The Tools You Need to Rebuild Trust with Your Audiences:
Whom do you trust? Where can your pure motivation, transparent transactions, and reliable facts extend beyond your direct network?
A few generations ago, many people would have answered this question by referring to the most important institutions: government agencies, well-known brands, and the mainstream media.
No longer. As a participant in our recent webinar “The Currency of Trust: How Marketers Must Overcome the Trust Divisions in Reputation, Media and Marketing,” 2017 was the first year of Edelman’s annual trust barometer, which built trust in all businesses. four fundamental pillars of society. . NGOs, business, media, and government.
This is probably the biggest problem marketers face today. Confidence is not just a nice bonus. This is the basis of purchase intent and any long-term customer relationship, not to mention the immediate delivery impact.
Wanted: a human voice
Confidence in financial services, for example, has gradually improved in recent years. However, it started with a very low base, as noted by Deidre H. Campbell of Edelman, one of our webinar speakers.
“Financial service providers have worked to restore stakeholder confidence, but the reality is that the financial sector is still the least trustworthy,” he said.
According to Deidre, Edelman’s financial clients are increasingly looking for help in finding a ‘human voice’ to help them connect with customers. Institutional language training in the industry lags behind other brands.
close the dress
Marketers are often annoyed by the kind of silly language and legal and compliance requirements that apply to their industry. It’s a frustration shared by one of our other speakers, Frank Cooper, director of marketing at BlackRock.
According to Frank, the industry needs to train ‘younger muscles’ to become more recognizable and responsive.
“Historically, we wanted to position ourselves as experts on this. But empathizing and remembering complicated things in terms that people can understand is the way to trust,” he said.
Exposure to social media has led people to expect a more inviting and participatory communication style, Frank said. He thinks brands should get input from companies like Buzzfeed, where he has worked before.
“On Buzzfeed, they don’t waste a lot of time on long platforms,” he notes. “They take a thread and post it in a way that invites people to share it or join the conversation.”
real conversation, very clear
Chase is a provider that wants to break away from the ‘right expert’ model and make direct, direct connections with customers.
Its brand director, Susan Canevari, described the realistic principles by which the company operates: The real-life – we try to find the extraordinary in the ordinary; real conversation – we talk like our customers do; really convenient – customer service, not self-service; very clear – we try to keep things simple.
As Susan points out, it depends on Chase’s 250,000 employees to implement this approach. It’s important that our employees not only believe in it but live it up, she says.
In fact, the role of employees in building trust cannot be overstated. Edelman has shown that financial services officials in any industry are most excited to get their company’s message across.
And with 55 percent of people now trusting individuals more than institutions, the human faces of your organization have never been more critical to success.
‘Companies can do more than the government’
Chase’s mission is to help every customer get the most out of their money. As an institution, however, it has a more universal purpose.
Susan described the bank’s five-year investment in bringing business back to the city of Detroit. At the corporate level, our goal is to make the communities in which we do business more prosperous and healthier.
Businesses’ efforts to improve society are gaining widespread approval, even in today’s suspicious world. As Deidre H. Campbell of Edelman told us, it has yet to lead.
51% of consumers believe that brands can do more to solve social problems than the government. And 75% believe that a company can make a profit while improving economic and social conditions.
find your higher purpose
Frank Cooper agrees: ‘Trust comes from brands joining with a higher purpose. You need to define it by starting with something that fits your company’s history, heritage, and ambitions.
After you have stated it clearly & you must act in a way that is in accordance with the higher purpose. It may sound like lofty goals, but the reality is that brands have tremendous power and influence.
Hear more insights from our experts here. Visit our Currency of Trust content center to learn more about how LinkedIn Marketing Solutions can help you rethink your organization’s customer journey — and connect you with key audiences and issues.