How to Build Brand Trust and Credibility
If you’re in an industry plagued with credibility issues, it can be difficult to build trust in your company. Even if your company has never misbehaved, overcoming doubt and skepticism is a problem that some businesses see as insurmountable.
Even if your industry doesn’t lend itself to these kinds of problems, the following tips will help anyone build trust and confidence in your potential customers.
Though this tip is rather conceptual it’s perhaps the most important piece of building credibility. Authenticity should underlie every single aspect of your relationships with your customers and employees.
One way that authenticity shows itself most prominently is how you deal with skepticism. It can be very useful to deal with the problem head on, rather than hoping your customers will take everything you say at face value. Consumers are bombarded with marketing messages everyday; being authentic, transparent, and acknowledging your customers concerns can help you stand apart from your competitors.
Honesty goes hand in hand with authenticity. Rely on hard facts, verifiable truths, and real results to convince your customers, rather than flowery copy that uses a lot of words to say nothing. Don’t be afraid to admit mistakes or weaknesses either. Not only will denying those weaknesses bring trouble in the long run, it can be pleasantly surprisingly to hear a business speak candidly of its own flaws. And if you’re truthful about what you can’t do, they’ll be more likely to believe you’re truthful about what you can do.
Potential customers believe what others are saying about your business more than any carefully crafted marketing message. Controlling what others say about your business is nearly impossible in the age of social media. But what is possible is engaging with the messages surrounding your industry and company. You are joining a continuing conversation, not starting one.
But what does engagement look like? One good strategy is to use the tools already at your fingertips: happy employees, happy customers, and social media. If you can add positive points to that continuing conversation, it will go a long way to building credibility in potential customers. Don’t be afraid to ask for testimonials from happy customers by directing them to review sites like Yelp, the BBB, and your social media accounts.
Furthermore, empowering employees to join the conversation and share their passion for what the company is doing will also build credibility. Whatever your social media strategy is, make sure you include and empower employees to be a part of it.
One surefire way to make consumers skeptical is to blindly fire out messages without considering what your target market wants or needs. What they want is meaningful, useful content. Shooting out content that just talks about how great your company is, without providing anything useful, is not going to generate the results you want.
On the other hand, using your expertise to create genuinely useful content will increase brand awareness and trust. When consumers see that the content you provide will enrich their lives in some way, no matter how small, they’ll be prepared to believe that your products or services can be just as useful as your messaging.
A good rule of thumb is to make sure at least 80% is content that aims to genuinely help, entertain, or engage your target market.
Castle Marketing Group specializes in sales strategy consulting, marketing solutions, and content creation. If your business is struggling to reach your target market, generate leads, or convert leads into sales, CMG offers free consultations about your marketing and sales strategy needs.