Online connectivity has enhanced the work of entrepreneurs, opening new business possibilities. Without digital platforms, ventures rooted in influencer and content-based marketing couldn’t flourish. Yet, simply establishing an online presence won’t cut it in most cases. The famous movie quote “Build it and they will come” doesn’t apply.
To grow an audience, entrepreneurs must start with trust-building strategies. Simultaneously, they need to overcome the barriers to trust the online environment creates. Whether you’re thinking of testing the waters with a new online business or growing a current one, here are four strategies to consider.
1. Direct Outreach
When you see any website featuring a product, are you automatically ensured you can trust what you see? In most cases, the answer is a resounding no. You do your research, check out reviews and weigh the pros over the cons.
The same skepticism creeps in when you see a fellow entrepreneur on social media. Glancing at profiles gives you an overview of what they’re about. Profile pages may pique your curiosity, but they do little to establish trust. You could argue a list of credentials on those profiles communicates credibility. Nonetheless, trust requires communication, interpersonal skills and a proven track record.
Direct outreach gets the ball rolling. Communicating with like minds at networking events, industry conferences and on business platforms does more than break the ice. Direct communication shows you’re a person behind the profile. You can establish rapport, carry on authentic conversations and reiterate your company’s value. Furthermore, you can demonstrate you’re a person of your word.
2. Content Creation
While creating online content alone won’t get the job done, it can be effective at engaging your audience. The key is to clearly define who your audience is, including what information they’re seeking. For example, are they looking for how-to articles related to interior design? Or are they craving entertainment with an informative twist?
Once you know your angle, you can begin to formulate the remaining aspects of your content strategy. You might decide a mix of videos and blogs is best. As you go along, you could discover a demand for email newsletters in your market. If you’re worried about scaling your content production, use online tools to help generate topics, outlines and first drafts.
Natural language processing and AI-driven content tools also help proofread or edit with increased efficiency. Creating digital pieces that resonate with your audience gives them a glimpse into your expertise. Your market also comes to know your thoughts, background and what services or products you can offer. Solve some of their pain points to build the relationship while highlighting how your paid options can meet more of their needs.
3. Direct, Consistent Engagement
Building relationships and trust takes consistent effort. Reaching out a few times and publishing a sparse content library may attract initial attention. However, like any relationship, ongoing exchanges are essential. Otherwise, people may think you and your company don’t have staying power. Inconsistent engagement could also communicate a lack of follow-through.
While you’re likely to find a range of recommendations on how consistent you should be, let your audience decide. You may also find you’ll need to segment your market based on engagement needs. For example, a portion of your blog readers could be satisfied with a weekly post. Others might think that’s not enough and want to engage in other ways, including emails and social media pages.
As your business grows, it’s important to get a pulse on your audience’s definition of consistent engagement. Sometimes it’s a combination of bigger and smaller efforts. Responding to comments, participating in open dialogue and recognizing audience members adds to the mix. It shows you’re responsive and want to do more than capture a sale.
4. Leverage Social Proof
Remember the part about people checking out reviews? Online testimonials, reviews and shoutouts fall under the category of social proof. And it’s critical to gaining trust since 75.5% of consumers have faith in reviews. An astonishing 90.6% of people always read through reviews before they decide to buy.
In addition, about 50% of consumers have more interest in companies that respond to reviews. As a fresh-faced entrepreneur, you may not have social proof right out of the gate. But as you build your business, you’ll want to leverage online reviews and testimonials. They give your audience a reason to put their faith in your products or services.
Responding to reviews, whether positive or negative, also extends the conversation. You can demonstrate you’re willing to address dissatisfaction, potentially turning a good portion of those situations around. Again, it communicates you’re not just out to make a buck. You genuinely care about the impact you’re making and want to ensure it’s as positive as possible.
Trust-Building Strategies For The Digital Age
The digital age may have ushered in an increased ability to connect with and reach larger audiences. At the same time, it’s created a sense of anonymity that can make it challenging for entrepreneurs to build trust. Cloaked in anonymity is the unknown, which gives rise to speculation and uncertainty.
You can overcome those barriers by incorporating some of the advantages of online platforms into your approach. Strategies such as practicing direct outreach and leveraging social proof will show you’re trustworthy. Concentrate on building relationships first to grow and engage your online audience.
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