Building Trust Online – The Ultimate Challenge
Apparently, it’s not at all uncommon for contemporary Americans to have trust issues these days. (Pew Research) Whether we distrust each other, our government, or corporations, trust is on the decline. This makes building trust online difficult at best, and always challenging.
And, as with any relationship, once trust is lost – it’s likely gone forever. So, be careful. Not only is building trust with prospects difficult in the world of internet marketing, but keeping their trust is just as challenging.
The internet is an impersonal environment for shopping (or most anything else). It cares not for your needs and wants, or for those of potential clients. It simply sits there, always waiting and seeming omnipotent when, without our active participation, it’s impotent.
What does this mean for the typical online marketer? It means that you must actively seek the trust of visitors to your business website. You must create valuable contentfor them and build your reputation as an expert. You must be active on social media. You must show empathy and understanding of their pain points. You must actively listen and communicate, responding to comments and questions in a timely fashion.
You know, just like a face-to-face relationship!
Now, with some help from an article titled 16 Effective Ways Business Can Build Trust Online at Forbes (a very trustworthy place), we’d like to share a few of the ideas for building trust online – and keeping it.
Building and Keeping Trust Online
“Human beings already have a hard time trusting people they can't see. An online space can therefore be the worst possible place for a professional to try to build consumers' trust.”
Show You Really Understand Your Audience – Demonstrate that you really do understand your audience, their challenges, hopes, fears and what they put up with. And then be direct and honest about why that matters to you, why they matter to you, and what makes you and your team stay in the game every day to make a difference for your audience, to help them achieve their dreams. That clarity, truth and focus will build trust.
Speak Your Voice – Allow your voice of truth to shine; don't hide behind an avatar of what you think people would like of you. Be you. Customers want to know that they are speaking to a human being with real emotions and a real voice. Our unique voice draws people who are like us. Think about why we go back to a particular shop — it's because in that place we were conversed with in a way that we enjoy.
Be Consistent and Follow Through – Be consistent, take responsibility, and follow through! If you want to build trust online, you must “show up” consistently. Have a clear point of view and/or position and don't appear scattered. When you receive negative feedback, take responsibility and acknowledge issues or shortcomings. Vow to do better, then follow through and improve.
Be Transparent and Available – Things that build trust offline will work online, too. Be yourself; most people can sense phony. Be transparent. Ironically, if you are hiding something, it will show. Be honest and avoid claims you cannot back up. Be available in other ways than just online, be accessible and approachable. Be a raving fan of your customers. They are much more likely to trust you if YOU cheer for THEM!
Create A Sense of Intimacy – It's all about your relevance. Use the time to create a sense of intimacy, showcasing your credibility and insight into their issues. Your value and ability to deliver will invite at least a follow-up conversation.
Live Out Your Brand Promises – Be trustworthy. From top leadership to the front line, be whom you claim to be. Live out your brand promises, day in, day out, even when it's challenging. Do the right things. Online and offline, your customers will be sure to share when you deserve trust, and when you fail to deserve their confidence.
Interact on Social Media – Interact more with customers online. We often forget the social part of social media. Trust is built in small actions over time, and each online interaction is an opportunity to build (or destroy) trust.
The challenge for building trust online is obvious: not only establishing your reputation but living up to it. It’s just that simple, and just that difficult.
With more than 25 years of experience in the trade, Ted can offer you valuable reputation management and trust-building tips as your business consultant. Simply… Contact TD Fall today.