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    Does Your Online Presence Convey Trust?

    March 31, 2016

March 31, 2016

Does Your Online Presence Convey Trust?

Rachel Botsman recently wrote about The Changing Rules of Trust in the Digital Age and concludes with the supposition that the business disruption taking place today is about the shift towards trusting individuals rather than institutions.

And Jayson Demers, a year ago, wrote a content-rich article about the 11 Simple Techniques for Gaining Customers’ Trust Online, and he leads with the statement “It’s becoming increasingly difficult to get people to trust your website . . .” and goes on to describe the value of these 11 Online trust-building techniques:

  • Professional Web Design
  • Brand Humanization
  • Contact Information
  • Privacy Policy
  • Functioning Links
  • Certified Seal
  • Social Media stats
  • Testimonials
  • Money-Back Guarantee
  • Secure Checkout
  • Updated Blog posts
Get Customer's Trust Online

How to Get Customer’s Trust Online?

And one year ago, www.minewhat.com produced an info-graphic revealing that “Eighty-one percent of shoppers conduct online research before they make a purchase. Sixty percent begin by using a search engine to find the products they want, and 61 percent will read product reviews before making any purchase.”

It’s a new market place. One that is crowded and noisy. The purchase decision is complex due to the many choices a buyer now has. And now included among these many choices are freelancers, self-employed people and micro businesses that are challenging the big name institutions.

The next 10 years will be amazing as more and more entrepreneurial efforts launch. As of today some 34% of the workforce lists themselves as “freelancers”. We are one person, self-employed operations and we provide quality work – – – – for the most part.

But how is a buyer to know? How do we know about the Uber driver or the graphic artist or the SEO expert or the real estate agent? How do buyers know who to trust?

The large corporate institutions have damaged their reputations through wrongdoing, scandal, excessive greed and sheer ineffectiveness. And there is today a window of opportunity for freelancers and micro businesses to acquire some clients. And the internet is how it can happen.

It’s not easy to navigate the noise, but if and when we do, then what?

Jayson points out 11 operational tactics, but from a strategic sense, what does the underdog need to do to cause a shopper to consider us a viable option?

If you are self-employed, a freelancer or a micro business, you might start building your online presence around these 4 objectives:

[1] Build Trust

[2] Display credibility

[3] Be human

[4] Articulate a very clear value proposition

Each of these objectives warrants more detail, but at the foundation level, there is the issue of building trust.

Remember this, the information your prospects receive is coming from one source – you. You are the one writing and speaking about your offering. For the prospect to believe your words, they must have some sense of knowing, liking and trusting you.

How can you convey your trustworthiness online? When we Google you, what will we find?

One last list – if 81% of shoppers conduct online research, what exactly does this entail? What are shoppers looking for?

[1] Online reviews – some prospects like to see what others think.

[2] Videos – some prospects like to see what you look like and your body language.

[3] Blog posts – some prospects like to read what you think and determine your level of expertise.

[4] Podcasts – some prospects like to listen to your expertise or listen to your being interviewed.

[5] Online profiles like Linkedin, Facebook, Twitter, Google and so on. – some prospects like to know about your past and your humanity.

If you are launching your own business today, or looking for some more clients, check out your online presence. Does your online presence convey trust, because trust comes first. Trust precedes product value.

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Steve Gatter
Steve Gatter is a LinkedIn Copywriter, Coach & Sales Strategist. He works with small business owners and teaches them, how to use LinkedIn to attract customers.
Steve Gatter
Steve Gatter

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1 Comment
  • Deena, June 22, 2016 Reply

    I can't beviele I've been going for years without knowing that.

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