What Does It Take To Trust A Brand?
Does it denote trusting the quality of the brand’s products and services, or how personal data is protected, or the positive contribution that the brand makes to society, or all of the above?
Unwavering customer trust is not measurable, but it is a noteworthy achievement of organizations and can help them to enhance their brand reputation.
As per the PwC 2020 Global Consumer Insights Survey, trust was found to be the foremost factor, among the top-three aspects, that influenced the customer to choose one buyer over another.
Around 35% of the survey participants selected trust to be the most influencing aspect when it came down to their purchases. The research also found that trust is personal, with more than 40% of respondents disclosing that they trusted retailers to analyse their purchasing behaviour. More so, they expected brands to use this data judiciously.
Trust has everything to do with experience, which could be a personal experience of consumers with brands. Also, importantly, trust once lost is hard to regain.
A study by Forrester shows that 18 percent of customers will not continue a service if they do not have trust in how the brand will use their data.
Owing to overall brand trust at low levels, more than 65% of CEOs are worried about the impact of the steep fall.
In the same way, as per the Edelman’s Trust Barometer report, trust in media platforms (with the inclusion of branding and marketing platforms) globally reduced from 2017 to 2018. The onus lies on business leaders to take charge.
Here, the question arises as to what steps marketing leaders have to take while being in charge to regain the trust of consumers.
The answer lies in Content Marketing. Yes, with content marketing techniques, they can eliminate negative perceptions and work to re-develop their businesses. However, they must publish valuable, innovative, and trustworthy information to get the most out of their investment in content management.
Put Brand Values Into Practice
As part of marketing practices, a marketer wants to convey their brand values clearly and consistently. Now, in order to highlight your brand values so they are received well, you must think of forging partnerships with not-for-profit and charitable organizations. Also, you must take inputs from your corporate social responsibility team to develop a natural connection between your brand-based content marketing plan and your organization.
Collaborations between your marketing and CSR departments can result in creating a brand vision for telling value-added stories and emphasize on positive social initiatives like sustainable solutions and environmental concerns.
Prioritize Customer Service
To build brand trust, you have to not only create connect that serves society but also cater to the needs of individual customers. As such, you must include customer service in your content marketing strategy. Keep in mind that rendering superior customer service is the only way to gain a competitive edge among your competitors.
Also, as seen earlier, trust has to do with experience, so you must make sure that your customer service is up to the mark.
In cases where you’re looking to come back after a decline in trust, your efforts must be directed to repair the sour relationships with disgruntled clients via content. So, you must work to devise content that addresses users’ needs.
Also, remember that as part of trusted content experiences, you must present a unified message at each phase of the customer journey. Go with FAQs, press releases, and how-to video tutorials when developing brand content. Such efforts can help to gain loyal customers and keep them invested in your company over the long term.
Activate Advocates Via Content
Marketing mechanisms often use advocates to build brand trust among customers. Tapping the potential of recommendations from existing clients goes a long way in gaining trust among your client base.
Over 90% of people rummage through online reviews before their final purchases. Also, more than 80% people equate online reviews with personal recommendations.
Hence, you can explore the potential of advocates digitally for a greater reach. More so, you can rely on referral programs, or devise content strategies that are based on referrals.
Bank On Authenticity And Not Perfection
In both content formats and messages, you must be authentic. At times, natural content fares better than refined visuals. Rather than seeming aloof, you must display your human side. As such, you must show humans behind the operations. You could profile employees or offer behind-the-scenes glimpses. Use earthy, personal, and humorous tones in your content copy for the best results.
Plus, a platform where marketers need to focus on to establish trust is social media. In this digitally-transformed era, brands have more access to client data and purchasing patterns as compared to the past. Only they must utilize this information wisely to develop social media groups for actively replying to feedback and comments.
Several social media marketers are seeking ways to make the presence of their brand on social media less scripted and more through social storytelling.
As per the 2018 report of TechCrunch, the visual story format is rising 15 times faster than conventional feeds. The mounting popularity of the storytelling format displays an interest from customers in witnessing brands in real time and perceiving they are partakers in the journey.
Strive to be transparent in your internal processes, product ingredients, manufacturing systems, or team builds. With transparency, you can also identify the areas that require improvement.
As your business grows, you should also make announcements and issue notifications about the business decisions that are bound to affect your customers. People are intelligent and can see through messages that serve as a cover-up or hide the truth.
Trust has to be a basic goal of marketing, branding, and businesses. All have to work together to put together a lucid and consistent story while helping people to have a positive experience with your offerings. Content is a good way to bridge the customer trust gap.
In a nutshell, brands must endeavor to build trust via their content marketing strategies.Last modified: October 14, 2020