Consumers won’t buy from businesses they don’t trust. It’s that simple.
And shoppers in the US trust brands for a number of key reasons:
- 73 percent say it’s purely about the quality of products or services
- 63 percent trust a business based on its reviews and ratings
- 51 percent trut a company if it charges a fair rate for goods
Whatever the reason, earning consumer trust is vital when buyers have so many options online. If they doubt your integrity, a more reliable alternative could be just a few clicks away.
So what can you do?
Everything you can to build trust across all aspects of your operations — including your paid advertising.
Use video ads to earn credibility
Video ads on YouTube and across Google’s Display Network are a fantastic way to earn credibility. Why?
You can convey your professionalism and efficiency in a brief video. High-quality visuals, sound, and editing can demonstrate that your business has the money to invest in slick marketing. It’s unlikely that you’d be a minor operation without the resources to deliver a satisfactory service.
Another way to build trust through video ads is to present customers, testimonials, ratings, and/or industry awards. Show that you’re a company run by real people, improving the lives of other real people.
Even a few seconds of footage of consumers using your products (filmed on their own smartphones), and your team working hard behind the scenes, could be effective.
Show empathy towards customer pain points
Empathy has become one of the most important factors in consumers’ purchase decisions. Especially since the global pandemic crisis began.
More than 90 percent of customers consider brands’ handling of the situation, with relation to shoppers and employees, crucial.
Show prospective and existing customers that you understand their pain points, and are committed to solving them. This could be an ad offering a generous discount on specific products (e.g. face masks, sanitizer), particularly for businesses that have been hit hard by the crisis (restaurants, hotels, etc.).
Buyers may be more likely to trust you over competitors if they see that you’re letting ethics guide you.
Use an appropriate language and tone
Last but not least, use a suitable style in your PPC ads. Address customers in language they’ll understand and feel comfortable with. Avoid unnecessary jargon and get straight to the point.
For example, if you’re targeting shoppers between 50 — 70 years of age, focus on establishing a professional tone. Emphasize your years of experience and commitment to quality service.
And sure, you can be a little bolder when aiming ads at a younger audience. But it has to be authentic and based on in-depth research — they may be able to tell if you’re forcing “cool” lingo into your ads.
Put time into your audience research and build comprehensive buyer personas for more effective ads.
These simple tips can help you build trust in your paid advertising and other digital marketing campaigns. But designing ads that make maximum impact and hone your competitive edge can be tough, especially for newcomers.
Our Orange County digital marketing specialists are here to help you, so get in touch to learn more right now!
