In a time when people are very cynical about businesses, earning the trust of your customers or players is increasingly important. Trust gives validity to your marketing messages, allowing you to communicate with your customers, inform them of new products and features and thus increase their long-term lifetime value (LTV). Conversely, if customers do not trust you, there is very little you can do to retain them or reactivate them other than just compete on price.
A recent article, “How Do You Know if a brand is TRUSTworthy?!,” polled readers to list what makes a brand trustworthy. The responses are very enlightening in terms of building trust for your company or product:
- Create social media content that is not simply marketing. By creating useful content, not just sales collateral, you are building trust with your customers.
- Handle negativity well. Rather than ignore or avoid problems, get in front of them and clean up the issue.
- Do not worry about simply getting a large number of followers, focus on getting followers who are truly engaged with your product or game.
Taking these findings into account, the article recommended several very steps you can undertake to improve trust in your company:
- Use social media to create memorable experiences for your customers.
- Create a timeline that has relevant content for your customers, not brand specific content.
- Interact with your customers and respond to them, even if it is uncomfortable.
- Be open and transparent.
- Build content that relates to users’ issues and is not simply a sales tool.
- Listen to what your customers are saying.
- Have timely responses.
- Building a trustworthy brand improves the lifetime value of your customers.
- The strongest way to build trust is by producing social media content that is not simply a sales pitch.
- You also build trust by addressing negative sentiment directly.