BRAND TRUST

How to start building greater brand trust with your customers

By our News Team | 2023

Share content of value, put clients front and centre, and revisit which metrics matter on social media, says expert.

After being bombarded with traditional advertising for decades, consumers today are fatigued from facing digital advertising at every turn. 

 

As a result, their behaviours and preferences have evolved. Customers today do not want advertisements forced upon them. They seek authenticity and want to build relationships with brands they can trust.

Brand trust

People want to build relationships with brands they can trust. Photo by Dio Hasbi Saniskoro from Pexels

This is according to Nataly Kelly, Chief Growth Officer at Rebrandly, an Irish-based provider of link management solutions to businesses across the globe.

 

Writing in Entrepreneur magazine, she offers several simple but important ways organisations can start building greater brand trust with their customers:

 

  1. Share high-quality, customer-focused content

 

If you always make your content about your own product or services, you are not being helpful to your customers. Today’s consumers have a stronger adverse reaction to company centred content than ever before.

 

As a rule of thumb, 80% of your content should be helpful and non-promotional, while the other 20% can discuss your brand or your offering. To increase brand trust, ensure all of your content is truly helpful to your customers.

 

  1. Revisit which metrics matter on social media

 

In our data-minded world, it’s easy to forget that what we’re really working to do as marketers on social media is not just to get ‘views’ and ‘shares’ and ‘likes’. Rather, it’s about engagement with people and creating a positive sentiment they can take away from engaging with your brand.

 

  1. Put your customers front and centre

 

Influencer marketing is highly effective because people want to hear from real people who use, recommend and love a brand’s products and services. They relate much more to other people than to a faceless company telling them why they should trust a brand, let alone buy from them. Endorsements, testimonials, advocacy and influencers are extremely valuable for creating brand trust in digital settings.

 

  1. Only share trustworthy links

 

Because consumers distrust generic, unbranded links and regard them as spammy, it has never been more important for marketers to provide instantly recognisable and trustworthy links. Brands can simply use domains they already have, or acquire new ones to generate branded links instead of generic ones. Marketers, especially brand builders, are obligated to ensure their connections are branded and trusted. 


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