How to maximise brand trust
Paul Morris, Global Digital Director at PZ Cussons, talks through his G.O.O.D model and gives an insight into how you can make better consumer-based decisions.
Trust forms the basis of human interactions and is fundamental in all successful relationships. If you then couple trust with effective marketing, your organisation will develop a deep emotional engagement with your target consumers that will prove the bedrock of your entire customer lifecycle.
I’ve been working on a methodology and application to achieve this that has resulted in the creation of the G.O.O.D model.
Gravitas - If people know your brand and what it stands for then consumers are more likely to engage with it. Use your Brand to help ignite content and bring it to life.
Openness – Use Social + SEO. Influencers and your audience will be effectively engaged if you use Social + SEO to build, grow and nurture an engaged audience.
Outreach – Amplify content through relevant channels. Promotion and Distribution will help amplify content by engaging with paid channels yet they must be effectively integrated with ‘free’ channels such as organic social, SEO + quality content.
Distribution – Build and grow authority by creating content people care about and want to share in order to generate social shares and backlinks. If you enjoy topic authority, consumers will often share without fully reading/digesting the article!
Social sharing numbers and blog comments do influence a person’s propensity to engage and share content. If they see lots of share activity in a post, consumers assume the article is good and will also share.
You should implement strategies which promote social currency through content. People share content to make them look good, to be useful, to define themselves to others and for self-fulfilment so think of what propels people to share your content.
TRUST plays an integral part in this methodology but how do you gain it?
I believe there are five variables of trust when coupled with the G.O.O.D model. How you perform under these will show your consumer how ‘trustworthy’ you are.
The variables are:
Credibility – linked with the words we speak: “I can trust X as he’s very credible on Y subject”
Reliability – Linked with actions: “She told me Z would be delivered by tomorrow, I trust her due to past deeds, hence I know it will be delivered on time”
Intimacy – Linked with the personal relationship we have with the individual: “I trust him with that information as they have never embarrassed me before or violated my confidentiality”
Self-Orientation – Linked with the person’s focus. Basically, is it all about ‘them’ or the ‘we’ or the ‘I’: “I don’t trust her on this deal as it’s all about what she gets out of it”
Emotion – Closely linked with the ‘Distribution’ elements of the G.O.O.D model above; provoke an emotional response from the other party to truly engage with them.
Trust in business is vital and achieving all five variables are required to gain total trustworthiness. Aim for high credibility, reliability and intimacy, low self-orientation and then multiply that by true emotional engagement to fulfil your trustworthy ‘score’.
If you then couple that with effective marketing via the G.O.O.D model, you will enjoy deep emotional engagement with your target consumers throughout your customer lifecycle.
This topic is quite expansive and you can hear Paul discussing it in much more detail at Searchstar’s 2017 ‘Can you build a brand online’ conference. For more details & to book your ticket click here.
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