A trust relationship benefits business.
Consumers value businesses they can trust. In fact, many times, they will overlook the cost of products or services if they feel they can trust your business most. In an internet culture where large tech companies’ identity theft and data breaches become disturbingly common, consumer faith in online business takes a beating.
However, savvy businesses can take advantage of the new status quo and distinguish themselves from their larger behemoth counterparts by building a trust culture inside their company. Small businesses have an opportunity to excel in being a good-neighbor and leveraging consumer trust to build customer relationships.
Here are ten ways businesses can leverage better customer trust.
Be authentic and genuine.
A common way to build customer trust is to be transparent about how your company operates. Customers are genuinely interested in how you do business and what your company brand stands for. The more customers know about your work process, the easier it’ll be to trust you with their business.
Presenting your business online through video and social media are options to provide customers with a genuine perspective. Not every photograph or video has to be a picture-perfect or professional shot. Candid, random images offer customers a behind-the-scenes look at your business and can humanize your brand.
Add social proof to your website.
Social proof on your website is a great way to improve the trustworthiness of your brand. Social proof can include adding featured press, testimonials, influencer postings, and reviews. These options help customers see that your company is legitimate and others have trusted you.
Walk the walk and talk the talk.
Actions resonate louder than words. Your business actions need to reflect that you understand what your customers want and need from you. Business deeds that coordinate with your company brand will exponentially boost your marketing efforts and build a more trustworthy perception.
Determine what your customer needs.
A strong way to build trust is through customer relevance. If you’re providing products or services personalized to customer needs, you can organically build trust. However, like any relationship, trust takes time. An effective way to do this is by doing what you say and improving your customer’s personalized experience.
You and your staff should treat customers as you would want to be treated. This may take the form of a friendly, personable in-store environment or a simple free online demo of a new product. Positive experiences plant the seeds for future visits and long-lasting trust.
Be consistent in what you say and how you say it.
Your brand’s message needs to come across consistently. This allows consumers to understand what your company brand is about. Potential customers will trust a company that doesn’t send confusing, mixed messages.
Provide exceptional customer service.
Customer trust begins by keeping the business promises you make and delivering exceptional customer service. It’s now the lowest bar for customer experience and what your customers expect. To stand out from the rest, your company needs to go beyond great products and services.
Support the local community.
Local businesses have a natural advantage over more prominent competitors. They are local, and they can make new connections all around town. As a business owner, don’t limit your interactions with customers to just a store or branch. Invest in your local community through charitable, goodwill events, sponsorships, and community outreach. Potential customers are more willing to trust businesses that invest in where they live and contribute to community betterment.
Attach a face to your business.
People tend to trust a brand when they see a real person connected to the brand. If you’re a business owner, consider placing pictures and professional details on your website so people get to know who you are. Offer educational webinars, interviews, and videos to share free information. This will help improve your trust relationship and develop customer familiarity with staff.
Make customers feel safe.
Customers should feel safe when they shop with you. Even if you aren’t selling your products and services online, customers will visit your website to research your business. The perception of safety they experience on your website improves how much they trust your brand.
Below are some website items to enhance your company’s trust factor:
- Make sure your website is backed by Grade-A Webhosting,
- Uses SSL website encryption to protect personal data.
- Make sure your website uses best Accessibility practices
- Display industry certifications or known compliance seals on your website.
Communicate and be available.
Your brand must always be available for the people in need of your products or services. Including a phone number to talk to a live person or using a chatbot to answer customer questions are examples that develop sales. Why? Because people like that they can speak with a live person anytime that’s convenient to them. Making it easier for customers to connect helps them trust your services.
Is trust-building worth it?
Building relational trust takes time and effort, but businesses can benefit from the halo effect of faith in your company. Customers will not only be more likely to be repeat buyers, but they’re more likely to give word-of-mouth referrals. The more consistent your business is in handling customer trust and building your brand perception, the better your customer loyalty and reputation will be.
Looking for some new ways to build your company’s trust? Contact Cooperata for a brain-storming and trust booster session today!
Jonathon Cooper is owner and creative director of Cooperata LLC. He specializes in creating effective digital marketing and web solutions for websites using the WordPress blogging and CMS platform.