One unfortunate drawback of the Internet is that it doesn’t take long for news of your company’s shortcomings to travel across the globe.
Fail to deliver and thousands, if not millions, of people will hear about it. The immediacy of the Internet means that it’s more important than ever to generate trust in your digital communications.
These tips will not only help you with building trust through inbound marketing, but also with improving your brand presence.
Offer an Outstanding Experience
Customers need to know that they’ll have an outstanding user experience every time they place an order on your website or contact your company for an estimate. When your site crashes on Black Friday or the product your website claimed is available really isn’t, people no longer feel they can trust your company. Make sure your site can handle heavy traffic, use a real-time inventory management system and make a positive customer experience a priority.
Respond to Complaints Quickly and Cheerfully
When a customer posts a complaint on social media, he’s not the only one waiting for your response. Plenty of other interested bystanders want to know how you’ll handle the problem too. Ignoring posts, writing rude responses or attempting to pass the buck won’t earn the trust of your customers and can damage your reputation. Respond to those complaints promptly and offer a solution and apology. If resolving the complaint requires a lengthy conversation, invite the customer to contact you directly.
Don’t Make Social Media Posts One Note
People follow your social media accounts because they like your company and they value your information. There’s no need to bombard them with constant updates or tweets about how wonderful your products or services are. Add posts that will interest readers even if they don’t directly relate to your company. If you sell soccer equipment, write a post with a link to an interesting video from the World Cup or ask readers how they feel the latest controversy in the sport.
Highlight Social Responsibility
Customers want to know that companies not only provide great service but give back to the local or global community. If you’re saving energy and waste by reducing your product’s packaging, share your efforts on your website, blog or in social media posts. Corporate social responsibility is a great social engagement tool and can help start interesting conversations on social media.
Don’t Neglect the Little Things
Anyone can make a typo, but when your website or social media pages contain numerous spelling and grammar errors, your company looks unprofessional. If you can’t write a coherent social media post, customers may wonder if they can trust you to fulfill their order. The little things do matter. Ask several people to proofread your website content before you post it, and make sure the person assigned to social media duty has excellent grammar, spelling and writing skills.
With more than three billion Internet users worldwide, there’s never been a better time to attract interest in your company. Making trust building an essential part of your digital communications strategy is crucial if you want to not only attract those people but convert them to customers.