By Stelyana Hristozova, 02.04.2020
This is the complete guide on how to win consumers’ trust with Influencer Marketing.
Digital development has changed our lives completely. As a result, consumers today are savvier and more data-driven compared to their ancestors.
The higher buyers’ expectations, the ease of information exchange, and the fierce competition have put great pressure on brands. Additionally, consumers tend to mistrust advertising and cast doubt upon how transparent the brand is.
In fact, 54% of people do not trust brands.
As a result, companies today must implement an upgraded marketing approach. In other words, marketers must catch consumer attention and win their diminished trust back.
Read this blog until the end, and educate yourself on the vital importance of brand trust. In addition, it will reveal the most effective way of closing the gap between your brand and customers!
It all begins with the Internet and social media. Today, each of us can be a professional researcher on his own. From the comfort of our homes, we can browse the net and educate ourselves on every exisitng topic. Especially, in terms of shopping, we can spend hours googling until we find out the best deal.
As a result, our behavior, attitude, and consumption habits transform completely. The online space is bombarded by a variety of global brands. In short, all of them fight for us to spend some money on their products.
While brands possessed the power in the past, today there is a shift towards the hands of the consumer. Consumers are more aware of their rights. Supported by knowledge about industries, products, and services, users cannot be easily influeced anymore. To clarify, there is a huge gap between brands and their audiences.
Brands are no longer capable of conveying their values. Correspondingly, consumers do not trust brand communication anymore. Moreover, they refer to it as “pushy” or misleading.
Marketers must find what appeals to their audience, in order to win consumers’ trust back.
Authenticity is simply the key to trust. Certainly, brands must find a way to prove their transparency and credibility to the audience. Only by doing this, the company will stand out from competitors.
If the audience trusts you, it is much easier to make them buy from you. Moreover, trust can result in loyalty and advocacy. An already acquired customer that trusts you will most probably choose you again. After that, they can spread out positive opinions about the brand with their friends and family, creating powerful word-of-mouth.
This process will help a marketer to legitimize a brand and differentiate it from competitors.
Finally, take advantage of the popularity of social media platforms and create a real social buzz. Only on Instagram, there are more than 500 billion active users daily worldwide. For businesses, this is a great opportunity to present their values in front of a large audience.
An effective way to bypass the concept of advertisement is a collaboration with influencers. With this strategy, marketers can create even greater impact on consumers’ mind, without making it too obvious. People today trust and respond positively to friend’s recommendations and opinions, or individuals they look up to.
As a matter of a fact, 92% of people trust influencers more than an advertisment or traditional celebrity endorsment.
Digital platforms have become a powerful tool. Each individual has the chance to gain great influence over a huge network. An influential social media account can unite a whole community with created content. Common interest and lifestyles strengthen the bond between individuals within these communities.
Influencers can successfully fill in the gap between a brand and its customers. Indeed, their responsibility as a mediator is to introduce the company’s values indirectly to the public. Otherwise speaking, content creators rely on creativeness to communicate their opinions. In this way, they seem authentic, and, most importantly, people trust them.
The bond between content and trust is indisputable. In a time, when transparency is sought and highly appreciated, pushy ads are no longer effective to catch attention.
In short, consumers trust people they look up to and admire. Each brand must add a human touch to its promotional methods, and to enlighten the emotional connection with its customers. Nowadays, this is the path to success.
A great gap is seen between the most effective advertising channels and the ones where mrketers spend their money on. Brands are no longer trusted, while interpersonal relations glorify. As a result, Influencer Marketing has emerged and proved to be one of the most profitable marketing approaches.