We all know that social media has turned into the billboards of the new age. That has driven more and more people onto platforms such as Instagram to build their brand awareness. It is no surprise that, with over 1 billion monthly active users, 500 million daily active users, and 70% of shoppers using Instagram as the go-to app for product discovery, that it is the place to be when you are looking for new customers. The problem is, you are not the only business to do that. You need something to set you apart from the competition, and that is trust. But how do you build trust through social media marketing content?
This article will take a look through the best ways for your page to increase trust with current consumers of your products and prospective customers alike. Some of the points that we give you are self-evident. However, not all of them are, and some are trickier than others to get right. But, stick with them, keep these points in mind, and you will reap the rewards.
15 Ways To Build Trust Through Social Media Marketing
Building trust is not a one-time operation, such as making the right headline, taking the right photo, or using the right hashtags. Trust is continually built over time. It takes a lot of patience and is quite difficult to master but exceedingly easy to ruin in one bad move. So, what can you start doing right now to build trust on social media? The first step is to continue reading this article – one of the easiest steps you will have to take.
Have A Matching Social Media Name and Domain
For some of the more seasoned marketers and business owners, having a website that matches your social media profile may be obvious. However, it is not always as apparent to people who start their business journies on Instagram or Facebook. Sometimes, people will use domains that have no relevance to your profile’s name and that only look like spam, thus taking away trust. Make sure you keep your domains and profile names the same to keep continuity.
High-Quality, Unique Content And Stick to it
No one wants to see images that have not had any effort put into them. Blurry, out-of-focus, or out-of-frame images with random backgrounds do not go down very well. While there are people on social media who post more than once a day, sometimes as many as ten or more, they often don’t have a business to run simultaneously. So, if you cannot keep to a high-frequency schedule without keeping quality standards, lower your frequency.
Along the same lines, if you are a makeup retail company, do not post about food. Remember that you are an authority in the niche, not someone who only enjoys the products you are selling. Stick to posting relevant content. Of course, there are ways that you can divert a little, such as posting about the emotions of people and how they look, but keep it revolving around the same genre.
Build Trust In Social Media Marketing Through User-Generated Content
Nothing says trust to prospective customers like seeing other people use your product and enjoying it. Photoshoots of products are great; there is no doubt about it. They allow for beautiful-looking images on nice backgrounds with matching colors. However, when you have UGC or User Generated Content, you show the product in “real life.”
There are two great ways to get UGC, and each of them has its benefits. The first is reusing other people’s content that they have created organically. However, you need to do a few things if you want to use their content. You should always tag the account in the caption and the photo that you originally used. However, it is better still if you ask for their permission to use it.
Using other people’s content is a great way to show the community that you care about them and their feelings. That will make them feel good that you have used their content and also push others to create content with the hopes of getting into your permanent feed. So, make sure that you use the option.
The second way is through a collaboration of your customers and you. You can ask people directly if they would like to use your products in return for a post they add and repost. This brings us to the next point.
Offer Products In Exchange For Reviews On Your Social Media
Contests and giveaways are amazing ways to promote your business in a positive light. You can create these contests in so many ways, but some tie in nicely to build trust in social media marketing content. For example, like, comment, and share your post for a chance to win a package gift, or create some content with your product, for you to use for the chance to win a prize.
Of course, you can change that any way that you like, but the idea is simple: Give products to people, either as a freebie in return for an honest review, run contests, or just select people at random. Giving people your product for free will entice more followers, more interaction, and, of course, more trust if the giveaways are genuine.
Engage On Your Posts – Offer Help
Social media is exactly as it sounds – social. You need to be active on there for your customers and people who are interested in your brand. People enjoy talking to brands; it makes them feel appreciated, noticed and lets them ask about your product or service. However, there are things that you must consider. For example, when you receive feedback, it may not be positive. It is not as easy as deleting a comment from a website, either. Therefore, you need to ensure that you provide proper responses to comments and promptly.
Certain things will help you retain and gain trust on social media, even when the issues are negative:
- Set expectations for your audience. – Tell them what times you will be online, and be there. Even if you are only online for 8 hours, 3 days a week, they should be able to expect you there.
- Admit your mistakes. – This is possibly the hardest for many companies to do, but admitting to a mistake and rectifying it will increase trust, even if you don’t think it will.
- Tell people your name when you talk to them. – Personal touches such as your first name will help people to connect more personally to you.
- Never argue with customers. – Remember that their experiences are their own, and you do not know what they are.
- Give clear directions. – If people have an issue that you cannot deal with or do not want to air publicly, send them to a better method of contact. That can be your email address or a contact form on your site.
- Stay human. – The most significant part of social media is that you are a person, and they want to know they are talking to you, not a bot.
Use Customer Personas
Take some time and research the personas that you want to reach. The more time that you spend building a customer persona, the better, the results will be. It means that you will be speaking more directly to the audience, with more meaning in your posts and comments. Market research isn’t everyone’s forte, so this can be a challenging task. However, the results and trust that you gain will be well worth the effort. Furthermore, you should only have to do it once, unless you start a new product line.
Social responsibility is huge now. In fact, there is no word to describe the actual value people place on social responsibility because it is so enormous. People already know that you are doing your job because of the profits. However, what they do not know is that you are doing your job because you actually care about the people that use the product. If you look through our last post about skincare advertising, you will see that the accounts with larger followings show that they care about certain things.
Showing people that you have values that are in line with large groups of people creates a base. Fashion Revolution (@Fash_Rev), for example, uses the tagline: Global movement for a fashion industry that values 🧑🏿🤝🧑🏽 & 🌎 over💰.
You can instantly see that they want to understand and help you understand where clothing comes from and how it is produced. People with the same interests will instantly trust companies that outwardly support the same causes as them.
Build Trust In Social Media Marketing Through Being Authentic and Human
Practice what you preach – There is absolutely nothing to gain from only saying that you believe something and not following it. Being authentic is all about showing your brand in a positive light for what you believe. Do not start using gimmicks or marketing tricks to get people involved that are not your target audience. Even if you get a few more sales the month after you use a trick, you will soon see a decline in the audience, probably well below the starting level.
People are clever, and they will see that you are trying to hook others into your business. On the other hand, they also see when you do not use these techniques, and that is a sign that they can trust you as a brand.
Build Trust In Social Media Marketing By Having Fun
There is more to trust than meets the eye. While any business’s main goal is to sell their stock, pushing advert after advert onto prospect consumers is not the way to sell. You need to interact with your audience. You should post related content that is not a sales pitch, and build relationships with the people you want to sell to. There are a few benefits to this method:
- You understand your customer base. – No matter how much you have researched your potential customer base, there is no way that you know everything about them. The more you interact with people interested in your product or service, and they are interested – they are on your social media page, the more you can tailor your service.
- You gain trust. – People like to see a personality behind a brand, and if you get that personality right, you are in the winning lane. If you can have fun with your customers, you start to see more people coming to you for advice, they are happy to ask you questions, and they know they will get an answer. Seeing that response is only ever going to show you in a positive light.
Joke, have fun, talk to people about their day. Don’t only ever sell your product; people want the assurance that you will be there to answer any queries they have after they buy.
Behind The Scenes
Customers need to use electronic devices to come to you and buy your product or service. All they see is a screen with images, pre-recorded events, planned photography, curated content. Businesses expect them to buy, or not, based only on those facts that we give them. That is not always the best policy. Showing customers that you are a person, or a group of people, with an actual product or service and that you need to craft that before selling it to them is one of the best ways to sell.
No matter what niche you are in, showing customers that you are real will pay dividends in gaining trust. You can use cut-scenes of photoshoots, production videos, and things like tours of your premises. Doing so shows that you are not a robot trying to sell them something you do not have or have no idea about. It provides proof that you are going to deliver, and if you don’t, there is someone there to help out.
As with using behind-the-scenes footage, live events further cement the knowledge that you are real and willing to help. Whether that is a live video of you producing the product or showing off your product’s uses. For example, if you are a vacuum cleaner salesperson, you can show that your vacuum will actually pick up debris from the floor. If you are a makeup brand, you can show that you are happy to use the product yourself and that it works.
Furthermore, you can answer questions while you are on the live videos and show you are an expert in the field. Getting questions from live events will also allow you to see what your customers really want.
Be The Expert
Answering questions, opinions, and problems are great for showing that you are an expert, but you can do more. A proactive approach to showing industry trends, starting conversations, and offering your own insights give you more authority than anything else. Make sure that you stay on top of keywords, hashtags, larger accounts, and groups, and be active in those, too.
Creating useful content for people interested in your product is a must. That point goes alongside creating high-quality content, as people will rarely stay on your social media pages and not visit your website. Furthermore, you should always, where possible, share other people’s informative posts. You can never know everything, and customers understand that, too. However, that doesn’t mean that you should shy away from other people’s work because they know something you don’t. Share their content, but as with the UGC section above, make sure to tag the person and the post.
Get Influencers To Help Social Media Marketing
If you trust your product and know the limitations and expectations well, you can get help from influencers to promote your product to other, wider audiences. Engagement rates are often a larger part to play than follower numbers alone. However, we will create a post on this topic in a little more detail later on. All you need to know is, influencers will help build your brand if it’s a good product.
Speak to large account owners, see if they are interested in your brand, and test your product for their audience. If you have an event they can come to that uses a few of the points on this list, such as behind the scenes and live events in one.
Use Social Proof
As you may have seen in various sections throughout this article, people’s opinions and thoughts matter to prospective customers. So what’s better to show them that you are trustworthy than using social proof? There are more than a few ways to show this social proof, and we have already covered some of them, such as influencer marketing. However, here are some other ideas that you can use:
- Tell potential customers how many people like the products that you offer. – 95% of users would recommend this product to a friend.
- Testimonials. – Showing actual reviews of your product is a great way to gain trust, even on social media.
- Milestone marking. – Get your statistics into view of your customers.
- X number of followers!
- We have sold X amount of this product!
- Our brand is X years old!
- Show awards. – If you win something, tell people about it. Remember not to brag, be humble if you want the trust to increase.
- Consider getting an ambassador. – There are so many celebrities and experts on social media that you usually have a lot of people to choose from.
The more options that you use, the more trust you will gain.
If you are lucky enough to be reading this early in your social media journey, make sure that you get your branding right and stick to it. The last thing you want to do is change your appearance a year after starting and pushing people away. Worse still, you will remove a lot of the trust that you have built up. Never say that you care about something and then prove otherwise. Going back to the brand values section, how do you think the followers of that brand would react if they started sourcing unethically produced clothing to increase their profit margin?
If not all of them, a lot of people would move away from the brand and onto a new one with real feelings for the issues. Please note that we are not saying they are or will do that; it is an example. However, with the virality of social media, something like a stance change will get around a lot quicker than the company’s initial views. That is extremely damaging.
Furthermore, your branding appearance is just as important. For instance, take Bakers Chocolate, their first adverts were of a maid carrying a tray. While the style of the logo has changed a little, it is still obvious; she is even facing the same way as 255 years ago! People associate that logo with the brand.
The world is moving away from personal experiences. People are interacting with each other less and less; not only face to face but even hearing a robot voice on the other end of a phone. While that helps businesses like call centers to run more efficiently, it removes some of the trust. People and personal interaction will only ever increase trust if you do it right. Remember that your audience is not there to see what you do; they are there to understand you as a business and as people. They want to know why you do what you do and how you do it.
Furthermore, they want the interaction that people are now losing through automation and machines. Giving that back to people will help to build trust in social media marketing. That will grow your account more than ever.
If you want more information about how we can help you grow your sales, please contact us.