Trust Marketing Is Making Waves as the Best New Sales Strategy
Today’s consumers are more informed than ever before, doing research, reading reviews and making educated decisions before giving their business to a company. And with exponential information, it is easy for consumers to develop misgivings about a company or industry. In order to gain new and maintain old clients and customers, it is essential to key into trust marketing.
Gone are the days of marketers and advertisers persuading an uninformed customer to buy into a brand or product. Consumers today are more informed than ever before. A Nielsen study showed that as many as 72 percent of smartphone users do significant research before making a purchase of the product in question, and this customer savvy makes it all the more important that your online brand is accurate and worthy of a customer’s trust.
It is in the hands of marketers to create a new platform for consumers that is both informative and trustworthy. And while it may be nontraditional, trust marketing has proven benefits that will help both the marketer and the consumer. Here are some tips on how to utilize trust marketing strategies in your next campaign:
Sharing is Caring
It should come as no surprise to marketers that engagements, retweets and sharing data look great on analytics reports, as they reflect a well-composed strategy. But when it comes to trust marketing, sharing is more important than ever. According to a Forrester Research survey, only 15 percent of U.S. consumers trust social media marketing, but when a friend or network connection endorses a brand or product, 70 percent of Americans will trust that endorsement. A helpful tool is to encourage retweets, shares, repins and the like in your posts.
Comprehensive Information is Key
When consumers are researching a product or brand, they are looking for honest representations of that brand or product. And while traditional marketers may think it best to highlight the “wow” factors and minimize weaker areas, contemporary digital marketers and advertisers should be able to give complete information for the sake of their customers’ trust in the brand. According to a digital research survey by Kentico, nearly 75 percent of customers trust editorial content that is considered to be educational without directly selling a product.
Make Your About Us Page Truly Great
A company’s digital presence can seem charismatic, intelligent and friendly, but if their own “About Us” page seems sterile and formal, they will be losing customers, regardless of marketing schemes. Consumers give their business to brands they can trust and feel respected by. Keep these tips in mind:
- Make sure your home page is clearly organized; if a potential client can’t find the information they need, their trust levels will drop quickly.
- Make sure your copy matches your company’s character and tone. Humans are a highly perceptive species and can quickly recognize when something seems fake.
- Tell your company story in an engaging manner and use photos and video when at all possible. Not only is multimedia more engaging, it is also generally seen as more trustworthy.
Take a healthy and refreshed look at your brand image online. Does it seem too sterile, too vague, or is it pushing too hard for a sale? Plan a trial campaign using some of these insights and more from Business to Community on trust marketing, and compare to your previous strategy.