Trust is the single most important aspect that can make your business mediocre or wildly successful. There is a difference between 1000 customers buying your product and never thinking of your company again and 1000 customers who buy your product and each of them becomes a personal brand ambassador to your company and products. This is where successful business are very good – they know very well on how to market trust among customers. Marketing trust is the first aspect that a business should focus on, before even thinking about marketing their products/services.
Why should a business market trust among customers?
One should understand the gap between rampantly marketing products versus initially marketing trust to build trust among potential customers. For your easy understanding, let me break it into two points why it is necessary to build trust among customers:
1) The number one reason to build trust is because you will gain a loyal fan base. These brand ambassadors are going to Like you on Facebook, Tweet about you on Twitter. There is no marketing like “word-of-mouth” from your customers. If one customer says to another customer that your brand is good, it makes it much more trustworthy than a company that simply states that is trustworthy. Invest your time and money to generate trust among existing as well as potential customers. Your returns will far exceed what you give.
2) Secondly, trust is what increases the probability of visitors returning to your business for the product or service. Loyalty is a by product of trust that you generate. People will find it hard to return back to your brand if they lack faith in you.
3) Lastly, it makes the price more tolerable for customers. Trust in a brand or business build affinity. It is what makes customers not mind the extra $100 or $1000 in the price tag compared to other products/services in the same segment.
Now that we have a good understanding of why it is important to build trust by marketing it to our customers, we will learn how a business can market trust.
How can a business build trust?
With the advent of internet, building trust for businesses has become more simplified and it can be explained in more quantified ways.
Regular PR Releases: PR releases are a great way to keep the momentum alive and keep reminding people that your company is still doing great business and is making developments. In fact, continual existence and consistent growth are good base for trust. This is what regular press releases achieve. One PR release a month will more than suffice.
Build Blogger Relations: Bloggers are the new face of journalism. They have a powerful way to reach out to a wide audience and further viral your brand. And being mentioned by authoritative bloggers is one of the best ways that a company can work to build trust in their brands. It would be a good idea to pay the bloggers in return for what they do. Because when they write an article that details you, there are multiple benefits that you get. Also, it will help in better building relationships with bloggers – so that you can deal with them in future instances as well.
Social Media Development: Make use of all social media channels to properly build trust. The best way is to have a face to all your social media campaigns – it really helps rather than simply having someone do everything under the aegis of the company name. Work on finding someone who can efficiently be the face of your trust marketing campaign. It is very difficult to think about building trust on a social media platform without a face. You can leverage social media to retweet positive client feedbacks, address queries and questions from the community etc. It will go a long way to building a trustworthy reputation for your business.
You might also find this an interesting read: How To Win The Trust Of Your Customers for an Internet Business?
Let me know your ways to build trust with customers!