Using social media for online business marketing is growing rapidly as brands are trying to harness the power of the digital social-sphere to connect with users and sell their products or services. As the digital surge increases, so does the frequency in which brands engage with customers using social media channels.
So, have you been working on your brand presence on social media? Do customers know you? Do competitors know you?
If yes, then, unfortunately, this isn’t enough! Brands come and go, and to stay alive for the long haul, you need to build trust on social media.
The Need for Building Trust on Social Media in Online Business Marketing
According to a global survey by Researchgate, a brand strongly influences where consumers decide to purchase goods and services. The majority of respondents said that ‘brand trust’ was among the top three reasons influencing their decisions to shop from a particular brand after price and location.
Social media is the place to build trust in the online business world. But before companies can truly engage with customers, they need to first develop a social media strategy that leads to a trusting relationship. Consider online business marketing on social media as a form of traditional public relations that brands can use to interact directly and instantly with their customers.
Here are 9effective ways for brands to build trust on social media:
1. Share High-Quality Content
If you have your social media platforms set up, sharing high-quality content is the first thing you need to do to offer value to visitors. As a result, visitors stay longer on your website and helps to establish a loyal following. With great content, you showcase your brand authority and the effort you have put to appeal to your target audience.
This includes:
- Identifying who your customers are, what they want, and when they want it.
- Identifying your competitors and using their content to improve yours.
We understand that you’ll be hiping to convert visitors using your content, but never make your content just about selling your products or services. We recommend that you follow Pareto’s principle (80/20 rule), with 80% non-promotional/informational content and 20% promotional.
2. Transparency
In today’s digital world, if you want to build trust, you need to embrace the issues associated with your brand online and get involved in guiding that conversation. Buyers are more likely to purchase from a brand if their CEO or top executives use social media to engage with consumers.
3. Encourage User-Generated Content
By opening your channels to your consumers, you encourage them to share their photos, videos, and feedback on your products on social media. Consumers want to see real people using products and services before making decisions, and you can do that by providing social proof to build trust.
By bringing real customers into the fold, you can improve authenticity ratings and witness the delight of customers as they see their content shared by your brand.
4. Interactive Engagement
The point of being on social media is to socialize. As a brand, you can’t simply post content and leave it at that. You must engage with your audience, respond instantly to questions, and encourage users to interact with them in their posts. Interactive engagement also includes thanking customers or wishing them on special occasions like holidays. Doing this helps build brand reputation and trust in the long haul.
5. Ask For Reviews
Customer reviews have become essential for building trust in your brand. Prospects will check your company’s ratings on Facebook and sites like Amazon, Yelp, and Twitter before making a purchase decision. The closer you are to a 5-star rating, the higher your chances of converting. If you’re worried about bad reviews affecting your business, know that most upgrades and updates come from customer feedback.
6. Use Secure Links in Posts
Spamming and phishing sites are common on social media posts, which is why users often hesitate to respond to your call to action (CTA). Links usually connect visitors to your business website or page from which they can purchase goods and services. Apart from this, you’ll also be sharing industry news, so your links should lead back to reputable sites.
7. Consistent Branding
Staying true to their vision and mission is important if brands want to inspire trust in their followers. False advertising and statements can damage your reputation. On another level, use your logo, brand colors, and unique design elements in all your posts to build a professional, reliable image.
8. Share Your Social Views
Consumers want to know that businesses they support care about their issues and that your brand is not just about making money. Use your social media platforms to raise awareness of different causes your target audience follows as an indication of social responsibility. Topics like animal rights, racism, and environmental concerns are trending.
9. Use Referrals and Collaborations
Like user reviews, collaborations with other businesses can take your trust levels to new levels. Engage with other trusted brands and influencers and align yourself with leaders in different industries. Starting a referral program also allows you to expand your audience by offering other brands or customers incentives such as discounts or freebies for bringing new customers.
Wrap it up
Online business marketing requires planning and consistent engagement with your audience. During COVID-19, digital traffic on social media has increased immensely. So, it’s high time to improve your brand presence if you want to build trust on social media.
by Bobby J Davidson
I love our companies and we love what we do. For more information on the Davidson Family of Companies, visit www.bobbydavidson.com/about. Sign up for my Newsletter at the bottom of this page.