How Trust Works in Marketing Over the Internet
How Trust Works in Marketing Over the Internet
We know how Important Trust is in Marketing. But trust of course is a truly relational emotion. So how does this work in Marketing Online?
Trust as part of Marketing
Imagine you are going to buy a car. You're not a millionaire yet, so you won't buy a car the first time you visit the shop, but you are going for orientation
There's this man coming up to you saying: a "Hi, can I help you? ". Now he needs to prove that he is trust worthy.
Trust is one of the most important things when it comes to whether or not we want to buy something. After all, if you don't trust the man you might think he is selling you a car that is: -Too expensive -That doesn't fit you -That doesn't fulfill your wishes about your new car -You might even think it's not new and drove a lot more miles than the display shows
Trust can increase by 3 things: Credibility, Reliability and Intimacy
CREDIBILITY
Customers need to trust you. Therefore it's important to be credible. You earn credibility in answering the questions of your customers.
But as an Internet Marketer that's pretty complex! Your clients are not asking you questions!
As an Internet Marketer you should not only answer their questions but also ask them yourself! You see what I mean? You need to be the one asking their questions!
Ask yourself what you would want to know when you come on your website, or read your article or clicking a thumbnail of your video.
What would you want to know when you type in a keyword phrase that you are targeting in you article? That is the question you also have to answer in that article. And if you are not answering that question your readers are only going to be frustrated,
For example:
You want to sell a "Facebook page service" You are going to create Facebook Pages for customers totally optimized for their business. You write an article called that ranks high for the keyword phrase How to create a great Facebook Page, or great Facebook Pages for your business.
Now if the article is only about how cool it is to have a Facebook Page and how every big Internet Entrepreneur has a great Facebook page and you don't give any tips or tricks on how to actually create a great Facebook page for yourself, people are gonne feel frustrated for reading that whole article without finding the answer on their question which is how to build a Facebook page.
It would be much more efficient to give them all the tips and tricks you know AND give them the possibility to create a page for them! Your customers are grateful and happy with you and If they find out that it is to difficult or takes to much time to create a Facebook page they will come to you to buy your service.
RELIABILITY
Being reliable means, do what you say and do it good. Answer your emails personally, call people when you promised to, etc.
This is especially important for Social Media.
Social Media doesn't contain the word social because you are able to watch each others pictures!
Of course it's part of the options, but it is called Social, because it IS social! It is about connecting and communicating. That means that all the standard rules on social interaction apply to social media as well!
When you tell somebody you will do this or that. Then do so!
You might think, "Well, this is just some guy at the other side of the World, so I don't really have to answer his post."
Wrong
Be reliable friends. And you will gain trust.
INTIMACY
Imagine you are almost going to buy the car. Ones again you're talking to the salesman.
He told you a lot about the products, and he knew answers on your questions. (credibility) Also he really wanted to help us and did what he promised. (reliability) Now we're going to have on last chat.
The man starts to tell about his own car. He likes his car a lot but he admits he made some mistakes when choosing it. He wanted to have a cool looking car and bought one with super shiny paint, but later on he found out he needs to wash it too often! Therefore he gives you the advice to also take things like maintenance in consideration.
This is the last push you needed. You really feel that the man is your friend, because he admitted that he is not the all-knowing best car seller ever. He made a mistake when he was buying a car himself! But since he admitted it you know that he is willing to learn from his mistakes and applies them when he's helping customers.
You feel so secure and accepted in this shop now that you decide to buy your car here and even have their 2 year maintenance services for the price of 1 year.
Honestly the best manner to try to become intimate like this with your customers when you are in Internet Business is Video Marketing.
Many people our anxious to buy something online because they feel like there's no real person behind it. Video marketing tackles this problem. Many people say the eventually bought some product of someone because they felt the already knew this person since he or she was always talking to them on the Video Blog!
Let me give you some tips on this topic:
1: Make real videos. What I mean by that is that you should be real in your videos. Yourself. Just talk to the camera like you are talking to a friend or to a colleague. Tell them a short story.
2: Teach Show your people you know what you are doing by teaching them a little principle of leadership or marketing.
3: Make one, upload it, learn from it, make a new one Really, Video Marketing can only be learned by doing. You didn't learn this at school. Just make one and put it on YouTube. Ask people to react and try to increase the level of your videos by learning from the ones that are already on your channel.
4: Always ask people to subscribe, like, favourite your video and to react on your video's. Also put some information and a link to your landing page in the description of your video. CREDIBILITY, RELIABILITY AND INTIMACY divided by: SELF-ORIENTATION Self-orientation refers to focus: Is the salesman focussed on himself or on the customer?All trust that the salesman has built up with being credible, reliable and intimate, is dramatically destroyed by any factor of self-orientation.Of course the salesman wants to earn money. You, as a customer understand that. But is he making money just for making money, or is he making money by helping his customer to sell him exactly the car (or whatever) that he needs?This aspect of building trust in Internet Marketing is easily seen on Twitter. Sometimes I post some kind of ads on Twitter. It would say something like: Wanne learn how to make money online? --> "MyWebsite"! This kind of stuff is not really appreciated on Twitter. When I put up a lot like this people start to make comments like, alright I know you wanne sell me something, but stop tweeting this stuff!! This is why most of your advertising on Social Media, let's say 99% should be value driven.By giving value, giving tips, giving tricks and secrets, you show them you are willing to help people and not keeping everything for yourself. Even if they're not gonne buy.Trust = Credibility, reliability and intimacy Divided by: self-orientation.Go for it! http://www.articlesbase.com/online-business-articles/how-trust-works-in-marketing-over-the-internet-2761455.html
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