For many people, the amount of confidence they have in a brand plays a large role in whether they become a customer or not.
Add to that the fact that we are now in an age where people are more likely to switch brands than ever before and it becomes apparent that not only do you need that trust, but you have to work harder for it. A quality product is simply not enough.
So what’s the solution?
With trust being such a major factor in the decision-making process, the trick is to shift the focus away from what you’re selling and onto who is buying. You need to find a way to speak to your customers; to put them at the centre of your brand.
After all, people are spoilt for choice these days. With so many companies offering the same things, you have to give them an outstanding reason to choose you.
Before you begin work on any content, you need to think very carefully about how you are going to place your target audience at the heart of everything.
This applies to every part of your organisation. If the customer-centric approach is to be truly effective, it has to go further than just your marketing content. Consistency is key.
Think about how every employee can positively impact your customers – this could be as simple as promptly returning calls. The goal here is to have real congruency between your brand’s messaging and its practices. If your marketing paints a picture that is far removed from what your customers will actually experience when working with you, then you will have shattered the trust before it’s even had a chance to exist.
This stroke here is a broad one. Content marketing as a whole is super important in building trust with your audience. Odds are, the majority of their initial interactions with you will be online, probably through your website, so you need to think about how you can utilise that space to begin boosting confidence.
The idea is to create content that provides value. You need to show people why they should trust you, not just tell them. Take this blog that you’re reading right now as an example – we’re putting together informative content week in, week out in order to help our target audience. It just so happens that it also helps to showcase our own experience and expertise, therefore helping you to view us as a more trustworthy brand because this is all added value to you.
Researching your audience and targeting the right crowd is essential in making sure you’re making the most of all content marketing opportunities. Knowing where your audience is online and the types of content they’re into is going to help you out SO much.
Your company could be a heaven-sent angel, but it will never be able to say anything as trustworthy as what your existing customers can. Customers trust fellow customers. But you can harness this power.
Reviews and testimonials are fantastic for getting people on-side, and they also add a lot of weight in terms of legitimacy, making your organisation look good on two levels. Encourage people to leave reviews and share their experiences, and make sure that this is happening as often as possible. Five reviews on a product sees the chances of someone making a purchase skyrocket by 270% compared to something with no comments. Now that is a statistic that no one can argue with.