Trolls who behave badly on social media, spambots who leave nonsensical comments on your blog posts to generate better traffic for their website and Nigerian princes who offer you a share of their billion dollar inheritance in exchange for your bank details: the internet can sometimes seem like the Wild West of human interaction in the 21st century (yeehaw!). And yet, it’s also the place where a lot of marketing magic happens.
While building brand trust has always been a central part of marketing, it’s even more important for businesses in the digital world. So how do you go about building brand trust online? We alchemists have put together a few tips to help you lead your brand safely to the next frontier (no lassos or cowboy boots required).
Consistency always has been - and always will be - one of the main pillars of brand trust. But in the online world, it doesn’t only apply to your logo, brand colours and language use: it is also about making regular appearances. That’s right: you need to be seen to be believed credible.
Content and social are excellent examples for applying consistency to your online marketing. If you’re opening up a Twitter account, your fellow Twitteraties are expecting you to turn up and participate. It’s not a great look if you own a branded account and the last tweet dates back to 2011. Similarly, if you’re committing to a fortnightly newsletter, you can’t just skip a week because things get busy. Your fans are waiting to hear from you!
Giving away information for free, no strings attached, can sometimes seem counterintuitive. After all you want people to pay for your expertise, right? How can that be good business?
Sharing your knowledge in the online world gives your brand credibility. It shows that you can actually back-up your claims of being an expert in your field. This is especially important for smaller and medium-sized businesses trying to challenge big players in the market. How else are your prospects supposed to know that they can trust you and rely on you?
If somebody sends you an email enquiry or leaves a message on your voicemail, you wouldn’t wait two weeks until you get back to them (unless they are trying to sell you insurance). You’d normally try to reply within 24 hours: even if just to acknowledge the receipt of the message.
The same 24 hour rule should apply to your branded online properties. No matter if it’s a business enquiry, a question or complaint: aim to respond within 24 hours. It shows your clients that you’re committed to a long-term. It’s also a great chance to show your prospects your amazing customer service, killing two birds with one stone. Bosh!
Who doesn’t love stories of bravery and achievement? At least when they are true, that is!
If you’re making claims on your website or blog content that are simply not accurate, the online community will quickly expose you as an imposter: and you will develop a reputation for not being able to live up to your brand promise.
So while it’s ok to brag when you’ve earned the rights to do so, stay humble and stick to the truth. After all: who wants to do business with a cowboy?
To learn more about the different types of brand archetypes and how to build brand trust online, download our Hero, Explorer or Outlaw: Which archetype is your brand? ebook today.
Brand chemistry is a strategic brand agency. With more than 10 years experience building brands, we know what it takes to stand out amongst your competitors. Take a look at our client case studies to find out more.