In the light of what is happening in Digital Marketing at present, consumers are more demanding, wary, and frugal before making any decision about their purchases.
Even if the products fulfill their needs, it is up to the marketers to convey the right message effectively. An essential feature to include in your Digital Marketing strategy is Brand Trust.
Why is so important to build your brand?
Brand trust is an indication of your customers’ reliance on your business. During such a pivotal time, consumers are confined in their homes, spending more time on the Internet, and they are overwhelmed with online content.
Brand Trust is going through a crisis too. As more corporate scandals come to the surface, it’s inevitable to observe consumer trust plummet. Consumers are more baffled than ever, with all their online search. They have difficulty distinguishing what is real and what is fake.
Building brand trust is vital to retain your customers and draw more consumers.
1. Create Value Proposition
First and foremost, create your value proposition because it is the foundation of your brand trust. This is nothing more than the reasons why customers should choose your product.
It is an assertion that clarifies and explains why your products or services are better than your competitors’. You should clarify your brand’s competence, economic, and social values.
Indicate the benefits consumers will enjoy when they buy your product or service. Why are these benefits important to your customers?
Acknowledge your customer’s problem and explain how your product can help. Emphasize your brand’s competency to realize and deliver what it promises.
Your value proposition is the first impression you give your customers. It is time worth spending on the creation and effectiveness of your value proposition.
2. Use customer data effectively
Consumer behavior has changed drastically due to the Covid-19 pandemic and the series of lockdowns. More consumers are spending less money but are making more purchases online.
The increase in Social Media engagement has brought about the need for Social Media marketing. People spend more time on Social Media and that facilitates your communication with your customers. Stay connected with them on Facebook, Instagram, Twitter, Linkedin, etc.
This new tendency enables digital marketers to track consumer needs easily. Check and update your data regularly to understand shifts in consumers’ shopping habits, and use this information for your marketing strategy.
3. Keep your customers engaged in their preferred channels
Use your feedback effectively, and use information that is both valuable and relevant to your customers and new ones. Offer your customers the personalized attention they need.
Draw more traffic to your website or social media pages with quality content. Make your content detailed, and engaging.
Let your customers know that their demands and needs are your priority. This in return will bring more positive online reviews and ratings that will help you build online trust.
In the long-run happy customers will reward you, with their loyalty. They will purchase more products even if they are more costly and recommend you to others.
4. How can quality content build brand trust?
A familiar brand is no longer enough for a business to grow. Today’s new consumers are different. They research the brand before they make their purchase. They look for brand trust rather than the brand itself, and the price is not always an issue. They want a goodreason to trust your brand before spending their money.
The content needs to be influential. Quality content considers your customers’ needs, offers them suggestions and solutions to their problems. It sets your leadership as a reliable and dependable source.
The purpose of the content is to help and inform the customer, not to promote your product. This is what consumers want totrust and buy your product.
Consumers, nowadays, want to know who is behind the brand, where their money goes. Consumers should identify with you through your content. So keep your tone and style consistent.
5. Why you need to create brand trust through consistency to keep your customers
Consistency helps build brand awareness and recognition, as consumers can recognize your brand easily.It is how you deliver messages about values, brand promise, customer experience, and brand unique elements.
Brand consistency ensures that your brand is easily recognizable on all marketing channels and touchpoints. When the brand is consistent and recognizable it gives customers a feeling of reliability.
Studies have shown that the majority of purchasing decisions are rather emotional not practical. Marketers knowing that so they sell the “feeling” not the product and give consumers what they expect and will enjoy. So what you sell is the “feeling” of comfort, trust, recognition.
6. Increase User-Generated-Content (UGC) for proof of your brand trust
Today’s customers are eager to express their enthusiasm or discontent about brands online. So, UGC is rendered to be real and truthful.
Such content, (images, reviews, posts on social media, videos, etc) is the work of “the next-door-consumer”, and it is available online for everyone to see. So, it is clear evidence of your brand’s trust and enhances your credibility.
Customers believe that content shared online by everyday consumers is more trustworthy. So, this is the best way to build brand trust.
7. Use reliable links to reach more audience
To increase your customers, and reach out beyond your brand property, let other sources promote your brand too. Working together with other reputable brands, relevant to yours will contribute to your brand trust.
Boost your communication with more audience using links. However, your links should lead to a reputable website. Use them in your blog posts and social media. But use branded links, so followers know what they are clicking on.
Make sure you keep your customers protected from spam and phishing sites. Increasing their trust increases click-through rates.
8. Brand accountability
Today’s situation has incited consumers’ awareness over social issues. It is expected marketers do likewise. Let your customers know about your contribution to a better tomorrow.
Participating in environmental issues, sponsoring, fundraising events for a good cause will boost your brand trust.
9. Manage Feedback
Online ratings and reviews play a significant role in your brand trust and reputation. Consumers are easily convinced with what they see online. Negative reviews, below a 4-star rating, will dissuade your customers from your brand.
However, negative feedback and reviews will occur. Respond promptly,and give them the opportunity, and motivation to trust your brand. Find ways to improve their experience.
Online reviews have a direct impact on your brand reputation and it is up to your ability to enhance your brand trust.Your response can bring back dissatisfied customers along with new ones.
10. Is your brand authentic?
As people say, “it’s too good to be true” is hard to believe. Authenticity is a key element to trust. Your brand needs to be real and organic, not perfect.
Your customers need to relate to your brand. Why should a consumer choose your brand? What differentiates it? What is the origin of your brand? How, when, why was it created?
Consumers want to know how your brand developed before it reached their home.
Ask your customers about their experience with your brand, even if it’s negative, accept it, and respond honestly to inquiries online.
What is your brand’s impact on today’s society?
The resilience that sets you apart from the standardand your strong desire to use strategies that will benefit your customers – and not only your business – is what makes you more genial, and trustworthy.
During the Covid-19 pandemic, consumers feel insecure and more vulnerable than in the past. Show them your availability and reliability, don’t boast about your strengths, and don’t hide your weaknesses.Don’t hesitate to differentiate, and give your customers the priority and the respect they deserve.
Your Brand Trust should project your customers’ prospects. For consumers today trusting a brand is far more important than ever before.
