Trust is an essential factor for most businesses and brands. It helps them to build customer loyalty and strong brand identity.
It’s important to understand that trust cannot be bought or manufactured. It has to be earned through consistency and transparency in a brand’s actions, policies and the way they communicate with customers.
That’s never been more true than in the age of social media marketing. Today’s consumers can say anything, at any time, to anyone, anywhere. And now that they have a voice, they’re not afraid to use it.
If brands aren’t careful about how they engage with customers on social media or other digital platforms, they could lose the customer trust and brand loyalty they’ve worked hard to build over the years.
So, what does it take to build a loyal customer base?
It doesn’t just happen overnight. It takes a lot of time and effort, but also some strategic thinking about how to engage with customers in the first place to get them invested in a business or brand.
Here, we take a closer look at why customer trust is vital for brands and what they can do to build it.
Why is customer trust important?
Trust is the foundation for any commercial relationship. It’s the feeling of being respected and cared for. When customers trust a brand, they are more likely to be loyal to it.
A study by Forrester found that 78% of customers are more likely to be loyal to a company if they trust it. And according to the Harvard Business School, increasing customer loyalty by just five per cent can increase profits by at least 25%.
Brands that have a clear vision, values and purpose, execute a consistent strategy and look after their clients will naturally see a higher conversion rate than those who don’t.
There are many reasons why customers trust brands.
If a brand is genuine and lives by its purpose, culture and values, customers who share those attributes are much more likely to want to align themselves with the business in question.
Remember, people connect with brands on an emotional level first, so creating a compelling brand story that helps customers understand what the company is all about is the key to capturing their hearts as well as their minds.
Another reason why customers trust brands is because of the quality of the products or services offered. Customers have high expectations, but when these are satisfied, they will likely become loyal to the brand.
Customer experience is also essential. Many consumers remain loyal to brands because they enjoy the experience of dealing with them. Think about how you’re treated the next time you grab a coffee from Starbucks, the in-store experience that brands like Apple or Superdry deliver, or how easy Airbnb or Uber make it to book accommodation or transport, and you get the idea.
Ultimately, building trust is essential for long-term business success. When customers feel confident in a brand’s ability to meet their needs, they’re more likely to return time and again, becoming loyal advocates for the company.
What are the best ways to build customer trust and brand loyalty?
As a business owner, it’s essential to focus on ways to build customer trust and brand loyalty. Trust is key when it comes to making a purchase – if customers don’t trust your brand, they’re not likely to buy from you.
Loyalty is also important; customers are more likely to keep coming back and buying from you if they are loyal to your brand.
There’s no one-size-fits-all answer to building customer trust and brand loyalty, as it will vary from business to business. However, here are some general tips to get you started:
Be clear on your culture and values
While consumers value honesty, transparency and integrity, they also place great value on businesses which see the world in the same way as they do.
Brands which are clear on their company culture and values are better placed to attract and retain more of their ideal target customers.
Being sincere and genuine here is key because customers can spot a fake from a mile off.
Misleading marketing, messaging promising something you can’t deliver, or staff behaving in a way that betrays what you say your brand stands for, can all kill customer trust and brand loyalty faster than you can build it.
So, being open and honest about your objectives and showing – rather than saying – your commitment to doing things that are in your customers’ best interests are essential for building trust.
If you’re not clear on what your business stands for, a brand review can help you clarify your vision, values and purpose, so you can start communicating them in the correct way.
Provide memorable customer service
Customers who have a positive experience with your brand that exceeds their expectations are more likely to trust and recommend you to others.
When it comes to customer service, the old adage rings true: it’s not what you say, it’s how you say it. To provide outstanding customer service that helps build trust and loyalty, businesses need to focus on the little things, create an interactive dialogue and a human connection that strengthens the bond between your customers and your brand.
Businesses must go above and beyond to provide exceptional customer service. This means being attentive to customers’ needs, offering assistance in resolving any issues or concerns and being available to answer questions.
By engaging with customers personally and showing you care about their satisfaction, your business can build trust and loyalty that will help keep customers coming back.
If you go above and beyond for your customers – and surprise them with special treatment every now and then – it will go a long way to earning their trust and inspiring their loyalty.
Create regular and consistent communications
Regular and consistent communication is key to building trust and loyalty with customers. When customers know that they can expect frequent communication from your brand – whether through social media, blog posts, email newsletters, or other channels – they’ll see you as more reliable and trustworthy. This, in turn, builds brand loyalty, which is crucial for any business looking to succeed in today’s competitive marketplace.
An effective content marketing strategy is essential for creating regular and consistent communications with customers. By regularly publishing fresh, relevant content, businesses can keep customers engaged and interested in what they have to say.
Not only does this help build trust and loyalty over time, but it also helps attract new customers searching for information about the company online.
A well-designed content strategy can be a tremendous asset for businesses of all sizes.
When customers know they can expect to hear from you regularly, they’ll be more likely to stick around and become loyal supporters of your brand.
Share testimonials and reviews
In a digital age where customers are inundated with information, reviews and testimonials are more important than ever for building trust and loyalty.
By sharing customer reviews and testimonials on social media and on your website, you can show potential customers that real people have had good experiences with your brand.
It can also be a powerful way to connect with potential customers. When you share feedback, you’re providing valuable content and showing potential customers how others have had great experiences with your brand. This can help to make them more likely to trust you and convert them into customers.
When customers trust a business, they are more likely to return in the future and refer their friends.
Check out our case studies to see how powerful testimonials can be.
Learn from feedback
Giving customers a voice by asking for – and acting on – their feedback is one of the most effective ways of building customer trust and loyalty.
In fact, three-quarters of customers say they would be more likely to recommend a company if it asked for their feedback, according to a study by BrightLocal. And that’s not all – customer feedback also helps businesses improve their products and services, which, in turn, builds brand loyalty.
To create customer trust, it’s essential to be open to feedback. Ask customers for their thoughts on your product or service through social media, surveys, or other methods. This will allow you to get an idea of what they like and don’t like about your company. It also helps you build a relationship with them that can lead to future sales.
By acting on customer feedback, you’re showing them you’re interested in them and how they can help you learn more about your product or service. In turn, this builds trust and loyalty.
Be contactable
Consumers are increasingly sceptical of brands, and it’s harder than ever to build customer trust. But one way to do that is by being contactable, responsive and reliable on social media and other channels.
When customers have a question or concern, they want to know that they can reach out to you and get a response. Being contactable builds customer trust and shows that you’re invested in your brand and customers.
It also helps with brand loyalty. When customers know they can depend on you for help or information, they’re more likely to stick with you over the long term.
Good content marketing and strategy are vital parts of being contactable. By publishing helpful, informative content on your website and social media pages, you provide customers with the information they need – and show that you’re always there to help.
Additionally, customers who have a positive experience (see above) when contacting your business are more likely to return and recommend you to others.
Finally, being contactable allows you to gather customer feedback to help improve your products or services and, ultimately, create a better customer experience.
How can QDB help?
Building customer trust and brand loyalty is about creating the correct perception of your business and backing it up with consistent messaging throughout all your digital marketing activity.
We’ve assembled an in-house team of creative and digital experts who love what they do and are passionate about helping our clients reach, attract and retain more of their ideal customers, so they can achieve more from their marketing.
We’d love to hear about your next project and how we can support it. Talk to us today to arrange a free consultation.