Audiences are becoming further and further inundated with companies and their offerings – as we continue to advance in this digital age, the fight for customer attention intensifies. Unfortunately, the brands that end up winning the most leads are not always the most trustworthy – either they resort to deceptive practices, fall off in their service, or otherwise disappoint customers in a way that not only hurts those clients, it also ruins the experience for the entire industry with customers being less willing to trust another business.
Enter the Brand Trust Factor – an important overall impression that is the sum of multiple attributes of your business, and a major key to converting prospective customers into long term leads. There are a couple of ways to establish brand trust with customers, and this guide will help you get started on earning the loyalty of your prospective clients before they even invest in your business.
Step 1. Know Your Audience
If you’ve read our blogs before you’ve probably gotten used to seeing some variation of this tip appear in our guides. There’s one key reason for that: it works. No matter what industry you’re in, the quickest way to become more appealing to your audience is to do significant audience research to see what they respond to. Luckily, there’s a lot of data on common industries available online, so you can use websites like MarketWatch and RetailEconomics to get a jumpstart on understanding the behavioural habits of your audience.
Getting to know your audience sets the foundation for establishing brand trust. What sort of tone do they respond to? What are their needs and wants? How can you make sure to appeal to them? In this way, you’re building trust by showing you’ve taken the time to deliver on what they desire. It’s a long-term approach that will allow your business to spread and gain reputation via word-of-mouth after you’ve managed to drive traffic to your webpage.
While you’re doing audience research, make sure to take notes on what they don’t like about your competitors and how you may be able to swoop into conversations offering a better alternative. This leads us to the next step…
Step 2. Analyze the Competition
You should familiarize yourself with the major players in your niche to see what they’re doing right, and what they’re doing wrong. How are they driving traffic – through SEO, paid ads, social media, or other avenues? Tools like SEMRush and Ahrefs can help illuminate what methods they’ve used to establish themselves in the market.
Your goal here is to take note of every avenue some of the biggest players have used and to see how you can give them a run for their money. For example, with paid ads, it’s as simple as outbidding them for certain keywords. For SEO you can create content that’s better keyword-targeted or more engaging, and for social media, you can reach out to their audience if you see an opportunity for attack (like say, a disgruntled review on their page, or if they’re being unresponsive you could mention your solutions and a plug for your site).
The goal here isn’t just to blindly copy what the successful guys are doing – it’s to try to establish the same level of name recognition they have due to maintaining a stranglehold in a niche. That name recognition is going to have them start with a higher level of brand trust than a new business, but you can still benefit from what they’ve achieved.
Step 3. Establish Social Media
Like with the previous steps, you’re going to want to take cues from your competitors and your audience to see what social media would benefit you the most to establish your presence. Here’s a trick - don’t stop there. Setting up a social media profile is a relatively simple process and can serve you to establish brand trust even if social media isn’t particularly relevant to your audience.
For example, if you’re in a niche that’s more active on Pinterest, establishing a Facebook page and linking to it from your website still helps to establish your authority – it implies that you have a bigger reach and bigger audience on other sites, even if your visitors are only looking at your Pinterest and your website. Every bit helps in the brand trust game.
Facebook, Instagram, Twitter, and LinkedIn are examples of “general” social media sites that will never hurt your brand to have, though they’ll benefit you directly in varying degrees. Others, like Pinterest or Flickr, will depend on your niche. Make sure each social media website is professional, updated, and links to your other social media if possible (this will create an interlinking effect that boosts your SEO). Speaking of -
Step 4. Optimize for SEO
This is one step you’re going to see the most payoff for later down the line, as optimizing for SEO takes time to show results in Google. However, there’s nothing quite like ranking high in the search results for targeted terms. Google is the number 1 search engine globally and aims to stay that way. They’re constantly testing out new algorithms to ensure customer satisfaction – meaning that when they show a list of results with a certain website as the #1 result, they want the majority of users to be completely satisfied with that result.
So far, this relationship has succeeded – which means one thing. Getting a high-ranking website in Google is an immediate signifier of brand trust to prospective clients thanks to their impression of previous searches with the engine. And if you can get the #1 result, you’d be attracting over 25% of all people searching your targeted terms.
Use keyword tools such as KeywordRevealer or Ahrefs to get a good handle on what keywords are most relevant to your audience. Make sure the content you’re creating is optimized for SEO in your keyword density and article structure, and make sure to stay consistent with the pace you add content (consistency is a ranking factor that Google loves). Earn that top spot and be rewarded with the brand trust that comes along with the position.
Achieving brand trust can be an involved effort, but it rewards the business owner exponentially for succeeding – it’s easier to convert leads that trust your brand, those leads can then recommend you to their peers and create a domino effect, and the factors that lead to higher brand trust are typically beneficial for your business overall. In short, starting with “high brand trust” being your end goal is a great way to succeed in any niche in the long run.
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