It’s extremely valuable, hard to give, will take years to build, and can be lost within seconds but is the building block of all relationships- Trust. It is the foundation of all relationships including all commercial transactions that millions of people make every day.
Although technology has eased the process of shopping, businesses are more confident about selling their products without the fear of limited geographical boundaries. Trust is still fundamental because all great brands understand the importance of loyalty and transparency with their customers, but the ‘how’ behind it is something that a lot of companies find difficult to accomplish.
Strategic Signals are the pathway towards cultivating trust, they are elements present at various touchpoints to make customers feel more secure in their purchase journey. These signals vary across their forms but they all are present to perform the same function which is to assure security to prospective customers engaging in business with your brand.
Trust signals work by appealing to something that the viewer already trusts. For instance, a brand might use a certain reputable cybersecurity brand’s badge to assure users that the brand’s website is secure and reliable. By putting a reliable brand badge a lot of B2B and B2C brands borrow the credibility of others for their specific needs.
This was just a brief example of how trust signals work but the market is so wide that it offers trust signals in multiple forms that the majority of the brands use for their marketing. Hence, it has become essential to have knowledge about the workings of different trust signals and opt for ones that you feel are best suited for your brand’s personality.
Guaranteed Privacy and Security
Digitalization has opened avenues for a variety of new prospects but it has also made people prone to fraud which has enhanced the need for data protection and privacy. Having a professional website design will increase traffic but it’s crucial that as a brand you offer people extra assurance about their privacy and protection. Trusted brands protect their customers’ personal information and are transparent about the data they collect and in return deliver a personalized experience to them.
For example, brands can achieve this by securing websites through data protection mechanisms and adding extra layers of security.
Responsive customer communication
Imagine yourself in the position of a consumer interacting with a brand for the first time. As a first-time visitor, you would want to explore different touchpoints with the brand, out of which social media channels work more than brand promotion, services or content. It maintains a certain level of transparency to actively engage with customers and prospects.
Social media channels provide the opportunity to showcase to customers that they can connect on different platforms and as a brand, you can foster active audience engagement without vanishing into thin air after the purchase is made. As a result, open platforms allow brands to be accountable to customers which eventually cultivates a memorable experience for your followers.
Customer testimonials and reviews
More than 93% of purchasers today, first check out a company’s reviews and ratings and then make the decision. As a brand, you should encourage your customers to post reviews that show them that you value their experience. Positive reviews definitely help a brand augment its image as a credible and successful business in the market.
Concluding
Apart from all these major trust signals, brands can always display their achievements and endorsements which include their listed partners, or media coverage or accreditation badges to facilitate building a positive brand outlook.
Trust signals are a powerful way to ease your communication with users and also increase conversion rates. At the same time, it is important for all brands to note that using trust signals will only be successful when you deliver the best customer service, follow ethical business practices, work for a cause and most importantly deliver excellent services and products at the best possible price.
