Between issues of public health and social justice, brand trust was truly put to the test last year. Accountability and expectations for businesses of all sizes grew significantly, and there’s no doubt that most marketers felt the weight of each and every digital step they made.

The importance of investing in consumer-brand relationships isn’t fading, either — 91% of marketers plan to stay hyper-focused on trust-building strategies that were developed in 2020.

You Gotta Work for It

Brand trust is something that you have to earn over and over again. It can’t simply be bought. If anything you do as a company — digitally or in the real world — comes off as sketchy or unreliable, nobody will want to do business with you. It’s that simple.

For example, if a consumer looks your company up online and sees that you have no social media accounts whatsoever, they may not trust that you’re a real business. The same goes for someone trying to visit your brick-and-mortar, only to find out upon arrival that your hours of operation listed on Google are incorrect.

Building Blocks for Better Brand Trust

Taking the basic steps to ensure that your business appears trustworthy online is something you should do immediately. There’s no time to waste.

Here’s our top ten ways to make sure you’re instilling brand trust with your audience:

1. Fill out your brand profiles on major social platforms and refresh them regularly with up-to-date information.

2. Answer concerns on review sites and major social platforms.

3. Create personalized content and ads for each platform you’re active on.

4. Be transparent and honest with your audience, especially about how you’re using their data.

5. Don’t spam people who trust you with their email address, and ensure your emails are targeted to the people most likely to engage.

6. Find opportunities to partner with well-known and trustworthy influencers in your industry and your local community.

7. Stay up-to-date on major platform changes and marketing trends.

8. Make sure your website is mobile-optimized and ADA compliant.

9. Listen to your customers about how their needs have changed or evolved over the last year.

10. Make sure your website and social media are discoverable and that your business populates in relevant searches.

A Work in Progress

Knocked out the list? Great! But you’re not done yet — like many aspects of digital marketing, brand trust is something that has to be monitored and nurtured over time. The second you get lazy could be the moment that your audience starts to distance themselves from you.

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Customers’ expectations have radically changed in the era of social media, even more so over the last year. People expect honesty and transparency from the brands they give their attention and loyalty to. Fortunately, brands can solidify trust with their content and communications. Open, truthful and consistent content plus communication that listens and responds with empathy is a winning formula.

Mike Koehler
Smirk Founder & Chief Strategist

Invest in Your Digital Audience

87% of marketers said they felt the need to change their strategies in 2020 to better build consumer trust.

No matter the size or age of your business, it’s never too late to work on the relationships you have with your customers, especially in the growing digital world. There’s always room for improvement.

Ready to improve your connection with your audience? Smirk has got you covered — hit us up for a quick chat.

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