Top industry leaders know that trust is the cornerstone of business development. As society grows increasingly dependent on digital communication, however, establishing trust with prospective customers seems harder than ever. According to Salesforce, over 60 percent of customers said it’s hard for a company to earn their trust.
How exactly can a company earn trust in an online world where breaches in cybersecurity and online scams make headlines? Despite these challenges for businesses, establishing online credibility is more crucial than ever before. In this blog post, we share five ways to build trust in a digital world.
Building Trust Starts With Transparency
According to a recent survey, 86% of Americans believe transparency is more important now than ever before, and that nine in 10 people would be willing to give a second chance after a poor customer experience when an organization is transparent and has a history of transparency. With today’s informed consumer, it is no longer enough to create a catchy logo or jingle and expect the masses to buy into the message you are selling. Potential customers want your website to be informative and user-friendly – whether viewed on a computer or smartphone. They want to know exactly what your brand has to offer, including the prices for your services. Customers don’t like hidden surprises or the impression that they are not being given all the facts, so make sure that everything potential clients need to know is easy to find, thorough and truthful.
Keep Customer Service in Style to Show Customer Appreciation
Responsive customer service is still important in a world that is increasingly more digital. For starters, B2B companies should always answer website inquiries about their products or services within 24 hours if possible. The same theory applies for consumer interactions on social media. Creating a memorable connection with existing and prospective customers on social media by answering their questions or having a quick but meaningful conversation humanizes your brand and builds trust in your company. When developing an email marketing campaign, make sure to thank customers after purchasing a product and ask if there are other ways your business could help. New digital technologies and social media features provide companies with agile ways to connect, help and show customers appreciation in real-time.
Have Values and Stand Behind Them
Transparency in your products and services is not the only form of transparency that is important to your potential customers; they want to see transparency and authenticity in your brand values as well. When used frequently and effectively, social media provides real-time opportunities for brands to connect directly with their audience, which can go far in developing brand loyalty and gaining new customers. Because consumers can instantly research and learn about a company’s personality, values and ethics, it is important that brands remain genuine and consistent with the image and values they are conveying to the public. Consumers are not afraid to make their voices heard to millions of people through social media posts regarding your company’s approach at a high level, so be clear about your brand values and stick to them! Develop social media content and marketing emails that project an accurate narrative that lends credibility to your unique brand persona.
Go Beyond the Digital Landscape with Prospects to Establish Offline Credibility
Remember that it is easier to establish trust in digital interactions if your brand has already established a trustworthy reputation in the real world. Think of ways you can build credibility with prospects, like memberships in industry organizations and speaking opportunities, such as panels, webinars and networking functions. The digital world has made finding these opportunities — and nurturing the connections you make at each — easier than ever. Through networking, encourage the people you meet to visit your website and follow and engage with your brand on social media. Remember, relationship-building is essential to earning trust, so be authentic and transparent as you start conversations and build relationships with others.
Create an Emotional Appeal to Your Brand
Review your website. Does it include client testimonials and success stories — as well as highlight examples of your work? This type of content can create a personal, even emotional, appeal for your brand and help convey your overall brand message in unique and memorable ways. Some research suggests brands that inspire a higher emotional intensity receive three times as much word-of-mouth promotion as less emotionally connected brands.
Building trust with your customers and prospects in a digital world takes time, energy and resources, but you don’t have to do it alone. Contact Prototype Marketing today for help developing strategies to increase transparency, engagement and trust in your brand.