Today’s consumers have access to more information than they’ve ever had. As a result, they’re more educated and savvy. This means businesses can no longer afford to play around. From bloggers to major corporations, building trust with customers is all about proving yourself.
Here’s How You Can Use Data to Build Trust
Want to know how exactly you can build trust with your customers using data? Let’s check out a few ways in which industry leaders are making it happen.
- Publish Case Studies
Everyone loves a good case study – especially B2B customers. If you don’t already have case studies on hand, find a way to develop a couple and incorporate them into your marketing efforts. Not only do case studies allow you to build trust, but they also serve as “bait” for capturing website leads. Not sure where to start? Here’s a good guide on creating your first business case study.
- Use Data in Web Design
One of the quickest and most direct ways to connect with customers is to use data in web design. By plugging in data points, you can build trust and bolster your value offering with social proof at the same time.
Here’s one example from The Law Offices of Paul K. Schrier, PLLC. Notice how the website uses various data points on the amount of money the law firm has recovered for victims of accidents and personal injury claims. For prospective clients, this speaks volumes about the quality of service. For examples of how data visualizations can be used in web design, check out these examples.
- Use Analytics to Drive Decision Making
Emotional pleas and savvy marketing techniques may draw customers in, but factual data is what builds trust. This is an idea that recent research from Ernst & Young backs up. Specifically, their research shows that 91 percent of CMOs believe building trusted customer relationships needs to be a significant focus of their strategic and competitive vision moving forward. Furthermore, 87 percent feel like their strategic vision will need to involve embracing new data and analytics technologies to build credibility.
“CMOs strongly agree that data and analytics can be leveraged to personalize experiences and to build trust,” says Woody Driggs, global advisory leader for Ernst & Young. “A lot of data is collected, yet, at the same time, CMOs are specifically challenged in how to leverage advanced analytics to sort through the information to gain deeper insight.”
- Tap into Facebook Audience Insights
In order to effectively reach your customers, you have to procure the right customers. This means developing very specific advertising campaigns that focus on generating targeted leads. One of the best ways you can do this is by leveraging Facebook advertising and custom audiences.
With Facebook custom audiences, you can target your ads towards a set of people who possess similar characteristics to those of your existing customers. These audiences can be defined by things like email addresses, location, and interests. It’s an incredibly powerful feature that can help you quickly generate a higher return on your ad spend.
Let Facts and Figures Drive Your Interactions
There are times when clever marketing tactics and persuasive conversation can be effective in moving customers from the top of the conversion funnel all the way to the bottom, but you can’t afford to rely solely on these tactics. Instead, you need to let facts and figures drive your interactions. Today’s customers are – by and large – very savvy and want proof. If you can stand up to this burden of proof, then you’ll see much better results.