If you set aside your business owner persona for a moment and look at the world as a consumer, you know that before you make a purchase from any individual or company, you need to feel you can trust the product they are selling, the service the company is providing, or the individual backing the object’s sale.
As a business owner, you are the one your consumers need to trust before they will purchase your brand, and that is true no matter how hard you market the item or service. With that trust comes the knowledge that your company will back any problems that arise because of the transaction.
Although some may say trust takes a long time to build and can instantly be broken, there are four ways you can help build consumer confidence, even if you have a negative marketing moment.
1. Be Visible
If you want people to trust you, be visible. With the availability of social media, that is easier than ever before. Engage your consumers in conversations, post images of new products, update shoppers and send out blogs. Eyal Gutentag believes the key to successful marketing is to be visible, present, and active on social platforms so that your customers learn to trust you and your company.
2. Provide Service
Horror stories abound about products or services that failed to deliver what was promised to the consumer, and because of the internet, those negative comments can spread like wildfire. Every company experiences a lemon product or failed service once in a while, but how the issue is dealt with is what matters most. If the problem is handled in a prompt and courteous manner by your customer service department, you will have a happy consumer that spreads the word your company can be trusted.
3. Develop Security
Security is essential if you want consumers to shop for your brand online. Marketing and selling products using an eCommerce platform may sound simple, but a breach in your security system can send customer trust spiraling downward. Before that chain of trust can be broken, update the platform, and protect the checkout process. Knowing they can order your marketed brand safely will build confidence quickly.
4. Be Available
No matter what goods or services you represent, if you are not available to offer help or answer questions, the chain of trust may be broken. To build confidence, provide a phone number or a chat box for your customers to contact you with questions about products, delivery times, or emergencies. Hire a customer service representative to man the chat box during posted hours to allow consumers easy access.
Marketing for a brand can be challenging, and managing millennial’s expectations can be difficult. Still, if you build consumer trust in the item or service, the process will become much more manageable. Once you have that trust, it is vital to maintain a consistent presence and be available to right any wrongs that develop.
Make sure you have a customer service representative to handle phones and make ordering a breeze on a highly secure site. As consumer trust grows, so will your brand reputation – and that is what it is all about.