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The Psychology of Trust in Marketing: How to Earn It and How to Keep It

When making a purchase, 92 percent of consumers trust recommendations from friends and family over all forms of advertising. In fact, they trust their friends and family 9 times more than they trust advertising. Trust is a core component of your online reputation — the public perception others have of you or your business operation.

You can’t simply wave a magic wand and build trust right from the beginning. This trust comes from a careful strategy that incorporates digital marketing, online reputation management, and improving the customer experience. Together, these tools can set the stage for increased levels of trust between you and your customers.

For brands, this presents both a challenge and an opportunity. Companies can no longer rely solely on advertising and expect consumers to make purchases based on campaign promises. They can, however, reach and connect with customers and potential customers in new ways — including by building a robust and visible online reputation — and these new methods can generate the trust and loyalty companies need to succeed.

Building Trust With Online Reputation Management

Trust is an essential part of the modern business environment. Without trust, potential customers are far less likely to patronize your business.

Where does this trust come from? In today’s highly connected digital environment, trust begins with your digital footprint. Face it — most people search online before making decisions about which companies they will choose. These potential customers may read online reviews, explore news articles about a business, or investigate a company’s social media presence. What information is found can have powerful influences on the next steps. A positive online reputation establishes a foundation of trust, while a negative online reputation coming from bad reviews, unflattering social media comments, or complaints can derail what you’ve worked so hard to achieve.

How can brands earn and keep the trust of their customers? This infographic, courtesy of Salesforce Canada will show you the way.

Online Reputation information graphic

Via Salesforce

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When making a purchase, 92 percent of consumers trust recommendations from friends and family over all forms of advertising. In …

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