3 Ways to Establish Trust Through Marketing
Right after April Fool’s Day, Forbes writer Denise Lee Yohn penned a piece about the level of trust between brands and consumers. She wasn’t talking about pranks in her article; rather, the manipulations they attempt in order to trick consumers. Take, for example, the multitude of photos online of Target prices “on sale” for the same—or higher—price than the original.
Denise points out that customers are rarely fooled, however, and noticing these thinly veiled ploys has led to widespread mistrust of all brands. Because of these tricksters, even your company’s legitimate claims may be considered to be false. Here are three tips for convincing your customers to trust you.
1. Tell the truth
I feel a little silly having to point this out, but it’s unfortunate that many have resorted to cheap tricks to convince customers to choose their brand. As I recently read in a Crew blog: “If there is anything fake or dishonest about what you’re saying you better be prepared for the internet mob to descend and rip your brand apart like a pack of wolves.” Don’t say your fish dishes are that morning’s catch when you bought them from the discount section of Winn Dixie. Don’t pretend to be an expert at something when you’re not. Don’t lie about the price of your goods or services. Just don’t lie at all, ok?
2. Preserve your integrity
“You need to communicate with integrity and make sure information about your products and your company is clear, accurate, and readily available. Plus, you need to realize people are empowered and equipped with the tools to learn practically everything they want about a company and its practices, so they’ll discover the truth one way or another.” - Denise Lee Yohn
As with all relationships, communication is a vital part of the buyer-seller relationship, and it’s integral in preserving your integrity. The Target math issues fall under this category of compromising their brand’s integrity. Maybe you’re not outright lying to your clients, just using some smoke-and-mirror tactics. Stop. And make sure what you’re communicating is backed up with appropriate actions.
3. Maintain a good website
I can’t tell you the number of times I’ve, as a consumer, made decisions to purchase or not to purchase based on a company’s website. I’ve also paid more for a similar product just because the other company’s website was easier to use. Stop putting off revamping your website. Stop pinching pennies by letting your cousin design it for free. You’re losing money with your terrible site. Remember, most consumers assume you’re guilty until proven innocent, so if they visit a site that seems the slightest bit gimmicky, they’re gone. Get that fixed.
If you want to be trusted, associate your brand only with reliability and honesty and put your best foot forward. Get your act together. And let me know how it goes.
About the author
I'm Autumn Nicholson, Director of Internet Marketing. I earned my Bachelor’s degree in English and took the first editing job I could find, at a marketing company in South Carolina. I joined Farmore Marketing in 2014 to put my internet marketing experience to good use—and to spend more time on the beach. I invest much of my time volunteering for nonprofits, reading, and binge-watching TV shows on Netflix. You can connect with me here: