By Megan Lee
Digital Intern

We all have that one friend, coworker or even family member who likes to embellish their everyday stories into elaborate tales. Just like the people we know, there are companies who like to promote their products and services in their best light.

Everyone has experienced their fast-food hamburgers being much less appetizing or appealing than the ones we see advertised on TV; or their hair not being as luscious and silky as the magazine model’s when we use the same shampoo at home. While we might still go through the fast-food line and buy the shampoo, we do not automatically believe in the “promises” being sold to us anymore.

Because of this excessive promotion, prospects are even more skeptical of advertising and marketing. While this is hurtful to the industry, it presents an opportunity for honest and forthright brands to stand out. Here are some ways to build and keep trust between yourself and your customers.

Create a Two-Way Conversation

While some companies are straightforward in traditional marketing, others choose to engage with their followers over social media. Twitter, Instagram and Facebook comments are great ways to start or join a conversation with consumers. By answering questions, affirming a comment, or responding to complaints, these two-way conversations make the customer feel valued.

Earned Media

With paid media, you expect your product or service to be displayed in its best light, but with earned media, the positive endorsement is coming from an actual user. Through earned media, individuals choose to express satisfaction because they believe in the product or service. This is a great way to build trust and a positive reputation in the market. Some examples of earned media are:

• Press mentions
• High search rankings
• Non-sponsored social media posts

Take a Stand

Whether it is using your social platform to speak for a cause or donating to a charity, people like to see organizations giving back. According to Mintel Press Office, “a company’s charitable giving affects three-quarters (73%) of Americans’ purchase decisions… [and] half (50%) of Americans say that they would switch to a company that supports a cause they believe in.” While it is important to not get too political or force views upon followers, having viewpoints and beliefs helps to humanize a brand. It gives consumers something to relate to or even admire when executed tastefully. When a brand feels authentic, people are more likely to trust what they have to say or promote.

Incorporate Facts

Just like we were told growing up … If it’s too good to be true, then it probably isn’t. Many advertisements overly emphasize the advantages that come with a product or service. When making a big purchasing decision or enlisting a service, people are more likely to look at research, statistics and reviews. While part of successful advertising and marketing is creativity, incorporating features and benefits in your marketing will help prospects have a clear idea of the benefits provided.

Let’s get started! Call us today at 281-448-3435, contact us online or connect with us on LinkedIn.

BONUS TIP

Never underestimate the power of an expert video … In the ever-growing digital world, consumers tend to enjoy getting their content in video form. Get your thought leaders on video answering a question or talking about your product or service, then watch the magic happen! Make sure to keep the video relatively short to keep the attention of any potential customers. These work great for social media, but can also sit on your website!

NOW AVAILABLE: 2021 TRADE SHOW DIRECTORY

Check out Foster Marketing’s 2021 Trade Show Directory containing more than 85 trade shows in the oil and gas and industrial markets. Plan what you will attend and mark your calendar today!