Getting more people to visit your website is a good thing. More visitors will ultimately turn into more conversion. However, if you really want to optimize your conversions, your digital marketing efforts need to focus on developing trust rather than simply boosting traffic. When you develop trust, build strong and effective communication with the people who visit your website or who read your blog, it means that they believe the following things about you:
- That you operate your business in an ethical manner
- That you care about improving the world around you and not just the bottom line
- That you will follow your word
- That you charge a fair price for your products and services
- That you are an expert in your industry
- That you will honor your commitments and fix any mistakes
- That you will keep their personal and financial information in confidence
There are many ways in which you can establish trust with your audience. Here is a brief list of a few of these actions:
- Use videos to demonstrate your products
- Place pictures of yourself and your staff on your website and on your blog posts
- Keep your contact information easily available
- Write a web page explaining your company’s story
- Help charitable causes
- Personalize your content so it speaks directly to your audience
- Handle disputes fairly and professionally
The next question is this, what are the benefits of establishing trust with your visitors and readers? There are actually five major reasons to focus on trust and not traffic. Keep reading to learn what they are.
#1 Millennials will not click The Checkout Button unless they trust you
Millennials embody an amazing mix of media savvy, skepticism, and idealism. If they are interested in purchasing a product or service, they will use any tools at their fingertips to research it. They will read reviews, and they will ask the members of their social circle on and offline for recommendations. Not only that, it isn’t just the products or services that they care about. They also want to know about the ways in which you operate your business. They’ll want to know how you treat your employees if your political views and other values align with theirs, and if you give back to the community. Most millennials are also very technically astute and won’t make a purchase unless they feel absolutely safe in doing so.
The good news is that while they are a tough consumer group to win over, they have a lot of money to spend, and will happily spread the word of their good experience with you. As you know, customer testimonials are very effective.
#2 Good Content gets shared, Good Content from Trusted Sources gets shared more
Do you share every bit of content that you read that you find to be valuable? If you are like most people, you probably do not. There is a reason for this. You may read something or view something that helps you solve a problem, that touches you, that makes you laugh, or causes you to learn something new, but ultimately decide not to share that content with others. You aren’t doing this out of greed or laziness. Most likely your refusal to share that content has to do with your lack of trust in the person who wrote it. In many cases, this lack of trust is a result of simple unfamiliarity. Sometimes it is due to bad experience.
Ultimately, social shares are seen as an endorsement of not just the content, but the producer or curator of that content. If you want those social shares to increase, your audience must trust you.
#3 Winning trust gives you a Competitive Edge
From their inbox to their social media pages to the ads that float to the top of their search engine results, people are targeted with content marketing efforts for pretty much the entire time they are on the internet. If somebody is consuming your content in any way, they are probably also reading content that is published by your competitors. So, what can you do about it? Hopefully, your products and services are superior. Hopefully, your prices are competitive. However, that can be difficult if you are competing with one of the big guys who can buy the product in bulk. Fortunately, if you have built up trust with a potential customer, there is a very good chance that they will ignore the efforts of your competitors and choose you.
#4 When people trust you, they will give you information
You already know that an email address is gold when it comes to content marketing efforts. Of course, that is from the perspective of a marketer. From the perspective of a customer, giving an email address can be quite intimidating. To them, it means giving a bit of information that can be spread far and wide, and used to inundate them with spam. What this means is that you are going to be met with resistance when asking for email addresses, unless the people you are asking trust you enough to provide that information. Yes, you can offer incentives like premium content or discounts. However, those things won’t be nearly as effective as having established a solid basis of trust.
#5 Trust will help you to build your Top Tier Audience
You may have a large number of followers and get a huge amount of hits on your website. Unfortunately, the majority of those people will have no impact on your bottom line, directly or indirectly. The people who will make purchases, who will share your content, and who will recommend you to their friends are a small percentage of your followers that you should think of as your top tier audience. This is the audience that you want to focus on, and the audience that you want to grow. You don’t accomplish this by increasing traffic; you accomplish this by getting your existing followers to trust you.
So, there were five major reasons to focus on trust and not traffic. What do you think about building trustful relationships with your users? Waiting for your comments.
Disclaimer: All images are provided by author.