The topic of “trust” is one that we return to over and over again. No matter whether we are wanting to build awareness, consideration or purchase for our business, or establish ourselves online as thought leaders, every word we write, every video we produce and every image we take and share online has ONE CLEAR MISSION. To build trust with our audiences.
When Acquity Group surveyed 2000 US-based consumers on brand engagement, there were plenty of insights and data points. Take a look at the infographic below for a neat summary.
But look deeper. The underlying theme of every data point isn’t the shifting power of millennial consumers. It isn’t about the devices we choose or use. It isn’t even about what we buy or when. It is the REASON we TRUST.
And when it comes to social media, the TRUST EQUATION is simple:
TRUST = Reputation + Action
So the question you need to be asking yourself about your next campaign, your next innovation or project is not “who can I target” but “How do I build trust”. And if you answer that question, you may find that the rest of the marketing funnel falls into place.