Insights on Marketing & Technology

How to build trust and win your customers’ hearts

What are the brands you patronize and continually purchase? I’ll bet they are brands you respect and trust. Creative advertisements can get your attention, but if the brand generates unsubstantiated claims, their trust is lost. Therefor you have to be trusted by your customers. In this article you’ll find some advice on how to build costumer trust.

  • By: Steve Goldner
  • Published: 29-04-2015

Marketing is about winning over customers. If you accept this objective and goal then stop and think about your marketing activities. Is strategy based upon outlandish hype, sizzle, and claims, or are you really understanding your target audience and developing communications and establishing engagement to build relationships and win trust?

Trust is about relationships
Fewer than 25% of U.S. online consumers trust ads in print publications, and the numbers are even worse for digital media. (Source) 84 percent of millennias not only don’t like traditional advertising, but even more importantly, they don’t trust it. (Source) Trust-based marketing focuses on customer advocacy tactics that help the target audience make informed purchase decisions based on knowledge of marketplace options and objective advice.

Now I am not saying that creativity does not play an imperative role in marketing. Creativity is paramount. But creativity aimed at trust is much more productive and rewarding than Super Bowl – like sensationalism. People have a great appetite for relationships with entities they understand and trust. Brands need to have empathy and understand this emotion in order to win the heart and minds of consumers.

In brands we trust, or maybe not
I look at the recent debacles of Brian Williams and Bill Cosby and I am reminded how important trust is not only for people but brands too. Before the public learned that Brian Williams had embellished the truth, Williams was ranked as the 23rd most trusted celebrity in the country. After his statements about being in the middle of combat war were questioned, he fell to 835 on the list (according to The Marketing Arm). (Source) Bill Cosby had the persona of a great family man and positive role model. Then a plethora of drugging and rape allegations resurfaced. Rightfully so, his persona and brand are shattered.

What is the take away for marketers? Your persona, or brand can be destroyed by one false step. Your trust can be demolished by one bad move. Trust is something you earn and win perpetually. You always need to work to establish and sustain trust from your target audience.

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Steve Goldner
Steve is currently the Chief Engagement Officer at Social Steve Consulting. He has recently consulted for iCrossing, LG, Adobe, Salon Grafix, and Savor.co providing digital and social marketing strategies and plans. Steve brings 20 years of marketing leadership and management to his role having served in brand marketing, product marketing and management and marketing communications positions.

This post originally appeared on socialsteve.wordpress.com

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