October 1, 2021
If you are running lead generation campaigns, one of the most determining factors that leads to a conversion is to gain consumers’ trust.
Even if your product or service matches what your consumers are looking for, when consumers don’t trust your brand, it’s unlikely they will contact you for your product or services.
How can we make someone who is new to our brand trust us?
First impressions are crucial. They can make or break an opportunity.
It is only human nature to judge someone by their appearance.
That is half the time taken to blink your eye.
That is why a great website design is essential if you want to build a trustworthy brand.
In fact, research have shown that 70% of consumers don’t trust websites with bad designs.
Imagine visiting a website which has inconsistent design elements with poor landing page experiences.
Such subpar experiences would indicate the lack of effort on its branding by the business itself. It would be difficult for new customers to establish trust and credibility with the brand.
Customers generally do not trust salesmen because they focus on own agenda of selling.
That is why content marketing is a great way to ‘disarm’ and engage your customers by delivering value first through content. Through sharing content relevant to what they are looking for, you are displaying altruism which contributes to a trustworthy relationship.
Moreover, a brand that displays expertise inspires confidence in consumers.
Won’t you be more confident and comfortable seeking a product or service from a brand because it provides useful information that helps you in your decision-making?
Perhaps the best marketing strategy next to word by mouth is customers’ testimonials.
Both uses real customers’ experiences which are often seen as more objective and hold more weight than what the business says.
Existing customers have no agenda.
They are willing to stand up for your business because they liked your product/service and enjoyed the customer experience.
By riding on existing customers’ credibility, placing testimontials or case studies on your website creates the immediate trust needed for new customer base.
Consumers trust honest and authentic brands who are transparent.
However, brands often try too hard in telling consumers what they want to be rather than being true about who they are as a brand.
When the customer experience falls short of what the brand claimed to be, it leaves a bad taste in the customer’s mouth.
As much as we want to sell ourselves as a brand, we need to make sure our sales pitch is accurate and non-misleading. Avoid making promises that the business is unable to deliver.
On top of that, brand values must be genuine and authentic as well.
They should not be used only as a story told to the consumers.
A good example would be United Airlines where a passenger was forcibly removed from his seat on an overbooked flight years ago.
Ironically, its motto at that time was “Fly the Friendly Skies”.
When consumers find themselves being lied to, it would be extremely difficult for the business to gain trust from future customers.
How Can We Build Customer Trust?
Just like connections with real people, consumers want to associate with businesses who are attractive, friendly and transparent.
After all, authenticity and storytelling is what that makes brands resonate.
What other tips do you use to generate trust for your customers? Do share with us in the comment sections below.