Social Media is used more and more by many people nowadays, to simply communicate or advertise a product or service on it. Consumers are very present on these platforms which is why brands should be there, too. Especially, when you want to go global, it is more crucial than ever to put your focus on Social Media.
But if you are an international company, it means that you also have several global target markets and therefore multiple communities. And if you want to build a genuine relationship with them, the most important factor for this is trust.
Of course, it can sometimes be a long process to build trust between each other. Rome was not built in one day. But the recompense at the end will be even more fruitful for you and your brand. By building trust with your local communities, you will be able to truly connect with them. And going global will be even more easy, as a result.
But how can your brand show its trust-worthy side to the whole world?
Well, at glocled, we are convinced that the right factor is authenticity. Being authentic is one key step to be a more trust-worthy company. It is important to be transparent about your company and your products or services on Social Media. The words you use should match your company’s opinions and sayings.
What you can do to be more authentic is to share stories of your company as well as your values. People want to know who you are, what you stand for and why you do what you do. Be more open about your journey, your success and failure stories. When consumers know more about the background of a company and its values, they tend to be more engaged.
Engagement… the missing piece of the puzzle. Add engagement to authenticity, and you will be sure that your brand will appear even more trust-worthy. Social Media is one of the most efficient bridges from your company to your communities. So use it wisely.
Also, be consistent when you post content for Social Media. Like, comment and reply to messages. All of these will help you to bring your engagement rate higher. Moreover, by doing that, you will show your local audiences that you are willing to listen to them and that you are a company more open to the conversation. Of course, it is crucial here to be aware of your communities‘ values, customs, wishes, fears…
According to a brand trust survey from Adobe made in 2022, “76 percent of consumers say it is important for brands to show empathy by demonstrating they can see things from the consumer perspective, understand their frustrations and know what is really important to them.” 2022 Trust Report: Customer Trust is Earned or Broken with Every Experience | Adobe Blog
It is therefore essential to truly take the time to understand and talk more freely to your local communities. They will appreciate it and will have more trust in you and your brand.
So, what you should keep in mind is authenticity and engagement – this is the true recipe to building trust with your local audiences.
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