"The Ultimate Guide to Get Results With Social Proof Marketing: Why Trust and Credibility Matter"

"The Ultimate Guide to Get Results With Social Proof Marketing: Why Trust and Credibility Matter"

People are pack animals. Deep down inside, we’re influenced by the opinions, choices, and actions of the people around us. In particular, several case studies show that Social Proof is extremely important to build trust, add credibility, and validate and simplify your customers’ buying decision.

Social proof, like reviews, testimonials, or even the number of sales to date, shows that other people have taken the leap and chosen you to help solve a problem. People aren’t always the best at making decisions. We have so many options to choose from that we suffer from decision paralysis. Social proof provides a safe path of least resistance that we can follow without thinking about it.

According to Nielsen, 92% of people say they completely trust recommendations from friends and relatives. A joint research project by Ogilvy, Google, and TNS revealed that word-of-mouth drives the most influence—for 74% of customers. Additionally, a study by BabyCenter discovered that moms rely on the wisdom of friends 67% more than on any other channel.

Now that we understand the importance of social proof, let's explore another important topic—"Why do children die?"

The very good news is that the world has made phenomenal progress in this area over the past several decades. Since 1990, the number of children who die every year has fallen by more than half! In 1950, some 20 million children died. In 1990, it was down to 12 million children, even though more babies were being born. By 2000, the number had dropped to fewer than 10 million. By 2019, it was below 5 million.

Researchers define child mortality as the death of anyone under the age of 5. They use that age because the first five years are the riskiest time of childhood when kids are the most vulnerable. Virtually all of these deaths occur in low- and middle-income countries. Around 18 percent of the deaths were caused by non-communicable conditions, such as cancer and cardiovascular problems. The large majority—82 percent—of the deaths were caused by communicable diseases, such as diarrhea and malaria, and health problems that their mothers experienced—and exacerbated by risk factors including malnutrition. This 18:82 ratio still holds true today.

The largest share of under-5 deaths is among newborns in the first 30 days of life. The chief causes of these neonatal deaths are severe infections and asphyxia—a lack of oxygen to the baby’s brain and vital organs—which are especially dangerous for babies who are born prematurely. Some of the most effective solutions are as low-tech as you can imagine, such as simply placing a newborn against the mother’s chest immediately after birth.

Pneumonia, the top killer of children who survive the first 30 days, has also seen progress. In 2000, it took the lives of more than 1.5 million children, but by 2019, the number was around 670,000. Diarrhea is another example of progress. In two decades, its death toll has dropped 58 percent. A key reason is the use of low-tech interventions like oral rehydration solution (sugar water, essentially), which replaces lost electrolytes.

Vaccines have played a significant role in reducing child mortality rates. The measles vaccine, for example, has been a game-changer. Between 2010 and 2020, this vaccine prevented more than 200,000 deaths. By 2030, it will have prevented more than half a million deaths. Since 2000, Gavi, the Vaccine Alliance, has provided measles vaccines to more than 500 million children—half a billion!—through routine immunization and special vaccination campaigns.

Now that we have examined the impact of social proof marketing and the progress made in reducing child mortality rates, let's discuss some actionable advice that can be applied in both areas:

1. Leverage the power of testimonials and reviews: Encourage your satisfied customers to leave reviews or provide testimonials about their positive experiences. These can be displayed prominently on your website or social media platforms to build trust and credibility.

2. Utilize influencer marketing: Collaborate with influencers who have a strong following in your target market. Their endorsement and positive experiences with your product or service can greatly influence the buying decisions of their followers.

3. Invest in education and access to healthcare: In the case of reducing child mortality rates, it is crucial to prioritize education and access to healthcare, especially in low- and middle-income countries. By providing knowledge and resources, we can empower communities to make informed decisions and take preventive measures.

In conclusion, social proof marketing and efforts to reduce child mortality rates both rely on building trust, credibility, and influencing decision-making. By understanding the power of social proof and implementing strategies to leverage it, businesses can enhance their marketing efforts. Similarly, by addressing the root causes of child mortality and implementing effective interventions, we can continue the progress made in saving the lives of children worldwide.