6 tips for content creation in trust marketing | COCO
With our trust building blocks method, we highlight what matters in online marketing when communicating trust. But what is the most important thing to look for when creating appropriate content for trust marketing?
The classification of trust marketing
Trust is an increasingly important value in marketing. In times of increasing competition from online retail and international competitors, companies can no longer position themselves solely on the quality of their products.
Especially when it comes to addressing potential new customers, a leap of faith is elementary. As a company, you can achieve this by communicating trust, i. e. trust marketing.
The reputation is to be distinguished. This describes the good reputation that precedes you. If, for example, a buyer advises his colleague to take a look at your website because he has already had a good experience, you will benefit from this reputation. However, these must then be confirmed online.
Also, don't confuse trust marketing with broadcasting your personal trustworthiness. The moment you have your new customer in front of you on the phone, in an online meeting or in person, other factors apply. This is where your empathy, your similarity to the prospect, your voice, your appearance, and some other things decide. Trust marketing describes the still anonymous stage before that.
Trust marketing via your website content
There is practically no business in which you do not present yourself via your website. The content there, i. e. the texts, pictures and videos you publish there, are existential for your business. What are the most important tips to heed here?
1. Always communicate from the customer’s point of view
I experience it again and again, especially in the B2B area. But it's also too tempting; after all, you're insanely proud of your great products and services. Nevertheless: Online only the interest and the needs of your customers count. You should always talk about that first. And only then present the solutions (your products) for it.
When your new customers realize that you understand them, it builds trust. Very important: Answering questions is becoming increasingly important. The share of mobile usage of your website continues to rise. And mobile users are getting more and more used to the fact that it's easier to ask Google something (in spoken form) than it is to type it out laboriously. So analyze which questions your new customers want answered.
The first question is always: am I in the right place? So quickly show who you are and what you do.
And then there’s a long list of other questions. These can be analyzed excellently online. Just take a look at which questions Google lists when you enter your most important keywords. The answers should be found on your website.
On the desktop, of course, it's different. Here, individual keywords are still entered. So it depends on your target audience what you focus on. Ideally, you might even have separate content for mobile and desktop.
Basically, however, the same always applies to the content on your website. No matter if mobile or desktop. Ask yourself what your customer will get out of using your product. What is his ideal result in this? That's what you should write about.
Just count how often you write on the website WE and how often YOU write. A good ratio is 5:1. Remember, 5 times YOU.
2. Use Videos
Videos are an excellent tool for conveying trust. If they’re well done. Without arrogance. Close. Focus on the customer. Not too long. Not too loud – also figuratively. This means, for example, without large fonts in bright colors. They want to radiate trust and not promote the latest sale.
3. Only the best photos convince
Photos from the company are great. Unfortunately, they don’t go everywhere. Especially not in times when the majority of employees are in the home office. Photos of the management are the absolute minimum.
Think carefully about how you want to act. The friendly face to the person with whom you are at eye level is not always the optimal expression. Think of a doctor or counselor in crisis situations. The concentrated authority with a hint of arrogance can certainly appear trustworthy. But not too much of it please.
Unfortunately, this also applies: Please save somewhere else. Good photographers are always worth their money. Top equipment still makes better pictures than your smartphone. You don’t want to exchange the photos on your website so quickly. It is always worth investing a little more here.
4. Your text deserves more attention
Text has to be right. Spelling mistakes are a no-go. Legally, you have to check what you publish online in many industries. And the SEO requirements must generally be observed.
But the most important thing: See before – write from the point of view of your customers.
And: please write not boring. Even if you produce small electronic parts, you can describe this smartly.
The dwell time on websites is getting shorter and shorter. Users often say goodbye after a few seconds. No wonder. The vast majority of websites are standardized through and through. There is no fun in reading. And the longer you keep your customers on your website, the more time you have to get the important information across to build trust.
Don’t misunderstand: Your customers expect professional expertise and no literary highs. But there is a good middle ground, which is unfortunately still too seldom seen on websites. We are happy to help;-).
5. Do not save with positive results of your work
Modesty is an ornament. But not online.
The nuts and bolts of trust marketing are your past results. Show references. Use statements from customers. Best as video where possible. Otherwise image plus quote.
In addition, there are a number of other communication methods for your results. Before and after pictures are appropriate in some industries. Numbers can summarize and quickly convey the sheer volume of your results. Have you received an award for your results? Are reviews of online portals common in your industry? Or simply the customer experiences that show up in Google comments? And last but not least, positive reports in the media nicely demonstrate the value of your work results.
As you can see, there are many ways to present your work. That’s how you build trust. Use what works best for your industry and your company.
6. Blog or stories are highly recommended
Why do you have to do that? What are we supposed to write? And how to keep it up to date?
Still: It has to be, not only to make your SEO manager happy. To differentiate: Stories are longer than blog posts. They are updated much less frequently. Instead, they contain more valuable content in the form of videos, infographics and the like.
Both methods are excellent for showing your expertise and your passion for the subject. To demonstrate your comprehensive expertise in all areas important to you, there is nothing better than a blog.
Conclusion on content creation in trust marketing
To communicate in a trustworthy way, your website doesn’t just have to be professionally designed. All content, from the photo to the video to the texts, deserves your full attention and the necessary budget to create the content. You should always think of your customers first and show them what is relevant to them. If you then add a blog or stories well done, it should look good for your trust marketing.