Building Brand Trust Online

Tuesday - January 7th, 2014

Written by: Tristan Pelligrino

Building Brand Trust Online

One of the most important parts of your online marketing strategy is building brand trust on the web. Brand trust is important because when consumers trust your brand, they become loyal, repeat customers. Furthermore, brand trust adds to the overall reputation of your brand and ensures that you will gain customer referrals and recommendations. By building brand trust online, your business can grow and draw a larger customer base. Use the following steps to build brand trust online.

Building Trust on Your Website
The first step to building brand trust online is adding trust elements to your website. First and foremost, your website must project a professional image and be easy for users to navigate. Ensure that your website is optimized for mobile devices, as statistics show that more than 70% of your online customers are using cell phones to search the web.

You can also add customer testimonials to your website to show visitors that your brand is endorsed by others. Use your “About Us” page to give a face to your brand and imbue your website with personality. Finally, ensure that your website has valuable content, such as case studies, statistics, graphs, and more to show that you are a trusted resource in your field.

Building Trust on Social Media
Another important area where your brand can build online trust is through social media. The best way to build trust on social media is to offer transparency. Research shows that 82% of buyers trust your brand more when the CEO uses social media to engage honestly with customers. Furthermore, your brand should be accountable to consumers and respond quickly to customer concerns on social media, as this shows customers that you are willing to acknowledge and solve their problems with your brand. Last but not least, build trust on social media by engaging with customers rather than simply trying to sell them a product.

Other Key Trust Elements
In your overall online presence, the key to building trust is to show your empathy and willingness to do the right thing. Customers want to know that they are engaging with a brand that understands their concerns and is willing to follow through with its promises. Never let your customers down, as this is a surefire way to lose their trust permanently.

How Top Brands Build Trust Online
Top brands remain on top because they are able to build customer trust. Here’s how some of the top brands build trust online:

  • Amazon: Amazon builds brand trust by getting personal. They offer customized recommendations, user reviews, wish lists, and more elements that personalize the shopping experience.
  • Nike: Nike builds brand trust through expertise and inspiration. Known for its innovation and can-do attitude, Nike inspires customers to be their best selves.
  • Coca-Cola: Coca-Cola builds trust by selling a feeling: happiness. A brand that is timeless, Coca-Cola has always succeeded with this message.
  • Nordstrom: Nordstrom builds trust by focusing on the customer. With a lenient return policy, thank you notes after you buy, and corporate transparency, Nordstrom meets customer needs.

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