When it comes to marketing strategies, nothing can make or break a business’s success, like the perception of trustworthiness. The traditional perspective has viewed marketing as a persuasion—convincing someone to spend money in a way they were originally not planning on spending their money. Now we know that this is not the full story.
The internet provides instant access to information and competitor products and services, meaning that there is a new level of competition among businesses. As it turns out, the thing that separates those who make the sale and those who don’t is trustworthiness. The following will break down four signs that indicate trustworthiness that needs to be communicated to your audience within your marketing strategy.
Why Trustworthiness Is So Important
Before we begin, it is important to understand why trust is so valuable. Customers buy from people they trust. Without having trust, a business cannot expect to survive in today’s competitive marketplace. Study after study has found that confidence for companies is plummeting among the younger generations like the millennials and generation Z. A whopping 62% of youths today believe that businesses have no goal outside of making money. When asked to explain this belief, many youths cite concerns about how businesses affect the environment and society at large.
This cynicism makes it harder and harder for businesses to make sales traditionally. The lack of trust is so high that 96% of generation Z members read online reviews before purchasing. They don’t trust the things you say about your products; they don’t even trust the opinion of one or two people online as the millennials did; they want an amalgamation of many people’s validation before they purchase something. This also means that you likely will not be able to garner as many instant purchases as you were able to with previous generations, because the youth today like to have some time to do their research.
Beyond this, studies have shown that the youth are willing to spend more money on products they view as ethical. This could mean businesses that focus on environmental concerns or corporations that take social justice seriously. They care about the ethics of your business equally with the products you produce.
Sign 1: Transparency
People are used to having access to all the information, and when they don’t, they assume you’re hiding something negative. Customers need to be able to see how your products are made, where all your materials are sourced from, how your employees are treated, and how your company impacts society and the environment. If they can’t, they will choose a competitor that provides this information.
Sign 2: Sincerity
People today have seen every type of advertisement, every type of influencer, and have interacted with bots online more times than they can count. Because of this, their ability to detect insincerity has skyrocketed. If you are not genuinely honest with every statement crafted on behalf of your brand, you are losing potential customers. It goes without saying that people will eventually figure out if you’ve lied in the era of the internet. Don’t lie to your customers or your employees under any circumstances.
Sign 3: Fairness
Long gone are the days when a clause in your employees’ contract kept people from discussing wages. If the data shows that your employees or customers are not treated fairly, you can bet that people will eventually find out, and this information will be shared online, and people will choose not to purchase from you because of it. Experts at https://messente.com/products/global-sms-api emphasize that a part of fairness considers the political, religious, and social implications of the content you create. Potential customers are going to connect the dots even if you don’t.
Sign 4: Improve Your Security And Share This Information
People are rapidly learning about data rights and online security. Your audience wants to know that when they visit your site or choose to do business with you, they do not share their data with people who don’t need to see it. People want to know that their information is safe with you and that you have taken every possible step to keep it that way. Besides, given how heartily people are advocating for legal protections of data rights, this is likely going to be something you’re going to need to address at some point anyway. Get ahead of the curve by doing your due diligence now.
You may have noticed that each of these signs requires in-depth research and work on your part. You can’t tell customers how safe their data is with you if you don’t understand what happens to their data each step of the way. You can’t claim to be fair if you’ve not run the numbers on your employees and their wages. These are not things that can be faked for very long. There’s no way to indicate trustworthiness without actually being trustworthy. There are no shortcuts.