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Online marketing has many perks–we can communicate with people on a global scale, reach many targeted customers very easily for a minimal price, and we also have the added bonus of being able to show our readers that we're experts in our niches (which builds customer confidence).
But one of the challenges of marketing our businesses online is figuring out how to reach through the cold, mechanical computer screen and make a real human connection, one that conveys who we are as people, not just as random, anonymous website owners.
People want to do business with people they trust. When a potential customer does a Google search for your keywords or your business or product name, they get a feel for who you are from reading your articles or looking at your website or blog or your Facebook profile.
Through getting a feel for who you are– your professionalism, your friendliness, your knowledge, your personality–they form an impression of your business.
What can you do to establish trust online with people you may never see or meet in real life?
1) Realize that it takes time. You can't submit one or two articles and then expect to be regarded as an expert in your niche if that is the only evidence on the internet in your favor. It is the accumulation of repeated positive experiences with you that makes a lasting impact. As you're doing your article marketing, you should regard each article your write as a way to grow your relationship. Decide on an article submission schedule that you think you can consistently do over the long term.
2) Realize that it's something that is earned. You need to show readers that you're worthy of trust–this means not only being consistent, but also going the extra mile and showing some transparency and authenticity. Remember, readers can get a feel for who you are from your article–how do you want to come across? Are you friendly and conversational, warm and comforting, funny and knowledgeable, or some other combination of attributes? It really helps when we're creating content for the internet to think, "How do I want to come across as a person?" In your writing, the more you're willing to let your guard down and portray yourself as a real person, the more you'll be rewarded.
3) Realize what a huge impact the recommendations of others bring. This is true of offline relationships too, but even more so for those of us who are marketing businesses online. We are trying to make connections with people who we may never meet or talk to in person, and it's natural for anyone looking at information on the internet to think, "Hmmm, can I trust this?" This is why third party recommendations pack such a punch. Depending on what your website is about, you may want to add a special testimonials page to your website or sales page to help build reader confidence.
I know at SubmitYOURArticle.com we've worked very hard to build trust with our members. We get compliments all the time, and we'll ask the person if we can add their endorsement to our sales page. When a potential customer looks at our site and sees all the testimonials they get a feeling of reassurance that they can trust us.
There are lots of other ways we work at building trust with members (providing reliable, friendly, and knowledgeable customer support, offering free educational information for our members and their friends on this blog, encouraging customer feedback, and just basically bending over backwards to be sure that each person has a positive experience).
Those are things that we do, but each business is different so you may have found different things that work for you.
Question for you–In marketing your business online, how do you establish trust with your potential customers?
Via
Article Submission Service (SubmitYOURArticle.com)
Posted: Monday, May 12th, 2008 at 12:00 am
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June 30th, 2008 at 3:20 am
I totally agree with the author. Creating trust and confidence in the people we meet online is very vital to any business relationship. With so many people losing their hard earned money to scams it very crtical that we online marketers do everything to assure our prospects and customers that we care for them.
June 30th, 2008 at 3:23 am
I fully endorse what’s been said. Great post!!
June 30th, 2008 at 4:29 pm
Hi John,
Yes, totally! It’s all about taking care of our customers, spot on.
June 30th, 2008 at 4:29 pm
Hi Jeremy,
Thank you!
July 2nd, 2008 at 9:37 pm
Great comment from John and very true, its not enough to get someone on a list, its what you deliver /show your self.
Even in times where things have gone wrong, its how you deal with that with the customer or even its just the email subscriber!
in short position yourself as a person who wants to help- marketing like crazy and you will be a winner and your customers will love you!
July 3rd, 2008 at 11:33 am
Hi Paul,
Yes, totally! It is all about relationships. Even though we never see our customers/subscribers face to face, relationships of trust can still be built by offering value and also serving the customer with attitude of being their ally and helper, rather than an anonymous person on the net who wants to sell them something. It’s a long term investment in a relationship!
Thanks so much for chiming in
July 6th, 2008 at 11:04 pm
Hi
I agree totally, I’ve recently started my internet marketing business and my number 1 priority is to build trust with my subscribers. I am doing this by providing valuable, quality information and advice for FREE! with no strings. I communicate with my subscribers in an open and transparent way so that they get to know me as a person not just another online marketer.
July 7th, 2008 at 6:05 pm
Hi Stuart,
That’s excellent! What a great approach to take with your online biz.
Thanks for stopping by
July 9th, 2008 at 3:41 pm
I think the most important snippet of advice in this post is under section 1: Decide on an article submission schedule that you think you can consistently do over the long term.
From experience, I recommend putting this mission critical task on your calendar and a must do every week or 2 weeks. Staying consistent is the key and it works!
July 9th, 2008 at 8:44 pm
Hi Keith,
Yes, that’s a biggie, as if we try to be too ambitious with our submission schedule we can end up falling behind and just slacking off entirely.
I am totally with you on putting it on the calendar–I’ve started doing that and it helps keep me focused and on track so that I’m not near the end of the month trying to play catch up!
July 21st, 2008 at 4:17 pm
I totally agree with you. Establishing great relationship should be number one priority. Sure it takes time and lots of effort, but it’s worth doing.
Another way I build relationship is by given out free quality e-books with an on-going educational follow-up email series.
July 21st, 2008 at 5:23 pm
Hi Abby,
Wow, that’s great–yes, offering continuing support, education, and resources is a great way to establish trust because it shows the customer that you are in it for the long haul.
It also gets the customer used to looking to you as a trusted expert, which is the idea!
Thanks so much for chiming in
July 29th, 2008 at 12:12 am
Two months ago I signed in to approximately 10 sites for newsletters so that I could see who I wanted to keep getting information from. After the first month only about 60% were still sending me newsletters.
Guess what I think about them. No, not that. But it does show me that they are not running a professional business.
Keeping in touch creates trust.
July 29th, 2008 at 5:51 pm
Good point, Kaye–thank you
August 16th, 2008 at 8:39 am
Hi, thats true
Personally have had great experience in my internet marketing. all the clients i get are purely through internet and funny enough, we never meet. but they post very positive comments, though at first, i have to win their trust before they can confidently book a safari with me. Your informative support have been of great help and thats why i can confidently say;-
Thank you - Asante sana
October 14th, 2008 at 4:47 am
Trust is the Key,Heart is the Foundation
November 6th, 2008 at 10:26 pm
[…] How Do You Establish Trust Online? […]