How to Build Brand Trust and Loyalty
Trust is perhaps one of the most difficult, if not the most difficult, qualities you can earn as a brand. You can spend all the money in the world marketing your company or product, and you may even see some decent returns while doing so, but what does it all mean without trust?
If consumers don’t view you or your product as trustworthy after an initial purchase or glance, I’m sorry to inform you that your bubble is probably going to burst soon.
The process of becoming trustworthy isn’t easy and it isn’t quick, but there are tried-and-true methods of doing so that your brand can follow to get there.
1. Have an actual conversation
The idea that a “conversation is a two-way street” is a cliche, but it’s a cliche for a reason: it’s the truth. You can’t simply talk at your audience and expect them to listen without first understanding and listening to the people who may be interested in whatever it is you’re selling.
Open up the lines of communication not only by responding to tweets and Facebook posts but also by implementing initiatives that encourage a lively discussion.
Also, you don’t have to necessarily always be the one to create or lead a conversation. You can can just join one to show that you’re actively involved with your community and are interested in what they’re talking about.
2. Show that you care
It’s one thing to join a conversation, but it’s another to actually help people as part of that discussion. By solving problems faced by your audience, you’ll show that you actually care about them and want to make their lives better instead of simply wanting to sell them something all the time.
You can also browse through social media to see what people are talking about and, more importantly, what they’re struggling with so that you can potentially present them with a solution.
3. Don’t leave your audience in the dark
So you’re engaging with your users and everything seems to be going well, right? That’s great! But then your initiative starts to fall by the wayside and it’s suddenly three months later and… no one’s really engaging with you anymore.
Consistency is the key when it comes to retention, because you’re not going to entice people to continue coming to your site without giving back to them. This can be difficult at times, especially during those busy months, but it’s crucial that you keep a steady stream of content flowing and put a process and schedule in place.
4. Keep it clean
This isn’t about avoiding dirty words or profanity in your marketing, though you may want to tone it down if it seems contrived. This is all about making sure your brand copy is grammatically up to snuff, because few things cry “untrustworthy!” like a bunch of misspellings and grammatical errors. It can also show that you may not care enough about what you’re writing to make sure it’s clean.
Yes, mistakes can and will happen. However, if you’re hoping to position a big piece of content, a social ad or anything in between as a game-changer for your marketing efforts, it better be clean. Otherwise, you’re going to turn people off.