Creating great customer relationships is an essential step in growing your business. It's common knowledge that trust is a crucial building block in any relationship but, how can you build that trust with your customers? We’re living in the digital age and the internet serves as a great platform in both forming trust, and wrecking it. It’s essential to know which online platforms can have the biggest impact on your business reputation and in turn, affect your customer’s trust and loyalty to your brand.
Be present. Be bold. Be accurate.
Your business should be bold, but accurately represented across all online platforms that pre-existing and potential customers have easy access and high visibility to. An online presence is crucial today more than ever before for building brand recognition and customer loyalty. Key areas online to pay attention to include:
How is your brand being represented on your website? Make sure your messaging is clear, concise, and ensure that trust signals such as customer reviews and testimonials are represented throughout. Your website should speak clearly to who you are, what you do, and most importantly, what distinguishes you from your competitors. It’s essential that you are attracting the right customers given both your product or service offering and price. Customers want to know that you’re the best solution for them, so be sure that your product or service is correctly represented on your website to help instill confidence in the user.
Search Engine Ranking Pages
When you search your brand, what shows up? You should own the real estate on the results page of any and all search queries that are tied to your brand. Are you seeing competitors or even negative reviews of your company show up? If so, then it is essential to allocate resources into expanding your brand’s positive real estate through SEO and content creation to help reinforce your brand. A simple Google search can make or break a sale. Remember, you are what you rank for.
Social Media Platforms
Is your business present and active across all appropriate social media platforms? If the answer is no, then you’re missing out on a huge opportunity to strengthen and grow your business. Social media allows you to validate and elevate your brand in your customer's eyes. When utilized correctly, social media platforms can be used to reinforce your brand message and build trust with your customers by constantly reminding them of who you are, what you offer, and why they love you.
Pro tip: Not every social media platform is the right place for your business to market to. To identify where you should be spending the most time take a second to think about your customers. Where are they spending their time, and where do they want to see you? Identify this first, and invest all of your time and resources into the platforms that matter most. Don’t waste your time marketing to an audience that isn’t right for your product. Instead, key in on your target audience and spend all of your time marketing effectively to them.
How are you represented on review platforms like Yelp, Glassdoor, Amazon, or Trustpilot? If reviews across these platforms are lacking or are overwhelmingly negative, you’ll need to put some time and resources into getting these improved. A 2017 Local Consumer Review Survey from BrightLocal found that 97% of consumers read online reviews for local business and that 85% trust online reviews as much as they trust personal recommendations. Quite frankly, those statistics speak for themselves. Online reviews are bigger than ever! If you find yourself struggling with your ratings, or lack thereof, try pushing incentives to your existing customers by utilizing your email and social media marketing campaigns to drive more customer reviews to each of these platforms. While you can’t offer incentives for positive reviews, you can certainly utilize your existing loyal-customer base and be hopeful that your product or service inspires positive feedback and high ratings.
It’s easier said than done, but with time and the right investment, you can own your brand's reputation within each of these platforms. Re-evaluate your brand’s online presence with each of these tips in mind to help build customer trust and resurrect brand loyalty to take your business to the next level.