We don’t live in the early 2000s anymore, where a lot of customers were skeptical about even the idea of buying something online and eBay could feel like the wild west. Most people are used to e-commerce by now but even the most internet-savvy will still have a degree of skepticism when they reach a new store for the first time. Establishing trust can help them get their basket full more quickly, but how do you do that through the method of online marketing?
Build off your existing customers
If you’re using social media, make sure you’re using one of the key strengths of social media: the ability to incorporate your community into the discussion. Aside from simply putting all of your budget towards ad copy written and delivered by your team and marketing partners, consider shining the spotlight on existing customers that are able to speak to the benefits and strengths of the business on your behalf, as well. Turn your customers into brand ambassadors and collect positive word of mouth from them, be it in testimonials or in direct replies, before using a little bit of your ad budget to boost those posts. People are more likely to believe in the benefits of your business when it’s not coming directly from you.
Capitalize on positive social proof
Word of mouth can help you hone your message to better incorporate the perspective of your customers and how they enjoy your store and your products. However, sometimes you don’t need to get specific. If you enjoy overwhelming support in sheer numbers, then you should make use of that, too. The masses do speak, and companies can make good use of their voice. For instance, you can take advantage of things like overwhelmingly positive reviews in places such as Googe reviews, or even the number of recurring customers you have, and put that front and center in your marketing message. It can hard to disagree with the notion that a business is doing well if so many people are supporting it.
Rely on some signifiers of trust
Depending on what you’re selling and what industry your store might be in, then there could be regulatory bodies or associations that can help you establish your business as a place of trust. One of the most broadly applicable of these is the Better Business Bureau. You don’t have to make these trust badges the front and center of any of your marketing campaigns, However, featuring those badges in your ads and making sure that they are both visible and clickable on the website, redirecting to the proof that you are, indeed, certified or recognized by the body in question, can help build a strong sense of trustworthiness.
Put the customer perspective in marketing
A lot of direct marketing, such as advertisements that are targeted to those looking for specific products, might feature on the products in the store first and foremost. However, when it comes to slightly longer content, you want to focus on the experience of shopping with you, as well, and what you do to make it more convenient. Bring at least a little attention to your easy navigation, your easy payment processes thanks to the payment gateway, your customer support, or any of the other little things you do to make the shopping experience easier for the people visiting the site. Make it clear that your site does take the user’s perspective seriously, not just what products they want.
Produce valuable content
If you’re not doing any content marketing at all, then you could be missing a trick. One of the big benefits of content marketing is that it gives you room to say the things that would be too lengthy or complex to put into an advert. It also provides you with the opportunity to show that you know what you’re talking about. If your customers find your content helpful, educational, or in any other way valuable, then they will think better of the business that produced it. It serves as some proof that your business isn’t all built on hot air at the very least. It also helps you stay consistent in terms of your voice, your brand personality, and your language.
Marketing is how you message to your consumers, meaning that it’s important to ensure that your messages bring with them evidence that your business is worth putting their trust in it. The above tips can help you bolster and refine your message with the trustworthiness you need!