A key component missing from many marketing plans is trust. Without it, you cannot build a strong relationship with clients and future clients. Understand the importance and role that trust plays in your marketing.
You are on Twitter and Facebook. You are publishing press releases every month. You are sending monthly email newsletters. But you are not yet gaining traction with new customers. What are you missing?
Steps to build trust and relationship with potential customers
It is an element that is often overlooked in the marketing equation, but one that is absolutely necessary for the success of your brand. Without it, you have empty marketing efforts. But with confidence, take a ordinary marketing strategy and it becomes something truly extraordinary.
1. First step: Identify the voice of your brand
People trust people, not brands. That is, your company must have own voice in every communication that it spreads. Communications should humanize your business and make people feel comfortable interacting with it.
If your target audience is mothers, your brand’s voice should be one of comfort, concern, and sharing. It should be that mothers have the confidence to participate. If you provide services to businesses, your brand’s voice must be expert and professional; You must give your contacts the assurance that your company is trustworthy and knows what they are doing.
You can have one or more people distributing messages through multiple channels for your business; look for the consistency. The voice you use on Twitter and Facebook should be the same as that used in emails. Work together to identify how the voice of the brand will be represented and ensure that all employees “speak” with this voice.
2. Step Two: Understand the Tools
One of the best tools to build trust are social mediaHowever, it is the most abused. Many companies use social media to spread links to their sites. Some use social media to send spam. Social media is best used to develop conversations. Conversations build trust, and that’s where you should direct your efforts.
Using social media successfully is not an art form, but it does require paying attention to a few guidelines:
- Use your brand’s voice to start conversations and participate in them.
- Submit a mix of questions, shared links, and product mentions for a healthy balance.
- Collaborate with others individually to build trust, rather than using the shotgun spin.
- Listens! Don’t just talk.
The scope of Blogger is another great confidence building tool. Rather than submitting dozens of samples in exchange for blog comments, work to identify bloggers who are targeting your market, who could be good evangelists for your brand. Focus on building a relationship with them, which will help build trust. In turn, they will share ideas with their readers about how great your company is.
Email is also a good way to establish trust. But it is also often misused. Focus on providing useful content for your contacts. The newsletter is not just to spread the word about your products; it’s a way to stay connected and position yourself in the minds of your contacts. Establishing a good impression of your brand will make customers want to buy from you.
3. Third step: Get feedback
The only way to know what people think of your brand is by monitoring what they are saying online. You can do this by setting up a Twitter and Facebook search for keywords that include your business name and industry keywords. You can also search for blogs that mention your brand. You might be surprised to learn that people are complaining about your product online. In this case, it is important to address complaints directly and publicly, to get to the root of the problem (was it really the product, or perhaps the seller that left a bad taste in their mouth?), And offer a solution.
On the other hand, people could be saying great things about your business. If so, celebrate! Share these comments with others, and thank those who support your brand. You could even go the extra mile by sending a free gift or coupon as a thank you to anyone who says positive things about your company. In this way, you show your appreciation for those who support you, and reward them.
Final words on the trust
Building trust takes time, so don’t get frustrated if you find it difficult to break into your target market. Spend time daily communicating and interacting and confidence will come of its own accord. Build confidence-building activities into your marketing plan and refer to it when you need ideas.