Once upon a time, 7 years ago now, as a matter of fact, I wrote a post called “Sell, Sell = Bye, Bye” which talked about the notion that doing nothing but selling on a company social media feed would drive customers away instead of inspire them to buy. The whole premise behind the post was to drive home the idea that becoming part of the community and building trust should be the goal, not moving product. While I think my point is still valid, I also understand that building trust can be a complicated and drawn out endeavor, and that some companies may not be sure how to go about creating social media accounts that build trust. Today’s Marketing Monday post details some ways that can be accomplished.
Method 1: Show off completed work – Showing off work that is completed serves a couple of purposes. First, it shows what your company can do, spotlights your creativity, and presents you as a business that produces. Second, it can serve as an inspiration for other customers who might be looking for similar work. Third, it, without the words ever being said, lets prospective customers know that your work is being purchased, which means that people are trusting you with their ideas and their money.
Method 2: Ask for questions – Encourage your customers to post comments or to message you asking for ideas or thoughts on how a specific job could be done. Customers may also ask questions about particular supplies or types of garments. The idea is to position your company as an expert, and to get customers accustomed to coming to you when they want solid information and helpful answers. This technique is definitely about building trust. Studies have shown that customers are much more likely to do business with companies and people that have demonstrated they are trustworthy. Providing unbiased, helpful information is one way to do that.
Method 3: Ask for reviews – Reviews can come through the mechanism that is used by an individual social media platform to allow and encourage reviews. Those are helpful and often referenced by potential customers. The other option for reviews is to ask customers who are pleased to post on their social media feed, so you can share the post on yours, or to post on your feed directly. The posts don’t have to be elaborate, a simple “Thanks XYZ Company! My daughter loves her new shirt” accompanied by a picture of said daughter wearing the shirt and a big grin is more than enough.
Method 4: Ask for referrals – Referrals are all about trust. Someone, a current customer of yours, recommends you to a friend or business associate who needs the kind of work you do. The friend/business associate trusts the person who made the recommendation and therefore trusts you by association. Some companies will solicit referrals by offering a discount on the next order of the person/company that made the referral. That is a valid technique, just make sure the referral actually pans out into a quality customer before rewarding the company that made the referral.
Method 5: Share a view behind the curtain – On the EnMart Facebook page, I sometimes talk about the weather, or share a picture of the company owner’s dog doing something funny. Sometimes we’ll share video of a piece of equipment running, or talk a bit about why use a particular product or work with a particular company. You don’t have to share trade secrets, and you don’t have to get personal, but letting customers have a little glimpse into your process and how your company operates can help them to trust you and your company more.