Mastering Brand Trust: 4 Strategies to Connect with Your Audience

Building brand trust is essential in today’s competitive market. It’s not just about delivering a great product or service; it’s about creating a meaningful connection with your audience. This connection is built through active listening and engaging in genuine dialogue. Explore these four strategies to truly understand your audience and position your brand as a go-to resource in your industry.

What is trust?

Customers don’t make the most logical purchase - instead they choose the least risky option.

That’s why building brand trust is important for increased loyalty and long-term success.

In this blog post, we will explore four key strategies to help you build brand trust and reduce purchase fears:

Strategy 1: match your tone to the platform

It is important to understand what stage the audience is at in the buying journey.

For instance, a direct “Buy Now” button might be effective on a product page where users are already in a purchasing mindset. However, if the audience is at the awareness stage, the same CTA would come across as too aggressive.

This is especially true for social media platforms, where users are looking for engagement and inspiration rather than a hard sell. A jewelry brand might therefore use phrases like “Browse our latest collection” or “Explore your perfect accessory” on their social media posts.

Each platform has its own tone and expectation. Think about each place that you interact with your audience - such as your Instagram, Facebook, email, website. Particular pages on your website will also vary; such as your product pages vs blog posts. Take the time to understand the nuances of your customer as they arrive in these places. Where are they on the customer journey? How can you tailor your language to fit the tone and expectations of each platform?

Strategy 2: create a two-way conversation

Building trust means listening to your audience. Your communications should feel like a conversation with a person, not a soulless company. In fact, 57% of customers are more likely to remain loyal to a brand when they establish a personal connection.

Starbucks is great at reaching customers and developing that personal connection. The coffee brand uses Twitter to interact with customers in a human-like and friendly approach. It is important however, to not stop there.

The goal is to encourage engagement. Perhaps this is something you’re already doing; looking at the engagement rates of your social media posts to gauge whether your campaign really connected with the audience. Two-way conversations take this a step further and creates a feedback loop.

Brands should then respond to the information they are receiving. Look into what your customers are saying and see if you can use their ideas or complaints. This not only shows that you are listening but also that you are willing to act on customer feedback.

Engaging with your customers can feel daunting but there are some easy ways to start the conversation. Social media tools like polls and Q&A stickers are a great way to gain insight into your customer’s minds. Live chat and surveys are also useful for gaining customer data that can be turned into actionable next steps. If you show that you are willing to listen, customers will feel more valued and trust you more.

By actively listening and engaging in meaningful conversations with your audience, you can build an ongoing relationship with your audience.

Strategy 3: give away value-driven content for free

Giving away free, educational content is another tactic that will work towards building trust and loyalty. It demonstrates your expertise and positions you as a strong leader in your field. Plus, who doesn’t like free things?

HubSpot does this very well. They offer a wide range of free resources, including eBooks, templates, and webinars on marketing and sales topics. By consistently offering high-quality educational content, HubSpot ensures it is seen as a trustworthy brand. It also allows them to be top of mind as their customer uses the resource.

Blog posts and downloadable templates or checklists are great for this. Remember that you shouldn’t be giving away content because you have to. Really think about your audience and how your resource can provide value. Make sure it’s practical and regularly update your content to ensure it remains relevant and accurate.

Strategy 4: only tell what they need to know

Your communications should be concise and succinct. A customer-centric approach includes sharing content that is directly useful and relevant to your audience, rather than sharing everything you know. This helps in creating clear, focused messages that resonate more effectively with your customers.

Apple is a key example of balancing information with brevity. Their product pages simply explain the key features and benefits without overwhelming readers with technical information. This approach helps potential customers quickly understand the value of the product without getting bogged down by unnecessary details.

For instance, a financial advisor might create blog posts that address common financial questions and concerns in simple, easy-to-understand language. Instead of delving into complex jargon, they would focus on practical advice that their audience can easily apply.

By giving your audience what they need to know, rather than everything you know, you can build a more trusting and engaging relationship with them.

Conclusion

Building brand trust requires a thoughtful and strategic approach. Think of each communication as a stepping stone to build lasting trust and foster stronger relationships with your audience. Remember, trust is earned through authentic customer-centric interactions.