With customers demanding more from companies — transparency, authenticity, ethical practices and legitimate brand promises, marketers must pay closer attention to what it means to build brand trust.
Even when the company is delivering an amazing customer experience, fulfilling its brand promises and performing ethically, it’s the job of marketers to make sure the right messages are communicated effectively through content marketing strategies.
As part of a content marketing strategy, it’s critical to convey to customers that they can trust a company to consistently deliver on its brand promises. Use the following guidelines to build a foundation of brand trust over time.
Get to know your customers. Getting to the heart of what your customers are looking for is essential to building brand trust. Use data to gain a better understanding of your customers. The more resources you can invest in this process, the more you will understand the insights needed to develop relevant content that provides what customers want as part of their buyer journey. Content intelligence can provide the strategies needed to build content experiences that engage your customers … at the right time with the right message.
Actively seek input. Diligently continue the process of getting to know your customers — long after they have purchased your solution. Develop a company approach to soliciting customer feedback. Use that information to guide you about the ways you can support your customers, providing them with experiences that build deeper levels of brand loyalty. Also, your customers will feel valued if you indicate your willingness to hear what they have to say about your partnership.
Give customers what they want. It can be challenging to produce enough content to fulfill all of your prospective customers’ queries as they search for the ideal solution. However, companies that are able to give meaningful answers to their customers’ top challenges are the ones who will be more successful at gaining qualified leads. Customers will identify these companies as trustworthy because they have already established that they can be relied on to deliver valuable, relevant expertise at the right points in the buyer journey.
Be transparent. Transparency is essential in building brand trust. And it must be cultivated internally and externally to ensure authenticity. Companies that invest in building a culture of transparency internally — keeping employees updated on the company’s performance and goals, as well as empowering them to make decisions — are better equipped to convincingly communicate those traits to an external audience.
Quickly address issues. Being transparent also involves readily admitting mistakes and other shortcomings. Challenges like these are inevitable. Be prepared to openly address them with a content strategy that includes an outline of how you would deal with specific scenarios. The response should include a sincere apology and how you plan to address the issue and repair trust.
Showcase third-party validation. To gain trust at the early stages of the buyer journey, it’s important to provide some type of validation that your brand can be trusted. This can come in the form of the expertise you provide in content — the answers you’re providing for the questions customers asking at the perfect time in the buyer journey.
However, another powerful way to build brand trust is through third-party validation. Invest in content strategies that showcase customer experiences with your brand. Case studies and other types of content that highlight positive customer interactions validate your brand promises. Prospects are more likely to believe the testimonial of a customer over what you may have to say about your own brand.
Maintain consistency. When building content around the company’s brand promise, maintain consistency with the tone, personality and messaging outlined in your brand guidelines. A consistent brand presentation builds confidence among your targeted audience, as well as enhances brand awareness.
Earning brand trust over time
By gaining a deeper understanding of your customers and following through with genuine, consistent interactions, you can be more effective at earning their trust over time. While gaining customer's trust takes a lot of time and hard work, if you make it a priority and follow the guidelines outlined above, you can build a brand that results results in loyal customers and promotes new customer acquisition.
Content intelligence, an innovative software solution, can help by delivering more actionable insights about your customers. Schedule a free demo to learn how content intelligence is helping companies build brand trust.