Published on April 18th, 2017 | by Paul Morris0
How to maximise Brand Trust
Trust forms the basis of human interactions and is fundamental in all successful relationships.
If you then couple Trust with effective marketing then your organisation will develop a deep emotional engagement with your target consumers that will prove the bed rock of your entire customer lifecycle.
I’ve (note: part of the trust equation was taken from the great work of Maister, Green and Galford) been working on a methodology and application to satisfy the above desire that has resulted in the following model…
Gravitas – If people know your brand, what it stands for, etc then consumers are more likely to engage with it
Use your Brand to help ignite content and bring it to life.
Openness – Use Social + SEO to build and nurture an engaged audience
Influencers and your audience will be effectively engaged if you use Social + SEO to build, grow and nurture an engaged audience.
Outreach – Amplify content through relevant channels
Promotion and Distribution will help amplify content by engaging with paid channels (yet they must be effectively integrated with ‘free’ channels such as organic social, SEO + quality content). E.g blogger outreach, paid social, taboola, outbrain, GDN, etc.
Distribution – Build & grow authority by creating content people care about and share
Build and grow your assets (website, social channels, etc) by creating content people care about, to generate social shares and backlinks. If you enjoy topic authority consumers will often share without fully reading/digesting the article!
Social sharing numbers and blog comments influence a person’s propensity to engage and share content. If they see lots of shares activity in a post consumers assume the article is good and will also share.
Implement strategies to promote social currency through content. People share content to make them look good, to be useful, to define themselves to others, for self-fulfilment, etc. i.e think of what propels people to share your content.
TRUST plays an integral part in the above however what actually makes up Trust?
I believe there are 5 variables of Trust when coupled with the above G.O.O.D model; these being Credibility, Reliability, Intimacy, Self-Orientation and Emotion.
The ultimate sum of these elements equals your Trustworthiness / your ‘Trust Quota’ (think of your Trust Quota in a similar vein to your IQ or EQ).
The variables are:
Credibility – linked with the words we speak “I can trust X as he’s very credible on Y subject.”
Reliability – Linked with actions “She told me Z would be delivered by tomorrow, I trust her due to past deeds, hence I know it will be delivered on time”
Intimacy – Linked with the personal relationship we have with the individual “I trust him with that information as they have never embarrassed me before or violated my confidentiality”
Self-Orientation – Linked with the person’s focus. Basically is it all about ‘them’ or the ‘we’ or the ‘I’ !? “I don’t trust her on this deal as it’s all about what she gets out of it”
Emotion – Closely linked in particular with the ‘Distribution’ elements of the G.O.O.D model above; provoke an emotional response from the other party to truly engage with them.
Summary: Trust in business is vital and good “scores” on all five variables in the Trust Equation are required to gain high trustworthiness. Aim for high credibility, reliability and intimacy, low self-orientation and then multiply that by true emotional engagement. If you then couple that with effective marketing via the G.O.O.D model then you will enjoy deep emotional engagement with your target consumers throughout your customer lifecycle.
…This topic is quite expansive and I will be speaking on G.O.O.D trust in more detail during several 2017 conferences