The Importance of Building Trust for Marketers
Businesses need to gain the trust of their customers to convert them effectively.
In the book Influence: The Psychology of Persuasion by Robert B. Cialdini, the author talks about the secrets behind successfully converting prospective customers to buy a company’s products.
Cialdini highlights six ways in which a business can influence the behavior of customers. One of the ways to impact customers that the author highlights in the book is winning the trust of customers.
Trust Makes Customers Loyal
A high level of trust regarding the company and its products increases customer loyalty. After all, if the existing company is catering to all the needs of customers by producing high quality products and providing good after sale service, customers need not look for products/services offered by other companies.
Finding another trustworthy company will take time and customers need to expend time and other resources to find one.
Trust Increases the Revenues of Business
A higher trust on a business make customers to buy more products from the company. Apart from staying loyal to the company, they will also buy more products from the company. For example, if customers of a bank trust the advice given by its relationship managers, they will buy other financial products such as credit cards and insurance from the bank itself.
Trust Reduces Advertising Expenses
Trust has a positive impact on both the sides of a company’s profit and loss account. Trust can reduce the advertising expenditure of a business as consumers do not need much convincing to buy the products of a company. The reduction in the advertising expenses will be more obvious in the case of new products or service released by a business.
Trust can make or break a business. Hence, internet marketers should make every effort to build trust in the product or business they are promoting. Building trust will start with communicating accurate information to the customers. The content marketing efforts should also focus on providing the information that is required by customers in a trustworthy manner.
