Actionable Ways for eSellers to Build Consumer Trust on Social Media
Let’s face it.
Unless you’re living in a remote cabin — one that doesn’t have Wi-Fi — you’re probably on social media. And if you’re working to build your business, social media is likely a significant part of your marketing plan.
But if you want your social media efforts to be effective, consumers have to trust your brand.
A global survey by PwC backs up the importance of social media to eSeller success. For 35% of consumers surveyed, “trust in brand” was one of the top three reasons influencing their decision to shop at a particular retailer. In addition, the study also suggests that opinions posted by friends and strangers online have more influence on purchase decisions than factors that retailers control, like advertising and pricing.
Further, 76% of respondents to a recent Sprout Social survey said they’re more likely to buy from a brand they felt connected to on social media than a competitor.
But how do you build trust on social media? Follow the tips below and you’ll be well on your way.
Perfect Your ‘About’ Page
Consumers have an inherent distrust of brands. One strategy to win their trust is to humanize your business, and the easiest way to do that is to have an engaging “About Us” page on your website.
Start by introducing yourself and focusing on you as the business owner instead of just your products, intertwining your own story with the story of your brand. Not only does this help customers get to know you more, but it also sets the foundation for them to trust your business, too.
Along with your brand story, key details for your “About Us” page include:
- Your brand’s credentials, certificates, or awards
- Mission statement, core values, and goals
- All contact information, including location, phone number, and email
- How long you’ve been in business.
- Image and social media contacts for owners/managers
The key is to keep things concise but capture your personal experience in the industry, demonstrate your expertise and create an emotional connection that puts a face behind your products.
Share Quality Content
One of the most powerful tools to connect with new customers is quality content that introduces them to you as a brand, and also to your products. This shows your brand is an authority in your niche and that you’re about more than just making money.
Using a blog and social media, share stories and develop a distinct brand voice that will help people feel like they know you and can trust you. While you’re always hoping to convert users into paying customers, don’t make that the focus of your content.
A good guideline is to follow the 80/20 rule — 80% of your content should be non-promotional, yet informative, while the remaining 20% can be related to your products.
If you regularly share interesting, engaging Facebook or Instagram posts that bring value to your audience, they’re less likely to be annoyed when they see an occasional promotional tweet or post. By not pushing products each post, users are more likely to engage when you do.
Encourage Users To Share Content
Speaking of content, a great way to elevate your brand’s reputation is to encourage customers to share their photos and videos of your products on social media. Not only does it increase interaction, but studies have shown that user-generated photos are five times more likely to convert customers, and consumers are twice as likely to share user-generated content.
As an eSeller, sharing user-generated content through social media helps you build social proof and gain trust. Not only will your customers be happy to see their tweets or posts shared, but they’ll also see that you value their input.
Make Security a Priority
According to Wunderman, 79% of customers say that before they ever spend a dollar with a brand, they want that brand to show that they “understand and care” about them. One important way to show that you care is by proving that your site is safe and secure.
Given that even huge chains like Target have made cybersecurity mistakes, it’s up to you to provide peace of mind to your potential customers through layers of protection. Start by using security-boosting apps, like these from Shopify, and display security badges on your site.
Also, provide customers with multiple payment options, so they can decide which they’re most comfortable with. While some will prefer credit card, others will choose to use ApplePay, Amazon Pay, or Payoneer. By giving them a payment option they can trust, they will, in turn, believe they can trust your site, too.
Provide Prompt Customer Support
In today’s retail environment, time is money, and your customers want to know their voice is heard as soon as they share their concerns. In fact, 32% of customers expect a response within 30 minutes online and 42% expect one within in the hour.
Put yourself in the shoes of your customer: Who would you trust more? Someone who replies just minutes after you contact them, or someone that takes three days to give you a simple answer?
If consumers know they can reach out to your company through social media and get a quick (and satisfying) response, this is a great opportunity to provide great service in front of a large audience. Address any issues head-on, as transparency can cultivate trust — which can lead to increased conversions.
The Bottom Line
Before customers can be truly engaged with your eSeller brand, you have to first build a social media presence that leads to a trusting relationship. Done right, social media offers a great opportunity to communicate your brand values and engage with existing and potential customers.
Show that you understand and care, and increased conversions will follow — trust us.
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