Ever heard of the saying, ‘Trust is difficult to build, but easy to break’? that applies to marketing your business online as well. Yes, it may be difficult, but it’s possible ― otherwise, how great many brands were able to accumulate loyal customer base for their businesses?
How to build trust when you market online?
Trust building online has never been summarized in a step-by-step actions that are easy and effective to practice and see results quickly. Here are few steps in right order that involves blend of customer psychology and purchase process online. Enjoy!
Step 1 ― Impress your Target Audience
If you’re able to impress your target audience at the very first time they come across your brand, you don’t need the following steps. You’ve won already! But it may not be the case for every business online, right? Since we’re in digital space, we don’t control the face of our business and the impression it makes. We can only manage our image.
Make a first impression, by creating a relevance to your brand. Why does your audience have to care about your business at all? How relevant is your business to your target audience. Make sure to include that insight in all your marketing communications and highlight in BOLD wherever necessary such as your website, email, etc., because you never know which one of them is going to be someone’s first impression of your business.
Step 2 ― Keep your Business Image Authentic
Although it’s good to create a sense of appeal with designs and stock images, online shoppers are increasingly preferring to learn more about what they come across and you do not want to disappoint them. Authenticity is needed now more than ever because there are always chances to fake about something online.
Make an effort to replace stock images with real and genuine pictures of your product, company or services you offer. That way your business appears authentic to your target audience.
Step 3 — Be Patient in Customer Interaction
Automating your marketing is a good thing if you’re scaling up and have a large customer base to cater. But make sure the interaction with customers is in proper and normal pace.
Allow necessary time before you drop a follow-up email, if they have left an item in their online shopping cart. There could be a lot of reasons and any thoughtful businesses would play a considerate interaction instead of appearing eager to make money by ‘pushing’ your potential customers down the sales funnel. Give enough time and see if patience can really win you customers.
Step 4 — Market with Right Approach
Are you following the right approach to marketing? Anyone would say marketing is offering sales promotion discounts, offers and freebies. But think again! Anything of value has its price and you know it very well. By marketing that your products are cheap, you’re also indirectly marketing that your products are not the best. Best and cheap don’t go together — it’s a universal fact.
You may increase the rate of your sales or expand your customer base, but know that it’s all temporary. Follow the right approach to marketing, so the right people among your target audience will turn into potential and loyal customers, because of the value you give them, which they know is always best.
Step 5 — Focus on Major Features
Your product or services may have many features, but focus on what’s predominantly relevant to a large part of the target audience and build your marketing around that.
Make it easier for your target audience to remember your product or services by planting the major idea of your product — that’s brand-positioning done the right way. When in need, they will remember your brand and initiate purchase process. By focusing on major features, you increase the chances of effective brand-positioning.
Step 6 — Have a Customer Support
Include your company’s phone number on your marketing communications, in addition to email addresses. That way you build an image that you would love to hear from your customers always. You can be assured that your customers will call you only when it’s important. This is especially needed for startups and it’s an easy way to build trust and expand your customer base.
You may even consider hiring a customer support executive at the very early stage of your startup, it can be helpful in many ways, including feedback from customers that can be considered during product prototyping and development.
Step 7 — Invite Brand Loyalty
Show your customers that you care about their opinion and they will feel as if they are a part of the value your company offers to the world. In fact, they should be. Ask for feedback and include them in your company’s focus group. Send personalized and relevant email campaigns and make sure you don’t over do it.
Building trust with customers is a long process in business. Especially when you market yourself or your business online, think about giving more than a static website and a product catalog. Include reviews, ratings, case studies and pictures that can tell stories and connect with your potential customers. At the end, it has to be a win-win situation when it comes to marketing. And you now know how to make your business and customers win!
Do you agree with the above? How else do you think new businesses and startups can build trust online? Leave a comment below or reach out to the author via [email protected], content strategist from Webdefy – a new age digital marketing company that transforms brands online.