In today’s era of misconduct, information overload, fake news and economic turmoil, there’s never been a more pivotal time for marketers to convey credibility and authenticity. Trust is in crisis with the largest-ever drop in confidence across government, business and media, according to Edelman’s 2017 Trust Barometer.
Often, we decide if someone is trustworthy based on obscure reasons: intelligence level, mood and attractiveness. A study by the Journal of Marketing Communications found something as insignificant as the presence of a beard led people to believe a person was more credible.
Trust is a choice that makes us vulnerable to the will of others. It means that we believe the motives and intentions of others will advance and protect our interests. Trust could be the least apparent yet most necessary aspect for inciting influence and increasing conversions. Once established, everything changes and it becomes the tipping point that exponentially increases your impact.
While trust is an intangible and an elusive metric, there are actions marketers can take to build rapport and gain confidence:
Know what your audience wants before they do.
Content marketing can play a role in achieving this component. By delivering the right information at the right juncture, you’ll demonstrate value, instilling trust that you can help them achieve their goals. Leverage website data, retargeting ads, email series and keyword targeting to determine their stage.
• Awareness: In this stage, prospects recognize they have a problem. Provide top-level educational literature such as social media posts, e-books and blog posts.
• Evaluation: The prospect has learned enough to begin looking for solutions. Illustrate your business is a good fit with testimonials, case reviews, demo videos and how-to guides.
• Decision: The last choice they have to make: who offers the ideal solution to meet their needs. This can include trial offers or a compelling offer to get started.
The goal is to provide information that empowers the buyer to make their decision. It shouldn't come across as though you’re just waiting long enough for them to stop talking so you can tell them how great your solution is. When done correctly, this will have a significant impact on your customer relationships in addition to your close rates.
Let your work do the talking.
With or without realizing it, others have a significant influence on the decisions we make — from the music we like, to what we eat and how much an organization’s mission aligns with our values. Social proof is the convergence of marketing and psychology. It plays off the concept that, “if someone else was satisfied, there’s less of a chance that I’ll have buyers' remorse.” As such, 97% of consumers read online reviews for local businesses and 85% of consumers trust them as much as personal recommendations.
In your marketing collateral and on your website, include a variety of social proof. This can consist of social media follower count/shares, embedded customer reviews from third-party sites like Google or Yelp, influencer endorsements, awards and certifications, industry associations, and affiliations with community organizations or charities. If team members have been interviewed by or have written for media outlets, include links on an “as seen in” page of your site.
Provide value.
There’s often a natural inclination to pay it forward since reciprocity can build trust. It’s the social norm of responding to a positive action with another. Before asking for anything in return, depict the benefit your company provides. This can be leveraged in the form of a blog, using gated content for longer-form materials like white papers or e-books. Your audience will be increasingly inclined to give you something in return in the future.
In every post, image, tweet, ad, email and conversation, you convey an unspoken promise to provide value. In return, your audience promises to engage with your business. The way you deliver on each action dictates what happens next — further your connection or lose a prospect.
Understand the power of print.
Eighty-two percent of Americans rank prints ads as the top advertising channel, according to MarketingSherpa. Neuroscience research also strongly suggests that physical materials evoke greater emotional processing or connection than via virtual means.
For example, by physically touching a piece of mail, consumers may feel the message and business are reliable. The physical, tactile nature of direct mail also has a direct, positive correlation to recalling the advertisement. This means, by picking up your mail and opening it, consumers are establishing both a physical and emotional bond with your business.
Know that trust isn't built in a day, but the foundation can be.
Instead of focusing on gaining trust, work toward becoming trustworthy. Understand where trust lies. It’s across your organization, it doesn't just reside within your marketing department. To be successful, you need the cooperation of your entire team. Everyone needs to be authentically committed to delivering an outstanding experience. You can only fake authenticity for so long. If sincerity does not come from within, reality will eventually be exposed, despite the best efforts to jump on the “transparency” bandwagon.
Trust is the secret to a happy relationship, the key to a successful economy, and it's imperative for business success. Relationships that last a lifetime are built on transparency, honesty and empathy, transcending tactics, hacks or tricks. These strategies are not all easy to execute, but in doing so you’ll substantiate the trustworthiness of your company. A flashy marketing campaign may generate interest, but sincerity is the key to the final decision. Once a person trusts your organization, gaining support becomes much easier as you now have their attention, and conversions develop into the byproducts of these meaningful relationships.
