How Leveraging Social Proof Can Grow Your Small Contracting Business

In the competitive contracting industry, it’s essential for companies to stand out and demonstrate their credibility. One powerful way to do this is by leveraging social proof. This proven marketing strategy can significantly strengthen your reputation, expand your reach and ultimately, grow your business. 

In this article, we’ll take a look more in-depth at social proof and how you can use it to grow your company. From displaying customer testimonials to showcasing your completed projects, we’ll provide actionable insights that will help your small contracting business soar. 

Read on to learn more about how to grow your contracting business. 

What is social proof, and why is it good for your business?

At its core, social proof is based in human psychology – people are more likely to conform to the behavior of others (including consumer behavior!). 

In business terms, it translates as proof that other people have used your business and found value in it. This helps convince prospective customers that your business is trustworthy and increases the chances of conversion. 

For small contracting or home services businesses, this “proof” can look like customer testimonials, reviews, case studies, or even social media shares. Making the most of social proof is a game-changer in the service industry. 

It demonstrates your business’ expertise/credibility and provides reassurance to potential clientele wondering about your services. Trust is paramount in the home service industry, and social proof is a powerful tool small businesses can use to boost their visibility and overall appeal. 

How to leverage social proof: 6 Types and tips

Here are a few ways contracting businesses can harness social proof to grow their business. 

1. Testimonials 

A review is a powerful type of social proof that can significantly enhance your business’ credibility. Including positive testimonials on your site’s homepage acts as a compelling endorsement of your reputation. Showing the positive experiences of past clients reassures prospective clients of your capability and commitment to delivering exceptional service.

2. Case studies

Case studies can also help provide real-life examples of how your service has helped customers overcome specific challenges and reach goals. Detailed examples of successful outcomes demonstrate the effectiveness of your services, building trust with potential customers. 

Case studies are particularly useful for small businesses since these showcase their ability to solve unique problems with innovative, customer-centric solutions. 

3. Influencer endorsements 

In the digital age, influencers have significant sway over consumer behavior and decision-making. With their large following and credibility, these individuals can help promote your business to their followers, potentially bringing you a wider client base. 

Collaborating with a trusted figure in your industry allows you to tap into their credibility to enhance your own. Think of it like a new form of word-of-mouth marketing. Influencer endorsements and brand ambassadors can boost your visibility and appeal amongst your target audience. 

Often, these endorsements can introduce unlikely clientele to your services.   

4. Social media mentions 

Social media platforms serve as a dynamic stage for displaying social proof. By featuring customer reviews, mentions, and shared experiences, you can effectively bring your company’s quality of service to the forefront. 

Furthermore, by actively engaging with your audience, responding to comments, and reposting user-generated content, you can create a positive and interactive brand image. 

One powerful social media strategy is to come up with a brand hashtag and ask satisfied customers to post their experiences under this hashtag. This not only allows potential clients to see real-life examples of successful projects but also helps to create a community around your brand. 

Always remember to seek permission before reposting user content and to publicly thank them for their contributions to maintain a respectful and appreciative online presence.

Pro tip: When engaging with your online community, be sure to communicate in a way that reflects your brand and resonates with your target audience. Also note that depending on which platform you use (Facebook vs Instagram vs TikTok), your audience may be slightly different. 

5. Trust seals and certifications 

Trust seals and certifications from reputable entities can significantly enhance your credibility. Displaying these on your website or ads can reassure potential clients of your professionalism and adherence to industry standards. 

Mention who you’ve worked with, as this can also contribute to your business’s credibility – it shows that other respected businesses trust your services.

Some certifications you can list on your website include: 

  • Contractor’s License: Displaying your official contractor’s license can boost your credibility. It reassures clients that your business is legally authorized to operate.
  • Better Business Bureau (BBB) Accreditation: This is a highly recognized trust seal that signifies that your business meets the BBB’s accreditation standards.
  • HomeAdvisor seal of approval or Angi badge: These show that your business has been screened and approved by HomeAdvisor and/or Angi, renowned online home service marketplaces.
  • Certifications from recognized industry trade associations can significantly boost your reputation.
  • OSHA Certification displays commitment to maintaining a safe and healthy work environment, which is especially important in industries like construction and home services.
  • Green Seal Certification: If your business is committed to environmental responsibility, this seal can help communicate that commitment to your clients.

6. Use social media etiquette  

Being responsive to customers on social media can help to build their trust and create a positive business-customer relationship. 

Responsiveness can be demonstrated through tags such as the “typically responds in X hours” tag on Facebook. This not only shows that you value customer feedback, but also that you’re committed to providing timely and helpful responses.

7. Work with the community on a local or social media event

Separate from social media and online, small contracting businesses can also use community engagement to build rapport. 

Initiatives like organizing or sponsoring local events like home improvement workshops, charity runs or donation drives demonstrate your company’s commitment to the community and the well-being of its residents. These things foster goodwill and provide opportunities to showcase your services expertise.  

Similarly, hosting or participating in social media events, like live Q&A sessions or webinars on home maintenance topics, can help a business reach a broader audience. They can also facilitate interaction with potential clients, allowing businesses to answer questions, offer advice, and establish themselves as a credible resource in the industry. 

With community-focused efforts (both online and offline), contracting businesses can build a strong local presence, develop meaningful relationships, and boost their overall reputation.

Trust Build Media Group to build your brand today. 

Social proof is an effective and compelling marketing strategy that can elevate your small contracting business’ reputation. Using social proof to its full potential could be your key to unlocking your business’ growth. 

Want to learn more about leveraging social proof, or need help implementing this strategy? Check out our services – we specialize in bringing industry-specific marketing solutions to companies in the construction and home services industries.

Schedule an appointment with our team and let’s work together to make your business stand out. 


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