“Earn trust, earn trust, earn trust … then you can worry about the rest.” — Seth Godin
Building trust with an audience has always been important, but now more than ever it is critically imperative.
Because the consumer selection process has moved heavily into the virtual space, companies need to be hyper conscious of their own digital footprint. The tried-and-true trust-building techniques of old (a smile, a handshake, face-to-face conversation) are no longer sufficient in building a consumer/brand connection.
Time will pass and things will eventually return to some level of normal, but the current business landscape has created the opportunity for all businesses to audit and adjust their online communication. Whether it be a website, social channels, email sequences, and/or anything else that lives in the digital space, now is a great time to reevaluate your messages.
In short, the more you can establish relationships and emotional connections online with your audience, the more likely they’ll be to trust you. Here are a few tips to consider when creating content to connect:
Show you care and are genuinely interested in what your audience has to say.
Nobody likes to feel like their time is being wasted, so make sure your online responses are always timely.
Your brand has a personality and it should come through every time you engage with people online.
Being honest is a keystone of a trusting relationship, so always be up front and direct with your customers — even when it’s not easy.
Ensure the communication you have with your audience is a clear two-way street. In other words, listen more and talk less.
The bottom line? Be thoughtful, compassionate, and helpful — you know, a good human being. Just because we’re working virtually right now doesn’t mean it’s ok to forget what’s important about human interaction.