3 things that you should try to do, to build trust in your marketing 













estimated read time: 2m 45s

Trust isn’t given, it is earned… Those words maybe be very familiar to most of you reading this blog. In the age of technology, trust has become even more vital component in doing business.

According to a Marketing Week article written in 2021 only “34% of consumers trust the brands they use” and “The vast majority (81%) say trust is a deciding factor when it comes to making a purchase”. So, without a doubt trust is something that should be an important factor for every marketing departments and agencies when they are working on their or their clients marketing campaigns. 


So, what can you do as a marketer or an aspiring marketer to build trust in the hearts and minds of consumers. In this blog I’ll provide you 3 tips that you should try to build trust in your marketing.

 

1. Be Reliable

What does it mean to be reliable? According to a document published by Deloitte, “reliability consists of any organization that is being consistent, dependable, and delivering upon promises made”. It can also according to the report, can be earned over time. When your brand becomes or is reliable, customers are “more than 2.0x more likely to recommend the brand to a friend” and employees are “more than 1.7x more likely to positively review” your brand. Now you might be wondering what are actions that I can take to become more reliable…

 

The first element of becoming reliable requires you to work on delivering products and services and experiences to customers with consistent quality every time.  The second element, requires you to be committed to your promises you make to your customers, make sure you always keep, make, and deliver them. The last element is to create an accountable network, which means to be committed and accountable to partners and workforce.

Below is a chart from Deloitte HX TrustID Survey that was conducted in May 2020, detailing how important reliability is to customers according to various industries.

 

2. Use social proof 

Might be asking yourself now what is Social Proof? Well, it is a marketing phenomenon, that is one of the most effective marketing methods used today, when done right can pay high dividends to your company. You might actually already be familiar with it.

According to (Lincoln, 2019) social proof is “the idea that people are easily influenced by others in society and will perform specific actions based on the steps of those around them or who are similar to them”. Situations, in which social proof may occur might be relatable to some, for example, you are unsure of the correct action to take in any specific situation, what do you typically do? You’re likely to look at those around you and wait for somebody to tell you how and when to act. Other sources of social proof may be a commercial ad in your Spotify, in which your favorite celebrity or an expert is using a particular product, it may also include your peers (product endorsements from friends’ family or people you are familiar with), numbers (large groups of people) or users (ratings, reviews, and testimonials). All the previously aforementioned examples are situations, which all have an impact on your decision-making model, because they are all capable of telling you what is good to buy and what is socially acceptable currently to buy. 

A way that you can apply this model is by creating marketing content that uses sources of social proof discussed above. However, be careful when using your authority figure (i.e., expert or celebrity) and that they align with your brand and values, as some consequences may include losing your creditability or making you look foolish. Likewise, make sure to include reviews, comments, testimonials on your website. As it can increase your trustworthiness amongst potential customers.

3. Rethink your social media campaign 

Post to serve, not to drive sales. According to (Connections Marketing, 2022), “your posts should offer value to your customers or should at least something that your followers on your social media platforms feel you created just for them to help them out, without that expectation of a follow-up sale”. Some examples may include Tips n Tricks, How-To’s, Questions & Answers, or frequently asked questions about your product or service. Think of it this way, imagine how you would talk to a friend if you were genuinely trying to help them without expecting anything in return, that is the idea that you should be applying to your social media campaign to customers.

 

Dear valued reader, thank you for taking the time out of your day to read my first ever blog. Please feel free to leave any feedback, thoughts or comment, it would be greatly appreciated :)

References:

Connections Marketing. (2022, January 23). 3 Effective Ways to Build Like, Know & Trust with Your Audience – Connections Marketing. Connections Marketing. https://connectionsmarketing.com/insights/3-effective-ways-build-like-know-trust/

 

Lincoln, J. E. (2019, August 15). Social Proof: What it is and 20 Brands Who Got it Right. Ignite Visibility. https://ignitevisibility.com/social-proof/

cover photo credits: Cytonn Photography 

Location: Canada

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