Three ways using social media helps build brand trust and credibility
Here at Dodge, we know that trust is the foundation of any successful business relationship, whether it’s between our clients and us, or our clients and their customers. In both the B2B and B2C spaces, marketers must strategically develop ways to reach customers to help obtain—and retain—trust.
Building trusted relationships is imperative especially since 92 percent of consumers trust recommendations that come from people that they personally know. Word of mouth marketing impressions, or brand messaging that are fueled by a company but disseminated by the public, results in five times more sales than media impressions. As marketers, the one thing we hold true is the importance of establishing a genuine voice and the effectiveness of organic brand advocacy, from lead generation, through the nurture stage, all the way through the close of the sale.
Social media is a platform for this type of marketing that brands can use to better build credibility and engender trust. It supports this in the three following ways:
Provides brand transparency. The full disclosure format of social media allows customers to sift through user reviews, third-party reactions and real-time conversations to measure trust in the brand across industry stakeholders. Payers, providers, life sciences, financial and healthcare organizations can develop a solid social media content strategy to tell brand stories and showcase success that users can interact with and ask questions about. This may seem daunting, especially for a smaller organization with limited resources. However, if your business is helping customers realize better results in their organizations and producing internal experts to champion your messages – you’re organically creating resources to positively position you in the market.
Reinforces thought leadership. This is a seamless way to build credibility among key audiences. Ben Simkin, founder of BusinessNET says it best: “In essence, thought leadership is about providing genuine value to your customers without even a hint of self-promotion – showing them that you’re the number one expert in your field – somebody who is 100 percent worthy of their trust.” Once you’ve mined content through daily conversations with subject matter experts, customer success stories and earned media opportunities, you can repackage it and deliver it to clients in a non-promotional, valuable format.
Creates applicable content. We often recommend the “Create Once, Publish Everywhere” approach to content – especially when it comes to thought leadership. Educational content like whitepapers, brochures and infographics, which audiences can practically apply in their organizations, positions brands as “trusted advisors”, equipped to quickly and easily provide answers to customers’ questions.
Developing a solid content marketing strategy via social media helps our clients identify their strongest messages and share their expertise with the industry in a more organic way. This paves the way for brands to build credibility, develop a framework for advocacy and trust and lead, teach and mold their customers and peers.
How has your organization used social media to build trust amongst its potential, or existing customers?