode of "Do This, NOT That!" presented by Marigold, hosts Jay Schwedelson and Daniel Murray delve into the critical role of social proof in marketing. The conversation offers actionable strategies to enhance testimonials, leverage user-generated content (UGC), and effectively utilize logos to boost conversions. Here's a comprehensive breakdown of their insightful discussion.

Introduction to the Episode

The episode kicks off with a lighthearted collaboration between Jay Schwedelson of the "Do This, Not That" podcast and Daniel Murray from the "Marketing Millennials." They introduce their special series, aptly named "Bathroom Break," designed to deliver quick yet impactful marketing tips within a brief timeframe.

Daniel Murray [00:01]: "Welcome to a new special series called the Bathroom break. That extra 10 minutes you either have to listen to marketing tips or use the bathroom. Or both."

The Importance of Social Proof in Marketing

The hosts transition into the core topic: the significance of social proof in marketing strategies. They emphasize that social proof is not just an optional add-on but a fundamental element for enhancing trust and driving conversions.

Daniel Murray [02:10]: "Social proof is psychology. So like people trust people who are like them. So like if you have people who are similar to you, it'll push them through the line in a purchase choice."

Jay Schwedelson [02:49]: "It is a hundred percent table stakes. It's more important than anything else on your site is some version of social proof."

Enhancing Testimonials for Greater Impact

Jay and Daniel critique the common pitfalls in utilizing testimonials, highlighting that generic endorsements often fail to resonate with potential customers. Instead, they advocate for specific, quantifiable testimonials that demonstrate tangible benefits.

Jay Schwedelson [03:30]: "The secret sauce actually increases conversions is quantifiable social proof. So if it was on the business side, how does that look? Instead of saying, you know, this is a great application, it would say, you know, in just 60 days we cut our onboarding time by 43% using blah blah blah."

By incorporating measurable outcomes, testimonials become more credible and relatable, providing prospective clients with clear reasons to choose a product or service.

Leveraging User-Generated Content (UGC)

Daniel expands on the concept of social proof by introducing the power of user-generated content. He explains how showcasing real customers using the product can create a more authentic and persuasive narrative.

Daniel Murray [04:10]: "If you're looking at the consumer side, it's someone actually using your product. So like if you're in beauty industry, someone trying on your makeup. If you're on, if you're taking a supplement like showing your morning routine with the supplement."

In the B2B context, he suggests featuring testimonials from clients with relevant titles and roles to establish a personal connection and enhance trust.

Utilizing Logos as a Form of Social Proof

The discussion then shifts to the strategic use of logos from reputable companies as social proof. Jay underscores the effectiveness of displaying recognizable logos near conversion points to reassure visitors of the product's credibility.

Jay Schwedelson [05:32]: "If you have logos maybe in a little bit of a grayed outlook near the conversion area, near that submission button on that final CTA is a game changer. It will lift your conversions."

Daniel agrees and adds the importance of tailoring logos to match the target audience, ensuring that the displayed brands resonate with the specific customer segments being targeted.

Daniel Murray [06:00]: "Make sure it like matches your client. Like I see one thing you could do too is it give you a pricing page in different tiers, have like the different customers like of different tiers. So well known SM like small business customers, well known like medium business, well known enterprise customers."

Tailoring Social Proof to Different Customer Tiers

Tailoring social proof to different stages of the customer journey or different customer tiers can significantly enhance relevance and effectiveness. Daniel suggests customizing the displayed logos and testimonials based on the specific needs and preferences of small, medium, and enterprise-level clients.

Daniel Murray [06:30]: "Don't always think about the logos and what that client would care about or that potential client would care about when they landing on your landing page."

This approach ensures that potential customers see relevant and relatable endorsements, increasing the likelihood of conversion.

Additional Tips and Insights

Jay shares practical applications from his own experience, illustrating how displaying attendee logos for events can serve as powerful social proof, even when other forms of social validation are limited.

Jay Schwedelson [06:45]: "We use logos of people who are attending our events... we have a bunch of registrants, and they were from really cool companies, and we're like, you know what we put up on the site, you'll be there joining other people that also be there from these companies. And it crushed it."

This example underscores the versatility of social proof beyond traditional testimonials, highlighting its application in various marketing contexts.

Conclusion

The episode wraps up with a brief return to the initial playful theme, yet the core message remains clear: effective use of social proof through quantifiable testimonials, UGC, and strategic logo placement is essential for boosting marketing conversions. Jay and Daniel encourage marketers to implement these strategies thoughtfully to see tangible improvements in their campaigns.

Daniel Murray [08:37]: "Tune into this series. It's once a week, the Bathroom Break. We talk about marketing tips that we just spew out. And it could be anything from email, subject line to any marketing tips in the world."

By integrating these insights, marketers can harness the full potential of social proof to build trust, enhance credibility, and drive significant growth in their marketing efforts.