Trust in American business is at its lowest — ever. That’s what studies say. Edelman’s Trust Barometer reports that “trust in business collapsed” in 2009. “With only 38% percent of informed publics in the United States trusting businesses today.” For some that means there’s a lot of work to be done in 2010. Particularly hit hard are financial institutions.
If you’re experiencing a market where clients seem to trust you less and less, we can help you repair your credibility and turn an awful 2009 into a new year full of business opportunity that builds trust, loyal customers and a lead generation stream to cultivate new relationships.
Establish Thought Leadership
We live in a market where authority counts. But it must be earned. By using social tools that connect with consumers, opens a bi-directional communication channel where experts in your company actively engage concerns and questions, this is one way to establish yourself as professionals with answers. Using social tools to earn media coverage in trade and coveted media outlets is another way to earn that trust. As people see you, your name and company’s name in mainstream media, they begin to trust you more.
Work the Relationship
Leveraging the benefits of email marketing is more important than ever before. “E-mail marketing is used more effectively now to retain and reward valued customers — in other words, to build trust,” says Joana L. Krots of Microsoft. Keep your valued clients in the loop. Using an email tool, such as, MailChimp, you can deliver custom-tailored message to costumers.
Adopt A Cause And Get Clients Involved
Part of social responsibility is about making the community you live and work in a better place for every one. When you adopt a cause, it demonstrates to costumers that you care more about your community than you do profits. When you get clients involved with a cause, you come alongside them. When they see that, you take giant steps toward humanizing your brand. As people see this, they become more loyal to your brand.
Create Missionaries
All that applies to consumer relations, applied to employee relations too. Over the past few decades trust between employees and the places they work is all but gone. When you invest in people, that’s where your business grows stronger. When you invest in people, they return the favor. And that inevitably shows when front line employees become your number one brand ambassadors in the communities they live.
While it is important to invest in your clients, having a strategy and tools to do it effectively is a different story altogether. You shouldn’t trust client-facing communication, whether it’s indirect through earned media coverage, or direct through social medial tools, such as blogging, to just anyone. Always trust you communications to the professionals. Always.
